Savings, subgoals, and reference points

摘要: Decision makers often save money for a specific goal by forgoi ng discretionary consumption and instead putting the toward savings goal. We hypothesized that reference points can be exploited to enhance this type of saving. In two hypothetical scenario studies, subjects made judgments their likelihood forgo small expenditure in order put Experiment 1, were higher if was presented as composed weekly subgoals (e.g., $60 per week buy $180 iPod). 2 replicated finding demonstrated subgoal manipulation increased only when saved from foregone would allow decision maker meet exactly (not under or overshoot it). These results suggest point mechanism ways behavioral research harnessed improve economic behaviors.