Desire for Outcomes That are More and Less Difficult to Attain: Analysis in Terms of Energization Theory

Abstract

This article considers the questions of when and in what manner availability information affects outcome appraisals from the perspective of Brehm's (e.g., J. W. Brehm & Self, 1989) energization theory of motivation. The theory implies that there frequently will be a connection between one factor that should determine outcome availability-instrumental task difficulty-and outcome attractiveness. Specifically, immediately prior to and during task performance, the subjective appeal of an outcome should increase with task demand up to a certain level of difficulty. Beyond that level of difficulty, the subjective appeal of the outcome should be relatively low. The theory also suggests that factors such as scarcity, a motive to see oneself as unique, and a motive to restore freedom (reactance) may have motivational effects that are different from those commonly assumed.