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Utility-value interventions (UVIs) are designed to help students find personal relevance and usefulness (i.e., utility value) in their courses. We developed a quotes-based UVI in which students read and reflected on quotes about the usefulness of calculus in a contextualized calculus course for life sciences majors. The intervention was highly effective in supporting students' course performance in the beginning of the five-semester project, but effects diminished over time. Although the intervention remained effective for students who completed all three UVI assignments, completion rates decreased as the course itself added more utility value content into the curriculum. Engaging intervention materials to suit the needs of the course and students are key to sustainable impact.