E-Mail Researchers from University of Sydney, University of Florida, and Rutgers University published a new paper in the Journal of Marketing that examines the role of serendipity in customer satisfaction and how marketers can provide it. The study, forthcoming in the Journal of Marketing, is titled "Serendipity: Chance Encounters in the Marketplace Enhance Consumer Satisfaction" and is authored by Aekyoung Kim, Felipe Affonso, Juliano Laran, and Kristina Durante. Netflix knows you are tired of choice. The streaming service recently introduced what might be the perfect hack: a shuffle button that eliminates choice and plays a randomly selected program for the consumer. Under COVID-19 restrictions, the newly homebound were happy to have so many programming options, but this faded over time.