YOU DECIDE

What’s Your Pleasure Principle: Now Or Later? A Study That Purports To Answer That
I CONFESS: I’VE LIVED IN CHICAGO FOR 16 YEARS AND HAVE NEVER BEEN TO THE TOP OF THE SEARS TOWER.
I’ve waited so long to visit this local landmark that its name has changed.
Thank God, too, because without this anecdote I wouldn’t be able to relate at all to a New York Times’ piece about “seizing today… tomorrow.”
Journalist John Tierney explores a recent study on the “procrastination of enjoyable experiences” by two California marketing academics.
Their conclusion? People defer positive experiences because of the false expectation that they’ll have more time in the future. And, for some, the prospect of future joy is more rewarding than the actual reward itself.
“People can become overly focused on an ideal,” UCLA’s Dr. Suzanne B. Shu told the Times.
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Then here come Mephistopheles to ruin it all.



















