An experimental manipulation of the value of effort

People who take on challenges and persevere longer are more likely to succeed in life. But individuals often avoid exerting effort, and there is limited experimental research investigating whether we can learn to value effort. We developed a paradigm to test the hypothesis that people can learn to value effort and will seek effortful challenges if directly incentivized to do so. We also dissociate the effects of rewarding people for choosing effortful challenges and performing well. The results provide limited evidence that rewarding effort increased people’s willingness to choose harder tasks when rewards were no longer offered (near transfer). There was also mixed evidence that rewarding effort increased willingness to choose harder tasks in another unrelated and unrewarded task (far transfer). These heterogeneous results highlight the need for further research to understand when this paradigm may be the most effective for increasing and generalizing the value of effort.