"When people believe they have autonomously chosen to pursue a goal themselves, they feel the goal is increasingly valuable as they put in more effort, because they experience their own effort as signaling how much they care about it," write authors Ying Zhang (University of Texas at Austin), Jing Xu, Zixi Jiang (both Peking University), and Szu-chi Huang (University of Texas at Austin).
It seems that when people believe a goal they are pursuing is imposed on them, they experience their efforts as a loss of autonomy. In other words, they value the goal less as they put in more effort.
The authors tested participants in four experiments. In the first study, they found that participants who made a free choice on the topic of an essay increased their efforts as they moved further into the task, whereas people who were assigned topics withdrew their efforts as they advanced in the task.
Next, the authors organized campaigns for two environmental issues, forest conservation and saving energy. They allowed half the participants to choose the campaign they would like to support, but randomly assigned a campaign to the remaining people. They then varied the amount of effort participants needed to provide to support their campaigns. People who were given a choice of which campaign to support reported that they cared more about the issue after putting in more effort. The people who were assigned a cause cared less about the issue after investing more effort.
"Our findings have important implications for understanding consumer behaviors," the authors write. "For example if a person chooses to stay in a certain hotel, he or she is likely to experience the choice as reflecting how much he or she likes this place, which should in turn increase the likelihood that this person will stay in the same hotel again."
Finally, the authors suggest that marketers can capitalize on consumer desire for autonomous choice. They suggest that someone might switch brand loyalty if confronted with the statement: "Your parents thought that would be a good car for you…do you?"
Ying Zhang, Jing Xu, Zixi Jiang, and Szu-chi Huang. "Been There, Done That: The Impact of Effort Investment on Goal Value and Consumer Motivation." Journal of Consumer Research: June 2011 (published online October 15, 2010). Further information: http://ejcr.org
Mary-Ann Twist | EurekAlert!
Study relating to materials testing Detecting damages in non-magnetic steel through magnetism
23.07.2018 | Technische Universität Kaiserslautern
Innovative genetic tests for children with developmental disorders and epilepsy
11.07.2018 | Christian-Albrechts-Universität zu Kiel
Scientists at the University of California, Los Angeles present new research on a curious cosmic phenomenon known as "whistlers" -- very low frequency packets...
Scientists develop first tool to use machine learning methods to compute flow around interactively designable 3D objects. Tool will be presented at this year’s prestigious SIGGRAPH conference.
When engineers or designers want to test the aerodynamic properties of the newly designed shape of a car, airplane, or other object, they would normally model...
Researchers from TU Graz and their industry partners have unveiled a world first: the prototype of a robot-controlled, high-speed combined charging system (CCS) for electric vehicles that enables series charging of cars in various parking positions.
Global demand for electric vehicles is forecast to rise sharply: by 2025, the number of new vehicle registrations is expected to reach 25 million per year....
Proteins must be folded correctly to fulfill their molecular functions in cells. Molecular assistants called chaperones help proteins exploit their inbuilt folding potential and reach the correct three-dimensional structure. Researchers at the Max Planck Institute of Biochemistry (MPIB) have demonstrated that actin, the most abundant protein in higher developed cells, does not have the inbuilt potential to fold and instead requires special assistance to fold into its active state. The chaperone TRiC uses a previously undescribed mechanism to perform actin folding. The study was recently published in the journal Cell.
Actin is the most abundant protein in highly developed cells and has diverse functions in processes like cell stabilization, cell division and muscle...
Scientists have discovered that the electrical resistance of a copper-oxide compound depends on the magnetic field in a very unusual way -- a finding that could help direct the search for materials that can perfectly conduct electricity at room temperatur
What happens when really powerful magnets--capable of producing magnetic fields nearly two million times stronger than Earth's--are applied to materials that...
08.08.2018 | Event News
27.07.2018 | Event News
25.07.2018 | Event News
15.08.2018 | Physics and Astronomy
15.08.2018 | Earth Sciences
15.08.2018 | Physics and Astronomy