Delay Consumption Even though we humans are more used to the instant gratification, we still enjoy looking forward to something in the future. When we fix our sight on any object we think it'll make us happier to get the stuff at that point of time, but in reality you would be much happier happy while eagerly awaiting for it. Consider this small example where you tempted to have this irresistible doughnut, but you would be much happier if you wait get back home after work and then have it. The experience is different.