Wednesday, April 28, 2010

Half is enough

This study finds that calorie postings at Starbucks have only minor effect.  Not exactly the ammunition that some had hoped for.  But recall the famous John Wanamaker quote:  "Half the money I spend on advertising is wasted; the trouble is I don't know which half."  Consumers make choices on the basis of complex assessments of the package offered them.  This includes local ambiance, subjective associations with the brand and all sorts of things, only some (half?) of which are knowable.  Sellers of the world (and now nannies of the world) would love it if their odds were better.  But I hope that it remains as mysterious as Wanamaker said.