2. Run an experiment to see whether you can replicate Mason Haire's instant coffee experiment (see below: Branding Brief 10-2). Do the same attributions still hold? If not, can you replace coffee with a brand combination from another product category that would produce pronounced differences?

ght a few here. Criv. w." BRANDING BRIEF 10-2 Once Upon a Time... You Were What You Cooked auct ang Oreo a ge 1 d psychographic techniques was made ne of the most famous applications Alson Haire in the 1940s. The pur- otsumers' true beliefs and feelings te of the experiment was to uncover ward Nescaf instant coffee. The impetus for the experiment was vey conducted to determine why ta/ sales of Nescaf instant coffee see so disappointing. The majority of people who reported they did not ve the product stated that the reason as the flavor. On the basis of consumer este tests, however, Nescaf's manage- en knew consumers found the taste d'instant coffee acceptable when they wont know what type of coffee they were drinking. Suspecting that consum- es were not expressing their true feel- THE MAXWELL HOUSE ORIGINI NESCAFE. ROAST ORIGINAL GOOD TO THE LAST DROP -EASY OPEN JAR- Double Filter, Full Flavour INSTANT COFFEE/CAF INSTANTNEO NET WIESOLE nos Haire designed a clever experiment no discover what was really going on. Haire set up two shopping lists con- aning the same six items. Shopping List specified Maxwell House drip ground offee, whereas Shopping List 2 speci- fied Nescaf instant coffee, as follows: Marketers of Nescaf used a novel psychographic technique to help uncover consum- ers' true feelings and thoughts about the brand, by comparing the brand to percep- tions of its competitor Maxwell House. Shopping List 1 Pound and a half of Shopping List 2 Pound and a half of hamburger Shopping List 2 Nescaf instant coffee Shopping List 1 Maxwell House coffee (drip ground) 2 cans Del Monte peaches 5 lbs. potatoes hamburger Zloaves Wonder bread 2 loaves Wood Bunch of ex 2 cans Del Monte peaches 5 lbs. potatoes Bunch of carrots I can Rumford's Baking Powder 1 can Rumus Powder Two groups of matched subjects were each given one of the lists and asked to "Read the shopping list. Try to project yourself into the 364 PART IV. MEASURING AND INTERPRETING BRAND PERFORMANCE feelings when asked to project to another person. situation as far as possible until you can more or less characterize the woman who bought the groceries." Subjects then wrote a brief description of the personality and character of that person. After coding the responses into frequently mentioned cat- egories, Haire found that two starkly different profiles emerged: when asked directly but were better able to express their true traditions. Consumers were evidently reluctant to admit this tars The strategic implications of this new research finding 'wers clear. Based on the original survey results, the obvious position ing for instant coffee with respect to regular coffee would have been to establish a point-of-difference on "convenience" and a point-of-parity on the basis of "taste." Based on the projective be a point-of-parity on the basis of user imagery. As a result, a test findings, however, it was obvious that there also needed to successful ad campaign was launched that promoted Nescaf com Lazy fee as a way for housewives to free up time so they could devote additional time to more important household activities! 4% 16% Sources: Mason Haire, Projective Techniques in Marketing Research Shopping List Revisited," Journal of Advertising Research 13, no. 5 Journal of Marketing 14, no. 5 (April 1950): 649652; J. Arndt, Haire's (1973): 5761; George S. Lane and Gayne L. Watson, "A Canadian Rep- lication of Mason Haire's 'Shopping List Study," Journal of the Academy that time, the "labor-saving" aspect of instant coffee, rather of Marketing Science 3, no. 1 (December 1975): 4859; William L. Wilkie, Consumer Behavior, 3rd ed. (New York: John Wiley and Sons, 1994). List 1 List 2 (Maxwell House) (Nescaf) 4% 48% 12% 48% Fails to plan household purchases and schedules well Thrifty Not a good wife 16% 0% Haire interpreted these results as indicating that instant cof- fee represented a departure from homemade coffee and tradi- tions with respect to caring for one's family. In other words, at than being an asset, was a liability in that it violated consumer Comnlotinn