Tip pressure might work in the moment, but customers are less likely to return

By Sara Hanson, Associate Professor of Marketing, University of Richmond
Nathan B. Warren, Associate Professor of Marketing, BI Norwegian Business School

Have you ever hesitated at the register, uncomfortable as an employee watched you choose a tip? It’s not just you. The rise of digital tipping systems – from point-of-sale devices held by employees to countertop screens that clearly display your selection – is changing the dynamics of tipping, often in ways that make customers feel scrutinized.

As marketing professors who study digital…

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