Behavioural Economics Primer: Present bias/ the power of now
Behavioural economics
This article is part of Warc's Behavioural Economics Primer.
People tend to focus on today rather than think about what tomorrow might bring. We discount the future in favour of today.
We prefer to enjoy things now rather than wait to enjoy them in the future. We want our cake now and we want to eat it now not ‘tomorrow'. We put off doing things that are difficult or dull (I'll start my diet on Monday…)...