{"id":99079,"date":"2021-11-11T13:46:54","date_gmt":"2021-11-11T19:46:54","guid":{"rendered":"https:\/\/uwm.edu\/news\/?p=99079"},"modified":"2021-11-15T13:54:27","modified_gmt":"2021-11-15T19:54:27","slug":"how-spurring-more-tips-can-be-as-simple-as-cats-vs-dogs","status":"publish","type":"post","link":"https:\/\/uwm.edu\/news\/how-spurring-more-tips-can-be-as-simple-as-cats-vs-dogs\/","title":{"rendered":"How spurring more tips can be as simple as cats vs. dogs"},"content":{"rendered":"

Are you a dog person or a cat lover? Like to vacation at the beach or the mountains?<\/p>\n

\"\"<\/a>
Curious Campus, 51ÁÔÆæ\u2019s new podcast about science, discovery and culture<\/figcaption><\/figure>\n

The work of two researchers has shown that human beings are compelled to express who they are and what they think through purchasing. The urge is so strong that it can be leveraged to impact\u00a0what we buy and to whom we give our money, according to the research from Katherine Du, an assistant professor of marketing in 51ÁÔÆæ\u2019s Lubar School of Business, and Jacqueline Rifkin, an assistant professor of marketing in the Bloch School of Management at the University of Missouri-Kansas City.<\/p>\n

A simple strategy, called \u201cdueling preferences,\u201d frames the act of voluntary giving as a choice between two options and is more effective at raising money than traditional appeals, Du and Rifkin found.<\/p>\n

\"\"
Jacqueline Rifkin<\/figcaption><\/figure>\n

Self-expression through purchasing crops up in other aspects of consumerism too, from a desire buyers have to appear \u201cauthentic\u201d to their preference for spending on events that show spontaneity.<\/p>\n

On this episode of Curious Campus, 51ÁÔÆæ\u2019s new podcast about science, discovery and culture, we talk with Du and Rifkin about the study. Below, they answer some questions about their research into what\u2019s behind the choices that consumers make.<\/p>\n

Listen to the full show at W51ÁÔÆæ.com<\/a> or on your favorite podcast app.<\/p>\n

Let\u2019s start by clarifying what dueling preferences is with a few examples.<\/strong><\/p>\n

Katherine Du: <\/strong>In cafes, for example, side-by-side tip jars might ask patrons whether they prefer, say, LeBron James or Michael Jordan. And patrons could indicate their preference by dropping their tip into the appropriate jar. Other examples might be dogs versus cats, chocolate versus vanilla, mountains versus beach. These are all \u201cthis versus that\u201d choices that we can pit against each other to elicit giving from consumers.<\/p>\n

Jacqueline <\/strong>Rifkin: <\/strong>We even stumbled upon a really similar example that had to do with throwing out your trash. There\u2019s a UK-based company called Ballot Bin that has set up public side-by-side trash cans that have questions over the top, like \u201chamburgers or pizza?\u201d And people passing by can throw their trash or cigarette butts in either of the two compartments, which we thought was super entertaining.<\/strong><\/p>\n

How did you test this?<\/strong><\/p>\n

Jacqueline <\/strong>Rifkin: <\/strong>The two of us camped out at a cafe that was walking distance from the university. Half of that day the business used the normal tip jar and the other half we created a cats versus dogs, side-by-side tip jars. When the cats versus dogs duel was out for display, more people tipped. And then, perhaps not surprisingly, by the end of the day, we had increased the number of people who tipped from 41% with a traditional tip jar to 77%.<\/p>\n

Katherine Du: <\/strong>And, as we were kind of playing fly on the wall in this caf\u00e9, patrons would notice the jars and say, \u201cOh, I love dogs,\u201d or \u201cI love cats.\u201d And they might talk to the barista about it or to another patron in line about it. So it not only increased tipping, but it almost increased the positivity in the cafe.\u00a0<\/strong><\/p>\n

What does this say about the people who are giving? <\/strong><\/p>\n

Katherine Du: <\/strong>I think there could be an element of competition, but what we really uncovered is that this fundamental drive for self-expression really seems to make this approach effective. But we have to be sure that we\u2019re giving them relevant self-expressive choices if we want this tactic to be as effective as possible.<\/p>\n

Jacqueline <\/strong>Rifkin: <\/strong>There\u2019s been some really cool research in psychology and neuroscience showing that when we have the chance to share our opinion, the same parts of our brain light up when compared to when we get a treat or listen to a song we love. It\u2019s just sort of hardwired into us. So I\u2019m more than happy to spend an extra 50 or 75 cents to say, \u201cI\u2019m Team Dog.\u201d<\/p>\n

How does this idea of self-expression relate to other kinds of consumer spending?<\/strong><\/p>\n

Katherine Du: <\/strong>Often, we purchase something not for its functional utility, but for what it represents about us. That helps us understand irrational consumer spending patterns and then, of course, for-profit companies can leverage that understanding to reach their goals better.<\/p>\n

For example, why do so many people spend money on Yeti coolers? There are tons of coolers in the marketplace, many of which are very effective at keeping beverages cold. But Yeti has this symbolism, right? It\u2019s rugged, it\u2019s tough, it\u2019s outdoorsy. And so people are paying for the feeling of, \u201cThis makes me rugged.\u201d<\/p>\n

Jacqueline <\/strong>Rifkin: <\/strong>I think we\u2019re seeing a bit of a marketing revolution over the last five or so years. Customer well-being and happiness are all becoming increasingly a priority. What else can companies offer you besides the cheapest price? Can they offer you something that makes you feel good? So I definitely think that the ability to offer happiness, a sense of authenticity, of getting in touch with who you really are is becoming more of a priority.<\/p>\n

Listen to the full show at W51ÁÔÆæ.com<\/a> or on your favorite podcast app.<\/p>\n","protected":false},"excerpt":{"rendered":"

On this episode of Curious Campus, 51ÁÔÆæ\u2019s new podcast about science, discovery and culture, Katherine Du and Jacqueline Rifkin talk about how consumers express themselves through the things they buy.<\/p>\n","protected":false},"author":836,"featured_media":99081,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","uwm_wg_additional_authors":[]},"categories":[174,175],"tags":[],"section":[132,246],"display_categories":[115,116],"related-coverage":[337,338],"uwmnews-feed":[162],"class_list":["post-99079","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-research","section-business","section-business-world-affairs","display_categories-top-story-secondary","display_categories-top-story-section","related-coverage-curious-campus","related-coverage-research","uwmnews-feed-business"],"yoast_head":"\nHow spurring more tips can be as simple 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