Marketing Research Seminar Series: Rise to the Challenge: Effort Interpretation Influences Motivation to Perform a Behavior
Speaker: Juliano Laran, Miami
This presentation investigates motivation to perform a behavior as a function of the perceived effort to perform it. We propose two routes through which effort influences motivation. One route is the difficulty route. When effort is interpreted in terms of how difficult a behavior is to perform, higher effort will decrease people’s motivation to perform the behavior. A second route is the challenge route. When effort is interpreted in terms of how challenging a behavior is to perform, higher effort will increase people’s motivation to perform the behavior. We demonstrate the effect of interpreting behaviors as difficult vs. challenging in the contexts of staying in shape, exposure to advertising, willingness to do volunteering work, and loyalty programs. We end with a discussion of implications for theories of effort and motivation and for the way marketers communicate the effort involved in consuming products and experiences.
- 365B Melcher Hall (Enter through Suite 365 Lobby)
- Bauer Department of Marketing & Entrepreneurship