Ayelet Fishbach

but will not think twice before spending the money they have just saved on parking on ordering another cocktail.

Why pay for drinks and not for parking?

Well, we don't like to pay for parking or shipping.

Students don't like to study for prerequisite classes because all these are means.

We don't like to invest in means.

We did a study that showed us just how much you dislike to invest in means.

In our study, we auctioned a book for some people,

And then we auctioned the University of Chicago tote bag to other people.

The average person was willing to pay $23 for the book, but only $12 for the tote bag.

The catch?

The tote bag contained the book.

And people knew it.

Why would the people that were bidding on a tote bag that contained a book be willing to pay less?

Well, we don't like to invest in means.

Okay, so you set a goal that is intrinsically motivated.

You are excited about the way just as much as you want to reach the destination.

A couple of weeks passed and you have not been doing much lately.

It is now being four or six months and your motivation is on the decline.

How do you sustain your motivation?

How do you get from here to there?