Be More Descriptive | Nudge Newsletter π§
Use descriptions that can be visualised.In 2022 researchers ran a study on product descriptions. Half saw descriptions given in weight. Half saw descriptions given in quantity. Here's what happened. |
Oreo are one of the few brands that actually use this. Rather than proudly displaying the package weight, they showcase the quantity of cookies. And doing so, should boost their sales. So, use descriptions that can be visualised: β 100 GB = β 50 feature length films β 568 mls = β 1 pint β 135 MPH = β Faster than you're legally allowed to drive Cheers, Phill |
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Framing Your Food Read online Which of these would you rather eat: One Shepherd's Pie is described as: Beef shepherd's pie, tomato and pesto sauce The other is described as: Beef subtly seasoned with Espelette pepper under a rich velvety potato puree, topped with crisp parmesan cheese crumbs Two researchers ran a small study at a French cafeteria to test if these descriptions changed the perception of the food.ΒΉ Diners were invited to eat a prix fixe lunch. A real photo of the cafeteria from...
Concrete Phrases Read online Could writing "ππππππ ππππ" on a Whopper ad make it sell for ππππ? In 2022, 465 participants saw ads for a fictional Lay's multipack.ΒΉ Both groups knew the multipack was 392g in size, but each saw a different headline. One saw: ππ’πΊ'π΄ ππ©πͺπ±π΄, 14 π΄π―π’π€π¬ π£π’π¨π΄The other saw:ππ’πΊ'π΄ ππ©πͺπ±π΄, 392π¨. Those who saw "14 snack bags" were willing to pay 10% π¦π¨π«π than the other group.This is due to the concrete phrases effect. We can picture 14 snack bags in our mind. 392g doesn't...
Variable Rewards Read online This video of a smart gas station owner went viral a couple of months back. Here's the original. The video shows dozens of customers failing to balance 25 cents on a lemon. A chance to win $100 is a carrot large enough to make customers bet. It shows something that many marketers have known for decades. We love a gamble. People prefer a gamble In 2025, researchers Gaertig and Simmons offered either a gamble or a certain reward to hundreds of participantsΒΉ. Some...