Contrary to popular belief, Tong Guo found consumers usually make rational decisions when booking air travel
How influential is the loyalty program in incentivizing people to fly more with the company, even though they may have cheaper alternatives
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Fuqua assistant professor of marketing Tong Guo considers herself a savvy traveler, someone who before purchasing an airline ticket will weigh the benefits of low fares versus upgrades she might receive as a frequent flyer.
Her curiosity in all manners of travel dates back to graduate school, when as a Ph.D. student in quantitative marketing she began researching how to help businesses make wise decisions, and the consequences of those decisions on consumers.
[This article has been reproduced with permission from Duke University's Fuqua School of Business. This piece originally appeared on Duke Fuqua Insights]