Assistant Professor Mike Dixon’s most recent research delves into how managers of events and festivals should think of scheduling their shows to maximize both profits and customer satisfaction.
In an interview with The Globe and Mail, Dixon referenced the famous Nike swoosh to illustrate how companies running events over a long period of time should start and end with a bang, with an emotional dip in the middle.
“So what results is a series of events that start exciting, go down immediately and then gradually increase again,” said Dixon. “Intuitively, this makes sense if you consider that for longer sequences the customers might get put off if they don’t get something juicy right up front.”
