Rory Sutherland
Tetragrammaton with Rick Rubin
00:00
The Influence of Interface on Behavior and Ordering at McDonald's
The sudden popularity of self-ordering screens in fast food outlets like McDonald's suggests that they are highly effective in changing customers' ordering habits. Waiting to place an order is more frustrating than waiting for the food to arrive, but self-ordering screens reduce this irritation. The interface plays a significant role in determining human behavior, as seen in the music industry's experiments with track popularity clues.
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