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Silly me: I thought only gay or straight could be determined by the length of index fingers

Obama vs Romney: Their Hormonal Quotient® Makes The Difference | DervalResearch.

I have heard much about the influence of testosterone and estrogen in the mother’s womb on characteristics (physical and emotional). Specifically whether somebody is gay or straight (oddly enough I never thought this was all that outlandish, but then I tend to believe most of what I hear). But this is the first window into a world of “applied prenatal hormonization (my name, sorry).” And fascinating it is!

In fact, based on my own index finger and ring finger (ringless probably because of the relationship between the two) I learned the following about myself: my HQ is “estrogen” and I share this trait with Brad Pitt, Mel Gibson and Clint Eastwood. I am a trend setter, I am diplomatic. I am meticulous. I am also cheap, as I did not order the full $29, 15 page Hormonal Quotient® Estrogen Report.

The link above will take you to an analysis of the presidential contenders based on their assumed finger lengths (I doubt either volunteered the exact measurements of their index and ring fingers).

The applications of this marketing are obvious. I can see grand segmentation plans based on the length of index fingers, and I am quite excited at the prospect of conducting focus groups among very testosterone Hormonal Quotient® persons (which would include, apparently, most US Presidents, Angela Merkel and of course, Margaret Thatcher. While there is nothing on the site to confirm this, I would imagine that most Canadian Prime Ministers fall on the estrogen side of the Hormonal Quotient®.

Click on the picture to take your own Hormonal Quotient Test.

Filed under: Behavioral Economics, Uncategorized, , , ,

Luxury Marketing: How to Sell Ham at $500/kg ($225/lb). Twenty Seven Times More Expensive than Loblaws

Easy. The same way you would any other grocery product: list three or four functional benefits and put it on sale.

So, here’s a sign from Pusateri’s in Yorkville. Notice that the ham promises that it is rich in Proteans  (oops, sorry, Proteins), Calcium, Phospherous, Iron and Vitamins B1 and B12.  Considering that Loblaws was offering (March 27 flyer) San Daniele prosciutto silver, deli sliced for  $1.79/100g or $17.90/kg, the Pusetteri’s ham should contain around 27 times as much Protein, iron, calcium, vitamins, etc. Or no rational person would pay the equivalent of $50 per gram for something that cannot be snorted no matter how hard and fast you chopped it.

But, of course, no rational person would pay this, so Pusateris has DISCOUNTED the stuff. For a limited time (presumably limited to this life-time) you can buy the ham not for $500/kg, but for $440/kg a savings of $60/kg.

Pusateris Super Discount on Prosciuto

Managed to fight the crowds to get a clear shot of this in-store merchandising device. Note that there is no mention of better taste, cleaner pigs, or any unrational reason to pay a premium of 2700% for prosciutto.

Who says the stupid rich aren’t suckers for a good deal. But, as any retailer knows, they should have included this in the weekly flyer.

Filed under: Are they stupid or just mean: design idiocy in action, Behavioral Economics, , , , , , , ,

Behavioural Economics and Research: Cognitive Illusions

Understanding how our brains work and the limitations of reality is essential to understanding the reasons people do what they do (which is, at the end of the day, the underpinning of all brand work).

Cognitive illusions, which Dan Ariely describes more cogently than anybody I have ever heard, are an important component of what makes our world real to us, but maybe not so real in real reality.

 

Dan Ariely – Market Research – Predicting The Irrational.

Filed under: Uncategorized, , , , , ,

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