Abstract This paper addresses the question of how people determine the value of effortful activity. We apply a motivational framework, according to which value derives from the extent to which actions serve goals. Using this general instrumentality principle, we argue that effort is valued to the extent it contributes to goal progress and is appropriately calibrated. We then discuss how the “calibrated effort is good” principle is qualified by four factors: knowledge about what it takes to achieve a goal, the intrinsic value of effortful activity, the presence of additional goals, and the feasibility of goal attainment. Next, we apply these insights to explain the value of metacognitive effort (fluency), which accompanies the pursuit of epistemic (belief-related) goals. Finally, we distinguish between value and valence, arguing that difficulty can simultaneously (though not always) reduce immediate hedonic experience (valence) while still being valued due to its usefulness to long-term goals. This motivational account integrates research on effort, fluency, and valuation, offering a unified framework for understanding when and why effort is valued.
Winkielman et al. (Mon,) studied this question.