Abstract
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 language | English (US) |
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Pages (from-to) | 967-983 |
Number of pages | 17 |
Journal | Journal of Consumer Research |
Volume | 37 |
Issue number | 6 |
DOIs | |
State | Published - Apr 2011 |
ASJC Scopus subject areas
- Business and International Management
- Anthropology
- Arts and Humanities (miscellaneous)
- Economics and Econometrics
- Marketing