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Travelers will refuse an upgrade to sit near a loved one -- new research into when people want to share experiences

  • Written by Ximena Garcia-Rada, Assistant Professor of Marketing, Texas A&M University
Travelers will refuse an upgrade to sit near a loved one -- new research into when people want to share experiencesWould you decline a free upgrade to first class in order to sit next to a companion in coach?Image Source/DigitalVision Collection/Getty Images

The Research Brief is a short take about interesting academic work.

The big idea

People will often sacrifice a better experience and opt for one that’s less enjoyable if it means they can do it...

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