Every time I’m at the grocery store, I find myself putting at least one “new” product into my cart. Why do I do this? What is the allure of these new products? A reporter over at Neuromarketing has recently been discussing studies that suggest humans are hardwired to find “new products (and even repackaged old products) attractive.” From the article:
Marketers know there are potent words in advertising, like “Free” and “New.” Neuroscientists have now determined that the appeal of “new” is hard-wired into our brains. Novelty activates our brain’s reward center, which may have been an evolutionary advantage to our ancestors as they encountered new food sources or other elements of survival.
It seems that products, particularly in grocery stores, have their packaging changed every other year. Whether it be a slight logo redesign or a new and improved taste, the object of these changes is to get the consumer to purchase the product. I must say I did recently buy a Milky Way candy bar partly because the package said it now has “more caramel.” Milky Ways are fairly far down on my list of all time favorite candy bars, but who can resist more caramel?
(Link via Guy Kawasaki)