Thai readers may be accustomed to hearing about procrastination as a barrier to productivity, a stumbling block that keeps us from finishing work or tackling tedious chores. But a freshly published study in the journal PNAS Nexus uncovers a surprising new face of the problem: we often procrastinate not only on what we dread, but on the enjoyable experiences that bring us happiness. According to behavioral science researchers, the longer we put off joyful activities—whether catching up with friends, savoring a special meal, or exploring a local attraction—the more likely it is that we will keep delaying, missing out on immediate happiness and emotional fulfillment (Washington Post).
This finding is particularly relevant for Thai society, where strong social ties and communal events are cultural touchstones. Whether it’s gathering with family for a meal, visiting iconic temples, or celebrating festivals such as Songkran or Loy Krathong, moments of joy are woven into the national fabric. Yet, as the latest research shows, psychological barriers can prevent even these cherished experiences from happening as often as we wish.
The study, led by an associate professor of behavioral science at the University of Chicago Booth School of Business, sheds light on what can be called the “procrastination of pleasure.” Instead of being driven by avoidance of discomfort or cost, many people delay joyful activities in an effort to maximize their specialness. We may, for example, refuse to open a treasured bottle of wine waiting for the “perfect” moment, or hold off seeing a friend because the occasion doesn’t feel momentous enough. Ironically, as time passes, these very dynamics make it harder to act, forming a sort of cognitive trap in which “now” never feels good enough (The Washington Post).
The pandemic created a natural “experiment” in this regard. Researchers asked 500 adults about once beloved activities—such as dining at restaurants, attending parties, or traveling—that were postponed during Covid-19 restrictions. The expectation might be that once restrictions were lifted, people would rush to reclaim those pleasures. In reality, the opposite occurred: the longer people waited, the more hesitant they were to return to these activities. They reported holding off until a “perfect” occasion, which in many cases never arrived. This pattern repeated with something as seemingly simple as texting an old friend. In one experiment, participants given the choice between reaching out to a close friend (after a long gap or a short gap) and performing a boring laboratory task were more likely to avoid the enjoyable option if the time since their last contact was long.
Expert observers say this phenomenon is linked to what psychologists call “occasion-matching.” Many people want the first time back at a favorite restaurant, or a reunion with a friend, to be extraordinary—a mindset that causes us to keep waiting for the ideal, however elusive. “Right now always feels insufficiently special compared to any better moment in the future,” said the University of Chicago researcher. This tendency, researchers explain, is reinforced by the belief that we’ll have more time or energy later—or that the experience will somehow “mean more” if the timing is just right.
For Thais, this may ring true in everyday life, from putting off visits to vibrant nearby markets or scenic spots like Ayutthaya or Chiang Mai, to waiting for the “right” occasion to throw a party, despite busy schedules and packed calendars. Thailand’s own research into happiness and work-life balance reveals that many city dwellers struggle to make time for leisure, even when opportunities exist (Bangkok Post). The problem is not so much the absence of pleasurable opportunities, but the tendency to inflate the significance of when and how they should be enjoyed.
To understand the roots of joy procrastination, the research team controlled for confounding factors like social anxiety and the nature of friendships. Their experiments found that even when participants were equally close with friends and had no fear of rejection, a longer gap still led to the avoidance of enjoyable interaction. This indicates the effect is not about interpersonal issues, but the psychological buildup around pleasure itself.
Further complicating matters, individual differences come into play. A professor of psychology and neuroscience at the University of Colorado at Boulder, who was not involved in the study, points out that returning to pleasure after a long gap can feel like more effort and require “reacclimation.” Other goals, such as work or family obligations, may continually take precedence, and the pursuit of specialness may be intertwined with perfectionistic tendencies. These nuances suggest there is no single explanation for why people delay joy; our priorities and personalities can all contribute (Washington Post).
Most importantly, the research identified strategies to break the procrastination trap. Raising awareness appears crucial. Simply noticing that we are delaying enjoyable experiences out of habit or misplaced expectations can help us catch ourselves and act. Experts recommend practical “friction reduction” tactics, such as making plans with friends easier and more automatic—for example, setting up recurring meetups or calendar reminders, rather than relying on spontaneous willpower.
Scheduling is another powerful tool. By carving out specific times for joyful activities, the abstract ideal turns into a concrete plan. This aligns with existing evidence from habit formation research, showing that regular, scheduled events are more likely to happen than those left to vague intentions (The Guardian).
Additionally, adjusting one’s mindset about what counts as “special” can be transformative. Researchers found that encouraging people to view any moment—such as a regular Tuesday or a quiet evening at home—as potentially meaningful helps them reclaim joyful experiences sooner. Reframing our expectations reduces the pressure for everything to be extraordinary, making pleasure more accessible in everyday settings.
For Thai society, where the pursuit of “sanuk” (fun or enjoyment) has deep cultural roots, this insight is particularly resonant. Whether enjoying shared meals, spending time at temples, or engaging in traditional pastimes like karaoke or Muay Thai classes, there are plenty of daily opportunities for happiness that don’t require orchestrated perfection. Recognizing and acting on these small windows for pleasure can help sustain emotional wellbeing—a lesson with added urgency in an age of rapid change, urbanization, and digital distractions.
Looking forward, understanding joy procrastination carries implications beyond individual fulfillment. Public health advocates and mental health professionals in Thailand may find value in promoting “wellbeing mindfulness,” encouraging more Thais to seize everyday joys rather than postponing them. Community centers, cultural institutions, and universities could design programs that invite locals to participate in flexible, low-pressure social and cultural events, aiming to lower the barriers to attendance.
There are also broader societal implications as Thailand rebounds from the pandemic. As travel restrictions have eased, for example, domestic tourism campaigns often encourage Thais to rediscover local destinations they’ve overlooked for years. This research suggests that simple reminders—that any moment can become special with the right attitude—could help revitalise tourism and local businesses (Tourism Authority of Thailand).
In summary, joy procrastination is a widespread but little-recognised phenomenon, affecting individuals and communities alike. Thai readers are encouraged to notice when they fall into the “specialness trap,” to lower the friction involved in reaching out for happiness, and to remember that meaning and pleasure can be found in ordinary moments. Instead of waiting for a festival, holiday, or birthday to celebrate life, why not make an ordinary Friday or Sunday the occasion? As the University of Chicago researcher concludes, “Think about how any moment can be made to feel extra special from the right perspective. You can make any random Tuesday feel extra special if you really think about it.”
If you find yourself putting off anything that brings you joy—reconnecting with friends, tasting a treat, visiting a favorite place—try setting a date, lowering your expectations for “specialness,” and embracing all the small pleasures available now. By doing so, you’ll enrich your days and strengthen the bonds that make Thai society one of the world’s happiest.
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