Ice Cream Now, Broccoli Later

Katherine Milkman’s research exploring online consumer grocery purchasing habits reveals that generally, the sooner people took delivery of their groceries, the less healthy and more expensive the order and that orders placed for delivery farther in the future contained more healthy items and cost less. “Spending decreases as we order food further in the future, but the more immediate the gratification, the more freely we spend,” says Milkman.