A set of studies at Imperial College London and FGV EBAPE indicates the full answer includes fillingness—the ability of a food to make one feel full. Healthy meals are frequently perceived as failing to completely ease hunger, and poor people suffer from insecurity about reliable supplies of food.
The implication of this finding is for marketers to increase the association of healthy foods with fillingness. The researchers admit that doing this will be challenging. In their studies, use of tag lines such as “the healthy cookie that fills the stomach for real” and “the cookie that satisfies hunger for a long time” did not increase that cookie’s attractiveness among low SES consumers. However, showing a picture of a healthy item as part of a fuller meal with additional vegetables did increase the subsequent preference for a healthy over an unhealthy item.
Results from this set of studies remind us how a consumer’s socioeconomic status influences their decision making. In some cases, the behaviors are what we’d expect: Poor adults are more likely to stockpile items, when possible, since they fear deprivation. The long-term poor often give price discounts extra attention.
In other cases, low childhood socioeconomic status exaggerates trends seen in other adults: For instance, when the security of a consumer of any age is threatened, their consumption habits move toward the repetitive. But this is especially true if the adult consumer was raised poor.
In still other cases, the results may seem surprising: Individuals who grew up in resource-scarce families are less interested as adults in health care insurance than are individuals who grew up with ample money. The researchers’ explanation is that people raised poor are accustomed to living with risk.
Studies at University of Central Arkansas, Auckland University of Technology, Peking University, and Florida International University add to this list a propensity for the sunk cost fallacy, which refers to staying the course even when the course is unpromising. Here, the researchers’ explanation is that, on average, people with a history of low socioeconomic status consider loss of prior investments to be more wasteful than do their counterparts raised wealthy.
Successfully influence the most prosperous & most loyal consumer age group. For the specific strategies & tactics you need, click here.
Click for more…
Float Former Poor Up Over a Sunk Cost Fallacy
Image at top of post based on photo by Anna Tarazevich from Pexels
No comments:
Post a Comment