Behavioral Science For Brands: Leveraging behavioral science in brand marketing. How Blue Apron adds a little friction to boost taste perceptions
Jun 6, 2023
Discover how Blue Apron cleverly employs friction to enhance perceptions of taste. Learn about the 'IKEA effect' and how it shapes meal quality through consumer engagement. Explore the delicate balance between friction and ease that influences brand loyalty and satisfaction. The hosts share entertaining cooking mishaps and personal anecdotes, showcasing the joy and chaos of culinary adventures. Delve into the competitive meal kit landscape and the behavioral science that shapes our food choices!
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Small Friction Changes Behavior
- Removing tiny bits of friction can increase healthy eating behavior by 8% to 16% in cafeterias.
- Small changes like moving a bowl or changing utensils have outsized effects on people's choices.
Add Friction To Boost Quality
- To boost product quality perception, add a small amount of friction.
- Allow customers to feel involved to harness the IKEA effect and increase appreciation.
Effort Increases Perceived Value
- The IKEA effect shows people value products more if they put effort into making them.
- Blue Apron leverages this by making cooking easy but still requiring some involvement.