Featured Post from University of Delaware

The power of streaks: How apps like Snapchat and Wordle keep users hooked

Sep 19, 2023

1 min

There's a reason why kids and adults alike become hooked on apps like Snapchat and Wordle: The irresistible pull of the streak.

There's also a reason why so many apps are successful in hooking users: According to recent research co-authored by Jackie Silverman, assistant professor of marketing at the University of Delaware, the streak is as important as the app or activity itself.

In her collection of studies, "On or Off Track: How (Broken) Streaks Affect Consumer Decisions," published in April in the Journal of Consumer Research, Silverman found that:

Companies now can track consumers' behaviors on their platforms, and in turn tell consumers about their past behaviors. I study how one apparent pattern shown through such tracking - a streak, or 3+ consecutive behaviors - affects consumer decisions.
Highlighting streaks can create a new source of motivation; people are more likely to continue a behavior when they are told they have a streak, versus not. On the flip side, highlighted broken streaks are especially demotivating and decrease engagement in the behavior.
These effects occur because consumers have a goal of keeping their streaks (as highlighted on these platforms) alive.
To help mitigate the negative effects of broken streaks, companies can de-emphasize broken streaks or allow for consumers to do an action to repair their streaks.

To quickly arrange an interview to speak with Silverman, simply click on the "contact" button on her profile.

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Aug 26, 2026

1 min

How Trade Wars Are Reshaping Fashion and Apparel

Trade disputes and tariffs have become an increasingly common part of the global economic landscape, with the fashion and apparel industry often caught in the crossfire. University of Delaware professor Sheng Lu can explain how these disruptions reshape sourcing decisions, supply chains, prices and the products ultimately available to consumers. Lu can discuss: • How new tariffs, including those on Canadian jackets and wool products, could affect consumers, fashion companies and apparel supply chains. • How tariffs can affect apparel prices and product availability for U.S. consumers. • Why fashion and apparel supply chains are particularly vulnerable to trade policy changes. • The impact of trade disputes on fashion companies and retailers in the U.S. and abroad. • What previous trade disputes can tell us about the potential consequences of tariffs. To arrange an interview, visit Lu's profile and click on the “contact” button. Interested reporters can also email MediaRelations@udel.edu.

Aug 25, 2026

1 min

Epidemiologist Available to Discuss Measles, Vaccination and Infectious Disease Outbreaks

As measles cases continue to rise in the United States, University of Delaware epidemiologist Jennifer Horney is available to discuss measles outbreaks, vaccination, vaccine hesitancy and the challenges of preventing the spread of highly contagious infectious diseases. The deaths of two unvaccinated Pennsylvania residents from measles — the first measles deaths in the state in 35 years — underscore the continuing public health risks posed by the disease. Horney, a former member of the Centers for Disease Control and Prevention’s Board of Scientific Counselors, is an experienced epidemiologist who studies infectious disease outbreaks and public health preparedness. Horney can discuss: • Measles outbreaks and transmission: Why measles is among the most contagious infectious diseases and how outbreaks spread. • Vaccination: The effectiveness of the MMR vaccine and the importance of maintaining high vaccination rates. • Vaccine hesitancy and misinformation: What influences vaccination decisions and how public health messaging affects perceptions of vaccine and infectious disease risks. • Measles prevention and treatment: Why outbreaks can reemerge when vaccination coverage falls, and the role and limitations of vitamin A and other treatments. • Outbreak response and preparedness: How public health officials investigate and respond to measles and other infectious disease outbreaks, and what can be learned from previous outbreaks. To reach Horney directly and arrange an interview, visit her profile and click on the “contact” button. Interested reporters can also email MediaRelations@udel.edu.

Aug 10, 2026

1 min

Experts on earthquake response, community recovery and building safety

The shaking from a major earthquake may be over in minutes, but its consequences will last for years. University of Delaware experts can address emergency response, distributing aid, assessing damaged buildings, helping vulnerable communities and planning for long-term recovery. Their expertise is particularly relevant as communities across Latin America respond to major earthquakes, including the deadly magnitude 7.4 earthquake in Colombia. Tricia Wachtendorf, co-director of UD’s Disaster Research Center, offers expertise on how governments, nonprofits, emergency responders and community groups coordinate following a major disaster. Her research examines the role of spontaneous or “emergent” groups, humanitarian aid and donations, and how communities and organizations respond in the aftermath of disasters. Jennifer Trivedi, associate professor of anthropology and Disaster Research Center faculty member, specializes in disaster vulnerability and why some communities are more severely affected than others. She also addresses the long-term recovery needs and planning that emerge after the immediate crisis. Michael Chajes, professor of civil and environmental engineering, provides expertise on the structural damage caused by earthquakes, why some buildings collapse while others withstand the shaking and how engineers assess damaged structures and improve earthquake resilience. To arrange an interview with one of these experts, visit their profiles and click on the contact button. Interested reporters can also email MediaRelations@udel.edu.