Mark Bergen, James D. Watkins Chair in Marketing
On a recent flight from Minneapolis to New York, I asked the person next to me how much they paid for their ticket. After a long pause, I felt it necessary to explain why I was asking. Her hesitation was born out of the fact that it was a loaded question. She of course could just tell me the truth, but there was some level of apprehension because we all know that each of us has likely paid a different price, even though we were all going from Minneapolis to New York.