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

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  • Bayuk, Julia Belyavsky
  • Patrick, Vanessa M.

Abstract

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.

Suggested Citation

  • Bayuk, Julia Belyavsky & Patrick, Vanessa M., 2021. "Is the uphill road the one more taken? How task complexity prompts action on non-pressing tasks," Journal of Business Research, Elsevier, vol. 128(C), pages 436-449.
    • Handle: RePEc:eee:jbrese:v:128:y:2021:i:c:p:436-449
    DOI: 10.1016/j.jbusres.2021.02.012
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    1. Xiao, Yazhen & Spanjol, Jelena, 2021. "Yes, but not now! Why some users procrastinate in adopting digital product updates," Journal of Business Research, Elsevier, vol. 135(C), pages 685-696.

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