Instant versus delayed gratification is an interesting psychological concept in decision-making, and is illustrated in a famous study called the Stanford Marshmallow Experiment. Walter Mischel, a psychology professor at Stanford University, conducted a study on children using marshmallows or treats of their choosing. They were given their favourite snack and had a choice to eat it there and then. They were also told that if they were to wait for a short while of 10-15 minutes and resist eating their treat immediately, their treats would be doubled.
Mischel went on to follow-up with these children much later on, and noted some interesting correlations. His reports, which were consistent with other recent studies, showed that those who opted for delayed gratification instead of choosing to be instantly gratified had:
- Better academic scores and intelligence
- Better social skills and sustained marriages
- Higher income and better financial health; and
- A lower probability of health issues (i.e., obesity and drug abuse)
Is it difficult to wait for a larger reward, or benefit by forgoing an immediate one? Why do some of us struggle with wanting to be instantly gratified when it comes to making decisions?
Our brains are usually conditioned to naturally choose pleasure and comfort, as well as to satiate our dopamine levels. Logically we understand it may not be the best choice, but we consciously and even sometimes subconsciously, do not want to experience the psychological discomfort associated with denying ourselves the instant reward. Sometimes, there is also the factor of probability — we are afraid we might lose the chance of getting the reward if we don’t grab it now.