Ask shoppers what they want and you’ll find they want it all -- good quality products, wide selection, low prices -- and they want it all now. That is the reason that Amazon.com gives every other ...

Humans are hardwired to want things -- now. It’s called instant gratification, and it’s a powerful force. It can make people convert, as long as you’re doing the right things. But do you know how to ...

The members of Generation-Y have the “gotta have it right now” mindset. Growing up with technology has made us dependent on the idea of always being connected. Information, entertainment and ...

Suppose you were given a choice between having a smaller reward now and getting a larger reward 10 minutes later. For most adults, the choice is clear. Withstanding short-term temptation in pursuit of ...

In the Rolling Stones' song "(I Can't Get No) Satisfaction," Mick Jagger makes references to 1960s marketing campaigns that tried to persuade men to smoke cigarette brands that would make them seem ...

It's no surprise that in our modern day and age, we're all slightly obsessed with fulfillment delivered at a moment's notice... and on a silver platter, no less. But, could this reliance on immediate ...

The way I see it, there are two paths we can take in any given situation: one is the path of avoiding pain in the moment, and the other is the more difficult path of delaying pleasure for a bigger ...

Kids and sweets make for a thoroughly compatible combination. Children yearn for the sticky syrup of melted ice cream dribbling down the sides of waffle cones, or the gummy candy that stubbornly ...

The ability to delay gratification in chimpanzees is linked to how specific structures of the brain are connected and communicate with each other, according to new research. The ability to delay ...