Influencing Consumer Perception

Influencing Consumer Perception

A recent 2015 article in “The New Yorker” introduces Charles Spence, a pioneering genius in the multisensory integration field. He has conducted multiple experiments with findings that are significantly impacting and disrupting the packaging industry. One experiment in particular has been deemed as the “sonic-chip breakthrough.” Charles used Pringles, the popular tubed chip to test his theory about the psychology of how the sound of eating could impact the taste of the eater. He believed that the true sound of the crunch, could change the actual taste of the chip. The study concluded that if the chip sounded “super crunchy” to the participant, the chip was perceived to be a full fifteen percent fresher than the softer sounding chips. He tested this through playing the sound of the crunch back to some of the participants – The other participants were left to their own natural hearing to experience the sound of biting the chip. If the chip lacked that captivating “crunch” sound, the participant perceived it as stale, which altered the taste and perceived quality. “The chips were identical, of course, but nearly all the volunteers reported that they were different—that some had come from cans that had been sitting open awhile and others were fresh.” Other findings based on Spence’s research include that “strawberry-flavored mousse tastes ten per cent sweeter when served from a white container rather than a black one; that coffee tastes nearly twice as intense but only two-thirds as sweet when it is drunk from a white mug rather than a clear glass one; that adding two and a half ounces to the weight of a plastic yogurt container makes the yogurt seem about twenty-five per cent more filling, and that bittersweet toffee tastes...
VOL. 05 MIXTAPE- FALL VIBES

VOL. 05 MIXTAPE- FALL VIBES

The leaves have changed, temperatures have dropped, but the one thing keeping us hot is our new fall mixtape! From working in the office to hanging with friends at home, a fresh playlist makes anything more enjoyable.Our office is bumping these jams on repeat, and we hope you do the same. This eclectic mix tape compliments our broad taste in music here at Interact and has created fresh, fall vibes for everyone. Check out our Spotify playlist – It’ll be sure to brighten your...
Consumer Perceptions: Driving an $18 Million Millennial Food Revolution

Consumer Perceptions: Driving an $18 Million Millennial Food Revolution

The movement towards healthier foods is in full swing and with this Americans are putting their trust in the small, independent food companies. This is shown in the 70% of Americans who believe that all brands that are natural come from independent companies. Large companies are struggling to find loyal consumers who will believe in the purity of their food because of a stigma that large companies can’t provide the quality that they believe they deserve. The most loyal small, independent food consumers are Millennials: The generation that is driving an $18 million revolution. The top 25 U.S. food and beverage companies have lost $18 million in the market share. While millennials walk through the endless aisles in the grocery stores, they have access to all the information inside each product at the touch of a button. This need and want for transparency is why the big food and beverages companies have lost their relationship with this generation. Transparency results in trust, which small food producers grow themselves on. Moving forward, independent food companies need to keep driving the food industry with transparency, purity in the their products, and an unwavering relationship built on trust with their consumers.      ...