People tend to discount the future in favour of today, says Crawford Hollingworth in his latest blog on behavioural biases. 

Sourced through Scoop.it from: www.research-live.com

Laura Carstensen, Professor in Public Policy at Stanford University notes that we are simply not built to cope with thinking about the future:

"Humans are wired to live in the present, not plan for the future. Our evolutionary survival hinged on our adroitness in dealing with the problems of the here and now, not our ability to stock-pile resources and make plans for some vague distant future we might never enjoy. If anything, biology tells us to eat, drink and be merry, for tomorrow we die.”

See on Scoop.itMarketing research and why it matters