4 reasons consumers procrastinate The literature suggests that there are four common reasons why consumers procrastinate before taking action: They are overwhelmed – a point addressed in previous blogs in this series The timing is wrong Dislike of the task or lack of real interest in the purchase No sense of urgency   The last […]

4 reasons consumers procrastinate The literature suggests that there are four common reasons why consumers procrastinate before taking action: They are overwhelmed – a point addressed in previous blogs in this series The timing is wrong Dislike of the task or lack of real interest in the purchase No sense of urgency   The last of these reasons is addressed here. Decisions take longer when there is no sense of urgency and indeed, decisions seem harder when there is no sense of urgency. Setting a deadline and creating a sense of urgency on the other hand, has the effect of reducing the decision-making time and making decision making (perversely) easier. Over the years, much has been written about Parkinson’s Law – which theorises that work expands to fill the time available for completion. In other words, consumer will take more time to make a choice or decision if they have…