Feel manipulated when restaurants suggest tips?

Author: Dr. Alei Fan

What’s the right balance when suggested percentages increase tips but make consumers feel manipulated?

Go to any restaurant or use a food delivery app and you’re likely to encounter tip suggestions. These lead to higher tips for service personnel, but can leave customers feeling manipulated. However, good web and app design can mitigate this feeling, according to research by Dr. Alei Fan of Purdue University’s White Lodging-J.W. Marriott, Jr. School of Hospitality and Tourism Management. Finding the right balance according to her three-part study can lead to satisfied customers and increased service personnel income, important in a tight labor market.