A new study is challenging how we think about procrastination, revealing that people often delay not just unpleasant tasks but experiences they actually enjoy—such as reconnecting with friends, visiting attractions, or savoring special treats. The research, published in the journal PNAS Nexus and reported by The Washington Post, uncovers a hidden pattern: the longer people put off pleasurable activities, the harder it becomes to finally enjoy them, investing joy with so much expectation that the “perfect moment” never seems to arrive (Washington Post).
While procrastination is usually associated with avoiding chores, bills, or work deadlines, experts have turned their attention to “joy procrastination”—the puzzling habit of postponing happiness. According to behavioural scientist Ed O’Brien, associate professor at the University of Chicago Booth School of Business and lead author of the study, the phenomenon involves a subtle “psychological drama.” After an involuntary pause in enjoyable activities—such as during the pandemic—people anticipated returning when it felt “momentous and important,” but often remained stuck in a cycle of further delay.
Thai readers, many of whom experienced months of restricted travel and social distancing during Covid-19, will recognise this pattern: even once restaurants reopened and attractions resumed, individuals hesitated, waiting for a perfect crowd, the right company, or a meaningful celebration. This hesitation is not rooted in expense or difficulty but a desire to maximize enjoyment, ironically leading to missed opportunities for happiness.
The study’s methodology involved surveying 500 adults on their return to favourite activities after restrictions lifted. Strikingly, those who had waited longer were even more likely to hold out for that “perfect moment.” A subsequent experiment asked 200 participants to choose between texting a close friend or completing a dull task. Even though reaching out promised greater satisfaction, people who had not spoken with their friends in a long time more often chose the boring task—preferring to delay a potentially joyful connection.
This effect remained robust even after researchers adjusted for factors like social anxiety or fear of rejection in a larger experiment with 1,000 participants. The data suggest that a long gap in joyful activities “precedes an even longer gap,” as explained by O’Brien.
But why does this happen—and is it the same for everyone? Akira Miyake, professor of psychology at the University of Colorado Boulder, acknowledges that motivation for procrastination is complex and highly individual. Some may fear “spoiling the moment,” while others are influenced by perfectionism, or simply find it harder to re-acclimate to fun after a long break. “In everyday settings, you always pursue multiple goals,” notes Miyake, emphasizing the balancing act inherent in modern life.
The concept of “occasion-matching,” as described in behavioural psychology, is at play here: people may reserve an expensive bottle of wine, or a much-anticipated outing, for what they imagine will be an extraordinary occasion—letting time slip by until the opportunity feels worthy. Ironically, the finer the treat, the longer it may gather dust.
In Thailand, this mindset may be familiar to readers who live near major attractions such as Wat Arun, Khao Yai National Park, or even neighbourhood coffee shops with “instagrammable” ambience, only to realize they rarely visit. Similar patterns are seen globally, as earlier research indicates that proximity to attractions can breed complacency—people often wait for the “right” time, believing the reward will be greater in the future (Journal of Consumer Research, 2010).
A crucial impact is emotional: the study found participants who postponed joyful connections or experiences reported lower happiness than those who followed through, revealing an immediate psychological cost to joy procrastination.
So how can people stop delaying their own happiness? The researchers and experts offer several evidence-backed strategies. First, awareness of this trap is key. Realizing when you’re falling into the cycle of “waiting for specialness” can motivate a shift in behaviour. Second, reduce “friction” by making joy easier: set reminders for enjoyable tasks or make plans with friends in advance.
Establishing a regular schedule for fun—such as a weekly family meal, catch-up call, or a “Sunday adventure” at a local park—can overcome inertia, as suggested by Miyake, who draws from habit formation research. Notably, simply reframing the time gap (“it hasn’t been that long”) didn’t help participants return to joy, but instead, learning to “reframe what counts as special” was effective.
“You can make any random Tuesday feel extra special if you really think about it,” O’Brien notes, advising that perspective—rather than circumstance—turns everyday moments into milestones.
For Thai society, which places considerable value on community and shared celebration, these findings have special resonance. Festivals like Songkran or Loy Krathong are anchors of collective joy, yet many people admit putting off simple pleasures—like exploring a new market or dropping by a local eatery—until the “right mood” strikes. With modern urban life often fast-paced and goal-focused, everyday happiness can easily become yet another item on an endless to-do list.
Reflecting on Thailand’s cultural norms, where merit-making, sanuk (the pursuit of fun), and sabai sabai (relaxed enjoyment of life) are deeply intertwined with well-being, the risk of postponing happiness until it seems justified stands in tension with these national values. Likewise, in the workplace, there’s increasing discussion about the downsides of “delay culture” and work-life imbalance, both of which fuel joy procrastination.
Looking ahead, the implications for mental and community health are clear. As Thailand faces rapid urbanisation, rising stress, and an increasingly digital lifestyle, the art of seizing joyful moments may need conscious cultivation—echoed by the research on building resilience and supporting mental wellness. For educators and parents, teaching children to appreciate small pleasures, rather than waiting for grand occasions, may help instill a healthier relationship with joy.
As a practical step, mental health professionals and policy makers in Thailand could incorporate these findings into public health messaging, framing everyday connection and simple fun as both beneficial and essential. Community “micro-events,” workplace wellness programmes, and nationwide campaigns can help normalize seizing happiness in the present.
For readers, the evidence is persuasive: don’t wait for the perfect time to enjoy life’s pleasures. Whether it’s reaching out to a friend, planning a short community trip, or opening that special treat, the best moment is often now. With awareness and intention, anyone can break the cycle of joy procrastination and enrich their well-being—one ordinary day at a time.
For further reading, see the full article in The Washington Post (washingtonpost.com), and related research in the PNAS Nexus journal.