Consumer Behavior
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Study finds diners overestimate how awkward it is to start eating before others are served
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Researchers report that people feel more uncomfortable starting to eat when their meal arrives first than they expect their dining companions would. The self–other gap persisted across multiple experiments and was only modestly reduced by perspective-taking prompts or by a companion explicitly encouraging them to begin.
A recent report reveals that just 7 percent of new-car buyers in the United States completed their transactions online. This figure persists even as automakers, Amazon, and other players aggressively promote digital sales to bypass traditional dealerships. The reluctance highlights the challenges in shifting such a high-stakes purchase to an e-commerce model.