Persuasion techniques used by fast food companies to appeal to consumers:
1. Convenience
(According to a 2006 Eating Patters In America report released by The NPD Group) Americans value convenience over their own health. They will knowingly spend money on unhealthy food if it is ready made for them. (In terms of my own project I could look into the convenient sachets used for porridge etc.)
A series of social psychology studies found that just thinking about fast food made people feel more hurried, impatient and less likely to slowly savour experience. The reverse of this would be to encourage the consumer to slowly enjoy the product.
2. The Scent
More relevant in a shop environment as ovens are moved closer to doors and baking times changed to peak consumer hours. However, smell can definitely be used throughout marketing to enhance a product and is something to focus on.
3. Mouthwatering Vocabulary
Fast food companies will tell you what you want to taste. i.e. Subway's: "Eat Fresh". McDonald's "I'm Loving It!" and so on and so on. The taste of the food is one side of things, but the description of the food can influence what customers think. Consumers are subliminally trained to believe what the taste is.
4. Colours
Studies have shown that warm colours such as red and yellow activate hunger as well as grab attention. Also, we mentally connect red with immediacy (used in stop lights and traffic signs).
5. Children
Fast food companies prey on children through the TV and now through social media were they are exposed to 13 food ads a day on average (based on a study in 2013)
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