סמינר בשיווק

Michal Maimaran, Northwestern University

Abstract:

Across several studies, I examine regularities in children’s decision making. The first set of studies examines the effect of assortment size on children’s engagement with the option they choose. I show that children interact longer with the option they choose from the small relative to the large set. The second set of studies examines the effect of scarcity cues on children’s behavior. Children play longer when the playing activity is presented as limited in time, consume more vegetables when these are presented as limited in quantity, and are more likely to choose fruits over crackers when the fruits are offered in limited quantity.  Taken together, these findings allow us to design choice settings that encourage children to make better choices.