There are various ways of slicing and dicing consumers according to their psychological profiles. Instant gratifiers and deferred gratifiers is one broad cut. Deferred gratifiers are prepared to wait. Instant gratifiers less so. Fine when it comes to chocolate, more of an issue when it comes to high end consumer durables and credit cards. Why spending money feels good Chocolate and money are not so very different in terms of the impact they have on our brains. Think about our response to chocolate as it melts in our mouths… Long before chocolate has actually started to act on our body […]
