Researchers have studied the effects of the well-timed deadline—short while still doable. Behavioral scientists Suzanne Shu and Ayelet Gneezy looked at how often people redeemed gift certificates to a bakery. When the certificate was good for two months, fewer than 10 percent of people redeemed it for a pastry. (The rest were too flaky!) But when the certificate was good for only three weeks, suddenly, more than 30 percent of people redeemed the coupon. In the first scenario, people held off on taking the action because they figured they could do it later. With the shorter deadline, people
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Sharing a deadline with others makes it more likely to be meant.
