Understanding the 'Wants' V.S. 'Should' Decision

Like having both an angel and a devil whispering advice in our ears, consumers often wrestle with the "want" versus "should" decision. How consumers weigh those decisions is crucial information for retailers.

People often behave as if they possess multiple selves with different, competing interests. We call 2 of these metaphorical selves the "want-self" and the "should-self."

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Past decision-making research has shown that when a decision will take effect in the future, people weigh the interests of the want-self less relative to the interests of the should-self. For instance, you are more likely to agree to put additional money in your savings account if that money will be withdrawn from a future paycheck rather than the paycheck in your pocket Similarly, you are more likely to donate money to a good cause if the donation will come out of a future paycheck.

How do we apply this on online shopping?

(refer to: I'll Have the Ice Cream Soon and the Vegetables Later: Decreasing Impatience over Time in Online Grocery Orders and Film Rentals and Procrastination: A Study of Intertemporal Reversals in Preferences and Intrapersonal Conflict)