Topic: Consumer Behavior
Why Kickstarter Funders Quickly Kick in the Last 5 Percent
Research shows that people have a sincere desire to see projects take flight
Why a Surcharge Can Alter Behavior Better than a Discount
Equal incentives perceived differently and can affect norms
When Surge Pricing Comes to the Supermarket
Charging more at peak times could reduce congestion and lift profits. Would customers revolt?
When It Pays Not to Help Your Customers Comparison Shop
Rakesh Sarin creates a model that shows consumer “ambiguity” about product quality should drive marketing and brand management strategy
When Delayed Gratification Backfires
A self-imposed quest for a perfect time to enjoy an indulgence often means missing out on actually having a good experience
What’s in Your Social Media Feed?
On anime sites, what one’s friends are watching is the most persuasive prompt to engage
What’s Behind the Consumer Preference for the Middle Ground
Capturing how decisions are driven by a habitual preference for moderation
What Drives Engagement in $116 Billion Mobile Gaming Industry
Novelty and social connection boost time spent playing
Website Search Data Suggests Profitably Reconfiguring In-Store Product Placement
Lots of web searches for laminate flooring? Move it closer to the storefront
We Think Illegal Products Are More Effective
Because they’re harder to get, we assume they’re more potent — and thus preferable over legal ones.
We Hate Crowds, But Fail to Strategize on Avoiding Them
When might most other people choose to visit the bank?
Want To Elicit User-Generated Content? Try User-Generated Rewards
Recognition by peers leads to longer, more thoughtful online reviews and discussion threads
Unflattering Facts Don’t Dent Positive Self-Assessments
People rate selves better than average, even faced with objective data to the contrary
Those Offering Opinions Are Better Remembered Than Those Uttering Facts
And recall of the source affects how we interpret information — and how we might act upon it