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"If people show a particular shopping pattern for one product type, they tended to show it for the others as well," says lead author Dr Peter Riefer, who conducted the study for his PhD at UCL and now works at dunnhumby. "This suggests that people have individual 'exploration personalities' when they shop, which is really remarkable given how different the six products were. Over a timescale of many years, the rate at which people explore is remarkably stable -- people are always exploring at about the same rate. What we find is that within that stability there are these trends in exploration and exploitation." - www.sciencedaily.com