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Dear Diary
September 23  
  Another sports filled day.  I went to the Ryder Cup at The Country Club in Brookline (courtesy of Fred Brunel, a marketing department colleague).  I was thoroughly impressed with the caliber of play; these golfers are amazing.  The crowds were not too great in size.  I did notice a line to get into line for 1) entering the official Ryder Cup gift shop, 2)  getting  jostled around and 3) waiting in line to buy merchandise.

Oh my goodness; I just realized something that I had not realized earlier.  I purchased something from a bricks-and-mortar store.  I offered an exam in my marketing research class today from 12-2 in the afternoon (I'm sure that my students did well).  I rode my bike to the Ryder Cup event in the morning and then I rode it to school in order to proctor my exam.  After the exam, I  retrieved my bike and noticed that the rear tire was flat. I attempted to ride it as I wanted to get back quickly to meet Fred for lunch (in the member-guest tent no less) and to see the Opening Ceremonies.  I soon realized that I was not going to get too far; I was frantic  Then, I realized that I was near a bike shop.  Without any hesitation, I went in to the shop, purchased a tire tube, and then fixed my bike (I was a bicycle racer in my younger days, and I am still reasonably skilled at quickly changing a tire tube).  I wasn't even thinking about the purchase process (i.e., not online); my only thought was returning to the Ryder Cup event as quickly as possible.  Oh dear.

Nevertheless, this experience is interesting.  Before the study began, I agreed that I would alter my online buying practice in the event of an emergency (e.g., medical).  At the time of the flat tire, I did feel that a crisis was in process.  I did not consciously think "oh, this is an emergency, it's ok to go into and shop in a bricks-and-mortar store."  I did feel, however, as if I were in a state of emergency at the time of the flat tire, and I acted out a script that would enable me to resolve it.  Though, in retrospect, I wish this event had not occurred, I understand why I behaved in the manner that I did; I was unconsciously acting out a script that I have played for my entire life.  We humans do not change overnight.  Do I need to be more vigilant, or do I need to be less strict in my definition of an emergency? I don't know;  I'll think about it.

I had a wonderful dinner with two delightful friends of Amy, John and Lisa Jackson.  John has a fascinating shopping preference; he buys almost everything online (I'm not alone).  He recently purchased one of his daughters a used  Chevrolet Lumina online (though he did pick-up the car in person).  Surprisingly, grocery items are the only goods he does not buy online; he enjoys grocery shopping at the "H-E-B" in the Austin, Texas area.  He finds it to be a relaxing experience and a good change from his techy lifestyle (he works for IBM).  I suspect that I will be talking again with John, in the not too distant future.

   
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  Boston, Fall 99 | Copyright Bruce Weinberg