Choiceology with Katy Milkman cover image

Big Goals, Little Steps: With Guests Shannon Miller & Hal Hershfield

Choiceology with Katy Milkman

CHAPTER

How Does the Five Dollars a Day Framing Work?

Four times as many people signed up for a fintech programme when it was framed as five dollars a day, compared to when it was framing as a hundred 50 dollars a month. One of the reasons could be that we have different mental buckets, or different mental accounts, for our monthly, weekly or daily expenditures. Another reason here could be simply that saving for the future often is painful, right? Because you've got to make a sacrifice to day, and you get a benefit later on, and the sacrifice is painful, all right? And so, jumping off of the mental accounting reason i just gave, i think this shift from a monthly expenditure to a daily expenditure really lessens the

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