Person
Donald Lichtenstein
Marketing researcher, University of Colorado
Marketing researcher at the University of Colorado, referenced (not interviewed) in Episode 138 for a 2012 eight-week field experiment in a US bar testing whether listing beers in ascending or descending price order changes what drinkers buy — it did, raising average spend 4%, with a larger effect in a follow-up study on pens (see Lichtenstein Beer-Menu Price-Order Study).
Discussed in
- Episode 138 — 138-listen-to-exactly-17-minutes-and-42-seconds-of-this-episode