Milkman Katherine L, Minson Julia A, Volpp Kevin G M
The Wharton School, University of Pennsylvania, Philadelphia, Pennsylvania 19104,
The Harvard Kennedy School, Harvard University, Cambridge, Massachusetts 02138,
Manage Sci. 2014 Feb;60(2):283-299. doi: 10.1287/mnsc.2013.1784.
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 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.
我们引入并评估了诱惑捆绑的有效性——一种通过利用消费互补性同时解决两种自我控制问题的方法。我们描述了一项实地实验，该实验测量了将即时满足但会引发内疚感的“想要”体验（享受引人入胜的有声读物）与提供延迟奖励的有价值的“应该”行为（锻炼）捆绑在一起的影响。我们探讨了这样的捆绑是否会增加“应该”行为，以及人们是否愿意付费创建这些限制性捆绑。参与者被随机分配到完全治疗组，只能在健身房收听诱人的有声小说；中间治疗组，将有声读物的享受限制在健身房；或对照组。最初，完全治疗组和中间治疗组的参与者去健身房的频率分别比对照组高51%和29%，但治疗效果随着时间的推移而下降（尤其是在感恩节后）。研究结束后，61%的参与者选择付费以获得只能在健身房使用的、装有诱人有声读物的iPod，这表明对这种承诺机制有需求。
