Faculty News
Prof. Adam Alter discusses the US consumer preference for choices
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Excerpt from The Guardian -- "High-end experiences, Alter points out, are increasingly devoid of choice: just as at the dawn of the automotive era, Henry Ford dictated that Americans could drive any color of black Model T, at the fanciest restaurants in New York, people pay extravagant sums to eat tasting menus dictated by top chefs. 'You want the producer to make some of these decisions for you,' Alter says. Luxury is found in limitations. 'There’s something comforting in knowing that for a very high-end product that it’s going to be curated for you by an expert,' Alter says. 'I would never let anyone curate a $5 meal for me.'"
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