• Seminari: «“Get started”: How Beginning Framings Sustain Engagement with Digital Services»

  • Start: Friday, 18 December 12:00
    End: Friday, 18 December 13:00
  • Universitat de les Illes Balears, Carretera de Valldemossa, Palma, Espanya
  • A les 12 hores.

    En línia: https://eu.bbcollab.com/collab/ui/session/guest/7b99d3716070446d9d44f6c89952ac1b

    A càrrec de Johannes Hattula (link).

    Many registered accounts for self-managed digital services are underutilized or wholly unused. To adopt these services, customers have to perform a series of actions after registering an account, and these actions can be effortful and demotivating. Accordingly, this research presents a simple yet effective way to sustain goal engagement with digital services. Specifically, this research finds that the call-to-action (CTA) at account registration can influence post-registration goal engagement. Results of a large-scale randomized field experiment (N = 381,883) and three controlled studies demonstrate that framing the account registration as a beginning (“Get started” vs. “Sign up” CTA) facilitates goal engagement that persists after the registration. We explain our finding based on the notion that the “Get started” CTA evokes greater sense of movement for the goal pursuit. Consistent with this mechanism, the effect of CTA framing on goal engagement is more pronounced among individuals who have a natural preference for movement (i.e., high locomotion orientation). The results of this research advance the literature on goal engagement and they further inform managers about how CTAs and account registration can lead to sustained engagement with self-managing digital services.