Holding the Hunger Games Hostage at the Gym: An Evaluation of Temptation Bundling

Abstract

We introduce and evaluate the effectiveness of temptation bundling—a method for simultaneously tackling two types of self-control problems by harnessing consumption complementarities. We describe a field experiment measuring the impact of bundling instantly gratifying but guilt-inducing “want” experiences (enjoying page-turner audiobooks) with valuable “should” behaviors providing delayed rewards (exercising). We explore whether such bundles increase should behaviors and whether people would pay to create these restrictive bundles. Participants were randomly assigned to a full treatment condition with gym-only access to tempting audio novels, an intermediate treatment involving encouragement to restrict audiobook enjoyment to the gym, or a control condition. Initially, full and intermediate treatment participants visited the gym 51% and 29% more frequently, respectively, than control participants, but treatment effects declined over time (particularly following Thanksgiving). After the study, 61% of participants opted to pay to have gym-only access to iPods containing tempting audiobooks, suggesting demand for this commitment device.

Entertainment as a Creature Comfort: Self-Control and Selection of Challenging Media

“…Limiting access to want options (e.g., installing antiprocrastination software) may also help keep long-term goals salient via managing the personal environment of the media user (Ariely & Wertenbroch, 2002). Finally, people might also benefit from pairing shortterm hedonic pleasures with long-term goals, for example by listening to music while studying or by only allowing oneself to indulge in want choices while at the gym (Milkman, Minson, & Volpp, 2014;Wang & Tchernev, 2012).…”

Reminders Through Association

“…Sophisticated individuals can, and often do, take steps to overcome limited self-control. Anticipating that they may not follow through on their intentions, they value and adopt commitment devices, which increase the future costs of failing to follow through (e.g., taking the medication Antabuse in the morning to induce vomiting if alcohol is consumed later in the day; Ashraf, Karlan, & Yin, 2006; Milkman, Minson, & Volpp, 2014; Rogers, Milkman, & Volpp, 2014; Schwartz et al, 2014). …”

Physical activity counseling in primary care: Insights from public health and behavioral economics

“…In addition, Milkman et al suggested a method of "temptation bundling" to overcome self-control problems. 90 Specifically, in a field experiment, they found that individuals who used "low brow" audiobooks at the gym (ie, a source of immediate gratification) significantly increased their attendance at the fitness center compared with control group participants who did not use audiobooks. 72,90 Thus, this strategy could be suggested to patients to increase adherence to their physical activity plan.…”