Archive: Nicole Votolato Montgomery
The brief’s key findings are: One reason young workers don’t save for retirement is that the event is so far off. An experiment to boost their saving tested different ads: abstract or concrete wording (“why you should save more now” vs. “how you can save more now”); and a short- or long-term savings goal (“how…
Abstract Based on temporal construal theory, the length of time a person has before they reach retirement age will influence how they react to different types of messages. This theory predicts younger workers prefer more abstract communications compared to older workers who should prefer more concrete information because retirement is a distant goal rather than…
