The psychologist Walter Mischel was a professor at Stanford University in the late 1960s and early 1970s who did a series of studies on delayed gratification.
Mischel gathered a group of 4-6-year-old children and gave each child a marshmallow. He told them that he was leaving the room for 15 minutes and if the marshmallow was still there when he returns he would give them another marshmallow. When he did further studies on these same children twenty years later, he found that those who were able to delay gratification and not eat the marshmallow when they were children had, when they grew up, much higher S.A.T. scores, were much healthier, and were more financially and socially successful.
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