"Forgoing indulgences today can feed strong regrets later and near-term regrets about self-indulgence dramatically fade with time"
Anat Keinan and Ran Kivetz, "When Virtue is a Vice", HBR, jul-aug 2008.
"People are more likely to favor pleasurable want options, if consequences are immediate and good-for-you should options if consequences will occur in the future"
Katherine Milkman, "Tap Consumers' Desire for
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