This commercial for Shreddies comes from Canada eh. It is based on actual focus groups conducted in Toronto.
I found it over on Talent Imimites, Genius Steals. Faris had this to say and, as it is Sunday morning and I want to get on with reading Bob Dylan's Chronicles Volume One I shall quote him more extensively than might be appropriate in The Economist. Thanfully this is not The Economist:…
I've been reading Predictably Irrational by Dan Ariely. It illustrates the fact, that we intuitively know but that classical economics refuses to accept, that we aren't rational beings. We make decisions that are seemingly irrational, in the same way over and over again, because of how our brains are hardwired: anchors and priming, emotions and social context all interact to change how we choose.
One of the things he highlights is the power of expectation to alter experience. He describes a replication of the famous Coke/Pepsi taste tests, done with the subjects in an MRI to record how their brain is processing the experience of tasting the drinks.
We all know how it works - in blind taste tests, Pepsi usually wins, but when the brands are revealed, people prefer The Real Thing [TM].
And, according the experiment, it's because that the experience of consuming branded sugar water is different - the Coke brand activates different associations in the memory and emotional parts of the brain, which contribute to the consumption experienchttp://www.blogger.com/img/gl.link.gife.
Which means that, when you drink a Coke, a part of what you are tasting is the brand.
Irritating but true and per my earlier observation about Lacroix sweety.
Seth Godin has much to say about these matters in his book All Marketers Are Liars and on his blog.
I went to the cinema last night to see the Bob Dylan tribute movie I not there. It's worth seeing. Slightly strange in parts (for example when heath Ledger as the Zimmy-esqe character rides off on the motorcycle with his very sexy young wife - why did the film maker image I'd buy the notion that a little Suzuki two stroke sounds like a Triumph vertical twin? And I just didn't understand the Richard Gere surreal segment - pretty sure I saw the Ophelia-esque dead girl in box blink. And Cate Blanchett is very good. She has a beautiful mouth. I couldn't get that thought out of my mind when I was watching her be Bob - which is just wrong.
Best line from the film: It's like you got yesterday, today and tomorrow, all in the same room. There's no telling what can happen.