Word: compeau
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...extra fees are often not quoted in the initial price displayed to customers - only later, as they're completing their purchase. Given the advantage airlines gain by scoring better in online searches, "a price increase is a far riskier decision than going with this type of fee," says Larry Compeau, a marketing professor at Clarkson University. As Seaney puts it: "Airlines want to make it harder for consumers to compare apples to apples...
...American is the industry's designated whipping boy. "Their timing was lousy," says Compeau. "It comes at a time when most consumers are so focused of the increased costs of doing what they normally do that every little increase like this gets tons and tons of attention and consumers react far more violently to it than they would have one or two years...
...Americans also are spending more per person than in the past. One reason is a cultural need for more efficiency - as our incomes rise, we need to spend on tools that help us make more money, says Larry Compeau, an associate professor of marketing at Clarkson University in Potsdam, N.Y. "Two-car family? Of course, how else are you going to get to work?" Compeau asks. "Cell phones? Most companies want to be able to contact you even if you are at home having dinner." We even feel the need to get the most out of our leisure time, spending...
...Status also drives us to shop. It's what motivates us to buy televisions larger than our neighbors', Compeau says. And as America grows more populated, we'll only feel more pressure to spend, says Elizabeth Goldsmith, a Florida State University professor of consumer economics. "A lot of it is watching what other people buy. The more crammed in we are, the more we watch each other...
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