Hard tasks are less scary when coupled with something users desire.
<aside> ℹ️ We’re more likely to do the hard stuff when tightly coupled with something tempting. Researchers showed that bundling a want, or an instant gratification experience, with a should, or a valuable but delayed gratification experience would increase the chances of taking action.
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If behavioural change and consistently acting in our best interest was easy we’d all be fit, educated super beings. But it’s not, and that’s where Temptation Bundling might help.
Temptation Bundling involves making tempting things or experiences that you want to do, dependent on desirable behaviours you should do.
Temptation Bundling is a strategy to address what its creator, Katy Milkman, calls the ‘want versus should conflict’. It's the tension between what you want to do because it delivers on a craving or temptation, versus what you know you should do because it’s in your best interest. Rather than counterposing them, Temptation Bundling involves linking these two elements.
Bundle something users enjoy with something they dread to push to take action. When struggling to find enough internal motivation to tackle something you hate, an extrinsic reward can be the needed push to stop avoiding the task. Let users do the right thing and reward them for it.
Lead me not into temptation. For, I know the way!
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