Madame is willing to pay extra for coffee on the
نویسندگان
چکیده
Why did a minor math error that would occur only once every 27,000 years so enrage customers that it briefly threatened to derail Intel's Pentium chip? And how could a feature as trivial as an inexpensive cup holder swing millions of customers to purchase a $17,000 automobileparticularly when only three years later, the same cup holder had hecome almost invisible to buyers? Is it possible to develop rational product strategies in the face of apparently irrational customer behavior?
منابع مشابه
Who Needs Cream and Sugar When There Is Eco-Labeling? Taste and Willingness to Pay for “Eco-Friendly” Coffee
Participants tasted two cups of coffee, decided which they preferred, and then rated each coffee. They were told (in lure) that one of the cups contained "eco-friendly" coffee while the other did not, although the two cups contained identical coffee. In Experiments 1 and 3, but not in Experiment 2, the participants were also told which cup contained which type of coffee before they tasted. The ...
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