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07/30/2010

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Jim Jewell

Just want to quickly share a story I heard yesterday.

Met with a marketing consultant that had Safeway as a client many moons ago. He and his team were doing a presentation for store managers - at that time, they were overwhelmingly male, with just one woman in the room.

The consultant pointed out that they needed, among other things, to change their media buy, because they were advertising on KIRO radio drive time. The consultant asked why they made that choice, and the Safeway honcho turned to the room and asked, "How many people here listen to KIRO drive time?" 99 male hands shot in the air. "How many never listen to KIRO drive time?" The lone female hand rose. The honcho turned to the consultant and said, "THAT'S why we advertise on KIRO drive time."

The issue? Who, especially nearly 20 years ago, did most of the grocery shopping?

It's the attribution bias in full affect. If you think you weigh 150 lbs and you step on a scale that then reads 160 lbs, what do you do? Step off and step back on again. If it tells you 150 lbs, do you step on again? No, because you have heard what you expected.

Jim Jewell

Oh, crap, how did I post that comment here? It was supposed to be part of the ArtsCrush thread. I'm a weeeeeee bit hungover this morning.

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