Present Bias
We prefer smaller rewards in the present over larger rewards in the future.
The research
An analysis with an online grocer revealed that people buy more items they "want" (e.g. ice cream) when the delivery time is short. As duration of the delivery increases, customers spend less, order a higher percentage of "should" items (e.g. vegetables), and order a lower percentage of "want" items.
Milkman, K. L. et al. (2010). I'll have the ice cream soon and the vegetables later
Ignoring the facts for short-term gain will almost always bring long-term pain.
Case study
Academics at Stanford created an avatar for people to visualise their future selves including their financial status using virtual reality. Participants that were connected with their future selves indicated that they would increase their savings.
Thought starters
Ask people to imagine their future self and explore their long-term goals
Make these goals more tangible for people to visualise
Find creative ways to reward people in the present moment at every point of interaction