Edward bernays - betty crocker cake mix
Posted: Wed Feb 12, 2025 9:32 am
World War II saw the rise of instant preparations. As people had less time to cook, the industry began to design dry ingredient formulas that only required water to prepare. Instant cake mixes were pioneers in this field. Despite being so convenient, they weren’t selling. Disappointed and confused by poor sales, Betty Crocker brand executives turned to Edward Bernays Marketing for help.
Once again, Bernays used basic psychology to solve this kazakhstan mobile database problem. After conducting a focus group aimed at housewives, he came to the conclusion that they felt an unconscious guilt for using a product that required so little effort. The answer: give them a greater sense of involvement by requiring them to add an egg to the mix. Sales skyrocketed when the symbolic egg had its effect on the collective unconscious and removed the barrier of guilt.
Bernay’s legacy
More than two decades after his death, the impact of Edward Bernays’ marketing on consumer culture is astronomic. He understood that any product can be transformed into a symbol and that studying the cultural implications of these symbols allowed him to manipulate people on a large scale. He called this technique “consent engineering.” Despite its controversial status, it is still used by brands, companies, public figures and politicians around the world to achieve their commercial or advertising objectives.
Indeed, what this man achieved is impressive: it terrifies and marvels because it reveals very complex aspects of human nature. Things my boss and I felt a little uncomfortable discussing through Skype on a Wednesday morning. So we are going to leave the moral judgment up to you, dear reader.
Once again, Bernays used basic psychology to solve this kazakhstan mobile database problem. After conducting a focus group aimed at housewives, he came to the conclusion that they felt an unconscious guilt for using a product that required so little effort. The answer: give them a greater sense of involvement by requiring them to add an egg to the mix. Sales skyrocketed when the symbolic egg had its effect on the collective unconscious and removed the barrier of guilt.
Bernay’s legacy
More than two decades after his death, the impact of Edward Bernays’ marketing on consumer culture is astronomic. He understood that any product can be transformed into a symbol and that studying the cultural implications of these symbols allowed him to manipulate people on a large scale. He called this technique “consent engineering.” Despite its controversial status, it is still used by brands, companies, public figures and politicians around the world to achieve their commercial or advertising objectives.
Indeed, what this man achieved is impressive: it terrifies and marvels because it reveals very complex aspects of human nature. Things my boss and I felt a little uncomfortable discussing through Skype on a Wednesday morning. So we are going to leave the moral judgment up to you, dear reader.