Researchers from MIT show that were most susceptible to promotions and coupons at the entrance of a store – before weve had a chance to figure out our shopping goals. Notably, conditional coupons presented at this stage are so powerful that they can cause a consumer to spend either more or less than usual, depending on whether the condition stipulated on the coupon is higher or lower than how much the consumer would otherwise spend.
"Consumers start with fuzzy shopping goals, which become more concrete as the shopping experience progresses," explain Leonard Lee and Dan Ariely in a forthcoming issue of the Journal of Consumer Research. "Because of the initial lack of concreteness of their goals, consumers sensitivity to external cues is likely to be higher in the earlier stage of their shopping when their goals are more malleable."
Based on a series of filed tests in convenience stores, the researchers explain that when we first enter a store, our shopping goals are relatively abstract and thus more susceptible to outside influence. However, once were inside, we accumulate evidence and a sense of direction. Our goals become more specific and we become more certain of what were going to buy and how much we are willing to spend. Thus, coupons in the aisles of stores are far less effective than those presented at the entrance.
Suzanne Wu | EurekAlert!
Sibling differences: Later-borns choose less prestigious programs at university
14.11.2017 | Max-Planck-Institut für demografische Forschung
Visual intelligence is not the same as IQ
09.11.2017 | Vanderbilt University
Researchers have developed a water cloaking concept based on electromagnetic forces that could eliminate an object's wake, greatly reducing its drag while...
Tiny pores at a cell's entryway act as miniature bouncers, letting in some electrically charged atoms--ions--but blocking others. Operating as exquisitely sensitive filters, these "ion channels" play a critical role in biological functions such as muscle contraction and the firing of brain cells.
To rapidly transport the right ions through the cell membrane, the tiny channels rely on a complex interplay between the ions and surrounding molecules,...
The miniaturization of the current technology of storage media is hindered by fundamental limits of quantum mechanics. A new approach consists in using so-called spin-crossover molecules as the smallest possible storage unit. Similar to normal hard drives, these special molecules can save information via their magnetic state. A research team from Kiel University has now managed to successfully place a new class of spin-crossover molecules onto a surface and to improve the molecule’s storage capacity. The storage density of conventional hard drives could therefore theoretically be increased by more than one hundred fold. The study has been published in the scientific journal Nano Letters.
Over the past few years, the building blocks of storage media have gotten ever smaller. But further miniaturization of the current technology is hindered by...
With innovative experiments, researchers at the Helmholtz-Zentrums Geesthacht and the Technical University Hamburg unravel why tiny metallic structures are extremely strong
Light-weight and simultaneously strong – porous metallic nanomaterials promise interesting applications as, for instance, for future aeroplanes with enhanced...
An interdisciplinary group of researchers interfaced individual bacteria with a computer to build a hybrid bio-digital circuit - Study published in Nature Communications
Scientists at the Institute of Science and Technology Austria (IST Austria) have managed to control the behavior of individual bacteria by connecting them to a...
11.12.2017 | Event News
08.12.2017 | Event News
07.12.2017 | Event News
12.12.2017 | Earth Sciences
12.12.2017 | Power and Electrical Engineering
12.12.2017 | Life Sciences