Unto Others has a great section about this. In a bunch of studied tribes who live generally pre-industrial lifestyles, the anthropologists were interested in how they "organize" big projects like building a house, and when they watched them, wondered what made them so willing to just do it.
Long story short, they saw how the kids watched them and subsequently "played" at doing things like building houses, carrying things together, etc. They essentially concluded that the "work" they did was understood more like play--that without any coercion to labor beyond meeting their needs, they were surprisingly eager to do that boring stuff because they made it into the day's activity rather than grinding "work."