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Names Change Behavior

A new study by David Just and Brian Wansink of the Cornell Food & Brand Lab found that calling the same portion of spaghetti “double-size” instead of regular caused diners to eat less. In fact, the double-size group left 10 times as much food on their plates! […]

By |August 8th, 2013|

Musical Beans… Really!

Beans have a well-deserved reputation for being a multi-sensory product. Remember the “musical fruit” ditty? But it’s no joking matter for Heinz, who teamed up with food artists Bompas & Parr to create a unique promotion for its Beanz […]

By |April 2nd, 2013|

The Power of Positive Names

Most of us don’t give much thought to what we call our product, at least in terms of category. Toothpaste is toothpaste. Cars are cars. Perhaps it’s time that other businesses learn what many restaurants already know: what you call a product affects its appeal and sales. In particular, unhealthy dishes that consumers might avoid can be made more appealing. Potato chips can be relabeled as “veggie chips,” while a pasta/vegetable combination will appear more healthy if it is called a “salad.” My personal favorite is the re-branding of “cake” as a “muffin.” None of us would order carrot cake for breakfast, but what about a nice carrot muffin? It sounds like health food, even with the layer of cream cheese frosting! […]

By |April 25th, 2011|

Better Branding with Chocolate and Sex

Fantasizing about food and sex can reduce pain. (And you always thought those fantasies were a waste of time…) People in emotional or physical distress often turn to “comfort foods” – new research shows that just thinking about these foods can have a significant effect.

“Imagery tactics are the most potent cognitive behavior interventions for pain,” said Dr. Hamid Hekmat, professor of psychology at the University of Wisconsin at Stevens Point and lead author of the study. “We found that food fantasies such as imagining eating your favorite ice cream, chocolate cake or meal had a strong pain-attenuating effect. It enhanced mood, reduced anxiety, and helped coping with ice water pain.” […]

By |August 7th, 2008|