that tangible T-bone, rather than something that's uncertain in the future. If you think about it, it's not altogether irrational, right? You're choosing something sure now rather than something that is unsure in the future. But what will happen if you reward people now for doing actions that are good for them in the future? Studies show that giving people immediate rewards make them more likely to quit smoking, more likely to start exercising, and this effect lasts for at least six months, because not smoking becomes associated with a reward,