Bram Van den Bergh

Would highlighting that a customer review can be completed in 3 min influence a customer's decision to either promptly submit their review or delay it, with the potential risk of forgetting it altogether? Despite the popular approach of using task duration to mitigate task delay, the empirical support for this method is scant. This study investigates the effect of considering task duration (i.e., how long a task may take) on task delay (i.e., postponing the task until later). Across four studies, we demonstrate that making task duration salient decreases the likelihood of postponing a short task that can be achieved in one sitting. This effect occurs because considering task duration strengthens the implemental mindset, but only when task duration information is more evaluable. The findings of this paper suggest an easily implementable method that could customer engagement. Finally, we propose a set of promising avenues for future research.