E-Mail Researchers from University of Notre Dame, York University (Canada), and University of New England (Australia) published a new paper in the Journal of Marketing that identifies a novel reason why people under-save and demonstrates a simple, short, and inexpensive intervention that increases intentions to save and actual savings. The study, forthcoming in the Journal of Marketing, is titled "Popping the Positive Illusion of Financial Responsibility Can Increase Personal Savings: Applications in Emerging and Western Markets" and is authored by Emily Garbinsky, Nicole Mead, and Daniel Gregg. People around the world are not saving enough money. Since increasing personal savings is critical for individual and societal welfare, many researchers have tried to identify reasons why people under-save. Most of these reasons, however, do not lend themselves to behavioral interventions.