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	<title>Stats Made Easy &#187; Consumer behavior</title>
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	<link>http://www.statsmadeeasy.net</link>
	<description>A wry look at all things statistical and/or scientific with an engineering perspective.</description>
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		<title>High rollers beat the lottery odds</title>
		<link>http://www.statsmadeeasy.net/2012/04/high-rollers-beat-the-lottery-odds/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=high-rollers-beat-the-lottery-odds</link>
		<comments>http://www.statsmadeeasy.net/2012/04/high-rollers-beat-the-lottery-odds/#comments</comments>
		<pubDate>Mon, 02 Apr 2012 20:13:59 +0000</pubDate>
		<dc:creator>mark</dc:creator>
				<category><![CDATA[Consumer behavior]]></category>
		<category><![CDATA[probability]]></category>

		<guid isPermaLink="false">http://www.statsmadeeasy.net/?p=1133</guid>
		<description><![CDATA[The $640 million jackpot in the Mega Millions lottery Friday night created a huge buzz.  Unfortunately this fizzled out for all but the three big winners in Illinois, Kansas, and Maryland.  Even we analytical types get swept up in the frenzy, seeing as how the money sunk in prior drawings brings the expected value over [...]]]></description>
			<content:encoded><![CDATA[<p>The $640 million jackpot in the Mega Millions lottery Friday night created a huge buzz.  Unfortunately this fizzled out for all but the three big winners in Illinois, Kansas, and Maryland.  Even we analytical types get swept up in the frenzy, seeing as how the money sunk in prior drawings brings the expected value over 100 percent.  Yes, the odds of 1 in 176,000,000 remain daunting, but it sure is fun to have a few numbers to play with.</p>
<p>The really gutsy lottery wonks focus on other games where situations arise that make huge bets nearly a sure thing.  For example, see <a href="http://articles.boston.com/2011-07-31/news/29836200_1_lottery-tickets-claim-prizes-massachusetts-state-lottery">this <em>Boston Globe</em> heads-up on “a game with a windfall for a knowing few”</a>.  Imagine showing up at your corner gas station with $100,000s in cash for lottery tickets—that would be a great day for the own, especially given the seller earns a commission that can grow to $100,000 for some jackpots.</p>
<blockquote><p>“Bettors like the Selbees, who spent at least $500,000 on the game, had almost no risk of losing money.”</p></blockquote>
<p>- Mark Kon, a professor of math and statistics at Boston University</p>
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		<title>Favorite posts from three rings in the 2011 Management Improvement Blog Carnival (1 of 3)</title>
		<link>http://www.statsmadeeasy.net/2011/12/favorite-posts-from-three-rings-in-the-2011-management-improvement-blog-carnival-1-of-3/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=favorite-posts-from-three-rings-in-the-2011-management-improvement-blog-carnival-1-of-3</link>
		<comments>http://www.statsmadeeasy.net/2011/12/favorite-posts-from-three-rings-in-the-2011-management-improvement-blog-carnival-1-of-3/#comments</comments>
		<pubDate>Sun, 18 Dec 2011 02:48:03 +0000</pubDate>
		<dc:creator>mark</dc:creator>
				<category><![CDATA[Consumer behavior]]></category>
		<category><![CDATA[change]]></category>

		<guid isPermaLink="false">http://www.statsmadeeasy.net/?p=991</guid>
		<description><![CDATA[For the 2011 Annual Management Improvement Blog Carnival, hosted by John Hunter, we (my son Hank and I) will pick our favorite posts from these three blogs: Edge Perspectives Unfolding Leadership Noop.NL (Hank) See us hosts and the blogs we’ve chosen to review at this site coordinated by John and background on the carnival itself [...]]]></description>
			<content:encoded><![CDATA[<p>For the 2011 Annual Management Improvement Blog Carnival, hosted by <a href="http://johnhunter.com/john_hunter_online.cfm">John Hunter</a>, we (my son Hank and I) will pick our favorite posts from these three blogs:</p>
<ul>
<li><a href="http://edgeperspectives.typepad.com/edge_perspectives/">Edge Perspectives</a></li>
<li><a href="http://www.unfoldingleadership.com/">Unfolding Leadership</a></li>
<li><a href="http://www.noop.nl/">Noop.NL</a> (Hank)</li>
</ul>
<p>See us hosts and the blogs we’ve chosen to review at <a href="http://curiouscat.com/management/carnival_2011.cfm">this site coordinated by John</a> and background on the carnival itself <a href="http://management.curiouscatblog.net/about/">here</a>.</p>
<p>I will start off our part in this Carnival with my take on Edge Perspectives.  The author is <a href="http://www.johnhagel.com/index.shtml">John Hagel</a> &#8212; a fellow with a background in law and management who caught my fancy for his passion about embracing change.  I live by Apostle Paul’s advice (1 Thes. 5:14-22) to &#8220;Test all things; hold fast what is good.&#8221;  However, as Hagel explains in <a href="http://edgeperspectives.typepad.com/edge_perspectives/2011/11/cognitive-biases-in-times-of-uncertainty.html">his blog on Cognitive Biases in Times of Uncertainty</a> uncertainty breeds fear for new technologies that offer big benefits.  It’s amazing to see how much people vary in interest/aversion to new technology.  For example, I recently made an impulse purchase of Sony’s Internet TV Blu-ray disc player.  When I asked Hank to help me set it up in our master bedroom, he got really keyed up about how this device streams content controlled by a nifty remote with all the functions of a full-size keyboard.  But then my wife tried to turn the TV on – not a good scene.  She just needs a lot more time to embrace technological change than Hank or me.</p>
<p>A number of the 2011 blogs in Edge Perspectives provide in-depth reviews of books by other big  thinkers offering their prescription for how Americans can regain their edge.  To be honest, I am just too busy dealing with everyday life to work up the necessary energy to get a grasp on these huge issues.  My attention gets re-engaged when Hegel delivers thoughts from the heart such as his <a href="http://edgeperspectives.typepad.com/edge_perspectives/2011/03/revolution-from-the-edge.html">Revolution from the Edge entry</a>.  Here he reports back from TED, nonprofit devoted to “Ideas Worth Spreading” that draws top thinkers from around the globe, one of whom is invited to turn the world inside out – aided by a $100,000 award.  Hagel focuses his thoughts on the uprisings in the Middle East and North Africa, where a well-educated younger generation broke free of old ways enforced by rigid and repressive dictators.  Having just come away from India, where democracy fosters technological innovation (if only the infrastructure could catch up!), I am keen on Hagel&#8217;s call for those in developed nations to do everything possible for removing the barriers of corruption, debt and environmental degradation that stand in the way of further progress by emerging countries.</p>
<blockquote><p>“As a man changes his own nature, so does the attitude of the world change towards him. … We need not wait to see what others do.”</p></blockquote>
<p>Mahatma Gandhi</p>
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		<title>Pareto distribution makes a handy ‘screw driver’</title>
		<link>http://www.statsmadeeasy.net/2011/10/pareto-distribution-makes-a-handy-%e2%80%98screw-driver%e2%80%99/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=pareto-distribution-makes-a-handy-%25e2%2580%2598screw-driver%25e2%2580%2599</link>
		<comments>http://www.statsmadeeasy.net/2011/10/pareto-distribution-makes-a-handy-%e2%80%98screw-driver%e2%80%99/#comments</comments>
		<pubDate>Sun, 30 Oct 2011 20:11:55 +0000</pubDate>
		<dc:creator>mark</dc:creator>
				<category><![CDATA[Consumer behavior]]></category>
		<category><![CDATA[economics]]></category>

		<guid isPermaLink="false">http://www.statsmadeeasy.net/?p=979</guid>
		<description><![CDATA[“What scientific concept would improve everybody’s cognitive toolkit?”  This was the 2011 question posed by sociologist Nicholas Christakis in his annual survey of science and technology gurus via the online salon Edge.  Internet scholar Clay Shirky chose the Pareto distribution as a tool that could be put to better use for reducing income disparities.  When [...]]]></description>
			<content:encoded><![CDATA[<p>“What scientific concept would improve everybody’s cognitive toolkit?”  This was the 2011 question posed by sociologist Nicholas Christakis in his annual survey of science and technology gurus via the online salon <a href="http://www.edge.org/">Edge</a>.  Internet scholar Clay Shirky chose the Pareto distribution as a tool that could be put to better use for reducing income disparities.  When I led manufacturing improvement teams, I graphed cumulative losses by cause and used this Pareto chart* to focus my engineering colleagues on the 20 percent that caused 80% of the problems.  It seems that Christakis knew something when he put forward the Pareto early this year because, since then, the <a href="http://occupywallst.org/article/99Percent/">99 Percent Project</a> has taken aim at the 1 percent of folks from Wall Street who purportedly control all of our money.  Being a technical type I am not interested in getting into issues of elitism.  I’d rather experiment to identify the vital few factors that affect a system of interest.</p>
<p>Meanwhile, the United Nations declared this summer that tomorrow, October the 31<sup>st</sup>, the 7 billionth baby will be born.  They may be overly precise on the timing, yet this is a very compelling statistic.  Breaking down the world’s wealth by this population will continue to keep economists busy, but you can be sure it will maintain a “predictable imbalance” as observed by their colleague Pareto.  Along those lines, I suggest you measure how Halloween candy gets distributed to your neighborhood population of trick-or-treaters.  If a few big kids don’t take the lion’s share, I will eat my monster mask..</p>
<p>*The American Society of Quality (ASQ) provides a detailing of the Pareto Chart <a href="http://asq.org/learn-about-quality/cause-analysis-tools/overview/pareto.html">here</a>.</p>
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		<title>Wrong more often than right but never in doubt</title>
		<link>http://www.statsmadeeasy.net/2011/10/wrong-more-often-than-right-but-never-in-doubt/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=wrong-more-often-than-right-but-never-in-doubt</link>
		<comments>http://www.statsmadeeasy.net/2011/10/wrong-more-often-than-right-but-never-in-doubt/#comments</comments>
		<pubDate>Mon, 24 Oct 2011 02:57:01 +0000</pubDate>
		<dc:creator>mark</dc:creator>
				<category><![CDATA[Consumer behavior]]></category>
		<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[behavior]]></category>

		<guid isPermaLink="false">http://www.statsmadeeasy.net/?p=974</guid>
		<description><![CDATA[The New York Times Magazine provided a great readout on the “Surety of Fools”* in today’s issue.  The author, psychologist Daniel Kahneman, starts by providing a real-life example of WYSIATI – “What you see is all there is.”  Read his story to learn more about this, but basically it means that many times what you [...]]]></description>
			<content:encoded><![CDATA[<p><em>The New York Times Magazine</em> provided a great readout on the “Surety of Fools”* in today’s issue.  The author, psychologist Daniel Kahneman, starts by providing a real-life example of WYSIATI – “What you see is all there is.”  Read his story to learn more about this, but basically it means that many times what you observe does <span style="text-decoration: underline;">not</span> provide any meaningful information for predicting future behavior.  Cocky Wall Street brokers are hit very hard, especially the males, who “act on their useless ideas significantly more often than women.”  Ouch!</p>
<p>Kahneman examined the illusion of skill in a group of investment advisors who competed for annual performance bonuses.  He found zero correlation on year-to-year rankings, thus the firm was simply rewarding luck.  What I find most interesting is his observation that even when confronted with irrefutable evidence of misplaced confidence in one’s own ability to prognosticate, most people just carry on with the same level of self-assurance.</p>
<p>The bottom line is that you shouldn’t swallow everything said by assertive and confident people who advise on highly-variable systems such as financial markets.  Heeding what an experienced physician suggests is one thing, but going with the most boastful money manager is another.</p>
<p>“True intuitive expertise is learned from prolonged experience with good feedback on mistakes.”</p>
<p>&#8211; Daniel Kahneman</p>
<p>“It&#8217;s what you learn after you know it all that counts.”</p>
<p>&#8211; John Wooden</p>
<p>* Posted earlier under a different title <a href="http://www.nytimes.com/2011/10/23/magazine/dont-blink-the-hazards-of-confidence.html">here</a>.</p>
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		<title>It may pay to make your product less than perfect!</title>
		<link>http://www.statsmadeeasy.net/2011/09/it-may-pay-to-make-your-product-less-than-perfect/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=it-may-pay-to-make-your-product-less-than-perfect</link>
		<comments>http://www.statsmadeeasy.net/2011/09/it-may-pay-to-make-your-product-less-than-perfect/#comments</comments>
		<pubDate>Sun, 04 Sep 2011 21:25:58 +0000</pubDate>
		<dc:creator>mark</dc:creator>
				<category><![CDATA[Consumer behavior]]></category>
		<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[marketing]]></category>

		<guid isPermaLink="false">http://www.statsmadeeasy.net/?p=922</guid>
		<description><![CDATA[I once analyzed data from a designed experiment that quantified consumer distaste for flaws in chocolate-covered cherries.  This was a very rewarding project – lots of free candy!  It also produced a counter-intuitive result: People preferred boxes with a few upside-down morsels.  I figure this is akin to a beauty mark adding to the enticement [...]]]></description>
			<content:encoded><![CDATA[<p><a href="http://www.statsmadeeasy.net/wp-content/uploads/2011/09/Blemish-or-a-beauty-mark1.png"><img class="alignright size-thumbnail wp-image-926" title="Flawed candy preferred by preoccupied students" src="http://www.statsmadeeasy.net/wp-content/uploads/2011/09/Blemish-or-a-beauty-mark1-150x150.png" alt="" width="150" height="150" /></a><a href="http://www.statsmadeeasy.net/wp-content/uploads/2011/09/Blemish-or-a-beauty-mark.png"><br />
</a>I once analyzed data from a designed experiment that quantified consumer distaste for flaws in chocolate-covered cherries.  This was a very rewarding project – lots of free candy!  It also produced a counter-intuitive result: People preferred boxes with a few upside-down morsels.  I figure this is akin to a beauty mark adding to the enticement of a model or actor.  <a href="http://www.jstor.org/pss/10.1086/660807">This article on “When Blemishing Leads to Blossoming”</a>, published online by the <em>Journal of Consumer Research</em> confirms that under specific circumstances, a flaw makes a product more attractive.  For example, in one experiment (highlighted in the July 16 issue of <em>Wall Street Journal</em>) the researchers (Danit Ein-Gar, Baba Shiv, Zakary L. Tormala) offered either perfect or slightly flawed chocolate bars to several hundred relaxed (stolling around) or stressed (rushing to exams) college students.  I searched out the results and reproduced them in this interaction graph from Design-Expert® software.  It seems to me that this surprising effect, presuming it’s real, provides yet another devious opportunity for marketing mavens to make us buy stuff.  One thing I might advise is that you never buy anything when you are in a hurry.</p>
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		<title>Why coaches regress to be mean</title>
		<link>http://www.statsmadeeasy.net/2011/06/why-coaches-regress-to-be-mean/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=why-coaches-regress-to-be-mean</link>
		<comments>http://www.statsmadeeasy.net/2011/06/why-coaches-regress-to-be-mean/#comments</comments>
		<pubDate>Mon, 13 Jun 2011 13:01:17 +0000</pubDate>
		<dc:creator>mark</dc:creator>
				<category><![CDATA[Consumer behavior]]></category>
		<category><![CDATA[regression]]></category>

		<guid isPermaLink="false">http://www.statsmadeeasy.net/?p=876</guid>
		<description><![CDATA[In a column for Newsweek magazine, science writer Sharon Begley* discusses how ignorance about the statistical principle of regression to the mean** causes all sorts of crazy behavior.  For example, sufferers of colds try a new remedy that seems to make them better, but in reality, they were already recovering.  This behavior leads to over-use [...]]]></description>
			<content:encoded><![CDATA[<p>In a column for <em>Newsweek</em> magazine, science writer Sharon Begley* discusses how ignorance about the statistical principle of regression to the mean** causes all sorts of crazy behavior.  For example, sufferers of colds try a new remedy that seems to make them better, but in reality, they were already recovering.  This behavior leads to over-use of antibiotics, which breeds drug-resistant bacteria.  Ultimately, according to this quote passed along by Begley:</p>
<blockquote><p>“People die at a biblical scale because of such stupidity.”</p></blockquote>
<p>- Ben Goldacre, author of <a href="http://www.amazon.com/Bad-Science-Quacks-Pharma-ebook/dp/B003VTZTU8"><em>Bad, Science: Quacks, Hacks and Big Pharma Flacks</em></a>.</p>
<p>On a lighter (?) note, this tendency by people to attribute cause-and-effect relationships to random ups-and-downs explains why some teachers, coaches and instructors hold back praise and only berate their pupils.  A case in point is the flight instructor who lavishes praise on a training-pilot who makes a lucky landing.  Naturally the next result is not so good.  Later the pilot bounces in very badly &#8212; again purely by chance (a gust of wind).  The instructor roars disapproval.  That seems to do the trick &#8212; the next landing is much smoother.  So now you know why coaches yell so much: It’s their regression to the mean.</p>
<p>* <a href="http://www.newsweek.com/2010/10/28/what-kids-should-really-learn-in-science-class.html">“Wanted: BS Detectors”</a> – 11/8/10.</p>
<p>**First brought forward by France Galton in 1886 via this essay on  <a href="http://www.galton.org/essays/1880-1889/galton-1886-jaigi-regression-stature.pdf">“Regression towards Mediocrity in Hereditary Stature”</a></p>
<p>&nbsp;</p>
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		<title>Self-proclaimed lottery expert advises gamblers to never pick numbers that won before</title>
		<link>http://www.statsmadeeasy.net/2011/02/self-proclaimed-lottery-expert-advises-gamblers-to-never-pick-numbers-that-won-before/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=self-proclaimed-lottery-expert-advises-gamblers-to-never-pick-numbers-that-won-before</link>
		<comments>http://www.statsmadeeasy.net/2011/02/self-proclaimed-lottery-expert-advises-gamblers-to-never-pick-numbers-that-won-before/#comments</comments>
		<pubDate>Mon, 14 Feb 2011 04:22:36 +0000</pubDate>
		<dc:creator>mark</dc:creator>
				<category><![CDATA[Consumer behavior]]></category>
		<category><![CDATA[gambling]]></category>

		<guid isPermaLink="false">http://www.statsmadeeasy.net/?p=763</guid>
		<description><![CDATA[Recently I heard a local talk-show host interview Richard Lustig, author of Learn How to Increase Your Chances of Winning the Lottery.*  His first suggestion was to never pick a number that won a prior lottery drawing.  That led to lots of discussion by callers – mostly skeptical.  Evidently this belief that previously non-winning numbers [...]]]></description>
			<content:encoded><![CDATA[<p>Recently I heard a local talk-show host interview Richard Lustig, author of <em>Learn How to Increase Your Chances of Winning the Lottery</em>.*  His first suggestion was to never pick a number that won a prior lottery drawing.  That led to lots of discussion by callers – mostly skeptical.  Evidently this belief that previously non-winning numbers become “due” is widespread, so much so that it’s become known as the <a href="http://en.wikipedia/wiki/Gambler's_fallacy">gamblers fallacy</a>.</p>
<blockquote><p>“Lottery: A tax on people who are bad at math.”</p></blockquote>
<p>-          Ambrose Bierce</p>
<p>PS. Did you hear about the wannabe-winner of the lottery who prayed and prayed and prayed to hit the jackpot.  Finally an exasperated God responded with this request: “Could you at least just buy one ticket?”</p>
<p>*This paperback book lists for $40 on Amazon, but I will not provide the link because I do not recommend it.  However, you may find it amusing to read the customer reviews.</p>
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		<title>KISMIF approach hits the spot for communications specialist</title>
		<link>http://www.statsmadeeasy.net/2011/02/kismif-approach-hits-the-spot-for-communications-specialist/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=kismif-approach-hits-the-spot-for-communications-specialist</link>
		<comments>http://www.statsmadeeasy.net/2011/02/kismif-approach-hits-the-spot-for-communications-specialist/#comments</comments>
		<pubDate>Thu, 03 Feb 2011 21:32:50 +0000</pubDate>
		<dc:creator>mark</dc:creator>
				<category><![CDATA[Consumer behavior]]></category>
		<category><![CDATA[communications]]></category>

		<guid isPermaLink="false">http://www.statsmadeeasy.net/?p=752</guid>
		<description><![CDATA[As all of you must know by now, I like to keep it simple and make it fun (KISMIF) when explaining how use statistical tools.  That made me a natural fit for joining up with our founding principal Pat Whitcomb in 1988.  After all, he named the company Stat-Ease and made its slogan “Statistics Made [...]]]></description>
			<content:encoded><![CDATA[<p>As all of you must know by now, I like to keep it simple and make it fun (KISMIF) when explaining how use statistical tools.  That made me a natural fit for joining up with our founding principal Pat Whitcomb in 1988.  After all, he named the company Stat-Ease and made its slogan “Statistics Made Easy” – leaving me the “fun” part (him having already made things easy!). <img src='http://www.statsmadeeasy.net/wp-includes/images/smilies/icon_smile.gif' alt=':)' class='wp-smiley' /> </p>
<p>Every now and then this KISMIF approach hits the spot, such as it did with Lara Marlin Hull, a Marketing and Social Media Consultant at Red Funnel Consulting.   Before becoming a communications specialist, Lara worked for a number of years as a research scientist in the pharmaceutical industry – just the sort of person that we aim to please.   As you can see in her January 19 blog for <strong>How to Sell Scientists</strong> (<a href="http://howtoselltoscientists.com/2011/01/19/does-your-newsletter-grab-scientists-attention-heres-one-that-does/">Does Your Newsletter Grab Scientists’ Attention? Here’s One that Does </a>), Lara and her scientist friend really liked my latest article for our newsletter, which details a fun kitchen experiment* by my son Hank.   She passes along this interesting insight: “People forget that scientists are people too.”</p>
<p>I am reminded of a time early in the days of Stat-Ease when I put together a survey of our software users.  Wanting to incent responses, I suggested to Pat and our programmer Tryg that we consider offering a free pen.  They both scoffed at the idea of a technical professional being swayed by “swag” (that is, a bribe!), going so far as to say that such a gift would create insult and cause less of a return!   My reaction was that “experimenters are people too!”  Putting our own tools to practice, I then split up our user list at random and sent only half the offer for the free pen.  Believe it or not, these lucky ones responded at a significantly higher rate with completed surveys.</p>
<blockquote><p>If people don’t have a good sense of humor, they are not very good scientists either.</p></blockquote>
<p>-          Nobel prize-winning physicist Andre Geim</p>
<p>PS.  Ms. Hull followed up her initial accolade for the Stat-Ease “Statistics Made Easy” approach with further praise (<a href="http://howtoselltoscientists.com/2011/01/27/the-secret-product-your-customers-want/">The Secret Product Your Customers Want</a>) for the way our <a href="http://www.statease.com/">Stat-Ease home page</a> invites browsers needing immediate help.   It is wonderful to receive unsolicited third-party endorsements like this, even though it’s not for our products and services per se, but, rather, how we go about doing our business.</p>
<p>*”Tumbler Rumbles with a Mugger,” <a href="http://www.statease.com/news/news1012.pdf">December 2010 <em>Stat-Teaser</em> </a></p>
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		<title>Caltech prof puts finger on what turns on consumers</title>
		<link>http://www.statsmadeeasy.net/2010/10/caltech-prof-puts-finger-on-what-turns-on-consumers/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=caltech-prof-puts-finger-on-what-turns-on-consumers</link>
		<comments>http://www.statsmadeeasy.net/2010/10/caltech-prof-puts-finger-on-what-turns-on-consumers/#comments</comments>
		<pubDate>Wed, 20 Oct 2010 16:52:45 +0000</pubDate>
		<dc:creator>mark</dc:creator>
				<category><![CDATA[Consumer behavior]]></category>

		<guid isPermaLink="false">http://www.statsmadeeasy.net/?p=646</guid>
		<description><![CDATA[The November/December issue of American Scientist provides an intriguing heads-up from Caltech neuroeconomist Antonio Rangel on impulse buying.  His group randomly presented items to students in varying ways – by name, picture and with the actual object.  Buyers paid 50 percent more for the real goods!  However, when the item could be seen under glass [...]]]></description>
			<content:encoded><![CDATA[<p>The November/December issue of <em>American Scientist</em> provides an intriguing heads-up from Caltech neuroeconomist Antonio Rangel on impulse buying.  His group randomly presented items to students in varying ways – by name, picture and with the actual object.  Buyers paid 50 percent more for the real goods!  However, when the item could be seen under glass but not available to be held, this difference in desirability disappeared.  Expect to see even more irresistible items showing up at the checkout counters to entice you into an impulse purchase. : (</p>
<blockquote><p>“Next time you&#8217;re stuffed and the waiter wheels around the dessert cart, know that the odds are against you. Just cross your fingers that the chocolate cakes under a glass dome, to help you resist the urge.”</p></blockquote>
<p>- Christopher Intagliata, <em>Scientific American</em> reporter (from <a href="http://www.scientificamerican.com/podcast/episode.cfm?id=customers-say-theyd-pay-more-for-it-10-09-10">text of podcast here</a>)</p>
<p>PS. While researching Rangel, I came across <a href="http://pr.caltech.edu/periodicals/CaltechNews/articles/v42/price.html">this article in the <span style="text-decoration: underline;">Caltech News</span></a> on another study he did on buying behavior – in this case the propensity to confuse price with quality for wine.  Here you can learn why Rangel is a “neuro” economist – he directly measures brain activity, which provides more reliable measures of consumer response than what they might admit when asked how they feel about something.  See how MRI signals change in student brains confronted with money, trinkets versus snacks (can you guess which turns them on the most?) at <a href="http://www.rnl.caltech.edu/research/index.html">this web-page detailing research by the Rangel Neuroeconomics Laboratory</a>.</p>
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