Study level
- PhD
- Master of Philosophy
Faculty/School
Faculty of Business and Law
Topic status
We're looking for students to study this topic.
Supervisors
- Position
- Professor
- Division / Faculty
- Faculty of Business & Law
Overview
Most theories of motivation and behaviour consider pain and effort to be deterrents. In contrast to this widely held belief, researchers have identified that the prospect of enduring pain and exerting effort for a cause can promote contributions to the cause. Specifically, research has shown that willingness to contribute to a charitable or collective cause increases when the contribution process is expected to be painful and effortful rather than easy and enjoyable.
This project extends this theory to a shopping context. Consider 'gifting' to a loved one, a family member or colleague. When we distribute the gift, how often do we re-count to the receiver the effort we expended to acquire the gift - drive to the other side of town, navigate a busy carpark, battle other shoppers and finally, secure the very last one. Phew!
For the receiver, does the knowledge of the prior effort increase the perceived value of the gift? For the giver, does the re-telling of the effort expended, somehow add intrinsic value to the gift?
Contact
Contact the supervisor for more information.