USC Experts Speak About Holiday Spending, Gratitude, Health
Contact: Zen Vuong at (213) 300-1381 or zvuong@usc.edu.
Kiss a robust holiday season goodbye
“With the China slowdown and reduction of inbound volume over earlier forecasts, it appears we’ll have a less than robust holiday season. More than topline sales, it is a margin game that will determine the profitable season for retailers, and the jury is still out on how deep discounts need to be to attract customers.
“A BDO Retail Compass Survey found that 43 percent of chief operating officers expect gift card sales to grow. Some 67 percent of CMOs polled believe consumer electronics will be the top product category, though 51 percent think popular items will be the most discounted ones.”
Nick Vyas is director of the Center for Global Supply Chain Management and assistant professor of clinical data sciences and operations at the USC Marshall School of Business.
Contact: (213) 821-4079 or nick.vyas@marshall.usc.edu.
The science of giving and gratitude
“Gratitude is built into our best social relationships. Our latest research shows that when we receive an effortful favor, we can feel grateful and be inspired to help others in turn — creating a virtuous cycle. Indeed, previous research has even shown that altruistic giving activates reward-related brain regions similar to receiving gifts.
“In other words, receiving and giving have their own rewards. Give without expectation, and feel gratitude for the people who kindly help us.”
Glenn Fox is a post-doctoral research scientist for the Brain and Creativity Institute at USC who has led MRI and behavioral studies on the effect of gratitude on the brain.
Contact: (213) 740-4940 or glennfox@usc.edu.
Addiction mentality: Enjoy now, pay later
“It’s funny how the holidays can play on one’s tendency to engage in addiction, opening a gate that says, ‘It’s okay. Enjoy! And pay later.’
“Holiday cheer can be a tall order — from wolfing down 5,000 calories for Thanksgiving or Christmas dinner to drinking a little too much egg nog to vaping something that promises release and relief. Quality family time could be sucked into a TV marathon or other electronic medium. There are, however, healthy ways to manage addictive tendencies.”
Steven Sussman is a professor of preventive medicine and psychology in the Keck School of Medicine of USC.
Contact: (323) 442-8220 or ssussma@usc.edu.
Online shopping is king
“There seems to be less enthusiasm for in-store sales on Thanksgiving Day itself, with some retailers suffering serious backlash for being open on Thanksgiving last year. Consumers, however, will still have opportunities to shop online on Thanksgiving. Because of increasing opportunities to shop online and the way that sales are spread out before, during, and after Black Friday, more people will probably allow themselves to sleep in on Black Friday rather than brave the dark and cold.
“Cyber Monday really should have become a historical relic by now. In the ‘old days’ of the early 2000s, many people did not have high-speed Internet connections at home; therefore, it made sense to make online sales available when they came back to work. Today, Cyber Monday instead provides an ‘excuse’ for a second round of sales.”
Lars Perner is an assistant professor of clinical marketing in the USC Marshall School of Business. He is an expert in consumer behavior and holiday shopping.
Contact: (213) 740-7127 or perner@marshall.usc.edu.
Advice for those in addiction recovery
“As a time of celebrations often involving alcohol use, the holidays can be challenging for people who are in recovery from an alcohol or drug problem. It can be awkward and difficult to choose between entering a risky situation to save social capital — like going to your office holiday party where people are toasting to Champagne — or not showing up and doing what is probably the safest option to prevent potential relapse.
“Additionally, some people don’t have close family nearby, so being alone during the holidays is tough. It’s helpful for these individuals to plan in advance: Swallow your pride and ask to join a friend’s family. You’ll be glad you did once the holidays are here.”
Adam Leventhal, an associate professor of preventive medicine and psychology, is the director of the USC Health, Emotion & Addiction Laboratory in the Keck School of Medicine.
Contact: (323) 442-8222 or adam.leventhal@usc.edu.
Healthy tips for the Latino community
“In Latino culture, we eat roasted pork with skin, carne asada (grilled beef) and tamales for the holidays. While delicious, they are high in fat and cholesterol. Try limiting consumption. Make a lot of fresh salsa and try vegetable tacos or tacos wrapped in lettuce.
“Be aware of what your children are eating. Too many cookies and sweets can make them more hyper, making it even more stressful to manage the stressors that come with the holidays. Keep lots of fresh-cut fruit in the house. Get rid of junk food and substitute with healthy snacks.”
Lourdes Baezconde-Garbanati is a professor of preventive medicine and director of the Center for Health Equity of the Americas in the Keck School of Medicine of USC. She speaks Spanish fluently and is focused on health concerns the Latino population faces.
Contact: (323) 442-8231 or baezcond@usc.edu
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