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Getting to the Top of the Mind: How Reminders Increase Saving

Getting to the Top of the Mind: How Reminders Increase Saving

Abstract. We develop and test a simple model of limited attention in intertemporal choice. The model posits that individuals fully attend to consumption in all periods but fail to attend to some future lumpy expenditure opportunities. This asymmetry generates some predictions that overlap with models of present-bias. Our model also generates the unique predictions that reminders may increase saving, and that reminders will be more e ective when they increase the salience of a speci c expenditure. We nd support for these predictions in three eld experiments that randomly assign reminders to new savings account holders.

Date: April 2010
Authors: Dean Karlan, Sendhil Mullainathan, Jonathan Zinman, Margaret McConnell
Country: Bolivia; Peru; Philippines
Themes: Behavioral Economics, Product Design, Savings