The Time Paradox: The New Psychology of Time That Will Change Your Life

by Philip G. Zimbardo

In spite of the many valuations we assign time, and in spite of the fact that time is our most valuable commodity, it is striking to note how little thought we give to how we spend it. If a slightly annoying acquaintance asked you to invest money in her new business, you would probably consider the costs and benefits of the proposed transaction. If you judged her project a bad investment, you would have no problem saying no, even at the risk of offending her. After all, who rationally throws money out the window? But suppose the same acquaintance asked you to dinner. Chances are you would not engage in a similar cost-benefit analysis. No matter how little you wanted to go, you would probably take an hour out of your packed schedule to meet for dinner—all the while perhaps feeling resentment because of the time you sacrificed on something you did not want to do.