The Urgency Bias

Employing simplified games and real-life consequential choices, we provide evidence for “urgency bias”, showing that people prefer working on urgent (vs. important) tasks that have shorter (vs. longer) completion window however involving smaller (vs. bigger) outcomes, even when task difficulty, goal gradient, outcome scarcity and task interdependence are held constant.


Meng Zhu, Yang Yang, and Christopher K. Hsee (2014) ,"The Urgency Bias ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 86-90.


Meng Zhu, Johns Hopkins University
Yang Yang, Carnegie Mellon University
Christopher K. Hsee, University of Chicago


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


Muji versus Maharaja: When (and Why) Minimalist versus Maximalist Design Differentially Influence Consumer Self-Brand Connection

Ngoc (Rita) To, University of Houston, USA
Vanessa M. Patrick, University of Houston, USA

Read More


10-M: Ownership Polarization: An Alternate Account of the Endowment Effect

Colleen Giblin, Carnegie Mellon University, USA
Carey Morewedge, Boston University, USA

Read More


Loss Framing Attenuates Delay Discounting in Older Adults

William Hampton, Temple University, USA
Vinod Venkatraman, Temple University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.