Once again, while having dinner with my friends in the Wilson commons, I got some ideas when I saw the advertisement of the fat free milk. Actually, I was just going to take a bottle of milk purely to reconcile my thirsty. However, when I see the label of “fat free”, I immediately turned my hand from 2% milk to fat free ones. WHY? People response to incentives. That advertisement of “fat free” posts an incentive to me, thus changing my purchasing behavior.
But the problem doesn’t end here. What kind of incentive did it post to me? Some may say that “fat free” means healthier. Really? Actually, I didn’t know what “fat free” is! I had no idea whether fat free really mean scientifically healthier or it is just a word the retailers used to attract customers. Why did I change my behavior for a word I don’t really know its meaning?
Here, I thought about the 2 ways advertisement attract consumers:
i. As I suggested, if I am a food engineer with various knowledge about food, I definitely know the meaning of fat free. Then I’ve changed my behavior because I know how the commodity is better than others.
ii. However, unfortunately, I’m just a student majoring in economics who knows nothing about the divergent scientific data of foods. Why did I buy that fat free milk rather than normal milk? Because I believe it makes me slim. In other words, the words fat free represents a picture of healthy life and slim body figure, which conveyed me a feeling that it is better than other milks. It showed me a picture, no matter whether it will really come true or not, that I’ll have better body figure by drinking fat free milk.
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