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Is the uphill road the one more taken? How task complexity prompts action on non-pressing tasks

机译：是上坡路，还有更多的路吗？任务复杂性如何提示对非按下任务的操作

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摘要

In both personal and professional spheres, consumers decide when to initiate action on important tasks. Often, for important yet seemingly less-pressing tasks (e.g., saving for retirement), action initiation begins too late. This research is based on the novel insight that for purportedly non-pressing tasks, increasing perceived task complexity acts as a signal of urgency and prompts action, especially for novices. Studies 1 and 2 use a retirement savings context to demonstrate that, for novice investors (millennials, new job-market entrants, individuals with low financial literacy) who perceive retirement saving as non-pressing, framing the task as complex (versus simple) signals urgency and increases likelihood of action. In two additional studies, we replicate these effects to nudge individuals to take immediate online action (pilot) and protect online security (study 3). We discuss implications for corporations, policy makers, and consumers.
机译：在个人和专业领域，消费者决定何时开始对重要任务的行动。通常，对于重要但似乎较少的任务（例如，节省退休），行动开始始终为时已晚。本研究基于新颖的洞察力，即据称非按任务，越来越多的感知任务复杂性充当紧迫性和提示行动，特别是新手。研究1和2使用退休储蓄上下文来证明，对于新手投资者（千年，新的就业市场进入者，具有低金融扫盲的个人），他认为退休为非按压，将任务构成为复杂（与简单）信号紧迫并提高行动的可能性。在两项额外的研究中，我们将这些效果复制到轻推的个人采取立即在线行动（飞行员）并保护在线安全（研究3）。我们讨论对公司，政策制定者和消费者的影响。

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  • 来源
    《Journal of Business Research》 |2021年第5期|436-449|共14页
  • 作者

    Bayuk Julia Belyavsky; Patrick Vanessa M.;

  • 作者单位

    Univ Delaware Alfred Lerner Coll Business & Econ Business Adm Newark DE 19716 USA|Univ Delaware Alfred Lerner Coll Business & Econ Blue Hen Mkt Club Newark DE 19716 USA;

    Univ Houston Res Bauer Coll Business Houston TX 77204 USA|Univ Houston Mkt Bauer Coll Business Houston TX 77204 USA|Univ Houston Bauer Execut Women Leadership Program Bauer Coll Business Houston TX 77204 USA;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Goal pursuit; Task complexity; Retirement; Online security; Nudges; Novices;

    机译：目标追求;任务复杂;退休;在线安全;嘲笑;新手;

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