Consumers are like rats... or not?
Supermarkets, airlines and clothing stores: they all offer a loyalty card or a savings system. The customer can then collect points, stamps or airmiles to earn discount, a free product or service. You’ll find yourself shopping at the Albert Heijn for the ‘restaurant-stamps’, while the Bas v/d Heijden is actually a lot closer to home. How can we protect ourselves against these influencing principles from supermarkets and retailers? Bram van den Bergh explains how our consumer behavior works by using classical behavioral experiments with rats and mice. Are we consumers really like rats...?