Abstract
People spend very little time planning for retirement, which could have negative effects on their financial well-being. To address this troubling lack of engagement, the authors posit that the use of goal framing, a marketing practice that involves making strategic adjustments to wording of marketing communications, in technology-facilitated communication (e.g., email) is effective for stimulating consumers’ behavioral engagement with pension information that is relevant for their long-term financial well-being. Field, online, and laboratory studies consistently show that a prevention-oriented assurance frame in technology-facilitated communication is twice as effective as a promotion-oriented investment frame for increasing participants’ engagement behavior. The findings have important implications for marketers and policy makers who seek to increase consumers’ retirement engagement behavior and financial well-being.
Original language | English |
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Number of pages | 24 |
Journal | International Journal of Research in Marketing |
DOIs | |
Publication status | E-pub ahead of print - 2020 |
Keywords
- Framing
- Information acquisition
- Pensions
- FINANCIAL SERVICES
- Engagement