This research studies the relative preference between two options described along multiple attributes in an intertemporal context. We propose that some attributes are discounted more heavily than others, resulting in a preference shift (reversal) as a function of whether the choice is made for an immediate purchase or a delayed purchase. In particular, we focus on the discounting of effort vis-à-vis price and quality. We predict and show that products involving effort (do-it-yourself products) appear attractive when the purchase is in the future, but are preferred less when the purchase is immediate. We show that time delay influences the perceived value of the product by influencing perceived effort and perceived price differentially, but time delay does not affect importance weights greatly. Finally, we also show that a hyperbolic discounting model explains the perception and choice over time.