Harvard Business Review chooses Stirling Behavioural Centre research as Daily Stat

• Are You Among the "Effort Averse"?

  Results of an experiment suggest that more than one-fifth of participants preferred the boring but easy task of watching visitors in an art gallery to the more engaging but demanding tasks of escorting performers and cleaning up at a cultural festival, even though they had predicted that they would enjoy the engaging tasks more. These participants' willingness to accept lower wages to work at the gallery job reveals a phenomenon that the researchers David A. Comerford of Stirling University and Peter A. Ubel of Duke call "Effort Aversion".  More »