KENNESAW, Ga. | Jun 26, 2026

As a barista, Alexandria Nottage has witnessed many customers hesitate whenever the digital payment screen asks whether they would like to leave a tip. Those daily interactions got Nottage thinking about how tipping had changed from a voluntary gesture of appreciation into something many customers now feel expected to do.

To find out, Nottage, a Kennesaw State University anthropology major, conducted a research study examining how digital tipping influences customer behavior and perceptions. Drawing on her experiences as both a barista and a customer herself, she explored the social pressures, cultural norms, and changing expectations surrounding tipping in today's service economy.

“As a person who tips and also receives tips, I chose this topic because tipping is something that people encounter every day,” Nottage said. “There’s a lot of uncertainty and frustration around it, and I was really interested in how it shifted from something that was an act of generosity to something that felt more expected.”

Nottage's faculty mentor Brandon Lundy, chair and professor of anthropology at the Norman J. Radow College of Humanities and Social Sciences, said that uncertainty made tipping culture an ideal topic for anthropological study.

“Alex took something people encounter every day and turned it into a compelling anthropological investigation,” Lundy said. “People feel most comfortable when they understand the ‘rules of the game.’ As digital payment screens became more common, many people were no longer sure what was expected of them. That uncertainty is exactly what made this such an interesting cultural question to explore.”

Working with Lundy, Nottage conducted direct observations at a coffee shop as well as interviews with customers over a six-month period. Her research revealed three major findings. First, customers were more likely to tip when their decision was visible on a digital payment screen, particularly when other customers were nearby. Second, many participants viewed tipping as a way to compensate for low wages, though they expressed frustration about feeling responsible for filling that gap. She also found that tipping decisions were increasingly influenced by social expectations and personal relationships rather than service quality alone.

“Service quality is no longer the primary driver of tips,” Nottage said. “Instead, tipping is increasingly influenced by social norms and moral expectations.”

Despite her own preference for cash tips as a barista, Nottage was surprised to find that many participants reported favoring digital tipping.

“I was very surprised by how little people chose to tip in cash,” Nottage said. “A lot of people felt that they received more gratitude when they tipped digitally.”

She also encountered a term that frequently appeared in conversations with participants: “tipflation,” the idea that expectations around tipping have steadily increased alongside rising prices.

“While tipping might have started at 10%, now the expectation starts closer to 20%,” she said. “That leaves a lot of people feeling obligated when they don’t necessarily have the funds to support that.”

For Nottage, who presented her findings at KSU’s Symposium of Student Scholars, the project highlighted broader questions about culture, responsibility, and fairness.

“I think it highlights tensions in the service economy, specifically around fair wages,” she said. “Tipping has shifted to be more expected rather than just an act of gratitude, and it’s important that we understand why that shift has happened.”

Nottage said the experience also gave her the opportunity to gain real-world research experience outside the classroom.

“I think it’s very important as undergraduate students to have that real-world experience,” Nottage said. “To be able to conduct interviews and use that experience both in school and outside of school is really valuable.”

– Story by Christin Senior

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A leader in innovative teaching and learning, Kennesaw State University offers undergraduate, graduate, and doctoral degrees to its more than 51,000 students. Kennesaw State is a member of the University System of Georgia with 11 academic colleges. The university's vibrant campus culture, diverse population, strong global ties, and entrepreneurial spirit draw students from throughout the country and the world. Kennesaw State is a Carnegie-designated doctoral research institution (R2), placing it among an elite group of only 8 percent of U.S. colleges and universities with an R1 or R2 status. For more information, visit kennesaw.edu.