"There is a psychological phenomenon known as time discounting. Basically, it means that a desired result in the future is perceived as less valuable than one in the present. For example, if you allow people to choose from being paid an amount in one year as opposed to being paid a smaller amount now, they will settle for a much smaller payment right now than they will in the future. There has been some research done on this and scientists found that a $100 payment in 12 months is just as attractive as $68 right now for the average person. This means that on average, people will discount the value of a gain made in one year by 22% over how they would value the gain made immediately."
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