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Habits, not cravings, drive food choice during times of stress
Date:7/16/2013

effort," Martin said. "Think of how many things you're not looking at; how many things you are ignoring."

He believes that is a major reason about 80 percent of new products fail or dramatically underperform, a rate that has been largely unchanged for decades. A new product has to become part of the daily habits of consumers, which is not an easy task.

Martin suggests product developers go beyond the traditional consumer trials and get consumers to absorb the product into their daily life over an extend period of time. They need to find a place in their day where they are willing to disrupt their current habit and adopt a new one with that product.

"Where is the room for another brand in your life? Where is there room for another product? We are overwhelmed by choices," he said. "Figure out the automated behavior and then find out how to disrupt it and get consumers to initiate the behavior you want. You have to get the behavior to occur and then reinforce it by making sure the experience is so fantastic they want it to happen again."


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Contact: Stephanie Callahan
scallahan@ift.org
Institute of Food Technologists
Source:Eurekalert

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