The Good Tastes Better Social Experiment Sees Purpose Impact Perception
Laura McQuarrie — November 29, 2024 — Marketing
References: newmansown & streetinsider
Price can significantly influence consumer perceptions, potentially altering responses in a blind taste test, and Newman's Own conducted the Good Tastes Better social experiment to determine if brand purpose affects consumer preference.
The social experiment took the form of a blind taste test with undisclosed brand names, and participants were asked to sample slices of frozen pizza accompanied by different descriptions. While some slices highlighted a company's commitment to giving 100% of profits to children, others were linked to feeding corporate greed. As a result, consumers consistently gave higher ratings to the pizza slices where 100% of profits help kids facing adversity, claiming it tasted better. But it turns out that both frozen slices served to participants were the same, Newman's Own Margherita Pizza.
The social experiment took the form of a blind taste test with undisclosed brand names, and participants were asked to sample slices of frozen pizza accompanied by different descriptions. While some slices highlighted a company's commitment to giving 100% of profits to children, others were linked to feeding corporate greed. As a result, consumers consistently gave higher ratings to the pizza slices where 100% of profits help kids facing adversity, claiming it tasted better. But it turns out that both frozen slices served to participants were the same, Newman's Own Margherita Pizza.
Trend Themes
1. Purpose-driven Marketing - Brands emphasizing social impact in their purpose-driven marketing narratives can boost consumer preference and brand loyalty.
2. Blind Taste Tests - Conducting blind taste tests allows companies to isolate product quality from brand perceptions, offering genuine consumer feedback.
3. Perception-based Pricing - Adjusting pricing strategies based on perceived social value creates opportunities for brands to influence consumer decisions.
Industry Implications
1. Food and Beverage - The food and beverage industry can leverage social purpose to differentiate and elevate product appeal in a saturated market.
2. Marketing and Advertising - Innovative marketing approaches that highlight social good can transform advertising efforts and strengthen brand positioning.
3. Non-profit and Social Enterprises - Non-profits and social enterprises can partner with consumer brands to enhance their impact through mutually beneficial collaborations.
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