Self‐tracking in effortful activities: Gender differences in consumers' task experience

Abstract

Despite the increasing use of self‐tracking technologies, surprisingly little empirical research has examined the effect of self‐tracking in effortful activities on consumers' task experience. Accordingly, the present research examined the moderating role of gender in the effect of self‐tracking in effortful activities on perceived competence and task experience (namely, enjoyment and subjective vitality). Across three experiments, results suggested that self‐tracking in effortful activities increases the perceived competence, enjoyment, and subjective vitality of females more than males, and that perceived competence explains these interaction effects. Interestingly, an experimental manipulation designed to prompt overestimation of abilities attenuated these positive effects among females. As such, the present research contributes to the literatures on self‐tracking and feedback instrumentality, and offers important practical implications for marketers.