Transforming 'Should' into 'Want': A Guide to Temptation Bundling

Have you ever felt torn between what you want to do and what you know you should do? You're not alone. This inner conflict is a common challenge when it comes to making healthy choices. Fortunately, there's a fascinating concept that can help bridge the gap between our desires and our responsibilities. It's called "temptation bundling," and it offers a unique way to make healthy actions more enticing.

The Concept of Temptation Bundling

The term "temptation bundling" was coined by Dr. Katy Milkman, a researcher at the University of Pennsylvania. In a study conducted in 2014, Dr. Milkman explored the relationship between entertainment and exercise. The findings were eye-opening: People who could only listen to a compelling audiobook, like "The Hunger Games," while at the gym exercised 51 percent more frequently than those without the audiobook incentive. Those who were encouraged (but not required) to listen to the audiobook at the gym exercised 29 percent more frequently.

Temptation bundling, in essence, pairs something you want (like listening to an engaging novel) with something you should do (like going to the gym and exercising). This pairing makes "should" activities more enticing and "want" activities less guilt-inducing. It's a win-win strategy.

New Insights on Temptation Bundling

While the 2014 study was groundbreaking, the recent research delves deeper into how temptation bundling works in real-world scenarios. It scrutinised gym-visit data from over 6,000 participants who enrolled in a habit-building workout programme. They earned rewards for each gym visit and received text message reminders to exercise. Additionally, two groups were offered a free audiobook from Audible.com, with one group explicitly encouraged to temptation bundle, while the other wasn't. A control group received no information about an audiobook.

The key findings of the study indicate:

Participants who received a free audiobook and were encouraged to temptation bundle were 10-14 percent more likely to visit the gym in a given week than those without an audiobook incentive.

On average, these participants visited the gym 10-12 percent more frequently in the 17 weeks after the programme ended compared to the control group.

The results for those encouraged to temptation bundle were only "marginally" better than those simply given a free audiobook, likely because participants in the latter group assumed the audiobook was intended to help them exercise.

Key Takeaways

Here are some key takeaways from the research:

Results May Vary: Temptation bundling might motivate some individuals more than others. While it's a valuable strategy for many, it might not work for everyone, especially during intense workouts that require concentration.

Make It Enjoyable: Beyond temptation bundling, help yourself find ways to make healthy habits more pleasurable. If you dislike protein shakes, experiment with different recipes. Consider how to combine enjoyable activities with those you find less enticing.

Reframe Problems: Encourage yourself to reframe activities you enjoy as a way to meet your health and fitness goals. Whether it's turning gardening into exercise or viewing household chores as a two-for-one "should" and "want" activity, this shift in perspective can be a game-changer.

In summary, temptation bundling is a creative strategy that can help make healthy actions more tempting. It offers a unique way to bridge the gap between what we want and what we should do.

Ready to take the first step towards a more fulfilling life?

If you're looking for effective ways to establish and sustain healthy habits or explore other strategies aside from habit stacking, consider coaching. It can provide you with the guidance and support needed to achieve your goals and lead a healthier life. Don't wait; start your journey to a better you today! Learn more about coaching here.

References:

Milkman KL, Minson JA, Volpp KGM. Holding the Hunger Games Hostage at the Gym: An Evaluation of Temptation Bundling. Manage Sci. 2014 Feb;60(2):283–99.

Kirgios EL, Mandel GH, Park Y, Milkman KL, Gromet DM, Kay JS, et al. Teaching temptation bundling to boost exercise: A field experiment. Organ Behav Hum Decis Process. 2020 Nov 1;161:20–35.

How to Make Healthy Actions More Tempting. Precision Nutrition. (n.d.).

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