Details

Autor(en) / Beteiligte

• Bayuk, Julia Belyavsky
• Patrick, Vanessa M.

Titel

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

Ist Teil von

• Journal of business research, 2021-05, Vol.128, p.436-449

Ort / Verlag

Elsevier Inc

Erscheinungsjahr

2021

Quelle

Access via ScienceDirect (Elsevier)

Beschreibungen/Notizen

• •Task complexity serves as a heuristic to initiate action on important tasks. (79 characters with spaces).•Novices are more likely to use task complexity as a cue of urgency to take action. (85 characters with spaces).•Perceptions of urgency increase task initiation amongst novices (versus experts). (84 characters with spaces).•Experts rely less on peripheral cues, like task complexity, as signals of urgency. (84 characters with spaces). 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.