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!
Fixating on faces
26.01.2017 | California Institute of Technology
Internet use in class tied to lower test scores
16.12.2016 | Michigan State University
Astronomers from Bonn and Tautenburg in Thuringia (Germany) used the 100-m radio telescope at Effelsberg to observe several galaxy clusters. At the edges of these large accumulations of dark matter, stellar systems (galaxies), hot gas, and charged particles, they found magnetic fields that are exceptionally ordered over distances of many million light years. This makes them the most extended magnetic fields in the universe known so far.
The results will be published on March 22 in the journal „Astronomy & Astrophysics“.
Galaxy clusters are the largest gravitationally bound structures in the universe. With a typical extent of about 10 million light years, i.e. 100 times the...
Researchers at the Goethe University Frankfurt, together with partners from the University of Tübingen in Germany and Queen Mary University as well as Francis Crick Institute from London (UK) have developed a novel technology to decipher the secret ubiquitin code.
Ubiquitin is a small protein that can be linked to other cellular proteins, thereby controlling and modulating their functions. The attachment occurs in many...
In the eternal search for next generation high-efficiency solar cells and LEDs, scientists at Los Alamos National Laboratory and their partners are creating...
Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are less stable. Now researchers at the Technical University of Munich (TUM) have, for the first time ever, produced a composite material combining silicon nanosheets and a polymer that is both UV-resistant and easy to process. This brings the scientists a significant step closer to industrial applications like flexible displays and photosensors.
Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are...
Enzymes behave differently in a test tube compared with the molecular scrum of a living cell. Chemists from the University of Basel have now been able to simulate these confined natural conditions in artificial vesicles for the first time. As reported in the academic journal Small, the results are offering better insight into the development of nanoreactors and artificial organelles.
Enzymes behave differently in a test tube compared with the molecular scrum of a living cell. Chemists from the University of Basel have now been able to...
20.03.2017 | Event News
14.03.2017 | Event News
07.03.2017 | Event News
27.03.2017 | Health and Medicine
27.03.2017 | Life Sciences
27.03.2017 | Earth Sciences