Abstract:
:We conducted a field experiment to study the effect of framing future moments in time as new beginnings (or "fresh starts"). University employees (N=6,082) received mailings with an opportunity to choose between increasing their contributions to a savings plan immediately or at a specified future time point. Framing the future time point in relation to a fresh start date (e.g., the recipient's birthday, the first day of spring) increased the likelihood that the mailing recipient chose to increase contributions at that future time point without decreasing their likelihood of increasing contributions immediately. Overall, fresh start framing increased retirement plan contributions in the eight months following the mailing. Our findings represent the first experimental demonstration of the benefits of fresh start framing in a consequential field setting.
journal_name
Organ Behav Hum Decis Processjournal_title
Organizational behavior and human decision processesauthors
Beshears J,Dai H,Milkman KL,Benartzi Sdoi
10.1016/j.obhdp.2021.06.005keywords:
["choice architecture","fresh start","nudge","randomized field experiment","savings"]subject
Has Abstractpub_date
2021-11-01 00:00:00pages
72-87eissn
0749-5978journal_volume
167pub_type
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