The Effort Paradox: Effort Is Both Costly and Valued. Issue 4 (April 2018)

• Record Type: Journal Article
• Authors: Inzlicht, Michael; Shenhav, Amitai; Olivola, Christopher Y.
• Is Part Of: Trends in cognitive sciences. Volume 22:Issue 4(2018)
• Page Start: 337
• Page End: 349
• Publication Date: 2018-04
• Subjects: effort -- value -- cognitive control -- decision-making -- cognitive dissonance -- learned industriousness -- need for cognition; Cognitive science -- Periodicals; Cognitive neuroscience -- Periodicals; 153.05
• DOI: 10.1016/j.tics.2018.01.007
• Languages: English
• ISSNs: 1364-6613

Abstract

Abstract : According to prominent models in cognitive psychology, neuroscience, and economics, effort (be it physical or mental) is costly: when given a choice, humans and non-human animals alike tend to avoid effort. Here, we suggest that the opposite is also true and review extensive evidence that effort can also add value. Not only can the same outcomes be more rewarding if we apply more (not less) effort, sometimes we select options precisely because they require effort. Given the increasing recognition of effort's role in motivation, cognitive control, and value-based decision-making, considering this neglected side of effort will not only improve formal computational models, but also provide clues about how to promote sustained mental effort across time. Highlights: Prominent models in the cognitive sciences indicate that mental and physical effort is costly, and that we avoid it. Here, we suggest that this is only half of the story. Humans and non-human animals alike tend to associate effort with reward and will sometimes select objects or activities precisely because they require effort (e.g., mountain climbing, ultra-marathons). Effort adds value to the products of effort, but effort itself also has value. Effort's value can not only be accessed concurrently with or immediately following effort exertion, but also in anticipation of such expenditure, suggesting that we already have an intuitive understanding of effort's potential positive value. If effort is consistently rewarded, people might learn that effort is valuable and become more willing to exert it in general.