Present bias

현재 편향

An immediate smaller reward can outweigh a larger delayed one.

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html
<div class="delay"><div class="wait">WAIT <b id="days">1</b> DAYS</div><div class="rewards"><div class="now">TODAY<strong>10</strong></div><div class="later">LATER<strong>16</strong></div></div><div class="scale"><i id="cursor"></i></div><div class="hint">ILLUSTRATIVE PREFERENCE SHIFT</div></div>
css
@media(min-width:700px){body>div{transform:scale(1.45)}}.delay{width:min(86%,540px);font:800 clamp(10px,max(1.8vmin,1vw),14px)/1.1 sans-serif}.wait{text-align:center;letter-spacing:.1em}.wait b{color:var(--accent);font-size:clamp(15px,4vmin,28px)}.rewards{display:flex;gap:clamp(10px,4vmin,28px);margin:clamp(10px,3vmin,24px) 0}.rewards>div{flex:1;padding:clamp(8px,2vmin,18px);background:var(--surface);border:2px solid var(--line)}.rewards strong{display:block;font-size:clamp(22px,7vmin,56px);color:var(--accent)}.scale{height:6px;background:linear-gradient(90deg,var(--accent),var(--accent-2));position:relative}.scale i{position:absolute;top:-7px;left:70%;width:20px;height:20px;background:var(--fg);border-radius:50%;transition:left .5s}.hint{color:var(--muted);margin-top:12px;letter-spacing:.07em;font-size:clamp(10px,max(1.5vmin,1vw),12px)}
js
const days=document.querySelector('#days');const cursor=document.querySelector('#cursor');const waits=[1,7,30,90];let index=0;function show(){days.textContent=String(waits[index]);cursor.style.left=[70,58,34,16][index]+'%'}show();setInterval(()=>{index=(index+1)%waits.length;show()},1100);

Present bias is a tendency to give relatively more weight to immediate rewards than delayed ones. The timing of a discount, credit, or trial benefit can change how an offer feels.

The demo moves a choice marker as the wait for a larger reward grows. Its rewards are fictional and do not estimate anyone's actual discount rate.

When highlighting an immediate reward, keep long-term costs and renewal terms visible. Preferences about delay vary by customer and context.

When to use

Use it to compare the timing of immediate and delayed benefits.

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