In psychology, an effort heuristic is a rule of thumb in which the value of an object is assigned based on the amount of perceived effort that went into producing the object. An example of this would be the comparison of $100 earned, and $100 found. If someone finds $100 they might go spend it on a whim, but if that $100 is part of their paycheck, they are not going to waste it.
Another way that effort heuristic can be considered is the amount of effort a person will put into an action depending on the goal. If the goal is of little importance, the amount of effort a person is willing to put into it is going to be lower.
... The effort heuristic can also affect the perceived quality rating and financial value of objects ... pictures suggested that people are prone to rely on perceived effort to value objects when other criteria are not readily available ...
Famous quotes containing the word effort:
“This nightmare occupied some ten pages of manuscript and wound off with a sermon so destructive of all hope to non-Presbyterians that it took the first prize. This composition was considered to be the very finest effort of the evening.... It may be remarked, in passing, that the number of compositions in which the word beauteous was over-fondled, and human experience referred to as lifes page, was up to the usual average.”
—Mark Twain [Samuel Langhorne Clemens] (18351910)