Behavioral Science For Brands: Leveraging behavioral science in brand marketing. Hacking the Human Mind - Book Preview: Pringles
Sep 17, 2025
Dive into the fascinating world of behavioral science as MichaelAaron and Richard preview their upcoming book. Discover how Pringles harnessed catchy rhymes and innovative packaging to heighten brand memorability. Unpack the psychology behind consumer preferences and the effectiveness of familiar slogans. Learn about the delicate balance between marketers' ambitions and brand growth. They also emphasize the importance of shared goals in brand partnerships, highlighting how aligned interests can drive success.
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Sound Changes Taste Perception
- Sensory cross-talk matters: sound can change taste perceptions through synesthesia effects.
- Charles Spence's study found louder crunch sounds made Pringles seem fresher than muted crunches.
Why Pringles Were Invented
- Pringles was invented to solve crushed chips in bags and features a hyperbolic paraboloid chip that stacks perfectly.
- Procter & Gamble launched it in 1968 as "Pringles Newfangled Potato Chips" with a novel tube packaging.
Rhyme Boosts Believability
- Rhyming increases perceived truth because people mistake processing ease for accuracy.
- McGlone and Tofikbash's Keats heuristic shows rhyming proverbs are rated more believable than non-rhyming equivalents.
