Yale School of Management

Posts by Consumer Choice

Measuring the Reign of Moods

April 30, 2014
man looking at painting
Opinion is colored by context: café food may taste better on a sunny day. A vacation weekend can sour if argument descends one evening. While this effect of mood on experience is well established, there is little understanding of how (or if) the effect persists through time. Will a sunny day influence our choice, two weeks later, to return to the same café? Will family argument one year deter a return to the same vacation spot the following year? Continue reading “Measuring the Reign of Moods”

The More Things Change…

March 4, 2014
two white tea cups
Common sense would suggest the following: if you take two objects and differentiate one from the other, then, by definition, they will appear to be more different than they were before, not more similar. Common sense, of course, also once suggested that the sun orbited earth.  A fascinating series of experiments out of the Yale Center for Customer Insights found that our perceptions of similarity are more complicated than common sense—and decades-old academic modeling—suggests. Continue reading “The More Things Change…”

The Irrational Consumer: Four Secrets to Engaging Shoppers

By: Ravi Dhar May 23, 2012
large amount of people in a shopping mall

Economists and marketers have long assumed that potential customers rationally weigh the costs and benefits of every possible choice before deciding what to buy. Under this assumption, marketers use tidy frameworks to help identify ways to influence consumer decisions. As it turns out, this...

Continue reading “The Irrational Consumer: Four Secrets to Engaging Shoppers”