Key points

Adults enjoyed reading more when they could choose what to read, compared to when a computer made the choice.

Participants were also willing to pay more for books they had selected themselves.

Opportunities for autonomy, such as offering two options, could help sustain reading enjoyment.

Imagine being handed two books. In one case, you choose which to read; in the other, the decision is made for you. The books are equally engaging and from a genre you enjoy—but does the simple act of choosing change your reading experience?

In our new study, we set out to answer this question. We invited adults to take part in an online reading task. On some occasions, they could select which book extract they wanted to read; on others, the computer made the choice for them. All the extract

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