1. Professor Brian Wansink Cornell University Food & Brand Lab -- Director

2. What is Consumer Psychology?  Why do we buy what we buy? what we buy?  Why do we eat what we eat? what we eat? The Goal... Solving Consumer Mysteries

3. We Examine the“Whys” Behind What Consumers Eat Who?  6 Profs from 5 depts  7 graduate students  Hidden camera observation lab  2 restaurants; 1 snack room  A 3400 person national consumer mail panel  5 cooperating stores How?  Lab experiments  Field studies  Consumer panels  Data-base mining  In-depth interviews  “Hidden” In-kitchen cameras  Since 1990... 115 studies 115 studies 43 referred journal articles 43 referred journal articles 1 book (& 1 forthcoming) 1 book (& 1 forthcoming) Marketing Nutrition 2004-Brian Wansink U of Illinois Press New

4. Let’s Try a Warm-up Example...

5. Do We Eat More From Big Containers?  The Mission... Mt. Prospect, IL --> “Payback” Mt. Prospect, IL --> “Payback” Free popcorn (Large or X-Large) Free popcorn (Large or X-Large) After the movie, ask questions & weigh popcorn After the movie, ask questions & weigh popcorn  What should happen? People given big containers ate 45% more People given big containers ate 45% more This was true even with 10 day old popcorn! This was true even with 10 day old popcorn!

6. Four Consumer Psychology Mysteries... 1. Why do we buy too much? 2. Why do we buy things we never use? 3. Can personalities predict food preferences? 4. Are bigger packages cheaper?

7. 1. Why Do We Buy Too Many?  Which Sign Sells More... Limit 12/personvs. No Limit/person Limit 12/personvs. No Limit/person 3 for $3.00vs.1 for $1.00 3 for $3.00vs.1 for $1.00 Buy 18 for the weekendvs.Buy some for the weekend Buy 18 for the weekendvs.Buy some for the weekend

8. Why Do We Buy Too Many?  We focus on what to buy... not how many... not how many  We are highly suggestible to numerical signs We anchor on their numbers and adjust our purchase from there We anchor on their numbers and adjust our purchase from there Examples: 12 per person 3 for 99¢Buy 6 for snacks Examples: 12 per person 3 for 99¢Buy 6 for snacks We say, “I usually buy 1 or 2, but...” We say, “I usually buy 1 or 2, but...” Numerical signs can end up doubling how much we buy Numerical signs can end up doubling how much we buy  “Oh, but that never happens to me...”

9. 2. Why Do We Buy Products We Don’t Use?  Allegation: “Evil Marketers Are to Blame!”  Think of a product you bought but haven’t used  Why did you buy it?  Why haven’t you used it?

10. Why Do We Buy Products We Don’t Use?  Unused products often end up being those we buy for... specific recipes we don’t end up making, or specific recipes we don’t end up making, or specific occasions that don’t end up occuring specific occasions that don’t end up occuring  We end up being victims of our own optimism  We need to be realistic when buying products that have a specific use. Buy general, flexible products (canned corn vs. canned okra) Buy general, flexible products (canned corn vs. canned okra) Rotate products in your cupboard (back to front). Rotate products in your cupboard (back to front). Use or give abandoned products away. Use or give abandoned products away.

11. 3. Can Personalities Predict Food Preferences?  For instance, if you know someone’s personality, could you predict their favorite soup?  31 waitresses think they can. Let’s see if they are right... Telephone survey of 1000+ consumers Telephone survey of 1000+ consumers Asked almost everything Asked almost everything

12. The Soup Personality Test Extreme Lovers of... The Soup Personality Test Extreme Lovers of...  Chicken Noodle  Tomato Soup  Vegetable/Minestrone  Chili  NE Clam Chowder  Family, TV & Leisure-oriented  Book & Pet loving, stay-at-homers  Church, food, & health lovers  “Funny,” tough, TV watchers  Realistic, sarcastic, worldly

13. The Soup Personality Test...  Chicken Noodle SoupFamily & Leisure-oriented, TV watchers, Tomato Soup Tomato Soup Readers, pet lovers, stay-at-home types Readers, pet lovers, stay-at-home types Vegetable/Minestrone Vegetable/Minestrone Outdoorsy, churchgoers, food/restaurant lovers Outdoorsy, churchgoers, food/restaurant lovers Chili Chili Funny, tough, sports/comedy watchers Funny, tough, sports/comedy watchers New New

14. 4. Are Bigger Packages Cheaper?  Bigger is cheaper than smaller over 90% of the time  But Beware... If the product is wasted (or spoils), big packages are not good deals If the product is wasted (or spoils), big packages are not good deals Package changes can hide price increases Package changes can hide price increases  Same price, but smaller package

15. Professor Brian Wansink Food & Brand Lab 110 Warren Hall Cornell University Ithaca, NY 14853 foodandbrandlab@cornell.edufoodpsychology.cornell.edu