Temptation Bundling: A Path to More Consistent Exercise

Staying committed to regular exercise can be challenging for many people, even though they understand its benefits. One reason is the constant struggle between short-term desires and long-term goals—a classic example of what behavioural scientists call “present bias.” A powerful strategy to overcome this is known as “temptation bundling”, a term coined by University of Pennsylvania professor and behavioural economist Katy Milkman. This method creatively combines an indulgent activity (temptation) with a beneficial but often avoided task (like exercising), allowing the pursuit of pleasure and productivity simultaneously.

The Concept of Temptation Bundling

Milkman first introduced the idea of temptation bundling in a 2014 study. The idea is simple: pair something you *want* to do with something you *should* do but struggle to motivate yourself to accomplish. The temptations can range from guilty pleasures like watching your favourite Netflix series, listening to a gripping podcast, or indulging in a favourite snack, while the task can be something necessary yet tedious like exercising, cleaning, or studying.

For example, Milkman tested the concept by giving participants access to audiobooks, but only at the gym. People who struggled to motivate themselves to exercise found it easier when they could listen to compelling novels while working out. The study results showed that those who engaged in temptation bundling were significantly more consistent with their exercise routines than those who didn’t employ this strategy.

Why It Works

The effectiveness of temptation bundling lies in its ability to leverage immediate gratification. When your brain craves the pleasure of something enjoyable, it overrides the resistance you may feel toward an unpleasant or challenging task like exercising. Combining the two activities makes the entire experience more appealing.

The science behind temptation bundling is rooted in the concept of “behavioural coupling.” When you associate a desired activity with an undesired task, you not only motivate yourself to start the task but also begin to form a positive association between the two. Over time, this can reduce your resistance to the less enjoyable activity, as it becomes a necessary gateway to a pleasure you enjoy.

Applying Temptation Bundling to Exercise

One of the most practical applications of temptation bundling is with exercise, a common area where motivation frequently wanes. Many people know they should exercise, but the immediate reward of lounging on the couch can be far more appealing. Temptation bundling helps break this cycle by making exercise more enjoyable.

Here are a few ways you can apply temptation bundling to your exercise routine:

1. **Entertainment Pairing:** Reserve your favourite TV shows, podcasts, or audiobooks exclusively for workouts. If you only allow yourself to binge-watch your latest obsession or listen to that true-crime podcast while on the treadmill or elliptical, you’ll find yourself more eager to work out.

2. **Snack Pairing:** Treat yourself to a post-workout snack you love but wouldn’t normally indulge in. Pairing exercise with a reward, such as a favourite smoothie or protein bar, can make the idea of working out more enticing.

3. **Social Media Pairing:** If you love scrolling through social media but feel guilty about wasting time, pair it with exercise. Only allow yourself to check Instagram or TikTok when you’re on a stationary bike or walking on a treadmill.

4. **Music Pairing:** Create a special workout playlist with your favourite songs that you only listen to when exercising. This not only motivates you to start but can make the exercise itself more enjoyable and energizing.

Conclusion

Temptation bundling is an accessible and effective strategy for building better habits, particularly when it comes to exercise. By pairing something you enjoy with something you know is good for you, you can hack your motivation and turn a dreaded task into something you actually look forward to. It’s a win-win: you get to indulge in your guilty pleasure while working toward a healthier, fitter you.

The key is consistency—by making exercise enjoyable and rewarding in the moment, you’re more likely to stick with it in the long term. As Milkman’s research shows, sometimes the secret to long-term success lies in simply bundling our temptations with our goals.

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**References**:  
– Milkman, K.L., Minson, J.A., & Volpp, K.G. (2014). Holding the Hunger Games Hostage at the Gym: An Evaluation of Temptation Bundling. *Management Science*, 60(2), 283-299.  
– Milkman, K. L. (2021). *How to Change: The Science of Getting from Where You Are to Where You Want to Be*. Penguin Random House.