Steve J. Martin

“Behavioral economists have shown the effectiveness of this technique in another important domain: saving for the future. In one of the most powerful demonstrations of this persuasion strategy, Nudge co-author Richard Thaler and his research colleague Shlomo Benartzi showed that they could drastically boost participation rates in 401( k) plans. Using what they called the “Save More Tomorrow” program, rather than asking workers to participate in the program immediately, they instead asked workers to commit to putting a portion of their future salary increases into the plan. Although this program was successful for many reasons, one central reason is that it effectively shifted workers’ thoughts about the program from the concrete terms associated with it (e.g., “I’ll have less money in my paycheck each month”) to more abstract terms about how it would help them achieve their broader values and goals (e.g., “I should do this because it’s important and the right thing to do for my family”).”
― Steve J. Martin, The Small Big: Small Changes That Spark Big Influence