Interview with Svenja Hippel in Harvard Business Manager
Experiment by behavioral economists Svenja Hippel and Adrian Hillenbrand
Rooms with sea view, flights non-stop, seats with more legroom: When booking online, you can precisely sort the hits via filters. The price for this convenience: Disclosing your preferences. Who profits more from these filters? The customer or the retailer? The behavioral economists Svenja Hippel and Adrian Hillenbrand discovered in their experiment: Mainly the retailers profit. Collecting data helps them to accomplish higher prices.
The hypothesis: Who lets the customers search, wins.
Harvard Business Manager, 6/2019. (only for subscribers)