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This paper studies the behavioral consequences of deadlines. In cooperation with a dental clinic, we conduct two natural field experiments that exogenously vary deadlines and associated rewards for arranging check-up appointments. Our data show strong and systematic effects of deadlines on patients’ behavior. Imposing relatively tight deadlines induces patients to act earlier and at a persistently higher frequency than without a deadline. Several of our findings suggest that individuals’ responses to deadlines are shaped by limitations in memory and attention.