• December 2023
• Article

To encourage farsighted behaviors, past research suggests that marketers may be wise to invite consumers to pre-commit to adopt them “later.” However, the authors propose that people will draw different inferences from different types of pre-commitment offers, and that these inferences can help explain when pre-commitment is effective at increasing adoption of farsighted behaviors and when it is not. Specifically, the authors theorize that simultaneously offering consumers the opportunity to adopt a farsighted behavior now or later (i.e., offering “simultaneous pre-commitment”) may signal that the behavior is not urgently recommended; however, offering consumers the opportunity to adopt that behavior immediately and then, only if they decline, inviting them to adopt it later (i.e., offering “sequential pre-commitment”) may signal just the opposite. In a multi-site field experiment (N=5,196), the authors find that simultaneously giving consumers the chance to increase their savings now or later reduced retirement savings. Two pre-registered lab studies (N=5,080) show that simultaneous pre-commitment leads people to infer that taking action is not urgently recommended, and such inferences predict less adoption of recommended behaviors. Importantly, offering sequential pre-commitment increases inferred urgency, predicting greater adoption. Together, this research advances knowledge about the limits and potential of pre-commitment.

• 2023
• Working Paper

Behavioral interventions often focus on reducing friction to encourage behavior change. In contrast, we provide evidence that adding friction can promote long-term behavior change when behaviors involve repeated costly efforts over longer time horizons. In collaboration with the Oregon Department of Transportation, we conducted a field experiment (N = 27,227) to test whether adding friction during an initial sign-up process for a new carpooling platform increases usage. Our results support this possibility: while a more effortful sign-up process led to a 25% decrease in sign-ups to the carpool platform, overall intensity of usage increased. Importantly, these results were only partly explained by selection effects: using an intention-to-treat (ITT) analysis, participants who were randomly assigned to the more effortful sign-up process took 1.6 times more carpool trips per day on average during a four-month period as compared to those in the less effortful sign-up process. Of the 9,417 observed trips, the more effortful sign-up group took almost 800 more trips. These effects persisted at eight months, where the ITT estimate was a 33% increase in trips per day. These results suggest that adding friction may be an overlooked strategy that could help to promote behavior change.

• October 2023
• Case

In this case, the Human Capital team at Progress Software has identified that some employees have a hard time understanding how to advance within Progress. This realization leads the team to develop several major people-process innovations: the introduction of clear-cut, widely accessible leveling information as well as the development of several other programs, among them an internal mobility program that calls for quarterly conversations between managers and direct reports about professional development called “Career Conversations.” The case details the development of these programs and asks students to consider why some employees might have a harder time than others accessing career information and how managers could play a role in that imbalance.