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Professor Brian Wansink Cornell University Food & Brand Lab -- Director

Consumer Psychology. Professor Brian Wansink Cornell University Food & Brand Lab -- Director. What is Consumer Psychology?. Why do we buy what we buy? Why do we eat what we eat? The Goal . . . Solving Consumer Mysteries. Who? 6 Profs from 5 depts 7 graduate students

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Professor Brian Wansink Cornell University Food & Brand Lab -- Director

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  1. Consumer Psychology Professor Brian Wansink Cornell University Food & Brand Lab -- Director

  2. What is Consumer Psychology? • Why do we buy what we buy? • Why do we eat what we eat? The Goal . . . Solving Consumer Mysteries

  3. Who? 6 Profs from 5 depts 7 graduate students Hidden camera observation lab 2 restaurants; 1 snack room A 3400 person national consumer mail panel 5 cooperating stores How? Lab experiments Field studies Consumer panels Data-base mining In-depth interviews “Hidden” In-kitchen cameras Since 1990 . . . 115 studies 43 referred journal articles 1 book (& 1 forthcoming) We Examine the“Whys” Behind What Consumers Eat Marketing Nutrition 2004-Brian Wansink U of Illinois Press New

  4. Let’s Try a Warm-up Example . . .

  5. Consumer Psych Mystery Do We Eat More From Big Containers? • The Mission . . . • Mt. Prospect, IL --> “Payback” • Free popcorn (Large or X-Large) • After the movie, ask questions & weigh popcorn • What should happen? • People given big containers ate 45% more • This was true even with 10 day old popcorn!

  6. Four Consumer Psychology Mysteries . . . 1. Why do we buy too much? 2. Why do we buy things we never use? 3. Can personalities predict food preferences? 4. Are bigger packages cheaper?

  7. Consumer Psych Mystery 1. Why Do We Buy Too Many? • Which Sign Sells More . . . • Limit 12/person vs. No Limit/person • 3 for $3.00 vs. 1 for $1.00 • Buy 18 for the weekend vs. Buy some for the weekend

  8. Why Do We Buy Too Many? • We focus on what to buy . . . not how many • We are highly suggestible to numerical signs • We anchor on their numbers and adjust our purchase from there • Examples: 12 per person 3 for 99¢ Buy 6 for snacks • We say, “I usually buy 1 or 2, but . . .” • Numerical signs can end up doubling how much we buy • “Oh, but that never happens to me . . .”

  9. Consumer Psych Mystery 2. Why Do We Buy Products We Don’t Use? • Allegation: “Evil Marketers Are to Blame!” • Think of a product you bought but haven’t used • Why did you buy it? • Why haven’t you used it?

  10. Why Do We Buy Products We Don’t Use? • Unused products often end up being those we buy for . . . • specific recipes we don’t end up making, or • specific occasions that don’t end up occuring • We end up being victims of our own optimism • We need to be realistic when buying products that have a specific use. • Buy general, flexible products (canned corn vs. canned okra) • Rotate products in your cupboard (back to front). • Use or give abandoned products away.

  11. Consumer Psych Mystery 3. Can Personalities Predict Food Preferences? • For instance, if you know someone’s personality, could you predict their favorite soup? • 31 waitresses think they can. Let’s see if they are right . . . • Telephone survey of 1000+ consumers • Asked almost everything

  12. Chicken Noodle Tomato Soup Vegetable/Minestrone Chili NE Clam Chowder Family, TV & Leisure-oriented Book & Pet loving, stay-at-homers Church, food, & health lovers “Funny,” tough, TV watchers Realistic, sarcastic, worldly The Soup Personality Test Extreme Lovers of . ..

  13. The Soup Personality Test . . . • Chicken Noodle SoupFamily & Leisure-oriented, TV watchers, • Tomato Soup • Readers, pet lovers, stay-at-home types • Vegetable/Minestrone • Outdoorsy, churchgoers, food/restaurant lovers • Chili • Funny, tough, sports/comedy watchers • New

  14. Consumer Psych Mystery 4. Are Bigger Packages Cheaper? • Bigger is cheaper than smaller over 90% of the time • But Beware . . . • If the product is wasted (or spoils), big packages are not good deals • Package changes can hide price increases • Same price, but smaller package

  15. Professor Brian Wansink Food & Brand Lab 110 Warren Hall Cornell University Ithaca, NY 14853 foodandbrandlab@cornell.edu foodpsychology.cornell.edu

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