Impulsivity, Shortsighted Decisions, and Discounting

Robert B. PernaEver since the ancient Greek civilization started to ponder behavior, it has been assumed that humans are rational andconsciously reason through decisions. Despite assumptions about rationality, human behavior is plagued byshortsightedness and is often impulsive. Why do otherwise rational people have poor eating habits, gamble, overspend,engage in promiscuity, and have numerous other behaviors that may have very negative long-term consequences?To begin to understand the magnitude and cost to our society of impulsive behavior, one need only look at somebehavioral statistics regarding maladaptive behaviors. The average American family has a variety of problem behaviors,including credit card debt ($9,000), weight and diet issues (two thirds of Americans are overweight or obese), andaddictions (high prevalence and relapse rates for alcoholism, substance abuse, and gambling). Significant delaydiscounting is common in heavy alcohol consumption and gambling (Petry, 2001a, 2001b). Moreover, many crimes canbe considered impulse driven as well. Madden and Bickel’s edited book