Reframing price comparisons in competitive markets

Transavia’s brilliant idea was to create a snack packaging that doubled as an aeroplane ticket to a low-cost destination. A EUR35 packet of crisps would buy you a one-way ticket from France to Barcelona, a EUR40 bag of gummy bears would take you to Lisbon, or a EUR40 cereal bar would get you to Dublin. Simply walk into your local Carrefour supermarket, buy the snack, and then enter the code found inside the packaging to redeem your ticket and choose your outbound flight.

Nudged

The Contagious Commandments: Ten Steps to Brand Bravery

Paul Kemp-Robertson and Chris Barth

Excerpt from

The Contagious Commandments: Ten Steps to Brand Bravery

by Paul Kemp-Robertson and Chris Barth

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Behavioural principles

Behavioural ideas at play in this post

Short, plain-English explanations of the principles behind this post, with links to related books and examples in the archive.

Price-quality heuristic

When quality is hard to judge, price becomes a shortcut.

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Contrast effect

We judge things relative to nearby alternatives, not in isolation.

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Reframing price comparisons in competitive markets

Behavioural ideas at play in this post

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