TY - JOUR
T1 - Engagement behavior and financial well-being
T2 - The effect of message framing in online pension communication
AU - Eberhardt, Wiebke
AU - Brüggen, Elisabeth
AU - Post, Thomas
AU - Hoet, Chantal
N1 - data source:
PY - 2020/11/10
Y1 - 2020/11/10
N2 - 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.
AB - 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.
KW - Framing
KW - Information acquisition
KW - Pensions
KW - FINANCIAL SERVICES
KW - Engagement
U2 - 10.1016/j.ijresmar.2020.11.002
DO - 10.1016/j.ijresmar.2020.11.002
M3 - Article
JO - International Journal of Research in Marketing
JF - International Journal of Research in Marketing
SN - 0167-8116
ER -