Young woman sitting on a couch looking at a computer. She holds her hand up to her forehead looking stressed.

How deadlines thwart our ability to do important work (and what we can do about it)

Yang Yang

“Suppose you have two tasks before you.

One isn’t that important but needs to be done quickly. The other is important but isn’t urgent.

Often, people will choose against their self-interest to do the urgent but less important task, a new study has demonstrated. What’s more, the busier and more overwhelmed you feel, the more likely you are to pick the urgent task.

The study, published recently in the Journal of Consumer Research, confirms some of our worst fears: We are often horrible at setting and following priorities, and the modern world is only making the problem worse,” writes The Washington Post. 

Read more about this research from Assistant Professor of Marketing Yang Yang in The Washington Post