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

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