There have been studies that show that it might be something with which people are born. They ran experiments where they would tell children not to eat a candy so that they could get a bigger reward. Some children would not eat the candy. Others would eat the candy. The ones who would not eat the candy went on to have greater success because they could delay gratification.

Quite possibly, the ones who want instant gratification understand what you are saying when you tell them that they should wait so that they can get a better reward. But, they can't help themselves.

I know I've had that conversation with people. They understand the need to save. But, they can't see themselves having money without spending it.