Justin Sydnor, assistant professor in Risk and Insurance at the Wisconsin School of Business.
Justin Sydnor, assistant professor in Risk and Insurance, was recently cited in The New York Times for his research on the relationship between purchasing a gym membership and the financial motivation to exercise, or lack thereof, that comes with it.
The article “How to Make Yourself Go to the Gym” refers to Sydnor’s research with Heather Royer, an economist at the University of California, Santa Barbara, which explains the inconsistency of economic incentives for individuals who purchase gym memberships but neglect to use them frequently enough to make the monthly fee worth the hefty cost.
According to Sydnor, nearly half of those who have memberships never show up to the gym. His research found that if we struggle to go on a day-to-day basis, the monetary incentive is often not enough.
To read the full article, visit The New York Times' website.