1. Etkin, J. (2016). The Hidden Cost of Personal Quantification. Journal of Consumer
Research, 42, 967-984.
Summary:
This study explores how personal quantification (tracking activities such as steps walked,
calories burned, or hours worked) influences consumer motivation and enjoyment. The research
finds that measuring personal experiences can sometimes reduce intrinsic motivation by shifting
attention from the activity itself to its numerical output. For example, tracking steps can turn
walking from an enjoyable experience into a goal-driven task, decreasing satisfaction. The study
suggests that while quantification can be useful for achieving objectives, it may also diminish
personal engagement and overall well-being.
Key Findings:
● Quantification changes motivation from intrinsic (enjoyment) to extrinsic (goal
achievement).
● Consumers may experience reduced satisfaction when focusing on numbers.
● Personal tracking tools can lead to burnout or disengagement if overused.
● Enjoyment is higher when people engage in activities without measurement.
2. Novemsky, N., Dhar, R., Schwarz, N., & Simonson, I. (2007). Preference Fluency in
Consumer Choice. Journal of Marketing Research, 44, 347-356.
Summary:
This article examines how the ease of processing (fluency) influences consumer choices and
decision-making. The authors argue that when consumers find it easy to compare options, they
are more confident in their preferences and more likely to make a choice. Conversely, when
choices are difficult to process (low fluency), consumers experience uncertainty and may either
defer the decision or rely on simple heuristics.
Key Findings:
● High fluency (easy-to-process choices) increases confidence and willingness to choose.
● Low fluency (complex or confusing options) leads to decision avoidance or reliance on
simple cues.
● Consumers often misinterpret ease of processing as a sign of preference strength.
Research, 42, 967-984.
Summary:
This study explores how personal quantification (tracking activities such as steps walked,
calories burned, or hours worked) influences consumer motivation and enjoyment. The research
finds that measuring personal experiences can sometimes reduce intrinsic motivation by shifting
attention from the activity itself to its numerical output. For example, tracking steps can turn
walking from an enjoyable experience into a goal-driven task, decreasing satisfaction. The study
suggests that while quantification can be useful for achieving objectives, it may also diminish
personal engagement and overall well-being.
Key Findings:
● Quantification changes motivation from intrinsic (enjoyment) to extrinsic (goal
achievement).
● Consumers may experience reduced satisfaction when focusing on numbers.
● Personal tracking tools can lead to burnout or disengagement if overused.
● Enjoyment is higher when people engage in activities without measurement.
2. Novemsky, N., Dhar, R., Schwarz, N., & Simonson, I. (2007). Preference Fluency in
Consumer Choice. Journal of Marketing Research, 44, 347-356.
Summary:
This article examines how the ease of processing (fluency) influences consumer choices and
decision-making. The authors argue that when consumers find it easy to compare options, they
are more confident in their preferences and more likely to make a choice. Conversely, when
choices are difficult to process (low fluency), consumers experience uncertainty and may either
defer the decision or rely on simple heuristics.
Key Findings:
● High fluency (easy-to-process choices) increases confidence and willingness to choose.
● Low fluency (complex or confusing options) leads to decision avoidance or reliance on
simple cues.
● Consumers often misinterpret ease of processing as a sign of preference strength.
