Fishbach, Ayelet; Choi, Jinhee - In: Organizational Behavior and Human Decision Processes 118 (2012) 2, pp. 99-107
We explore how attending to the goals an activity achieves (i.e., its instrumentality) impacts the motivation to pursue the activity. We propose that the focus on the activity’s instrumentality renders the activity more valuable yet its experience less positive. Because experience is mainly...