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The Psychology of Beer

The US football season began this weekend, replete with tailgates, watch parties, and plenty of beer consumption. It’s timely that new research has been released showing that the shape of the glass has a huge effect on how quickly we consume beer. […]

By |September 6th, 2012|

Adjective Power

Compelling, emotion-rich adjectives can give bland copy a major boost in effectiveness. (Just like the start of that sentence!) I was reminded of this while viewing a Panera menu. Which do you think sounds more appealing:

Ham, […]

By |March 4th, 2011|

When Fancy Fonts Work

Now that you followed my advice in Convince With Simple Fonts and eliminated complicated fonts from your websites and printed material, I’m going to tell you that there is one situation where fancy, hard to read fonts can actually […]

By |March 15th, 2010|

Pricing Lessons from Restaurants

My last Neuromarketing post, Neuro-Menus and Restaurant Psychology, talked about various things restaurant menu engineers do to maximize sales and profits. I think it’s worth calling special attention to one aspect touched on in that post: how price presentation affects sales. Not, the price itself, which of course is very important, but the way the price is displayed to the diner. […]

By |January 7th, 2010|

Neuro-Menus and Restaurant Psychology

Restaurants are great test labs for testing neuromarketing techniques. It's easy to change offerings, menus, and pricing, and one gets immediate feedback on what's working and what's not. Today, many eateries are employing sophisticated menu psychology to maximize sales and profits.

By |January 4th, 2010|

Doggie Bags & Sunk Costs

Did you ever get a meal at a restaurant that you didn’t like, but have them wrap up the leftovers anyway? Even though the food’s flavor is unlikely to improve with age, there may be an explanation for the seemingly irrational behavior. (For non-US Neuromarketing readers, restaurant leftovers are often packaged in a “doggie bag” even though the consumers will be human rather than canine.) According to B. Venkatesh, a self-proclaimed investment psychologist and writer for the Hindu Business Line, […]

By |June 22nd, 2009|

Dietary Decoys

Imagine two restaurants, one of which sold only french fries as a side dish and another that sold both french fries and salads. Which would sell more fries? While logic might suggest that the salad would poach some of the side dish business, new research shows that adding a salad to the menu INCREASES sales of the less healthy fries!

Neuromarketing readers are used to human behavior being hard to predict and sometimes seemingly inexplicable. In Decoy Marketing, we showed how adding a less-capable product to one’s mix could boost sales of a better product priced the same or a bit more. And Compromise Marketing demonstrated how adding a new, more costly product to the lineup could increase sales of the previous top of the line model. But one has to admit that adding a salad to boost sales of french fries seems counterintuitive. Here’s what the researchers found: […]

By |April 27th, 2009|