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O’Donoghue, T. and Rabin, M. (2000) The Economics of Immediate Gratification. Journal of Behavioral Decision Making, 13, 233-250.
http://dx.doi.org/10.1002/(SICI)1099-0771(200004/06)13:2<233::AID-BDM325>3.0.CO;2-U

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