Truffle Lovers Can’t Say No to Macs
Eating just one Belgian truffle can make you “significantly more likely” to desire a Mac than your more self-controlled neighbor, according to a study due to be published in the Journal of Consumer Research.
Professors Juliano Laran (University of Miami) and Chris Janiszewski (University of Florida) conducted a two part study in which one group of participants was given a chocolate truffle, while the other group was required to abstain. In part one of the study, the researchers found, not surprisingly, the group of truffle eaters was more likely than their pleasure-restricted peers to to unleash a “what the hell” syndrome, and revealed a desire for additional treats such as pizza, ice cream and potato chips, while their abstaining counterparts found it easier to resist temptation.
Part two of the study again had people eat or resist a chocolate truffle and asked them to indicate how much they desired several products that are symbols of status [for example] an Apple computer… “People who ate the truffle desired the status products significantly more than those who had to resist the truffle,” write Laran and Janiszewski.
The answer to Apple’s flat Mac sales, then, would appear to be free truffles for every visitor to an Apple Retail Store. Someone get an advance abstract of Behavioral Consistency and Inconsistency in the Resolution of Goal Conflict to Cupertino, stat!
Via The Register UK
