“…National Institutes of Health (NIH, 2009, p.2) guidelines identify gratification delay as having a non-trivial impact upon public health, with six decades of research linking poor gratification delay to societal problems, including obesity, substance abuse, risky sexual behavior, psychopathology, consumer debt, criminality, and low educational attainment (Baumeister, Vohs, & Tice, 2007; Bembenutty & Karabenick, 2004; DeWall, Baumeister, Stillman, & Galliot, 2007; Gottdiener, Murawski, & Kucharski, 2008; Seeyave et al, 2009; Wulfert, Safren, Brown, & Wan, 1999). Despite its importance, research on gratification delay has not progressed as quickly as might be hoped largely due to measurement limitations and inconsistent findings (Baumeister et al, 2007; Lee et al, 2008; Mauro & Harris, 2000; McLeish & Oxoby, 2007; Richards, Zhang, Mitchell, & de Wit, 1999; Smith & Hantula, 2008). We put forth a framework for conceptualizing gratification delay, examine the relative merits of available measurement strategies, and use a novel, Internet-mediated approach to survey development.…”