& Loewenstein, 2007; Frederick, Loewenstein, & O'Donoghue, 2003; McClure, Laibson, Loewenstein, & Cohen, 2004; Mischel, Shoda, & Rodriguez, 1989; Soman et al., 2005). But there is a second reason why "consume now, pay later" is a bad idea: it eliminates anticipation, and anticipation is a source of "free