Sendhil Mullainathan Quotes
If you send out one coupon with a deadline of a week and another that must be used within the next month, you end up having more redemptions with the one week deadline. It's really amazing. With the month deadline you have four times as much time, but people tend to say they'll use it in a few weeks' time and then they don't do it.
Mullainathan, Sendhil, and Eldar Shafir. Scarcity: Why Having Too Little Means So Much. Times Books, 2013.
Sendhil Mullainathan (pronunciation (help·info)) (born c. 1973) is an American professor of Computation and Behavioral Science at the University of Chicago Booth School of Business and the author of Scarcity: Why Having Too Little Means So Much (with Eldar Shafir). He was hired with tenure by Harvard in 2004 after having spent six years at MIT.