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Children are notoriously bad at delaying gratification to achieve later, greater rewards -and some are worse at waiting than others. Individual differences in the ability-to-wait have been attributed to self-control, in part because of evidence that long-delayers are more successful in later life (e.g.,Shoda, Mischel, & Peake, 1990. Here we provide evidence that, in addition to self-control, children's wait-times are modulated by an implicit, rational decision-making process that considers environmental reliability. We tested children (M= 4;6,N= 28) using a classic paradigm-the marshmallow task (Mischel, 1974)-in an environment demonstrated to be either unreliable or reliable. Children in the reliable condition waited significantly longer than those in the unreliable condition(p< 0.0005), suggesting that children's wait-times reflected reasoned beliefs about whether waiting would ultimately pay off. Thus, wait-times on sustained delay-of-gratification tasks (e.g., the marshmallow task) may not only reflect differences in self-control abilities, but also beliefs about the stability of the world.

Brains are ubiquitous in modern marketing: Headlines proclaim cheese sandwiches help with decision-making, while a "neuro" drink claims to reduce stress. There's just one problem, says neuroscientist Molly Crockett: The benefits of these "neuro-enhancements" are not proven scientifically. In this to-the-point talk, Crockett explains the limits of interpreting neuroscientific data, and why we should all be aware of them.

In this excerpt from the SBS series, Food Investigators, Dr Paul Harrison from Deakin University discusses with host Renee Lim how supermarket management use a sophisticated understanding of psychology and sociology to manipulate the supermarket environment to persuade us to enter, stay and buy. For more information go to www.sbs.com.au/foodinvestigators and www.tribalinsight.com

Psychologist Barry Schwartz takes aim at a central tenet of western societies: freedom of choice. In Schwartz's estimation, choice has made us not freer but more paralyzed, not happier but more dissatisfied.