|Kellogg's old school accountability|
|Can you see the difference? Yeah. there's a difference.|
Why is this packaging-product gap such a big deal? Anybody who is buying a Klondike Krunch is doing so for the rice crunchies. (Otherwise he/she would be buying the classic Klondike). Skimp on the reason I am buying this extension (the rice crunchies) and you're cheating me! But here comes the double whammy. Chocolate covered ice cream is a hedonic purchase. This item is a treat and reward, not a functional product. Cheating here, is cheating me out of my treat! In other words, Klondie Krunch's cheating is not really about a few crispies that are missing from the physical product - it is about not maximizing the pleasure that I expected after viewing the crispie filled image. I bought Krunch, but instead of looking at my treat as a win, I felt like I lost. That's prospect theory in action and it is a nasty mindset for a customer to be in before biting into a treat.
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While on the packaging post today, I came across this packaging-product disconnect courtesy of Popsicle's Sponge Bob. (Originally from Laura Kirkendall's blog.) WOW Nick - you might want to revisit your licensing agreement with Popsicle.