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When pursuing ambitious goals—be it sticking to a diet, mastering a language, or prepping for a certification exam—many people hit a wall after early setbacks, especially when they’ve spent money on fancy tools or programs. But a new study suggests a surprising solution: focus on the hours you’ve invested, not the dollars you’ve spent1.
Researchers from Binghamton University led the study, investigating whether people’s motivation after a setback changes depending on whether they focus on time or money invested in their goals. The results, published in the Journal of Consumer Marketing, reveal that people who view their efforts as time spent learning or growing remain more motivated after failure than those who fixate on wasted money.
The Power of Framing Effort
The research team conducted surveys with over 600 professionals and ran experiments with college students. Participants were nudged to reflect either on the money or the time they’d invested after experiencing failure. Across all studies, those who considered their time investment felt more determined to try again, even after multiple setbacks. Conversely, monetary loss triggered sharper drops in motivation.
Why does this happen? Money outlays often feel like sunk costs: if the desired result doesn’t materialize, people feel their investment is wasted, and discouragement rises. But time is easier to see as personal growth—every hour can yield intangible benefits like increased knowledge, skills, or resilience, even without immediate success. This mindset protects intrinsic motivation, the source of drive that comes from within.
Real-World Lessons for Individuals and Organizations
Lead researcher Subimal Chatterjee notes the practical implications: “If you spend less money, but more time, and think about how you’re doing this to improve yourself, that gets you into a more persistent mindset.” Fellow researcher Debjit Gupta adds that viewing your effort as time spent on self-improvement, rather than a loss of cash, helps people stay resilient, especially in health and rehabilitation contexts.
For companies, the findings suggest that marketing campaigns and employee messaging should highlight time, enjoyment, and personal enrichment over cost. This approach could foster customer loyalty, higher completion rates for programs, and greater workplace morale after setbacks.
Public health officials and educators can also leverage this perspective by framing participation in terms of self-invested time, which may be especially motivating for those with limited financial resources.
The Takeaway: Tally Minutes, Not Money
When your goals falter, remember: the most precious resource isn’t your money, it’s your time. By reframing your narrative around hours gained rather than dollars lost, you can cultivate the grit you need to keep pushing forward.
Disclaimer: This article summarizes psychological research and its potential applications. Individual results may vary, and staying motivated can depend on various personal and situational factors. Always consult professionals for tailored advice.
