profile

Nudge Newsletter

Many vegan products are failing due to ๐’•๐’‰๐’Š๐’”. | Nudge Newsletter

Published 2 days agoย โ€ขย 1 min read

The Framing Effect

โ€‹Read onlineโ€‹

Many plant-based products are failing due to bad naming.
โ€‹
In 2018ยน, a study was conducted with 727 Brits who already ate meat.
โ€‹
Renaming the โ€œ๐ฆ๐ž๐š๐ญ-๐Ÿ๐ซ๐ž๐ž ๐›๐ซ๐ž๐š๐ค๐Ÿ๐š๐ฌ๐ญโ€ to โ€œ๐Ÿ๐ข๐ž๐ฅ๐-๐ ๐ซ๐จ๐ฐ๐ง ๐›๐ซ๐ž๐š๐ค๐Ÿ๐š๐ฌ๐ญโ€ made diners 200% more likely to pick the plant-based option.
โ€‹
Similarly, renaming โ€œ๐ฆ๐ž๐š๐ญ-๐Ÿ๐ซ๐ž๐ž ๐ฌ๐š๐ฎ๐ฌ๐š๐ ๐ž ๐š๐ง๐ ๐ฆ๐š๐ฌ๐กโ€ as โ€œ๐Ÿ๐ข๐ž๐ฅ๐-๐ ๐ซ๐จ๐ฐ๐ง ๐ฌ๐š๐ฎ๐ฌ๐š๐ ๐ž ๐š๐ง๐ ๐ฆ๐š๐ฌ๐กโ€ made it twice as popular.

โ€‹

The paper went on to find that a Veggie Burger will be more popular if itโ€™s called a โ€œ๐‹๐จ๐š๐๐ž๐ ๐๐ฎ๐ซ๐ ๐ž๐ซโ€.

And gnocchi is 31% more popular if itโ€™s renamed โ€œ๐Œ๐ž๐ฅ๐ญ ๐ข๐ง ๐ญ๐ก๐ž ๐Œ๐จ๐ฎ๐ญ๐ก ๐†๐ง๐จ๐œ๐œ๐ก๐ขโ€.

โ€‹

Don't Say What's Missing

Many health food products focus on whatโ€™s ๐˜ฎ๐˜ช๐˜ด๐˜ด๐˜ช๐˜ฏ๐˜จ.

Labelling highlights whatโ€™s ๐ง๐จ๐ญ in the product.

  • Sugar-free
  • No sweeteners
  • Low fat
  • Zero carbs

Studies show that this backfires.

While most of us rationally claim we prefer healthy foods, framing the product as missing something decreases its popularity.

Evidence comes from this 2017ยฒ study.

The researchers renamed โ€œ๐˜ค๐˜ข๐˜ณ๐˜ณ๐˜ฐ๐˜ต๐˜ด ๐˜ธ๐˜ช๐˜ต๐˜ฉ ๐˜ด๐˜ถ๐˜จ๐˜ข๐˜ณ-๐˜ง๐˜ณ๐˜ฆ๐˜ฆ ๐˜ค๐˜ช๐˜ต๐˜ณ๐˜ถ๐˜ด ๐˜ฅ๐˜ณ๐˜ฆ๐˜ด๐˜ด๐˜ช๐˜ฏ๐˜จโ€ to โ€œ๐’•๐’˜๐’Š๐’”๐’•๐’†๐’… ๐’„๐’Š๐’•๐’“๐’–๐’” ๐’ˆ๐’๐’‚๐’›๐’†๐’… ๐’„๐’‚๐’“๐’“๐’๐’•๐’”โ€.

Doing so increased sales of the carrots by 25%.

Sponsored by: Superhuman AIโ€‹

Find out why 1M+ professionals read Superhuman AI daily.

AI won't take over the world. People who know how to use AI will.

Here's how to stay ahead with AI:

1- Sign up for Superhuman AI. The AI newsletter read by 1M+ pros.

2- Master AI tools, tutorials, and news in just 3 minutes a day.

3- Become 10X more productive using AI.

โ€‹Join 1 million pros and start learning AIโ€‹

โ€‹

โ€‹

Enjoyed today's newsletter? Please share it with a friend โ€” Phillโ€‹

P.S. If you liked this, you'll love last Monday's Nudge (which is all about this stuff).

ยนVennard, D., Park, T., & Attwood, S. (2019). Encouraging Sustainable Food Consumption By Using More-Appetizing Language.

โ€‹

ยฒTurnwald, B. P., Boles, D. Z., & Crum, A. J. (2017). Association Between Indulgent Descriptions and Vegetable Consumption: Twisted Carrots and Dynamite Beets. JAMA Internal Medicine, 177(8), 1216โ€“121

โ€‹

As a behavioural science practitioner, I believe in the peak-end rule.

โ€‹

โ€‹Tune into Nudge | Advertise with Nudge | Unsubscribe

Nudge Newsletter

Phill Agnew

I spend 18 hours each week turning marketing psychology into readable newsletters.

Read more from Nudge Newsletter

The Framing Effect Read online Here's a thought experiment. You've been told you have lung cancer. The doctor asks if you want treatment. She tells you: "68% survive one year after surgery" Hearing this, you'd probably opt for surgery, that's what the majority pickยน. But what if the doctor said: "32% die within one year after surgery" Now, if you're like those in thisยน study, you'd be less likely to choose surgery. It's the same odds of survival. But the wording changed behaviour. This is the...

9 days agoย โ€ขย 1 min read

Target Timely Moments Read online Want someone to adopt a new habit? Contact them after a significant life event has occurred. This studyยน conducted by the Behavioural Insights Team proves it. They found that a promotional leaflet for a cycle share scheme in Portland, USA was nearly 4 times more effective when they targeted ๐ก๐จ๐ฆ๐ž-๐ฆ๐จ๐ฏ๐ž๐ซ๐ฌ, compared to ๐˜ฆ๐˜น๐˜ช๐˜ด๐˜ต๐˜ช๐˜ฏ๐˜จ ๐˜ณ๐˜ฆ๐˜ด๐˜ช๐˜ฅ๐˜ฆ๐˜ฏ๐˜ต๐˜ด. BIKETOWN was launched in Portland. All residents were sent this leaflet, but focusing on new movers is more cost-effective....

16 days agoย โ€ขย 1 min read

The Red Bull Story Read online Dietrich Mateschitz discovered an energy drink in Thailand. It was cheap and used by factory workers to stay awake. Mateschitz took it back to Austria and set up focus group taste tests. They didn't go well. Red Bull was describedยน as: "Awful", "horrible to taste", and "disgusting". And yet, this "disgusting" drink sells 12.6 billion cans a year. Here are three possible reasons why. Anchoring Price can act as a signal of quality. Rather than charging the Thai...

23 days agoย โ€ขย 1 min read