Prove Your Dedication Read online Imagine your hometown football club booked Swedish legend Ibrahimovic to host a 2-hour training session with local children. That’s what 113 participants at the Stockholm School of Economics were asked to imagine in 2017¹. But there was a catch. Half were told the club spent almost no time persuading Ibrahimovic, with the manager saying: "It's fantastic that it was so easy to persuade you to come." The others were told booking Ibrahimovic took extreme...

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.¹ Diners were invited to eat a prix fixe lunch. A real photo of the cafeteria from...

Concrete Phrases Read online Could writing "𝐀𝐂𝐓𝐔𝐀𝐋 𝐒𝐈𝐙𝐄" on a Whopper ad make it sell for 𝒎𝒐𝒓𝒆? In 2022, 465 participants saw ads for a fictional Lay's multipack.¹ Both groups knew the multipack was 392g in size, but each saw a different headline. One saw: 𝘓𝘢𝘺'𝘴 𝘊𝘩𝘪𝘱𝘴, 14 𝘴𝘯𝘢𝘤𝘬 𝘣𝘢𝘨𝘴The other saw:𝘓𝘢𝘺'𝘴 𝘊𝘩𝘪𝘱𝘴, 392𝘨. Those who saw "14 snack bags" were willing to pay 10% 𝐦𝐨𝐫𝐞 than the other group.This is due to the concrete phrases effect. We can picture 14 snack bags in our mind. 392g doesn't...