The act of reducing a price or the process of considering something as unimportant or not worth much attention.
Present participle of 'discount,' from Old French 'desconter.' The verb developed two meanings: originally to deduct money, then metaphorically to dismiss or minimize something's value.
Neuroscientists use 'discounting' to explain why humans are terrible at thinking long-term—we 'discount' future rewards compared to immediate ones, which is why saving money feels harder than spending it now.
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