Asian Spectator

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Travelers will refuse an upgrade to sit near a loved one -- new research into when people want to share experiences

  • Written by Ximena Garcia-Rada, Assistant Professor of Marketing, Texas A&M University
Travelers will refuse an upgrade to sit near a loved one -- new research into when people want to share experiencesWould you decline a free upgrade to first class in order to sit next to a companion in coach?Image Source/DigitalVision Collection/Getty Images

The Research Brief is a short take about interesting academic work.

The big idea

People will often sacrifice a better experience and opt for one that’s less enjoyable if it means they can do it...

More Articles ...

  1. Is generative AI bad for the environment? A computer scientist explains the carbon footprint of ChatGPT and its cousins
  2. More than two dozen cities and states are suing Big Oil over climate change – they just got a boost from the US Supreme Court
  3. Salman Rushdie renews fight against book-banning -- 3 essential articles on right-wing challenges to what schoolkids can read
  4. Coca-Cola's biggest challenge in greening its operations is its own global marketing strategy
  5. What Greek mythology teaches us about women’s resistance and rebellion
  6. New approach to teaching computer science could broaden the subject's appeal
  7. White House plan to combat antisemitism needs to take on centuries of hatred, discrimination and even lynching in America
  8. Chronic pain can be objectively measured using brain signals – new research
  9. Trans joy and family bonds are big parts of the transgender experience lost in media coverage and anti-trans legislation
  10. What is a black box? A computer scientist explains what it means when the inner workings of AIs are hidden

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