![]() ![]() Simply shifting the choice from “on request” to the convenient, regular kind, dramatically increases selection.īut the real insight is that if a marketer wants to reach the masses, the regular kind becomes worth understanding. We see that people generally like food without meat, but when it’s labeled as a particular sub-category, they avoid it.Ĭonsider that in other studies, researchers have shown that when food without meat is listed as the default option, far more people will choose it. One conclusion people might take away from this study is that the brand name “vegan” carries a lot of baggage. In similar conditions, it turns out that more people choose exactly the same item if it doesn’t carry that label. In a breakthrough study by Alex Berke at MIT, she and her team showed that labeling a menu item as vegan significantly decreased how many people would order it. The nuanced challenge of “The Regular Kind” ![]()
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