Hawthorne Effect is a psychological phenomenon whereby people (customers) act differently when they are being studied. Hawthorne effect dates from 1950 from an experiment called the Hawthorne Works. It was a study made to see if workers would do better and more productive when there is a higher level of light in the room. The worker’s productivity was better when the conditions improved, but as soon as the study ended, their productivity fell. People have the need to show themselves in the best way possible. They have the need to be good in their job, and want approval. When a customer is left alone to do something, knowing that they are not being monitored, they do their jobs slowly and less efficient. On the other side, when they know they are being monitored their behavior changes and they are more productive. The reason for this is probably because the workers are happy with the fact that somebody is interested in their work. Hawthorne effect shows that people who are aware that they are in an experimental study change their behavior and productivity just because they are being monitored and not because there were some changes in the experiment parameters or stimulus.