Filtered dossier

labelling

  • 4 / 4
  • No visual on file
    Framing Effects Entry #0501

    Why ninety per cent fat free beats ten per cent fat

    Ninety per cent lean and ten per cent fat describe the same thing, and the two descriptions produce measurably different judgements.

    Novice
    The hidden part #0501

    The same fact stated from the favourable end is not the same message. Both halves are true; only one is offered.

    Open file
  • No visual on file
    Brand Language Entry #0480

    Why the word natural means less than it implies

    Natural is among the most valuable words on a label and one of the least defined, and the vacuum is exactly what makes it worth printing.

    Master
    The hidden part #0480

    The most commercially valuable words are the ones with no agreed test for whether they are true.

    Open file
  • No visual on file
    Persuasion Systems Entry #0269

    Why labelling somebody generous makes them generous

    A description of character is also an assignment of one. Once a trait is attributed, behaviour that contradicts it becomes costly to produce.

    Adept
    The hidden part #0269

    A trait attribution supplies a standard the recipient then enforces on themselves. There is no request to refuse, so nothing triggers resistance.

    Open file
  • No visual on file
    Priming & Exposure Entry #0737

    The reason handcrafted on a label primes you to forgive the cost

    The word “handcrafted” on a label primes an effort heuristic that makes the buyer attribute higher value to the product, reframing a steep price as fair for the labour.

    Adept
    The hidden part #0737

    One word on a jar tells a story of effort the buyer never witnesses but always believes. The price rises; the doubt does not.

    Open file