McDonald's really are the masters of consumer psychology. In Australia, they have modified their product line to the point where the Heart Foundation have given nine of the meals their famous 'tick' of approval. An interesting article by Paul Harrison, senior lecturer in consumer behaviour at Deakin University, goes on to say:
What Maccas is doing makes sense: psychological research has shown us that humans are notoriously trusting, positive, and generally apathetic when it comes to thinking too much about habitual behaviours. So it takes only a little effort on the part of a big brand, such as McDonald's, to convince us that everything is OK.
McDonald's is [simply] using a tried and tested psychological theory — often used by large brands in an abundant marketplace — called bounded rationality. Simply put, bounded rationality is a theory that suggests most of our decisions are not fully thought through and, as such, we can be rational only within limits such as time, desire to expend effort, and cognitive capability.
Generally speaking, there are two major causes of bounded rationality: (1) the limitations of the human mind and (2) the structure within which the mind operates. Generally, we are creatures of habit in our purchase decisions, and rely on simple messages, and tap into stereotypes, values and emotions, to help us make sense of a complicated world.
In some irrational, illogical way, our mind interprets that having the healthier choices at McDonald's, and having the Heart Foundation tick of approval, means that McDonald's has nothing to hide. We feel reassured, and better about our choices, whether it is a salad, or a Big Mac and fries.
The McDonald's brand has much to gain from being associated with the Heart Foundation. A major concern, however, is that the Heart Foundation brand, and in particular, the tick, may suffer from the association with McDonald's if consumers believe that the Heart Foundation has "sold out" to a big corporation.
This is a subject right up Heather's street. I believe McDonalds have had considerable problems and even closed stores. I can't remember the last time I ate one of their burgers. Branding them as healthy foods is important for their future, I would like to see them add smoothies too. They must have carried out their research and realise how important it is to progress in a healthier direction, as well as maintain its loyal customers.
ReplyDeleteI'd like to know Heather's opinion on this.
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