Christophe Pirotte: Me mySHELF and I

1. me mySHELF and I choice at home vs choice on shelf

2. PARADOX of CHOICE Preoccupied by decisions maximize WELFARE  maximize FREEDOM  maximize CHOICE B. Schwartz, prof. Social theory and social action – studies link economy/psychology MAKE IT EASIER – NARROW DOWN CHOICE Effects of this choice Paralysis – no liberation Less satisfaction – more regret

3. THE SAUCE SHELF CONFUSION – FEELING UNCOMFORTABLE

6. OFF SHELF

7. OFF SHELF 4 subsegments non-tomato sauces tomato sauces with additions pure tomato sauces meat sauces X People think in recipe Brand Producer Price People think in sub types

8. ON SHELF: brand prevails

9. Recipe and brand have different roles

10. Consumer mind HOME recipe SHOPPING LIST reminder generically written recall of choice recipe SHELF brand recipe price

12. Examples of shelves Before After