Rapid delivery is a relatively new phenomenon. It started when Amazon introduced Prime in 2005 and promised two-day shipping. When Amazon entered the grocery business in 2017, it made same-day delivery possible. Instead of price wars, it was time wars.

“Amazon effect” is associated with inc...

Psychologist Walter Mischel, head of the famous Stanford Marshmallow Study, offered preschool-aged children their choice of marshmallows or pretzel sticks. He then told them they could have the treat now, or if they could wait 15 minutes to snack they would be rewarded with more....

When a person perceives pleasure say, a glimpse of a chocolate cake on a restaurant’s dessert menu, the ventral striatum experiences increased activity. The prefrontal cortex, which handles reasoning and rational thought, must override the drive and tell the server ‘just the chec...

Unless a person has a disordered problem with online shopping, wanting quick delivery is not a problematic example of instant gratification. And because of free return policies, consumers often buy an item with the understanding it might be sent back, which means they aren’t even committed yet to...