Memo to big box retailers: Goodwill has a shelf life
Tuesday, November 26, 2013 - 11:31
in Mathematics & Economics
Big box retailers may have had the secret to combatting online retailers all along: instant gratification. A new study from Columbia Business School that is published in the Journal of Consumer Research warns that the positive feelings consumers experience when receiving a discounted price fades dramatically if the consumer is then forced to wait for the product.