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We document a shift in the value assigned to intrinsic incentives: people value these incentives more inside an activity than outside the activity (i.e., during vs. before or after pursuit). For example, people care more about the level of interest of their present work task than of past or future work tasks. We document this shift across a variety of activities (exercising, visiting a museum, and lab tasks) and using various measures, including rated importance of intrinsic incentives inside and outside pursuit, actual and planned persistence on activities that offer these incentives, and regret when choosers outside pursuit forgo intrinsic incentives that pursuers later seek. This shift in valuation occurs because intrinsic incentives improve the experience during action pursuit, and therefore, this shift is unique to intrinsic incentives. Extrinsic incentives, by contrast, are valued similarly inside and outside pursuit. (PsycINFO Database Record (c) 2015 APA, all rights reserved)
