A new article co authored by our Advisory Board Member, Thomas Post

Thomas Post’s new article titled : ‘Engagement behavior and financial well-being: The effect of message framing in online pension communication’ has been published in the ‘International Journal of Research in Marketing’. 

“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.”

To see the full article please follow the link: https://www.sciencedirect.com/science/article/pii/S0167811620300938?via%3Dihub