- Jon Jachimowicz, Columbia Business School
- Elke Weber, Princeton Univ.
- Adam Galinsky, Columbia Univ.
- Joe Gladstone, Univ. College London
Behavioral science insights are increasingly applied in the field. But extant theory cannot account for the resulting varied effects. Indeed, our research shows that default effectiveness varies widely; and loss framing is more effective when personal (vs. societal) losses are emphasized. Field applications of behavioral science therefore require clearer theoretical specifications to be effective.