Episode 54 How Kraft kept their healthier product secret to avoid the problem of expectation assimilation
In this episode, we look at the behavioral science secrets behind the success of Kraft Mac and Cheese. We focus on two broad areas. First, how they managed to launch a new version of the product (with all the artificial colourings removed) without damaging sales. That’s an impressive achievement, as often if you stress that a product has become healthier it damages taste expectations. Second, how they have designed their packaging to grab attention in-store. In particular, how they harness the finding that shopper’s attention is drawn to face-like shapes.
Episode Highlights
Raghunathan’s study into how we assume healthy
options will taste worse and that becomes a self-
fulfilling prophecy
Ariely’s study into how the order in which consumers
hear product information can alter its impact on taste
Guido’s study on the attention grabbing properties of
face-like images
Resources & Useful Links
See below for additional resources from this week's episode.
Keep Listening
Ep53 - Todd Rogers, Harvard psychologist and author of Writing for Busy Readers, on the psychology of great copywriting
On this week's podcast, Richard interviews Harvard professor Todd Rogers on using behavioral science to improve copywriting. They discuss the power of brevity, simple language, and clear design, sharing actionable tips you can apply to your writing today.
Ep55 - Sarah Carter, co-author of How Not to Plan, on using behavioural science to improve health and sustainability
In this episode, guest Sarah Carter shares how marketers can use behavioral science for positive change—promoting veggies, train travel, or even safe sex. They explore biases such as social proof, reframing, and the illusion of control in this insightful conversation.
