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… |