The pandemic-stimulated growth in home delivery services is yoked to increased use of pre-fulfillment tipping. When the consumer places the order, they’re invited to add a tip. The true motivation for this may well be convenience for the purchaser. They don’t need to give a cash tip when the order arrives.
However, studies at University of Oregon and University of Richmond find that consumers do frequently feel they’re being manipulated by this practice. One consequence was less positive recommendations of the retailer to others. Another consequence was fewer online ratings of the retailer and lowered intentions to use that retailer’s services again. This means that the retailer might very well not become aware of the less positive recommendations. And a third consequence was lower tips overall, which could lead to inferior service by disheartened frontline employees.
Asking in advance is certainly consistent with the origin of both the custom of tipping and origin of the acronym “tip.” In British pubs during the 16th century, patrons could bribe servers with the objective being “to insure promptitude.” Still, considering the consequences of advance requests in our 21st century marketplace, the Oregon/Richmond researchers recommend eliminating this source of perceived manipulation by changing the sequence of the tip request. Ask after the order is delivered.
With subliminal persuasion, the optimal sequence placement is during service delivery. Prosocial music in a restaurant and red in the wardrobe of the servers increase the frequency and size of tips.
In other circumstance, announcing your intentions in advance is the better sequence for counteracting perceptions of manipulative intent. University of Colorado-Boulder, Colorado State University, and University of Amsterdam studies indicate advantages in giving notification early on. The research had to do with product placements in media seen by consumers. The placements were sufficiently subtle for the people to often not notice them. Yet brand attitude was about 25% more positive with the product placement.
In a subsequent study, consumers were exposed to the media with product placement, but also told about the effort to manipulate their attitudes. When this disclosure was made afterwards, the brand attitude was about 16% less positive, while when the disclosure was made beforehand, the drop was only 1%.
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