After reading Predictably Irrational by Dan Ariely, the author provided several insightful examples to express his main theme. Personally, I think the primary lesson of the chapter revolves around the idea that our previous experiences and expectations play a very contributing factor in our purchases and likes/dislikes of items. In addition, I believe the chapter emphasizes the importance of using a “blind” approach to extinguish all stereotypes the individual may have.
The examples Ariely provides in the reading are the foundation for discovering valuable insights about consumers. For example, in his Budweiser vs. MIT Brew challenge, the MIT Brew had a hint of balsamic vinegar in it. Ariely discovered the participants were more accepting of the alien MIT Brew beverage when they were unaware of the ingredients included. Human perception tends to be skewed when an event occurs abnormally or ‘outside the box’. In other words, society is accustomed to following a normal and standard path all through their lives. This ‘normal’ path is what our personal experiences and expectations are based on. When that path is tampered with, we skew our perceptions, based on our personal experiences, in order to reach that ‘normal’ state again. Learning vinegar was included in a beer beverage is an abnormal ingredient, thus influencing students to dislike the beverage. I believe conducting similar experiments allows us to understand several societal ‘norms’ and what provide them comfort. Also, these experiments provide leverage in broadening society’s normal bubble and introducing them to several new combinations.
Ariely’s primary lesson also allows us to comprehend several presentation tactics and the importance of marketing brand recognition for products. For instance, in the Pepsi vs. Coke example, there were two experiments where A had two plastics cups labeled differently and the person could not distinguish between the two beverages. In B, one cup was labeled with the Coke symbol and the other the Pepsi symbol, which instantly skewed the person’s perception of the beverage. The experimenters learned the true value of brand recognition and how that plays into people’s expectations. More people favored Coke, because they recognized and favored the brand more than Pepsi. Thus, this proves consumer carry a particular stereotype with brands as well as other products. Only when the experimenter hides information pertaining to the variable, will the consumer choose the product they most desire.
Moreover, the main example Ariely provides revolves around the Budweiser vs. MIT Brew challenge. As I motioned above briefly, the experimenters discovered most students favored the MIT Brew if they were: 1) “blind” or unaware of any ingredients added 2) discovered the real contents of the drink after they drank the beverage and established their liking for it. On the other hand, the students told before drinking the beverage typically made an unfavorable facial expression and choose the Budweiser beer instead. This example proves how people’s expectations influence their experience. Aware an abnormal ingredient was added to the beer-skewed people’s perception in a negative way and changed their experience, making them dislike the MIT Brew drink.
One example exemplifying Ariely’s primary lesson involves a food experiment. This experiment concentrates on brand recognition ultimately and how that in turn affects an individual’s expectations and experience. The two variables tested is the well known Honey Nut Cheerios made by General Mills vs. the generic brand, HEB’s Cheerios. There have been several well-known brands vs. generic brand experiments conducted and in the majority of every experiment, consumers explained both brands tasted the same and would equally purchase either. However, when the experimenter presented the brand name, most consumers favored the General Mills cereal, implying better brand and better quality food. Thus, the consumer’s experience is tweaked by their individual expectations. If there is no information provided in the decision, consumers chose the product they undoubtedly desire. However, once information is provided about one product or the other that ultimately influences their purchase decision.
