If you're over your university studies.

If you're not looking forward to taking a week out of your life and attending a conference.

If you don't want to attend the gala dinner.

Relate it to what you love.  Or try and figure out another way of looking at the situation that empowers you.

For example, finishing your university studies makes it easier for you to get a visa to go and live in another country.  Going to the conference is about doing market research for your company.  Going to the gala dinner is about meeting another 10 people and making a new friend.

Create a game for yourself, where you're constantly coming up with new contexts until one sticks.