Though instantaneous reward is incredibly tempting, hyperbolic discounting is still a flaw. The more power we gain over our impulses, the better we can avoid this trap. The less power we have over our impulses—for example, when we are under the influence of alcohol—the more susceptible we are. Viewed from the other side: If you sell consumer products, give customers the option of getting their hands on the items right away. Some people will be willing to pay extra just so they don’t have to wait. Amazon makes a bundle from this: A healthy chunk of the next-day delivery surcharge goes directly
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