Laran, Juliano; Janiszewski, Chris - In: Journal of Consumer Research 37 (2011) 6, pp. 967-967
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...