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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

F5. Alternative Food Consumption (AFC) Adoption and Low SES Youth Food Well-Being: From Precontemplation to Maintenance

Wided Batat, American University Beirut

Read More

Featured

Making Sense of Spontaneity: In-The-Moment Decisions Promote More Meaningful Experiences

Jacqueline R. Rifkin, Duke University, USA
Keisha Cutright, Duke University, USA

Read More

Featured

Crime and Punishment through the Political Lens: How Liberals Forgive, and Conservatives Punish Ethical Brand Users

Thomas Allard, Nanyang Technological University, Singapore
Brent McFerran, Simon Fraser University, Canada

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.