European Stars And Stripes (Newspaper) - December 9, 1987, Darmstadt, Hesse                                What do people want any debating ways to predict human behaviour by Claudia h. Deutsch new York times he Campbell soup company like most consumer products companies has always asked is customers Tola of questions. Last year atone its Field researchers contacted close to 110,000 people to talk about Lood taste preparation nun Lionas value lha works. On the basis of what they said Campbell changed he seasonings in live to menu dinners and introduced a Tine of Low Salt soups called appropriately enough special request. Both the new and the reformulated products Are Selling Well so he Survey techniques clearly gave Campbell s a Good Reading of consumer preferences but could Campbell s have gotten the same information More easily say from finding out How similar products were Selling put another Way could knowing what Consumers buy Loday give Campbells or any consumer products company a Good Idoa of what they will buy tomorrow these Are by no Means simple questions. At Casl since Iho Days of Sigmund Freud psychologists have Boon debating the Best ways to predict human behaviour but now that debate has spilled onto Madison Avenue and into Board rooms. It lies of Iho hear of a controversy if Iai is pitting computer  against pollsters Market researchers against marketing executives and psychologists against each of her the Oul Eoma could affect not Only How companies make marketing decisions but what products people will got to buy. In on Camp sit the behave oriols who believe that the bes indicator of How people will act in the future is How they act now. Opposite them is the cognitive Camp which says people operate from an endless array of motivations and that the Only Way to predict what someone will do is to figure out what is going on inside his or her mind. In practical terms he two sides Are debating whether computers can replace people As the Linchpin of consumer research. And the behaviour its Are winning converts. The role Oltha Consumo As Tho parly giving answers and opinions will be significantly less said Jagdish Shell a consumer psychologist at tha  Couch Arr California. I will be replaced b measuring his behaviour not his  we Are heading loan ago where most information can iia captured  said George s. Fabian an executive vice president at Baker Spielvogel & Bales a new York Avem Ramg Agency. His unavoidable. And it is Welcome " Isil until recently that would have Boen a moot question there were Tew electronic data sources so companies had Little Choice but to plumb the collective consumer mentality through surveys ask enough people enough questions the theory went and some semblance of Rulh will emerge. According to Diane Bowers executive director of the Council of american Survey research organizations companies spend nearly $1 billion each year to ask More than 50 million Consumers their opinions on water Etc at Oil  Nin restaurant in baying at by retd from accept Long tips but a Tom Mcnett do now to Post or go Teffy a Cpl grm Turotte despite warnings in official a tilt. When do you tip and How much by Sehyeon Joh associated press o tip or not to up Ihal is the question Many foreign tourists face when they visit new York or other Large american cities. I Don i mind lipping says Tadashi Nishimura of Osaka Japan. But services i got in America were so bad that on a number of occasions i could not Reward them with Money. Vet you Are More or less forced to tip everywhere you go Nishimura says a new York cab Driver who took him from Kennedy Airport to the cily refused to give him change Iron the $20 and $10 Bills he presented to pay a 124.75 fare. I thought you would let me keep the change the cabbie told him. An official at the French governer tourist office in new York who declined to be Idell isaid the problem is complicated by cultural i fences. In France for instance the lip for the waiter is included in tha Check As the service charge. You leave a franc or two on the table if you Are really satisfied with the food and service. The tourism official tells the Story of a French visitor who Felt insulted when a waiter followed him to the door handed him a Dollar he had left on the table As a lip and Lold him i think you need this Dollar More than i do. Taker the visitor of course had assumed that he was paying the regular tip of 15 percent for the Waller i h his Check at the cashier. In West Germany and some other european countries customers tend to round out the figure for example if your taxi Lare comes to 9 Marks and 50 pfennig you give the Driver 9 Marks if you leave Only so cents Lor a tip Lor the s8 50 fare in America i m sure Many an Drivers would lock ins 14 the stars and stripes doors of their cabs and would t let you gel out said Annette von Schmidt a visitor in ii r United Stales from West Germany. In Japan and several other countries there is basically no lipping while in China tipping is prohibited by Law officially although most visitors irom these countries learn quickly they have to tip in America they olten do not know when and How much fifteen percent is acceptable and 20 percent is preferable says John Turchiano. Spokesman for the Hole and restaurant employees Union local 6 in new York City. Many waiters depend on tips for their livelihood As most of them Are getting the minimum wage of $3.35 an hour from their employers according to Turchiano. The amount of lips waiters haul in varies from As much As $ too a Day in expensive restaurants 0 s15 in col tee shops he says. Workers at last food restaurants get no tips at All. As for customer complaints. Turchiano says most people tip no because they have received fast or courteous service they just do it Oul of habit. Believe it or not they tend to  More tips for waiters who Ara said to be slow Anco haughty or Tehmi Dang to their customers in added. Lawrance Goldberg an official at fio new York taxi Drivers and Allied workers Union says Law Drivers in Large cities make Between $80 to $100 dollars a Day of which 25 to 30 percent comes irom Dps. Foldberg who drove a taxi of More Ihan 13 years in now York confessed thai there Ere times when to threw dimes and Nickels Back Ai departing customers from his taxi but Rie could not suy whether they were visitors from Europe. On Iho whole. I found thai customers including foreigners were generous  he said. Asked who were the worst tippers Goldbert thought a Little and replied those Rich old ladies out shopping on fifth Avenue " wednesday c