Serve Up Benefits Per Serving

Just finished a hot dog in a bun for lunch? Then you might want to know your span of healthy life is now 36 minutes shorter. Oh, did that revelation convince you to instead eat a peanut butter & jelly sandwich for lunch tomorrow? That’ll about balance out today by adding 33 minutes to your healthy life.
     These calculations by experts at University of Michigan and Nutrition Impact, LLC are far from definitive. Eating a bunch of healthy foods doesn’t really cancel out the effects of eating a bunch of harmful foods. Moreover, while eating your PB&J, you might get run over by a bus, abruptly cutting short the value of sophisticated calculations about any remaining healthy lifespan. Still, the calculations are quite sophisticated, taking into account fifteen dietary risk factors affecting U.S. adults at least age 25 for an average serving across 5,853 foods and beverages.
     This sophistication lends credibility to the statements about minutes lost or gained. And there’s evidence such a format would be substantially more persuasive with consumers than a general warning like, “If you want to live longer, eat healthier foods.” Thinking of a specific food and of living longer in specified minutes adds impact.
     The statements about specific food items will do a better job changing habits than would the researchers’ summary statement, “Substituting only 10% of daily caloric intake from beef and processed meat for fruits, vegetables, nuts, legumes and selected seafood could offer substantial health improvements of 48 minutes per person per day.” The specifics of one meal at a time or one day at a time are less daunting than an overall change in lifestyle. Sometimes, marketers aim for revolutionary change in a target of persuasion. But in most cases, habit change comes after a sequence of progressively intrusive nudges.
     Attend to the way in which you present risks and benefits. These food calculations do well with the unit being serving size. In other cases, statements about “per use,” “per day,” or “per liter” will work better. Attention to the unit of presentation also applies with prices. Researchers at London Business School and European School of Management and Technology analyzed successes marketers had from proper specification of benefit unit. Goodyear stated their premium tire’s price as cost per mile. Embrex sold poultry breeders disease inoculations by the egg. General Electric modified airline engine pricing to reflect “power by the hour.”

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