Procrastination of Enjoyable Experiences
Shu and Gneezy extended procrastination from unpleasant tasks to enjoyable experiences with immediate benefits and used time-discounting models to explain it. In field data and experiments, people with unlimited time windows delayed visiting desirable landmarks and procrastinated less when the window was constrained. People delayed redeeming gift certificates and cards with long deadlines, which lowered redemption rates. The results contradicted participants' predictions and typical models of impulsive behaviour.
Shu and Gneezy extended procrastination from unpleasant tasks to enjoyable experiences with immediate benefits and used time-discounting models to explain it. In field data and experiments, people with unlimited time windows delayed visiting desirable landmarks and procrastinated less when the window was constrained. People delayed redeeming gift certificates and cards with long deadlines, which lowered redemption rates. The results contradicted participants' predictions and typical models of impulsive behaviour.
Written from the abstract, publisher record via Crossref, 2026-11-02.
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Shu, S. B., & Gneezy, A. (2010). 'Procrastination of Enjoyable Experiences.' Journal of Marketing Research, 47(5), 933-944. doi:10.1509/jmkr.47.5.933