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Samenvatting - All Articles Consumer Behavior (E_EBE3_CBEH)

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Vrije Universiteit Amsterdam (VU)

All articles necessary to pass the exam summarized in a condensed way so it is easy to understand, study and memorize! Received an 9.5 for the course after memorizing these articles & the lecture material!

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Consumer behavior – Article
summaries
Etkin
The article investigates the unintended negative consequences of personal quantification tools (like
Fitbit) on individuals' enjoyment and engagement in activities.

Research question
Etkin explores whether tools for personal quantification, which help individuals track various behaviors
(e.g., steps walked, pages read), might diminish the enjoyment derived from those activities, potentially
undermining intrinsic motivation and leading to decreased future engagement and subjective well-being.

Variables
IV: The presence or absence of measurement.

DV:

 The amount of an activity performed.
 Enjoyment of the activity.
 Continued engagement with the activity after measurement is removed.
 Subjective well-being.

Moderator variables: Activity framing (fun vs. work).

Mediator variables: Perception of activity being more like work.

Potential confounding variables: Task difficulty, the need for achievement, and distraction.

Method
Six experiments were conducted, involving activities like coloring, walking, and reading, with variations in
the measurement feedback provided to participants. Some experiments also manipulated cognitive load
and how the activity was framed (as fun or work). Participants' output, enjoyment, future engagement,
and subjective well-being were measured through self-reports and activity tracking (e.g., pedometers,
page counters).

Results
Measurement consistently increased the quantity of activity performed but simultaneously decreased
enjoyment across different activities. This decrease in enjoyment was mediated by the activity feeling
more like work due to the focus on output, which was confirmed through mediation analysis.
Furthermore, measurement was found to decrease continued engagement with the activity after the
measurement feedback was removed and to lower subjective well-being. Even when participants could
choose whether to receive measurement feedback, the negative effects on enjoyment and engagement
persisted, indicating the seductive but ultimately detrimental impact of personal quantification tools.

, These findings highlight the complex effects of personal quantification on behavior, suggesting that while
these tools can motivate increased activity levels, they might also reduce the intrinsic enjoyment of these
activities, potentially undermining long-term engagement and well-being.

 Measurement  Increase in activity performed & decrease of enjoyment (intrinsic motivation).
 Mediation: Perception of activity being more like work. (Explains the “how” of the main effect).
 Moderation: Framing of activity (fun vs. work).
o Fun: Mitigated negative effect of measurement on enjoyment.
o Work: Amplified negative effect of measurement on enjoyment.
 Decreased enjoyment  Reduction of long-term activity.

Experiments
Experiment 1: Coloring Shapes
Purpose: To examine how measurement affects the amount of an activity done and its enjoyment.

Method: Participants colored shapes for a set time. One group had a counter tracking the number of
shapes colored; the other did not.

Findings: Measurement increased the number of shapes colored but decreased enjoyment.

Experiment 2: Walking with a Pedometer
Purpose: To test if tracking steps affects walking quantity and enjoyment in a real-world setting.

Method: College students wore a pedometer for a day; some could see their step count, others could
not.

Findings: Access to step counts led to more walking but less enjoyment of the activity.

Experiment 3: Field Study on Walking
Purpose: To investigate if measurement impacts subjective well-being and whether its effects persist
when optional.

Method: Similar to Experiment 2, but included an option for participants to check their step count at will.

Findings: Measurement, even when optional, increased walking, decreased enjoyment, made walking
feel more like work, and reduced subjective well-being.

Experiment 4: Reading
Purpose: To see if framing an activity as fun or work affects measurement's impact on enjoyment and
output.

Method: Participants read a book excerpt with or without a page counter and under different frames
(fun, work, or control).

Findings: Measurement increased reading but reduced enjoyment when reading was framed as fun. This
effect was weakened when reading was framed as work.

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