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Next Live Session
Wednesday, July 7, 2021 - 12:30 PM ET
LIVE: When Limits Backfire: Why Non-Binding Time Limits Increase (versus Decreases) Online Content Consumption
Every day, people spend a large portion of their time consuming content online. Although seemingly innocuous activities, it is increasingly apparent that such consumption is difficult to self-regulate, cutting into time that would otherwise be spent on objectively more valuable activities and making consumers worse off overall. As a result, many online content platforms have begun incorporating functionalities that claim to help consumers manage or regulate their behavior. A common such tool is the option to set pop-up reminders to appear after a pre-determined amount of time spent on the platform. Marketing professor Jordan Etkin will share insights from recent research that explores how setting such time limits can increase (vs. decrease) the amount of time spent on an activity.