Different people, different choices. The influence of visual stimuli in communication on pension choice

For most people, retirement is so far away that it decreases their motivation to acquire information, evaluate different options, or take necessary decisions about their retirement income. This reluctance to consider retirement related information could lead to severe problems for pension systems all over the world. In this paper, Elisabeth Brüggen, Ingrid Rohde (both UM) and Mijke van den Broeke (AEGON) present the first results of a pilot study using “hopedfor” and “feared-for” pictures of the old age in pension communication.

Netspar, Network for Studies on Pensions, Aging and Retirement, is a thinktank and knowledge network. Netspar is dedicated to promoting a wider understanding of the economic and social implications of pensions, aging and retirement in the Netherlands and Europe.

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