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

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  • Juliano Laran
  • Chris Janiszewski

Abstract

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.

Suggested Citation

  • Juliano Laran & Chris Janiszewski, 2011. "Work or Fun? How Task Construal and Completion Influence Regulatory Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(6), pages 967-983.
    • Handle: RePEc:oup:jconrs:doi:10.1086/656576
    DOI: 10.1086/656576
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    Citations

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    Cited by:

    1. Jaeho Yang & Bokyeong Kim, 2021. "Guilt and the Consumption of Products with an Unhealthy Image," Sustainability, MDPI, vol. 13(21), pages 1-16, October.
    2. Sara Kim & Rocky Peng Chen & Ke Zhang, 2016. "Anthropomorphized Helpers Undermine Autonomy and Enjoyment in Computer Games," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 282-302.
    3. Elena Francke, Anna & Carrete, Lorena, 2023. "Consumer self-regulation: Looking back to look forward. A systematic literature review," Journal of Business Research, Elsevier, vol. 157(C).
    4. Scott W. Davis & Kelly L. Haws, 2017. "Don’t Sweat the Big Stuff: Emphasizing Importance Hinders Goal Pursuit for Consumers Low in Dispositional Self-Control Resources," Journal of the Association for Consumer Research, University of Chicago Press, vol. 2(1), pages 93-104.
    5. Aner Sela & Jonah Berger & Joshua Kim & Gita JoharEditor & Leonard LeeAssociate Editor, 2017. "How Self-Control Shapes the Meaning of Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 724-737.
    6. Michail D. Kokkoris, 2018. "When the purpose lies within: Maximizers and satisfaction with autotelic choices," Marketing Letters, Springer, vol. 29(1), pages 73-85, March.
    7. Huang, Yunhui & Jia, Yanli, 2019. "Remaining focus increases task evaluation and future task perseverance," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 251-263.
    8. Brown, James R., 2020. "The competitive structure of restaurant retailing: the impact of hedonic-utilitarian patronage motives," Journal of Business Research, Elsevier, vol. 107(C), pages 233-244.
    9. Nicole Koschate-Fischer & Wayne D. Hoyer & Nicola E. Stokburger-Sauer & Jan Engling, 2018. "Do life events always lead to change in purchase? The mediating role of change in consumer innovativeness, the variety seeking tendency, and price consciousness," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 516-536, May.
    10. Carolina Werle & Brian Wansink & Collin Payne, 2015. "Is it fun or exercise? The framing of physical activity biases subsequent snacking," Marketing Letters, Springer, vol. 26(4), pages 691-702, December.
    11. Yudong Zhang & Huilong Zhang & Chubing Zhang & Dongjin Li, 2020. "The Impact of Self-Quantification on Consumers’ Participation in Green Consumption Activities and Behavioral Decision-Making," Sustainability, MDPI, vol. 12(10), pages 1-21, May.

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