Behavioral Science For Brands: Leveraging behavioral science in brand marketing. Hacking the Human Mind - Book Preview: Häagen-Dazs
Aug 20, 2025
Discover how Häagen-Dazs transformed ice cream into a luxury experience through foreign branding and strategic pricing. The hosts dive into the psychology behind consumer perceptions, revealing how names and packaging evoke a sense of exclusivity. They also tackle ethics in marketing, discussing the balance between behavioral science and consumer well-being. Additionally, learn about the impact of price relativity on purchasing decisions and how brands can evaluate their market positioning through consumer psychology.
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Made-Up Danish Heritage
- Haagen-Dazs was created in Brooklyn by Reuben Mattus but presented as Danish to imply sophistication.
- He added an umlaut and a Denmark map on tubs to build a foreign-origin illusion that boosted premium perception.
Expectations Alter Product Experience
- Expectations shape experience: a fancier label can measurably improve perceived taste.
- Brian Wansink's cafeteria study found a 7% taste improvement when pudding was given a luxurious name.
Atari Borrowed Japanese Credibility
- Atari used Japanese-inspired naming and imagery despite being built in California to borrow perceived electronics credibility.
- The brand deliberately evoked Mount Fuji and Japanese connotations to gain trust in consumer electronics.
