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

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. © 2010 by JOURNAL OF CONSUMER RESEARCH, Inc.