Oops!… I waited until the last minute again: The role of fresh start nudges in task completion

Abstract

Individuals often have difficulties completing tasks in a timely manner. Whether it be scheduling a doctor's appointment, purchasing a birthday gift, or booking an airline ticket, waiting until the very last minute can carry serious consequences. In two experimental studies, we explore how individuals can be encouraged to finish tasks promptly. We provide evidence for the “fresh start effect” by showing that a temporal landmark signaling a new beginning helps speed up their task completion. Notably, we demonstrate that the “fresh start nudge” can facilitate early task completion through the underlying processes of meaningfulness and motivation. We also report the moderating role of task openness, supporting the claim that the fresh start effect is stronger when the task is perceived to be relatively closed (rather than open) and must therefore be completed in fewer steps without interruption.