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It is self‐evident that resource allocation is better understood when a distinction is made between what people are willing to do to achieve a purpose and what they will do to achieve the purpose. Yet, motivation theorists have largely ignored this distinction in attempting to understand effort aspects of motivated behavior. An exception is Brehm, who has distinguished potential motivation from motivation intensity. Potential motivation refers to the upper limit of what people would be willing to do to satisfy a motive. It is proposed to vary with factors traditionally thought to determine motive strength (importance). Motivation intensity refers to effort and is proposed to vary proximally with the difficulty of instrumental behavior, first rising and then falling precipitously. In this article, I discuss Brehm's distinction and elaborate on its significance.

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This chapter deals with the psychological process that determines effort intensity in instrumental behavior. According to motivation intensity theory, effort should be proportional to experienced task difficulty as long as success is possible and justified and low when success is impossible or excessively difficult, given the available benefit. When task difficulty is unspecified or unknown, effort should be proportional to the importance of success. We report a program of experimental studies that have operationalized effort intensity as cardiovascular reactivity during task performance and used multiple manipulations of variables influencing subjective task difficulty (e.g., performance standards, ability, mood) and the amount of justified effort (e.g., material incentive, instrumentality, evaluation). The empirical evidence is in clear support of the principles of motivation intensity theory and challenges a number of other theoretical accounts. Directions for future research are discussed.