professor brian wansink cornell university food & brand lab -- director

Professor Brian WansinkProfessor Brian Wansink

Cornell UniversityCornell University

Food & Brand Lab -- DirectorFood & Brand Lab -- Director

What is Consumer Psychology?What is Consumer Psychology?

Why do we buy Why do we buy what we buy?what we buy?

Why do we eat Why do we eat what we eat?what we eat?

The Goal . . . Solving Consumer MysteriesThe Goal . . . Solving Consumer Mysteries

We Examine the“Whys” Behind What Consumers Eat

Who?Who? 6 Profs from 5 depts6 Profs from 5 depts 7 graduate students7 graduate students Hidden camera observation Hidden camera observation

lablab 2 restaurants; 1 snack room2 restaurants; 1 snack room A 3400 person national A 3400 person national

consumer mail panelconsumer mail panel 5 cooperating stores5 cooperating stores

How?How? Lab experiments Lab experiments Field studiesField studies Consumer panelsConsumer panels Data-base miningData-base mining In-depth interviewsIn-depth interviews ““Hidden” In-kitchen camerasHidden” In-kitchen cameras

Since 1990 . . .Since 1990 . . .• 115 studies115 studies• 43 referred journal articles43 referred journal articles• 1 book (& 1 forthcoming)1 book (& 1 forthcoming)

MarketingNutrition

2004-Brian WansinkU of Illinois Press

New

Let’s Try a Warm-up Let’s Try a Warm-up Example . . .Example . . .

Do We Eat More Do We Eat More From Big Containers?From Big Containers?

The Mission . . .The Mission . . .• Mt. Prospect, IL --> “Payback”Mt. Prospect, IL --> “Payback”• Free popcorn Free popcorn (Large or X-Large)(Large or X-Large)

• After the movie, ask questions & weigh popcornAfter the movie, ask questions & weigh popcorn

What should happen?What should happen?• People given big containers ate 45% morePeople given big containers ate 45% more• This was true even with This was true even with 10 day old popcorn10 day old popcorn!!

Wansink, Brian and SeaBum Park (2001), “At the Movies: How External Cues andPerceived Taste Impact Consumption Vo lume,” Food Quality and Preference, 12:1(January), 69-74.

Four Consumer Psychology Mysteries . . .Four Consumer Psychology Mysteries . . .

1. Why do we buy too much?1. Why do we buy too much?

2. Why do we buy things we never use?2. Why do we buy things we never use?

3. Can personalities predict food 3. Can personalities predict food preferences?preferences?

4. Are bigger packages cheaper?4. Are bigger packages cheaper?

1. Why Do We Buy Too Many?1. Why Do We Buy Too Many?

Which Sign Sells More . . .Which Sign Sells More . . .

• Limit 12/personLimit 12/person vs. vs. No No Limit/personLimit/person

• 3 for $3.003 for $3.00 vs.vs. 1 for $1.001 for $1.00

• Buy 18 for the weekendBuy 18 for the weekend vs.vs. Buy some for Buy some for the the

weekendweekend

Why Do We Buy Too Many?Why Do We Buy Too Many?

We focus on We focus on whatwhat to buy to buy . . . not . . . not how manyhow many

We are highly suggestible to numerical signsWe are highly suggestible to numerical signs• We anchor on their numbers and adjust our purchase from thereWe anchor on their numbers and adjust our purchase from there• Examples: Examples: 1212 per person per person 33 for 99¢ for 99¢ Buy Buy 66 for snacks 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 buyNumerical signs can end up doubling how much we buy

““Oh, but that never happens to me . . .”Oh, but that never happens to me . . .”

2. Why Do We Buy 2. Why Do We Buy Products We Don’t Use?Products We Don’t Use?

Allegation: “Evil Marketers Are to Allegation: “Evil Marketers Are to Blame!”Blame!”

Think of a product you bought but Think of a product you bought but haven’t usedhaven’t used

Why did you buy it?Why did you buy it? Why haven’t you used it?Why haven’t you used it?

Wansink, Brian, S. Adam Brasel, and Stephen Amjad (2000), “The Mystery of theCabinet Castaway: Why We Buy Products We Never Use,” Journal of Family andConsumer Science, Vo l. 92:1, 104-108.

Why Do We Buy Products Why Do We Buy Products We Don’t Use? We Don’t Use?

Unused products often end up being those we buy for . . .Unused products often end up being those we buy for . . .• specific recipes we don’t end up making, orspecific recipes we don’t end up making, or• specific occasions that don’t end up occuringspecific occasions that don’t end up occuring

We end up being victims of our own optimismWe end up being victims of our own optimism

We need to be realistic when buying products that have a specific We need to be realistic when buying products that have a specific use. use.

• Buy general, flexible products Buy general, flexible products (canned corn vs. canned okra)(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.

Wansink, Brian, S. Adam Brasel, and Stephen Amjad (2000), “The Mystery of theCabinet Castaway: Why We Buy Products We Never Use,” Journal of Family andConsumer Science, Vo l. 92:1, 104-108.

3. Can Personalities Predict 3. Can Personalities Predict Food Preferences?Food Preferences?

For instance, if you know someone’s personality, could you predict For instance, if you know someone’s personality, could you predict

their favorite soup?their favorite soup?

31 waitresses think they can. Let’s see if they are right . . .31 waitresses think they can. Let’s see if they are right . . .• Telephone survey of 1000+ consumersTelephone survey of 1000+ consumers• Asked almost everythingAsked almost everything

Wansink, Brian and SeaBum Park (2000), “Accounting for Taste: Prototypes that PredictPreference,” Journal of Database Marketing, 7:4, 308-320.

The Soup Personality Test The Soup Personality Test Extreme Lovers of . ..Extreme Lovers of . ..

Chicken NoodleChicken Noodle

Tomato SoupTomato Soup

Vegetable/MinestroneVegetable/Minestrone

ChiliChili

NE Clam ChowderNE Clam Chowder

Family, TV & Leisure-orientedFamily, TV & Leisure-oriented

Book & Pet loving, stay-at-homersBook & Pet loving, stay-at-homers

Church, food, & health loversChurch, food, & health lovers

““Funny,” tough, TV watchersFunny,” tough, TV watchers

Realistic, sarcastic, worldlyRealistic, sarcastic, worldly


The Soup Personality Test . . . The Soup Personality Test . . .

Chicken Noodle SoupFamily & Leisure-oriented, TV watchers, Chicken Noodle SoupFamily & Leisure-oriented, TV watchers, • Tomato SoupTomato Soup• Readers, pet lovers, stay-at-home typesReaders, pet lovers, stay-at-home types• Vegetable/MinestroneVegetable/Minestrone• Outdoorsy, churchgoers, food/restaurant loversOutdoorsy, churchgoers, food/restaurant lovers• ChiliChili• Funny, tough, sports/comedy watchersFunny, tough, sports/comedy watchers• NewNew


4. Are Bigger Packages 4. Are Bigger Packages Cheaper?Cheaper?

BiggerBigger is cheaper than is cheaper than smallersmaller over over 90% of the time90% of the time

But Beware . . .But Beware . . .• If the product is wasted (or spoils), big If the product is wasted (or spoils), big

packages are not good dealspackages are not good deals• Package changes can hide price Package changes can hide price

increasesincreases Same price, but smaller packageSame price, but smaller package

Wansink, Brian (1996), “Can Package Size Accelerate Usage Vo lume?”Journal of Marketing, Vo l. 60:3 (July), 1-14.

Professor Brian WansinkProfessor Brian Wansink

Food & Brand LabFood & Brand Lab

110 Warren Hall110 Warren Hall

Cornell UniversityCornell University

Ithaca, NY 14853Ithaca, NY 14853

[email protected]@cornell.edufoodpsychology.cornell.edufoodpsychology.cornell.edu

professor brian wansink cornell university food & brand lab -- director

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