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Home→The Westburn Dictionary of Marketing→D→deferred gratification

deferred gratification

Definition:
The foregoing of current consumption opportunities, particularly impulse purchases, in the expectation of some greater future satisfaction. Saving, investment and the avoidance of credit purchases are all manifestations of deferred gratification, as is giving up smoking or other habits which are likely to effect one's future health.

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].