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 β Cheers, Phill |
Nudge Newsletter
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The Anchoring Effect Read online In the 1970s, Tversky and KahnemanΒΉ ran a simple experiment. They asked people: "What percentage of African countries are in the UN?" But before answering, participants had to spin a wheel with numbers from 0 to 100. The wheel was rigged to land on either 10 or 65. Then came the important question: "Is the actual percentage higher or lower than that number?" After that, participants gave their best estimate. Hereβs what happened: People who saw 10 guessed 25%...
The Illusion of Choice Read online Give people $1 and two identical packs of gum. Same flavour. Same price. What happens? Most people aren't interested. Thatβs what Kim, Novemsky, and DharΒΉ found in a South Korean experiment. They gave participants β©1,000 and two gum options, both priced at β©630. Only 46% bought anything. But then they did something clever. They made the prices slightly different: β©620 vs. β©640. Now 77% decided to buy. Same gum. Slight price difference. Big impact. Why? When...
Input Bias Read online Does the ππππ¨π«π put into a shop display π’π€π΅πΆπ’πππΊ influence sales? That's what MoralesΒΉ set out to answer in 2005. Participants were shown round the same store, except half saw the shelves π§ππππ₯π² π¬ππππ€ππ π°π’ππ‘ π‘π’π π‘-ππππ¨π«π ππ’π¬π©π₯ππ²π¬. The other participants saw the same products, but with a π₯π¨π°-ππππ¨π«π ππ’π¬π©π₯ππ². The results are striking. Those who saw the high-effort display were willing to pay 24.4% ππππ. After seeing a store display like Boots, customers were willing to pay...