Consumers Value Effort over Ease When Caring for Close Others

Many products and services are designed to make caregiving easier, from premade meals for feeding families to robo-cribs that automatically rock babies to sleep. Yet, using these products may come with a cost: consumers may feel they have not exerted enough effort. Nine experiments show that consumers feel like better caregivers when they put more effort into caregiving tasks than when they use effort-reducing products to perform such tasks. The...