Work or Fun? How Task Construal and Completion Influence Regulatory Behavior
AbstractVolitional behaviors can be construed as “work” (extrinsically motivated) or as “fun” (intrinsically motivated). When volitional behaviors are construed as an obligation to work, completing the behavior depletes a consumer, and subsequent self-control becomes more difficult. When volitional behaviors are construed as an opportunity to have fun, completing the behavior vitalizes a consumer, and subsequent self-control becomes easier. Six studies show how individual differences and contextual factors influence the construal of a task, the motivation for completing it, and subsequent regulatory behavior.
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Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 37 (2011)
Issue (Month): 6 ()
Pages: 967 - 983
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Web page: http://www.journals.uchicago.edu/JCR/
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