Ohio State University researchers said people experience time differently while on vacation, highlighting the old adage, “Time flies when you’re having fun.” (syndicated nationally, including WBIR)
In the News…
CB Research Lab In the News
Changes in Self-checkout
Self-checkout was the next big thing in retail sales, but now, after years of long lines and finicky machines, its efficacy is in question. As new forms of advanced checkout are tested in stores across the country, it’s time to take a deeper look at self-checkout. Discussion with Prof. Joseph Goodman on WOSU’s All Sides.
Donating Time versus Money
Around the world, there are thousands of charitable and political causes seeking donations of our time and money. In a recently published Journal of Consumer Research article, John Costello and Selin Malkoc examine this intriguing and important issue. Here they share what we can learn from their findings.
Nonprofit organizations, like charities and political groups, tend to succeed or fail based on their ability to attract donations of time and money. While both resources are integral to the operation of non-profits, their managers typically prefer donations of money over time volunteered. But, donors tend to prefer the exact opposite: to donate time, even when doing so does less good for the cause they aim to help. Why is that?
READ THE FULL STORY HERE https://consumerresearcher.com/charities
Stop, drop, and stay there: An episode all about leisure
“How do you like to relax? Do you read a book? Go for a hike, maybe? How about grabbing dinner with friends? The list goes on, and we consider these activities leisure. This hour, we learn what leisure is and how to master it.” a discussion with Prof. Selin Malkoc from The Ohio State University Fisher College of Business
Keeping a Business Safe without a Mask Mandate Requires a Nuanced Approach
Government or company-wide mandates give businesses cover for policies perceived as political
New Study Offers a Surprising Time Management Lesson: Don’t Schedule Your Day.
The less you have on your calendar, the more you’ll get done, new science suggests.
https://www.inc.com/jessica-stillman/productivity-time-management-scheduling.html
How to Change Consumer Behavior to Accelerate EV Adoption
An Interview with Professor Joseph K. Goodman. In this interview, he discusses the importance and dynamics of focusing on the consumer to accelerate Electric Vehicle adoption.
Carbon Radio. Feb 18, 2022.
https://medium.com/predict/how-to-change-consumer-behavior-to-accelerate-ev-adoption-c192f369662f
Should you pay an extra fee just for being a Californian? Pizza Hut thinks so
“It’s called ‘drip pricing,’” said Joseph K. Goodman, an associate professor of marketing at Ohio State University.
“Most consumers find this strategy unfair, as one might expect,” he told me. “They think they’re getting something at a price and then feel cheated. The brand basically broke its promise.”
https://www.latimes.com/business/story/2021-12-07/column-pizza-hut-california-service-charge
Ending prices with “.99” can backfire on sellers
It makes consumers less likely to choose pricey upgrades
Setting a price just below a round number ($39.99 instead of $40) may lead consumers into thinking a product is less expensive than it really is – but it can sometimes backfire on sellers, a new study shows.
Researchers found that this “just-below” pricing makes consumers less likely to upgrade to a more expensive version of the product or service, such as a bigger size or higher-end trim on a car. The just-below price that makes a product itself seem like a good bargain also makes the leap to the premium product seem too expensive, said Junha Kim, lead author of the study and doctoral student in marketing at The Ohio State University’s Fisher College of Business.
“Going from $19.99 to $25 may seem like it will cost more than going from $20 to $26, even though it is actually less,” Kim said. “Crossing that round number threshold makes a big difference for consumers.” Kim conducted the study with Joseph Goodman and Selin Malkoc, both associate professors of marketing at Ohio State. Their research was published yesterday (Aug. 26, 2021) in the Journal of Consumer Research.
https://news.osu.edu/ending-prices-with-99-can-backfire-on-sellers/
Tricks for Making a Vacation Feel Longer—and More Fulfilling
One tip: Don’t pack the trip with scheduled events
By for The Wall Street Journal
It feels like we just got here. How often have we all said that when a vacation is coming to an end? We blinked and it’s the last day. And then when we get home: It’s like we never left.