2. Researcher in Consumer Behavior Looks at Attitudes of Gratitude that Affect Gratuities By Franklin Crawford Michael Lynn Associate professor of consumer behavior in Cornell’s School of Hotel Administration Received his Bachelor’s in psychology and economics from University of Texas at Austin Earned his Ph.D. in social psychology with a minor in statistics, philosophy, and sociology Turned study of tipping into an academic career
3. Why Study Tips? Idea came to him through undergraduate school waiting tables at a press club in Austin, Texas Wrote his master’s thesis at Ohio State University Based on data collected at an IHOP in Columbus, OH We don’t have to do it “Tipping is an interesting behavior because tips are voluntary payments given after services have been rendered” $16 billion in tips a year
4. “Gratitude and Gratuity : a meta-analysis of research on the service-tipping relationship” 16th study on tipping Published in The Journal of Socio-Economics Co-author – Michael McCall Professor of Business at Ithaca College Based on 7 published and 6 unpublished studies 2,547 dining parties, 20 different dining establishments Mostly casual Tipping is unpredictable and is an unreliable measure of server performance
5. Data Collecting Food Server recorded data for 2 ½ month Located in a suburban shopping mall One of a national chain, served a varied menu 244 customers Offered nonsmoking section During various days and times Amount of Bill Amount of Tip Gender Size of Party
6. Tipping Based on Gender If a Female is the server, what kind of tip should she expect? Correlation: 0.069475 Weak Positive Slope: 0.008840 Intercept: 0.157651 Y=0.008840y+0.157651 RSQ: 0.004827
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8. Smoking or Nonsmoking If a Smoking party is served, what kind of tip should be expected? Correlation: 0.030820 Weak positive Slope: 0.003868 Intercept: 0.159328 Y=0.003868x+0.159328 RSQ: 0.000950
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10. Day Time or Night Time If the party is served at night, what kind of tip should be expected? Correlation: (0.033914) Negative relationship Slope: (0.004610) Intercept: 0.164128 Y=(0.004610)x + 0.164128 RSQ: 0.001150
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12. How to Tip? Gender Females should generally expect a tip ranging from approx. 12%-22% Smoking vs. Nonsmoking Smoking parties should generally give a tip ranging from approx. 6%-26% Day vs. Night Parties at night should generally give a tip ranging from 6%-24%
