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Dyson professor Suzanne Shu and colleagues found that considering one’s “future self” played a key role in how people decide when to start collecting monthly Social Security benefits. Societal norms regarding retirement, however, do not.

United statesStephen spillerAdam eric greenbergJohns dysonHal hershfieldSuzanne shuUniversity of californiaLos angele anderson school of managementCharlesh dyson school of applied economicsUs social security administrationCornell sc johnson college of businessJournal of marketing researchRetirement research consortiumBocconi universitySocial securityApplied economics