#small sizes

Marketers love to rely upon old psychology tricks to rein in customers and keep them there. Smoke and mirrors are common in stores as they are at magic shows. And the JND theorem prevails...the fact that as long as the experimenter (read: Marketer) makes changes that are close to below the Just Noticeable Difference, no one will notice.

It helps explain why the frog in the kettle of boiling water never saw his demise coming as the heat was turned up.

Historically, the most common practice in Marketing was to slightly shrink the package size in order to effect a per-unit price increase, the assumption being that consumers will never notice a smaller package, nor are consumers knowledgeable about per-unit prices. So if the price of chocolate goes up, shrink the candy bar by an ounce, and keep the price the same.

They’ll never know, right?

Today, though, we find companies blatantly offering much smaller packages and products in an effort to show they have addressed concerns about health and obesity. And it’s not just the smaller Coke cans we have discussed more than once this semester, as it ranges from Big Macs to many packaged foods.

The twisted (and perhaps delicious) irony is that these very noticeably smaller items are tantamount to admission that their products are...ahem...bad for us. It’s a tough row to hoe when you have the government, advocacy groups, and consumers all scrutinizing you, though. What’s a company to do?

Whereas much of the emphasis in the last couple of decades has been on ever larger sizes (”Supersize it?”), now it is about thinking small. That’s not to say there will no longer be larger sizes, or even new large product introductions (like the new Grand Mac at McDonald’s). It just means that all of a sudden, it is hip and cool to eat and be small.

It goes without saying that profit margins on some of these new small items are higher than for the regular size (as we have noted before with Coke). It’s doubly good for manufacturers and Marketers, then, in that they can address public concerns as well as those surrounding the bottom line.

Other less package size-oriented efforts are focusing on labeling and consumer information, including advice to only consume the product occasionally. Do not consume this product every day and/or in large quantities.

Excuse me. Whaaat?

That’s right. Potato chips and cookies are not intended to be dietary staples, nor companions for binge watching your favorite show.

Whether consumers will actually buy into the Think Small movement remains to be seen. We all know the pop culture rule that foods have few or no calories when consumed in very small sizes or quantities, so maybe people will just down a pair of 7.5-ounce Cokes to quench their thirst. It’s almost guilt-free when you break it down into handy little containers, even if the sum of those containers is...um...chock full of guilt.

Meanwhile, be aware that your eyes are not playing tricks. You really are seeing small. Now to just get you, me, and everyone else to think that way.

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