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william berry

The taxi-meter effect: Why do consumers hate paying by the mile or the minute so much? - 0 views

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    "When I get a taxi for the 15-minute ride from my office to the airport, I have two choices. I can hail a cab on the street, and pay a metered fare for the 4.6-mile trip. Or I can walk to the local Marriott and pay a fixed fee of $31.50. Truthfully, I'm always a lot happier paying the fixed fee. I'm happier even though it probably costs more in the end. (A congestion-free trip on the meter comes out to about $26.) Sitting in a cab watching the meter tick up wrenches my gut: Every eighth of a mile, there goes another 45 cents-tick ... tick ... tick." ...this provides interesting context for a math problem using linear equations. When is it worth it to pay the fixed fare vs. paying the per 1/8th of a mile rate? You could "3-Act" this scenario pretty easily: -Take a short video of a taxi fare display clicking upwards. Ask students to give you the first questions that come to mind. When the students ask for it, provide them with a photo of the rate schedule on the side of the taxi and your destination address.
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