How the hamburger is made: the shocking psychological impact of studying the place your meat comes from


Neuromarketing Precept:

Somebody’s expectations can affect the sensory notion of a product.

Increasingly more shoppers are excited about ethically produced meat. This contains the place and methods animals are raised and cared for. Earlier analysis has discovered that telling concerning the higher residing circumstances or natural manufacturing of beef merchandise made them extra preferable and elevated willingness to purchase these merchandise (Risius & Hamm, 2017). May offering this data additionally affect how beef merchandise style? Let’s discover out!

The Function of Data on Product Notion

Assume again to the final time you had eaten one thing scrumptious. Would you wish to eat that dish once more? The rationale most individuals would say ‘ sure’ is as a result of earlier experiences create an expectation. Equally, data obtainable at buy can create an expectation of a product. This in flip influences the best way we understand a product.

It has been discovered that if expectations are usually not met, an assimilation impact could happen. This impact implies that the hole between notion and expectation narrows down as a result of shoppers alter their notion of the product equivalent to to attenuate the variations between the anticipated and precise perceptions (Deliza & MacFie, 1996). So, if a product was anticipated to be extra likable, it might even be perceived as extra likable.

“Simply About Proper”

An experiment was carried out to check what impact offering details about the residing circumstances of the cattle has on the perceived style of beef. Folks acquired a meal package deal to organize hamburgers, accompanied by an data flyer on the circumstances during which the cattle have been raised. There have been flyers for 3 several types of beef: cattle raised on pastures (Pasture), organically raised cattle (Natural), and cattle raised conventionally in group pens with minimal house (Typical). There was additionally a management group that acquired no data flyer. The meat in all meal packages was pasture-raised. Folks have been requested to price totally different components of their style expertise of the meat as “too little”, “an excessive amount of” or “nearly proper”.  The outcomes of which might be discovered under.



The experiment reveals that the totally different data flyers influenced totally different components of the perceived style expertise. A better proportion of people that acquired the Pasture flyer rated the Colour, Fats content material, and Seasoning as “nearly proper”, whereas the next proportion of people that acquired the Natural flyer rated the Beef taste as “ nearly proper”. Briefly, details about the residing circumstances of the cattle does affect the perceived style of beef.

Key takeaways:

  • The perceived style of beef is predicated on an individual’s expectations.
  • Offering details about the residing circumstances of the cattle can affect somebody’s expectations of the flavour of the meat and thus influences the perceived style of the meat.
  • Retailers ought to think about offering extra data on how moral or sustainable a product is to extend the expectation, and to that extent, the perceived likeability of a product.



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