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Campbell’s learned that you feel more emotionally engaged with your soup when it looks warm and that you don’t care about spoons.
From The WSJ:
…It’s not easy to know what prompts people to buy soup, except for something warm to eat on a frosty day. When asked why they eat more soup or not, people tend to “say they don’t think of it,” says Doug Conant, Campbell’s chief executive.
The company hopes the label and display changes will help shoppers connect on a deeper level to the products and boost its condensed soup sales by 2% over the next two years.
For two years, Campbell researchers studied microscopic changes in skin moisture, heart rate and other biometrics to see how consumers react to everything from pictures of bowls of soup to logo design.
This “neuromarketing” approach is a fresh attempt among consumer-good companies to understand how consumers really respond to marketing and advertising.
Campbell began dissecting its condensed-soup marketing that summer, around when executives had started considering how to refresh the product line.
Researchers interviewed about 40 people at their homes and later in grocery stores. The team also clipped small video cameras to the 40 testers at eye level and had them later watch tape of themselves shopping for soup. Vests that the testers wore captured skin-moisture levels, heart rate, depth and pace of breathing, and posture. Sensors attached to the video monitor tracked eye movements and pupil width.
The researchers found that warmth and other positive attributes people associated with Campbell’s soup at home evaporated when they faced store shelves.
Typically, consumers show simultaneous blips in most of their biological metrics when they decide to buy something. These indicate the emotional reward they feel for making a choice and may help drive future purchases, Mr. Marci says.