8 min

The Switching Type Arming the Donkeys

Companies in the electric power industry want to keep their current customers and attract new ones. But when customers move to a new residence, they often switch providers. So, what’s the most effective way to convince these customers to switch back? A recent study suggests that goal-oriented go-getters are motivated not just by saving money, but by completing a task. Julie O’Brien, a research associate at Duke’s Center for Advanced Hindsight, talks with Dan Ariely about the "switching type” of personality and a novel way to appeal to customers.

Companies in the electric power industry want to keep their current customers and attract new ones. But when customers move to a new residence, they often switch providers. So, what’s the most effective way to convince these customers to switch back? A recent study suggests that goal-oriented go-getters are motivated not just by saving money, but by completing a task. Julie O’Brien, a research associate at Duke’s Center for Advanced Hindsight, talks with Dan Ariely about the "switching type” of personality and a novel way to appeal to customers.

8 min

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