• DOI:10.1093/JCR/UCY008
Corpus ID: 85511526

The mere urgency effect.

@article{Zhu2018TheMU,
  title={The mere urgency effect.},
  author={M. Zhu and Y. Yang and C. Hsee},
  journal={Journal of Consumer Research},
  year={2018},
  volume={45},
  pages={673-690}
}

• M. Zhu, Y. Yang, C. Hsee
• Published 2018
• Psychology
• Journal of Consumer Research

In everyday life, people are often faced with choices between tasks of varying levels of urgency and importance. How do people choose? Normatively speaking, people may choose to perform urgent tasks with short completion windows, instead of important tasks with larger outcomes, because important tasks are more difficult and further away from goal completion, urgent tasks involve more immediate and certain payoffs, or people want to finish the urgent tasks first and then work on important tasks… Expand

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