Size You Up

An inch is an inch- right? In theory, yes. But in practice, we all know that a pair of pants measured “size 28″ in one brand may very well be much larger than the other brand’s jeans labeled “size 30.” It can be hard to find clothes that fit well and flatter your figure- and even for someone like me who enjoys shopping, the process can get a little tiring sometimes.

Source: Me-Ality website

Though the lack of standardization in clothing size may be annoying for consumers, it’s great inspiration for entrepreneurs. On a recent trip to southern California, I stumbled across a machine called Me-Ality. Me-Ality functions like one of those scanners at the airport:  you step in, put your arms to the side, and it collects data from points of reference across many parts of your body. The machine’s computer then spits out a list of brands and sizes that should fit you best, based on your specific body type. The machine I used was at a Bloomingdales and was configured to only share results about denim brands sold at that specific store, but Me-Ality’s website claims that their machines can also help with other types of clothing and a really large list of brands.

Once I exited the machine, the Bloomingdales saleswoman asked which cuts of jeans I prefer (skinny, bootcut, etc.) and then took me through a list of about 15 styles that the Me-Ality machine had tagged as best for my body. The list was very specific: it included brand, fit and leg style.  I didn’t actually get to go try the jeans on that day due to time constraints, but I’ll definitely head to a different Bloomingdales another day to see just how fitting the suggestions were (pun intended).

The results would obviously be quite different at a different store, depending on that store’s particular range of merchandise. Since my machine was at a Bloomingdales, my results were all at a higher price point. But it looks like machines are sometimes installed in a mall’s common areas, which would probably mean a greater range of clothing pieces and brands. I don’t think I’d step into one of these machines every time I needed to shop- after all, so much of the fun of shopping comes browsing without any true purpose or plan. But when it comes to things like basic t’s or jeans, I definitely could see the merit of getting a little help from technology. 

Picture Prattle: More Than Words

From a Disneyland gift shop, circa 2011

If you’ve ever been to a Disney theme park, I’m sure your memory is bursting with happy recollections of fanciful rides and costumed characters. You probably can think back to all the glorious treats you ate, the characters you met, and maybe even the souvenirs you bought.

For most of you, the bar of chocolate pictured to the left is probably a non-starter. But for those of us who grew up going to Disneyland on a very regular basis, it’s one big inside joke. The bar says “please stand clear of my chocolate”- which, upfront, seems like a simple plea for others to leave your darn chocolate alone. But really, this bar references a much-loved aspect of Disney that is far less glamorous than its rides or its princesses: the safety warnings that play on rides.

If you’ve ever ridden the Monorail at Disneyland or DisneyWorld, the memories may be coming back to you now: at each stop, as the doors close, the recording says “please stand clear of the doors.” And then, in Spanish, it pronounces: “por favor mantengase alejado de las puertas.” It’s obviously not a very deep message, but it’s somehow become a treasured part of the Disney experience. Park fans like to say the phrase along with the ride announcer, just for kicks.

So this candy bar isn’t just telling greedy hands to stay away: it’s sort of like a testament to an in-group, acknowledging their appreciation of the Disney culture. First, the bar made me smile. And then it made me think about how the smallest phrases can turn into the most meaningful markers of appreciation, inclusion, etc.

One more thing, while I’m on the topic. I recently realized that this phrase and another safety warning Disney uses on its rides may  have been some of the first Spanish phrases I ever learned. It’s weird to think about, now that I can understand the grammar and vocabulary. But when I was little, I simply memorized the phrases as groups of sounds- I had no clue what the individual words were. I’m not sure if this phrase would hold so much weight if I learned it today and immediately understood it from a rational perspective. Would the emotional weight still be there?

Stand By Me

On the first day of high school, my entire grade was split into groups to take campus tours. The groups were split alphabetically, by last name. Two girls had the same last name, and instantly bonded over it. I happened to be standing next to them. What happened next? The three of us became friends. And though 1 of those girls ultimately transferred away from our high school, the 2nd girl and I are still friends today, over a decade later.

Puerto de Sol: A town square of friendships just waiting to happen

Fast forward several years and I’m standing in Madrid’s Puerta de Sol. It’s my second or so week studying abroad in Spain. As one of the centers of Madrileno life, the town square was bustling. I was there that day to to take a “welcome to Madrid” tour with students from ERASMUS, a European exchange student network. I didn’t know anyone else on the tour, and started talking to the people who happened to be standing next to me. They soon became some of the most important people in my study abroad experience.

I’ve always found it funny how friendships can be born of convenience and logistics. We want to think that all of our friends become our friends because we share values and  interests. And sure, I have lots of friends like that- friends I met through extracurriculars, or people that I got to know over time. But I often find it sort of funny that many of my good friends popped up into my life simply because at some point, they were standing right there, next to me. The fact we stayed friends was our own doing, of course. But the initial “meeting” wasn’t.

College students in the U.S. will relate to the “Freshman Floor” scenario, where you become really close to people on your freshman floor. You may have filled out a housing survey before you go to college, but I guarantee you that your university didn’t make you all take a personality quiz, then match you up based on moral codes, religious beliefs, etc. Many of those assignments were probably quite random. And yet, freshman floormates bond instantly, because of proximity and because of being together in a new environment. Many freshman floormates live together throughout college, even when they don’t “have” to. I didn’t live with any freshman floormates beyond my first year, but that’s largely because my best friends from my freshman floor were male. And guess what? We’re still friends today.

It’s not that I think my friends and I SHOULDN’T be friends, or that we’re only friends by default. I just find it interesting that many of my friendships grew out of who I happened to be next to at some particular moment in time. I notice these social dynamics most when it’s a group of people who are all new to each other, and there’s no preexisting social grouping. It seems like people gravitate to one group or another, and stick it out.

Does this mean that you should strategically choose your seat the next time you enter a room of new people? Probably not- unless you’re someone who chooses friends based on appearance alone (in which case, shame on you!). Until you talk to someone, you really won’t know if you’re destined to be friends, and you won’t know whether you’ll want to put in the effort and nurture good friendships need. But the next time you go to a conference or something else with a group dynamic and a bunch of unfamiliar people- keep an eye on how social groups form. It may very well be that like people gravitate to like people… or it may be that it’s simply easiest to get to know someone who is put right in your path.

Be Nice to Tourists

Photo credit: Wikipedia

Look, I get it: tourists can get in the way. They clog up the sidewalks. They crowd public transit. Sometimes, they even have the audacity to eat at your favorite restaurant. I know it can be frustrating.

Still, my friends: we must be nice to tourists. We should welcome them, if not with open arms, then at least with kind eyes and subtle smiles. We should help them when they ask for directions. We should give them advice about the best place to watch the sunrise, where to go to taste the best coffee in town, how to find that amazing restaurant with the hidden door.

Why’s that, you ask? Well, there’s the practical side, like the fact they bring a ton of revenue to the cities we love to call home. But it’s much more than that, too. You see, tourists appreciate your city- often more than you do yourself. They come with an inquisitive spirit, and a hope to discover. They wander the alleys you ignore, examine the signs you never read, stare at the tops of the buildings you never notice. They get excited about the tiniest little things that you forget to appreciate in your daily life.  Just the other day I got caught in a crowd of tourists as I raced to catch my bus home from work. I could have been annoyed by the fact they kept stopping to take pictures… but I wasn’t. Because on their faces I saw such looks of pure enjoyment, there was no way I could harbor a resentful thought. As I raced, they savored.

When your city’s tourists go home, they’ll post all their pictures on Facebook, bragging to friends about their adventures. They’ll share their perspectives on your town and its treasures. Perhaps they don’t know what it’s really like to live in your city- their view is all snacks and strolls, without the realities of daily life. But regardless, the words they’ll share about your city will resonate with others, helping to create a vivid image of what your city stands for. It may not be completely accurate, but it’s done with admiration, and respect.

Think it was obvious I was a tourist? (Prague, 2010)

One more reason, one that you most certainly will understand: we are ALL tourists. You may play the role of “the local” today, but what about the next time you hop on a plane? Then what? Mark my words, you’ll be a tourist, too. Being a tourist has nothing to do with whether you’re an experienced traveler or inexperienced, whether you blend in when you’re on a trip or whether you stand out like a sore thumb. Being a tourist has to do with that sense of excitement and discovery we feel when we embark to visit a new place. It has to do with the way we plot our paths across a new city, desperate to soak it all in.

As I watched people snap photos the other day, I couldn’t help but feel excited on their behalf. I may not want to take a million photos of my daily commute, but I’m glad they are. Who doesn’t have a memory of being in that sort of moment, getting giddy from the sights around you?  As travelers, we owe it to one another to be respectful and encouraging. There are bound to be times that YOU’RE the one crowding someone else’s commute home, eating at their favorite restaurant, or stopping on the sidewalk in front of their house to take a picture. And when that happens: would you want them to give you an evil stare? Most certainly not.

For What It’s Worth

Imagine you’re at the mall to buy some new shoes for work. But while you’re at the store, a cashmere sweater also catches your eye. You don’t really need a sweater… but it’s pretty, and it’s on sale for $50- that’s 40% off! What do you do? And how do you reach that decision?

In that moment, you’d probably see two obvious choices: you can either buy the sweater, or you can walk away. And in your head, you might even frame it as “do I want to spend this $50?” But would your considerations go beyond that particular moment in time? Or would it simply be framed as “to buy, not to buy; to spend, not to spend?”

Money (Photo credit: 401(K) 2013)

There’s a concept called opportunity cost that helps us think about the impact of our decisions. Opportunity cost describes what we lose out on when we make a specific choice. Let’s say we have the option of spending our Friday night doing one of two things: spending time with friends, or finishing our taxes. If we choose to spend time with friends, the opportunity cost refers to the productivity we lost by NOT doing our taxes. The concept of opportunity cost can easily be applied to financial decisions and consumer behavior. In the case of the sweater, the opportunity cost speaks to the $50 we no longer have to spend on something else. It’s not just whether you choose to spend that $50 in that specific moment: it’s whether you’ll want or need that $50 for another purchase, at another time.

I recently stumbled upon an app created by Dan Ariely that helps consumers think about the opportunity cost of their decisions. It cracked me up, but it makes a good point. Oranges2Apples lets users input the cost of something they’re considering buying, then spits out alternative options of what they could buy with that money. The screenshot example shows “a cool shirt” as the desired purchase, and then shows three other ways the money for that shirt COULD be spent. The app then asks the user if he still wants to buy the “cool shirt” now that he realizes there’s so many other things he could do with that money. This app builds off of studies that show that people simply don’t think of opportunity cost on their own- but if they’re prompted to consider it, they’re much more likely to watch their spending.

Now, this app obviously can’t govern your actual behavior- there’s no way for it to check up on what you decide to buy (yet!). But it’s a really interesting concept, and I’m sure it makes its users stop and think for a second. Unfortunately I don’t have an iPhone, so I can’t download it. If you DO have an iPhone, give it a shot! After all, it’s free- so your only opportunity cost here is the time you might spend playing with it.

P.S. I highly recommend spending some time on Dan’s website to watch some lectures and read some of his articles. Absolutely fascinating stuff over there!

The British Are Coming!

British chocolate bars (Photo credit: Joelk75)

When I was in elementary school my family took a trip to London. We toured historic buildings, strolled charming alleys and discovered all sorts of cultural happenings. I could say a lot of deep and meaningful things about this trip- but let’s save that for another day. Today, I want to focus on the ‘sweetest’ part of the trip: the chocolate bars.

I’ve always considered it my cultural duty to sample foreign sweets. During our trip to London we tried many new kinds of chocolate, from Aeros to Crunchies. Smarties were undeniably our favorites (or should I say ‘favourites?’). No, not the chalky, pastel Smarties you used to get at Halloween. The British version involves chocolate centers with a candy coating-  sort of like M&Ms but with a distinctly different taste. My brother and I were thrilled with all the new finds, but it boggled our mind to see so many new brands- especially because we also saw the American brands we were used to back home. We just couldn’t understand the gap: clearly American candies were being exported across the pond to Britain. Why weren’t British candies getting exported in the other direction? Why did they get to have Snickers, but we couldn’t have Flakes? After that trip, it became a bit of a game for us to hunt for the chocolates we had tried on vacation. We found them at specialty stores from time to time, but never at a mainstream outlet. And whenever we DID find them- you can bet we snapped them up!

Fast forward to 2010, when I spent several months working in Canada. My first foray into a Toronto convenience store revealed an exciting truth: Canada had access to British candy bars! Right in front of me were Crunchies and Aeros and Twirls. I obviously bought several, and bragged to my family about the find. But then I started to notice a trend back at home: bit by bit, the British candy bars were coming. First I saw Crunchies pop up at my local grocery store. Then I saw Twirls at a corner store. And pretty soon, I started to see a whole collection of British candy at checkout. These days, it’s pretty easy to find a Crunchie- all I have to do is walk 10 minutes to Walgreens. Does it take away some of the allure? Certainly. But I think this candy revolution is a win for both sides. In this case, at least, I think the British presence is much to our advantage.

Now we just need Australian candies to follow suit. Feel free to invade our shelves, Australian candymakers. I’m talking to you, Cherry Ripe!

It’s Free? I’ll Take Two!

Image: Wikipedia

I like getting free things, which isn’t particularly shocking. Paying $0 for something is always better than having to take hard-earned cash out of my wallet. So when I heard about a free coffee promotion sponsored by a local shop, I made my merry way to the store’s front doors. I walk by this coffee shop on a pretty regular basis, and I’ve heard great things about its drinks. Yet, I’d never been inside before. A little weird, right?  I love coffee, the shop is rumored to have great coffee, and it’s on my way to work. All signs point to me becoming a frequent customer. But I’d never even tried it, for one simple reason: price.

You see, as much as I love coffee, I love free more. And my office has complimentary espresso. So even though I don’t like espresso very much, I choose to drink it, because its impact on my weekly budget is a beautiful $0. I sacrifice what I really want for the sake of something that costs me less. Curious, right? But in fact, this is a rather studied phenomenon. I recently read some work by Dan Ariely about the power of free. Ariely is a behavioral economist who has written fantastic books on irrational behavior. And his studies show, time and time again, that we are all to willing to abandon preferences if something is offered to us for free. You may want the chocolate cake, but if it costs $4 a slice and the vanilla cake is free… you’re likely to take the free one. And what’s more, we often forget to evaluate the true quality of something that’s free. So when a company offers you a free t-shirt, you’re not very likely to debate whether the shirt is attractive or worth your attention- you grab it and head on your way.

So back to this coffee promotion, shall we? I went to the shop, asked for the promotional coffee, and chatted a bit with the woman at the cash register. But then: guilt set in! The shop was just so pretty. And its coffee machines were so sleek and polished. And its staff was so nice. And its menu was so upscale. And… and… and…

I’d feel a little guilty taking a free coffee from this guy Photo credit: smee.bruce)

I realized I had to buy something. I walked in there expecting to grab my free java and hit the road, but the context of where I got the free coffee changed my expected behavior. I felt bad doing a grab-and-run, and felt like it was only fair to buy something to make up for my free drink. This certainly wouldn’t have happened in a different context. Had the free coffee been from 7-11, for example, I would have definitely done a grab-and-run. But since this was a fancier and more unique shop with a friendly staff, I felt like I had to support their business. It was a different sort of experience, and for some reason it just felt wrong to “abuse” it. Also, I was the only one around who asked for the promotion. Had there been flocks of people waiting for their free coffee, I probably would have felt less obligated to buy something. But since I was the only one around getting the free cup, it felt a bit awkward and, in fact, petty. So in the end, I spent more than $0-and actually, I spent more than the price of a cup of coffee, too. The breakfast I bought was wonderful, thankfully. But it got me chuckling about my turnaround in behavior. The plan: benefit from free. The result: spend money I hadn’t planned on spending. Naturally, this is what stores hope for when they offer free products- they hope you end up buying other things that make up for the cost of what they gave you for free. And I’m sure my (delicious) $4 biscuit did just that.

Have you ever taken something you really don’t need, just because it’s free? What would you have done in my situation- would you have done a grab-and-run? Or would you have acted like I did?

Interested in hearing more about the behavioral economics of a cup of coffee? Check out  The Power of Suggestion