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Work or Fun? How Task Construal and Completion Influence Regulatory Behavior

  • Juliano Laran
  • Chris Janiszewski
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    Volitional 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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    Article provided by Oxford University Press in its journal Journal of Consumer Research.

    Volume (Year): 37 (2011)
    Issue (Month): 6 ()
    Pages: 967 - 983

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    Handle: RePEc:ucp:jconrs:doi:10.1086/656576
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