Work or fun? How task construal and completion influence regulatory behavior

Juliano Laran, Chris Janiszewski

Research output: Contribution to journalArticle

55 Scopus citations


Volitional behaviors can be construed as "work" (extrinsically motivated) or as "fun" (intrinsically motivated). When volitional behaviors are construed as an obligationto 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 selfcontrol 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.

Original languageEnglish (US)
Pages (from-to)967-983
Number of pages17
JournalJournal of Consumer Research
Issue number6
StatePublished - Apr 1 2011


ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

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