The Gift-Card Economy
By Virginia Postrel
Great reminders for startups and fun for everyone else, especially if you’re into behavioral studies, paradoxes, and marketing.
Mother’s Day is coming up. Which do you think Mom would enjoy more—a day-spa gift certificate that expires at the end of June, or an otherwise identical gift certificate that expires a year from now?
The answer is obvious. Longer is better, of course. Mom will have a higher chance of making it to the spa if she has a whole year to find a convenient time.
Perfectly logical—and probably wrong