UCR Magazine

Mind Over Market

ilseu — Wed, 13 Nov 2024 23:08:28 +0000

Mind Over Market ilseu Wed, 11/13/2024 - 15:08 More News David Danelski | UCR Magazine November 13, 2024

Associate dean and professor of marketing Thomas Kramer

Thomas Kramer wants to know more about you than you may know about yourself — all in the spirit of making the world a better place. As an associate dean and professor of marketing in the UCR School of Business, Kramer’s research explores the intersection between behavioral psychology and marketing, and his findings are as revealing as they are fascinating.

Consider schadenfreude, a German term that means taking pleasure in the misfortune of others. Kramer has found ways to harness this rather dark sentiment to raise more money for charities. He has also investigated how we respond when asked to share products with strangers; when it’s better to rent or own certain products; and how simple rituals, such as preparing coffee every morning, help curb loneliness and improve mental well-being.

Here, Kramer shares insights from some of his varied research studies and how his findings could be put into practice:

How did you become interested in consumer psychology?

I initially got interested during the first undergraduate marketing course I took at Baruch College in New York. My professor said, “You know, people are weird, and they do weird things.” So, I thought, let’s study their weirdness and see how we can use it for marketing purposes.

**One weird thing is schadenfreude — pleasure derived from the misfortune of others. If a charity wants to use schadenfreude to raise funds, what guidelines should it follow?**

In past studies, schadenfreude has been looked at as happiness arising when you observe bad things happening to deserving others. What we found is that inflicting pain can also arouse schadenfreude, and that schadenfreude increases donations. But for that to happen, the pain that’s inflicted has to be mild. It cannot be something severe. In terms of fundraising events, it can be something like dunk tanks, where people get dunked in water. Also, in the fundraising context, the misfortune has to be on a disliked person. If it’s a fundraiser for UCR, it could be disliked professors. It has to be someone who’s deserving of whatever is coming to them.

You recently completed a study about sharing consumable products with strangers. One finding was that when U.S. hotel managers switched from offering small, single-use bottles of shampoo to larger, refillable dispensers shared by multiple guests, the hotel guests might end up using greater volumes of shampoo. What prompted this research, and why would people use more shampoo when it comes from a larger, refillable container?

A lot of my research is based on observations, and I noticed that when I was staying in Marriott Hotels, they had changed from the individual bottles of toiletries to these wall-mounted, shared ones. I was wondering if doing that would have any kind of effect on consumers because all our hotels were moving in that direction for sustainability.

It turns out that whether we share these public goods with strangers versus friends makes a difference. If I share with strangers, then I don’t identify with the product as much anymore. And we know that the less someone identifies with something, the less efficacious they believe it to be. So, this lower identification that derives from sharing with strangers leads to perceptions of low efficacy of the toiletries, like hand sanitizer or shampoo. Since I believe it doesn’t work as well, I will use more of it to make up for this perceived lower efficacy.

In response to the COVID pandemic, UCR facility managers placed hand sanitizer dispensers with UCR logos on the labels at building entrances and in restrooms. Why was it important for the labels to include the logos?

This is tied in with the idea that sharing with strangers lowers identification with the product. So, what can we do if sharing products lowers identification? One way to re-establish identification with the product is to include a logo. The UCR logo, for example, makes me identify with the hand sanitizer as a member of the UCR community. So, even if I share it with strangers, I’m still identifying with it. I think it’s efficacious, and I don’t need to use as much.

I go to a rock concert and am so impressed that I decide I want to learn how to play the electric guitar. But I need a guitar. Am I better off renting or buying one?

Another study of mine looked at products, like a guitar, where you have to learn the skill to play it. It turns out, whether people start as renters or buyers, they compare themselves to others like them. So, a renter compares himself to other renters, but a buyer compares himself to other buyers. So, if I’m a buyer, I know that other buyers tend to be highly skilled, which makes me feel less skilled. I expect it’s going to take me way longer to master the guitar, and if it takes me longer, then I become less committed to actually using it. Whereas for renters, I compare myself to other renters. Renters have lower skill levels on average, so I feel better about myself. I expect to master the guitar faster, and then I become more committed to using the guitar and practicing.

You did another study that found that simple rituals, such as how someone makes tea or coffee each morning, help combat loneliness. How so?

We know loneliness is a big crisis and relates to mental health and suicide; feeling lonely is as bad for your health as smoking 15 cigarettes a day. We also know that one reason people feel lonely is that they perceive their lives to be meaningless. So, we were looking at what we could do that can provide meaning in people’s lives. We weren’t looking at marketing implications. This is about public policy implications.

It turns out that these mundane rituals can provide meaning, so the lives of lonely people become meaningful again, and that makes them feel less lonely. It could just be how you make your coffee in the morning, or how you prepare your tea — the steps you take, how often you stir, adding the sugar, then the milk — anything that you create yourself. It really should have no effect, but because people imbue these steps with meaning, it helps them overcome loneliness, or at least reduces it.

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UCR Magazine

Bouncing Back

ilseu — Thu, 20 Jun 2024 22:18:25 +0000

Bouncing Back ilseu Thu, 06/20/2024 - 15:18 More Blog Posts Jordan Cornet for UCR Magazine June 20, 2024

Jordan Webster has always considered basketball a crucial part of her life. Growing up, the sport was never far from her mind, as she was deeply influenced by her family’s basketball legacy. Her father and brother both played the game, and following in their footsteps felt natural. From the time she first picked up a ball as a young girl, basketball has shaped the way she views the world. It taught her discipline, commitment, and most importantly, the value of working as part of a team toward a common goal. These lessons have stayed with her both on and off the court.

Her journey has not been without adversity. During high school and her second year of college, Webster sustained significant injuries that tested her determination and mental strength. Between two hip surgeries and two foot surgeries, she was forced to sit out for long stretches of multiple seasons. For many athletes, such setbacks can signal the end of a career, but for Webster, they became moments of reflection and renewed purpose. She has said that each challenge deepened her appreciation for the game, reminding her how much she loved simply being able to play. Every return to the court was a victory in itself, proof of her resilience and unwillingness to let obstacles define her story.

Webster’s persistence culminated in an impressive final season as a Highlander. Earlier this year, she was recognized twice as Big West Player of the Week, reflecting her impact and consistency on the court. She also led The Big West in scoring average, demonstrating her offensive power and reliability as a leader. Perhaps most significantly, she reached a personal and program milestone by becoming the 20th player in UC Riverside history to join the 1,000-point club. Her career total of 1,257 points places her among the school’s most accomplished athletes, cementing her legacy in Highlander basketball.

Originally from Dallas, Texas, Webster has always balanced her athletic achievements with her academic pursuits. She is completing a bachelor’s degree in business management at UC Riverside, a field of study that complements her long-term goals. Webster hopes to translate her education, leadership experience, and years of competitive basketball into a career in player relations with the NBA. She believes her unique perspective as a Division 1 athlete will allow her to connect with players on a deeper level, providing empathy, understanding, and insight into the demands of the game. For her, player relations is more than a professional aspiration—it is an opportunity to continue shaping the culture of basketball, supporting athletes as whole individuals both on and off the court.

As she reflects on her journey, Webster also offers advice to the next generation of young women who dream of playing Division 1 basketball. Her message is clear: success is rooted in balance, perseverance, and determination. She emphasizes that while talent and hard work are essential, resilience in the face of adversity is equally important. Overcoming her own challenges has given her a deeper appreciation for the process, teaching her patience and helping her discover her own strengths. Her story serves as an inspiring reminder that setbacks do not define an athlete—they reveal their character and capacity to endure.

JORDAN WEBSTER

YEAR

SENIOR

MAJOR

BUSINESS MANAGEMENT

POSITION

GUARD

HIGHLIGHTS (2023-24)

Reached 1,000 career points in January
All-Big West First Team
Two-time, back-to-back Big West Player of the Week
Led The Big West in scoring average at 16.9 points per game
Started all 32 games played, averaging 17.1 points per game
31-point career high game vs. CSU Bakersfield on Jan. 18

"The sense of achievement and gratitude I feel now is immense, making every moment of struggle and every step of the comeback incredibly rewarding.”

View the original article:

UCR Magazine

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UCR Magazine

Keeping her Eye on the Ball

ilseu — Mon, 24 Apr 2023 02:59:52 +0000

Keeping her Eye on the Ball ilseu Sun, 04/23/2023 - 19:59 More Blog Posts UCR Magazine, Spring 2023 April 21, 2023

For outfielder Nadia Witt, softball is more than just a game. Originally from Oregon, she recalls spending much of her early childhood in the field, watching her parents Kevin and Martha play slow-pitch softball. She began playing softball herself when she joined Little League at 9 years old and credits the sport with making her the person she is today. Witt joined the UCR softball team as a freshman and now serves as team captain while navigating her first year as a graduate student. The second in her family to earn a bachelor’s degree, Witt graduated from UCR in 2022 as an ethnic studies major and is working toward a master’s in business administration. As a Black woman in a predominately white sport, she hopes to be an example for other students. She aims to pursue a career in athletics as a sports agent, using her knowledge and skills to provide more opportunities for athletes and making sports a more inclusive and welcoming space, especially for other women of color.

Nadia Witt

YEAR
GRADUATE, FIRST YEAR

MAJOR
BUSINESS ADMINISTRATION

POSITION
OUTFIELD

Highlights

Softball team captain
All-Big West Honorable Mention
14 of 15 on stolen bases
Slashed .330/.388/.425
5 for 9, 4 R, 2 2B, RBI in Cal Poly series (3/26-27)
9 for 19, 3 R, 2B, 10 RBIs in final six games of the season

My mother is by far my biggest inspiration. She’s always been my number one fan, supporting me in whatever I do and pushing me to do more. She’s everything I aspire to be in a woman, mother, and friend.”

Help Highlander Student-Athletes today

Make a gift to the UC Riverside Athletics Association to assist UCR student-athletes with academic support, strength and conditioning, sports medicine, health, wellness, and nutrition.

GIVE ONLINE

View the original article in the UCR Magazine online:

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A. Gary Anderson Graduate School of Management

Like Father, Like Son

ilseu — Wed, 07 Dec 2022 14:10:42 +0000

Like Father, Like Son ilseu Wed, 12/07/2022 - 06:10 More Blog Posts UCR Magazine December 01, 2022

orn in New Zealand, Highlander guard Flynn Cameron ’23, MFin, first dreamed of becoming a basketball star like his father Pero Cameron at 3 years old. A New Zealand Tall Blacks legend, Pero was a 2017 FIBA Hall of Fame inductee and played in two Olympic games in 2000 and 2004. Cameron moved to Australia’s Gold Coast at a young age, shining on the court while playing for Hillcrest Christian College. He transferred to UCR his sophomore year from DePaul University, earning a bachelor’s degree in business administration, and is now pursuing a master’s in finance at UCR. This past summer, Cameron was selected to play in the 2022 FIBA Asia Cup in Indonesia for the New Zealand Tall Blacks — led by his father Pero, who has served as Tall Blacks head coach since 2019. One of the youngest players, Cameron quickly emerged as a breakout star helping usher the Tall Blacks to the semifinals. Now back at UCR, his sights are set on the Highlanders winning the NCAA tournament this year, and looking ahead, he hopes to one day play in the NBA.

Flynn Cameron

Year
Graduate, First Year

Major
Finance

Highlights

Big West All-Academic
10.4 points and 4.1 rebounds in 27 of 28 games started
6 of 8 from three-point range at Arizona State
Team-high: 91 defensive rebounds and 57 made three-pointers
Career-high: 18 points at Arizona State and against California Baptist
Selected to the New Zealand Tall Blacks for the 2022 FIBA Asia Cup

Playing alongside my dad on the national team stage and finally being a part of the Tall Blacks is a dream come true. The Tall Blacks is a brotherhood like no other.”

Help Highlander Student-Athletes today

Make a gift to the UC Riverside Athletics Association to assist UCR student-athletes with academic support, strength and conditioning, sports medicine, health, wellness, and nutrition.

Give online

View the original article in the UCR Magazine online:

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UCR Magazine

Mind Over Market

How did you become interested in consumer psychology?

One weird thing is schadenfreude — pleasure derived from the misfortune of others. If a charity wants to use schadenfreude to raise funds, what guidelines should it follow?

In response to the COVID pandemic, UCR facility managers placed hand sanitizer dispensers with UCR logos on the labels at building entrances and in restrooms. Why was it important for the labels to include the logos?

I go to a rock concert and am so impressed that I decide I want to learn how to play the electric guitar. But I need a guitar. Am I better off renting or buying one?

You did another study that found that simple rituals, such as how someone makes tea or coffee each morning, help combat loneliness. How so?

Bouncing Back

JORDAN WEBSTER

YEAR

SENIOR

MAJOR

BUSINESS MANAGEMENT

POSITION

GUARD

HIGHLIGHTS (2023-24)

Keeping her Eye on the Ball

Nadia Witt

YEAR GRADUATE, FIRST YEAR

MAJOR BUSINESS ADMINISTRATION

POSITION OUTFIELD

Highlights

My mother is by far my biggest inspiration. She’s always been my number one fan, supporting me in whatever I do and pushing me to do more. She’s everything I aspire to be in a woman, mother, and friend.”

Help Highlander Student-Athletes today

Like Father, Like Son

Flynn Cameron

Year Graduate, First Year

Major Finance

Highlights

Playing alongside my dad on the national team stage and finally being a part of the Tall Blacks is a dream come true. The Tall Blacks is a brotherhood like no other.”

Help Highlander Student-Athletes today

**One weird thing is schadenfreude — pleasure derived from the misfortune of others. If a charity wants to use schadenfreude to raise funds, what guidelines should it follow?**

YEAR
GRADUATE, FIRST YEAR

MAJOR
BUSINESS ADMINISTRATION

POSITION
OUTFIELD

Year
Graduate, First Year

Major
Finance