Line of Inquiry: Ed O’Brien on How Managers Can Set Smarter Performance Benchmarks
Reality doesn’t always match managers’ predictions.
Line of Inquiry: Ed O’Brien on How Managers Can Set Smarter Performance BenchmarksHow shoppers use gift cards
Recipients of store-specific gift cards opt for retailers’ most-typical products
At times of the year when gift cards are in greater use, retailers may want to focus on selling higher-margin products that are typical of their brand.
Nicholas Reinholtz, Daniel Bartels, and Jeffrey R. Parker, “On the Mental Accounting of Restricted-Use Funds: How Gift Cards Change What People Purchase,” Journal of Consumer Research, December 2015. Chart reprinted with permission from Oxford University Press. Copyright 2015.
Reality doesn’t always match managers’ predictions.
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Why It’s So Easy to Rationalize a SplurgeYour Privacy
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