Why this works
In five experiments, people chose to do tasks that only looked urgent over important tasks that paid more, even when the urgency was made up, such as a fake expiry. Reminding people of each task's payoff at the moment of choice made the effect smaller.
The matrix puts importance in front of you before you pick what to do next, which is the moment the research points to.
- Source: Zhu, M., Yang, Y., & Hsee, C. K. (2018). The mere urgency effect. Journal of Consumer Research, 45(3), 673-690. doi:10.1093/jcr/ucy008
Worked example
| Box | Task | What to do |
|---|---|---|
| Urgent and important | Submit the lab report due tomorrow | Do it today |
| Important, not urgent | Revise Laplace transforms for Signals | Book a time in your timetable |
| Urgent, not important | Reply to the class group about notes | Keep it short or hand it off |
| Neither | Reorganise your bookmarks | Drop it or leave it for later |
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