Temptation bundling 1 is a term coined by University of Pennsylvania’s behavior researcher Katherine Milkman and her colleagues in a 2014 study. Here’s how it works: Basically, you “bundle” a source of instant gratification (like checking Instagram or watching an addictive show) with a beneficial but less fun “should” activity (like running on the treadmill or working on a spreadsheet). In Milkman’s study, the researchers gave participants iPods with four audio novels they wanted to listen to — but they could only access the iPod while working out. By and large, the participants’ gym attendance increased when an indulgence was tied to it.
In their research, Dr. Milkman and her colleagues measured the impact of bundling instantly gratifying but guilt-inducing “want” experiences (enjoying page-turner audiobooks) with valuable “should” behaviors providing delayed rewards (exercising). 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.