I'll have the ice cream soon and the vegetables later

Todd Rogers

How do decisions for the near future differ from decisions for the more distant future? Most economic models predict that they do not systematically differ. With online grocery data, we show that people are decreasingly impatient the further in the future their choices will take effect. In general, as the delay between order completion and delivery increases, customers spend less, order a higher percentage of "should" items (e.g., vegetables), and order a lower percentage of "want" items (e.g., ice cream). However, orders placed for delivery tomorrow versus two days in the future do not show this want/should pattern. A second study suggests that this arises because orders placed for delivery tomorrow include more items for planned meals (as opposed to items for general stocking) than orders placed for delivery in the more distant future, and that groceries for planned meals entail...