Monday, June 25, 2012

Being a devil: Influencing your buyer's willpower

We are really good at tricking ourselves into acts of indulgence.

Take a study by Chandon and Wansink (2007) for instance that found that when people visit a 'healthy' restaurant, they tend to underestimate the calories they are consuming.  In effect, the restaurant's healthy 'halo effect' mucks with our ability to assess our behaviour.

And similarly, a study by Wilcox, Vallen, Block and Fitzsimmons (2009) that found that the mere presence of healthy items increased the likelihood of an indulgent item being selected.  In other words, we trick ourselves into thinking we have done the right thing by our mental calorie account through merely considering the healthy item and as a reward, select the indulgence.  McDonalds seem to be playing on this through their healthier options, luring us with salads and wraps but then bombarding us with burgers and fries once there.

As the researchers write 
"Results demonstrate that individuals are, ironically, more likely to make indulgent food choices when a healthy item is available compared to when it is not available... Presence vicariously fulfils nutrition related goals and provides consumers with license to indulge".
What do these studies mean?  Context is crucial and can lower our rational defences.  And as a business, you can and should influence that context.

Business implications
For businesses there are some opportunities to consider;
  • If you are marketing healthy options, you need to contextualise your product.  Presenting salads amongst pies and sausage rolls may not be as successful as segmenting healthy and less healthy choices.  
  • If you are marketing indulgent options, consider the role healthy products can play in stimulating choices in your favour.  Desserts tucked in amongst fruit and vegetables might be worth pursuing.  
And for businesses not involved in food, the lesson of context still holds. Do they see your product as an indulgence or a necessity?  Help them feel like they've earned a reward to promote purchase of indulgences and if your product is more utilitarian in nature, try keeping it clear of distracting 'goodies'.

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