Doing More For Less: the Easy Addendum Effect in Goal Pursuit

People generally dislike performing tasks that they find difficult and effortful. We demonstrate a simple technique to reduce perceptions of overall effort: we suggest adding a few easy tasks to the end of a sequence of difficult tasks. We call this the “easy addendum effect,” and demonstrate why it emerges.


Edward Yuhang Lai, Julio Sevilla, Mathew S. Isaac, and Rajesh Bagchi (2020) ,"Doing More For Less: the Easy Addendum Effect in Goal Pursuit", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 486-487.


Edward Yuhang Lai, Virginia Tech, USA
Julio Sevilla, University of Georgia, USA
Mathew S. Isaac, Seattle University, USA
Rajesh Bagchi, Virginia Tech, USA


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


Faster than Fact: Consuming in Post-Truth Society

Robert Kozinets, University of Southern California, USA
Rossella Gambetti, Catholic University of the Sacred Heart
Silvia Biraghi, Catholic University of the Sacred Heart

Read More


K9. Measuring Internet Slang Style in Advertisement: Scale Development and Validation

Shixiong Liu, Shenzhen University
Yi Wu, Tsinghua University
Wu Gong, Shenzhen University

Read More


The Subjective Value of Popularity: A Neural Account of Socially Informed Functional Value and Social Value

Robert Goedegebure, Wageningen University, The Netherlands
Irene Tijssen, Wageningen University, The Netherlands
Nynke van der Laan, University of Amsterdam
Hans van Trijp, Wageningen University, The Netherlands

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.