Tendency to judge objects that took a longer time to produce to be of higher value
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The effort heuristic is a mental rule of thumb in which the quality or worth of an object is determined from the perceived amount of effort that went into producing that object. In brief, the effort heuristic follows a tendency to judge objects that took a longer time to produce to be of higher value.[1] The more effort invested in an object, the better it is deemed to be. This is especially true in situations where value is difficult to assess or the evaluator lacks expertise in the appraisement of an item. People use whatever information is available to them and effort is thought to generally be a reliable indicator of quality.[1]
An example of this would be the comparison of $100 earned, and $100 found. If someone finds $100 they are more inclined to go spend it on a whim, but if that $100 is part of a hard-earned paycheck, they are less likely to squander it away. Another way that effort heuristic can be considered is the amount of effort a person will put into an action depending on the goal.[2][3][4] If the goal is of little importance, the amount of effort a person is willing to put into it is going to be lower.[3]
^ abKruger, J., Wirtz, D., Boven, L., & Altermatt, T. (2004). The effort heuristic. Journal of Experimental Social Psychology, 40, 91-98.
^Bijeveld, E., Custers, R., & Aarts, H. (2012). Adaptive reward pursuit: How effort requirements affect unconscious reward responses and conscious reward decisions. Journal of Experimental Psychology, 141, 728-742.
^ abFestinger, L. (1957). A theory of cognitive dissonance. Stanford, Calif: Stanford University Press.
^Zhang, Y., Xu, J., Jiang, Z., & Huang, S. (2011). Been There, Done That: The Impact of Effort Investment on Goal Value and Consumer Motivation. Journal of Consumer Research, 38, 78-93.
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