Imagine an evening out with friends. Youve enjoyed a phenomenal dinner, and the night is going great. Youre now faced with deciding on a dessert. Youve been to this restaurant before and know that the tiramisu is reliable, but the cheesecake can be sometimes exceptional but other times sub par. Which do you pick?
According to forthcoming study in the December 2005 issue of the Journal of Consumer Research, you will most likely go for the cheesecake. When things are going well, explain researchers from Yale University, consumers are willing to take risks with subsequent decisions in order to really have a home run of an evening – whether its the play you see, the restaurant you choose, or the dessert you order.
"The present research provides evidence that consumers are more likely to go for the risky restaurant when the play went well and they are trying to have a really great evening. When the evening is off to a bad start, consumers are more likely to opt for the reliable restaurant to guarantee themselves at least some enjoyment," explain Nathan Novemsky and Ravi Dhar. "We find this pattern of choices for a variety of goals including enjoyment, health, getting to work, etc.,"
Suzanne Wu | EurekAlert!
Rutgers-led innovation could spur faster, cheaper, nano-based manufacturing
14.02.2018 | Rutgers University
New study from the University of Halle: How climate change alters plant growth
12.01.2018 | Martin-Luther-Universität Halle-Wittenberg
Quantum computers may one day solve algorithmic problems which even the biggest supercomputers today can’t manage. But how do you test a quantum computer to...
For the first time, a team of researchers at the Max-Planck Institute (MPI) for Polymer Research in Mainz, Germany, has succeeded in making an integrated circuit (IC) from just a monolayer of a semiconducting polymer via a bottom-up, self-assembly approach.
In the self-assembly process, the semiconducting polymer arranges itself into an ordered monolayer in a transistor. The transistors are binary switches used...
Breakthrough provides a new concept of the design of molecular motors, sensors and electricity generators at nanoscale
Researchers from the Institute of Organic Chemistry and Biochemistry of the CAS (IOCB Prague), Institute of Physics of the CAS (IP CAS) and Palacký University...
For photographers and scientists, lenses are lifesavers. They reflect and refract light, making possible the imaging systems that drive discovery through the microscope and preserve history through cameras.
But today's glass-based lenses are bulky and resist miniaturization. Next-generation technologies, such as ultrathin cameras or tiny microscopes, require...
Scientists from the University of Zurich have succeeded for the first time in tracking individual stem cells and their neuronal progeny over months within the intact adult brain. This study sheds light on how new neurons are produced throughout life.
The generation of new nerve cells was once thought to taper off at the end of embryonic development. However, recent research has shown that the adult brain...
15.02.2018 | Event News
13.02.2018 | Event News
12.02.2018 | Event News
22.02.2018 | Life Sciences
22.02.2018 | Physics and Astronomy
22.02.2018 | Earth Sciences