We present a field study of social learning. The setting is a pair of adjacent fast food restaurants serving very similar cuisine whose main clientele are the students at a nearby major university. We observed whether an uninformed customer's choice of restaurant depends on the relative queue...

In this chapter, we discuss the "lab-in-the-field" methodology, which combines elements of both lab and field experiments in using standardized, validated paradigms from the lab in targeting relevant populations in naturalistic settings. We begin by examining how the methodology has been used to...