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.

人们很少花时间计划退休，这可能会对他们的财务状况产生负面影响。为了解决这种令人不安的缺乏参与的问题，作者假设在技术促进的通信（例如电子邮件）中使用目标框架，一种涉及对营销传播的措辞进行战略调整的营销实践，可以有效地刺激消费者的行为参与与他们的长期财务状况相关的养老金信息。现场、在线和实验室研究一致表明，在技术促进的交流中，以预防为导向的保证框架是提高参与者参与行为的以促销为导向的投资框架的两倍。