Wiebke Eberhardt presents research on using framing techniques for engaging pension plan participants at the European Marketing Academy (EMAC) Annual Conference.
Pension communication researcher Wiebke Eberhardt presented research results on framing at the European Marketing Academy (EMAC) Annual Conference. The joint research with Lisa Brüggen, Thomas Post, and Chantal Hoet demonstrates how powerful framing of newsletters can be in order to engage participants and motivate them to become active and look for pension information. In particular, we find that using the right frame to present information can double click rates on links in newsletters.
Read the full project description.