“Could we simply highlight how saving money would help them protect their loved ones? Wealthy participants saved the most, but self-reported saving goals matching participants’ personality traits explained around five percent of the variance across all income levels. A second experiment included 6,056 participants, each taking part in a saving incentive program through non-profit money saving app SaverLife. Another set received emails that did not fit with their personality, and a third team received randomly-selected goal messages. The fourth group received emails with a generic statement encouraging savings without a particular aim and the fifth control group did not get any emails in their inboxes.