Tag Archives: psychology

GPM Calculator

In June, I blogged about Fuqua professors Rick Larrick and Jack Soll and their push to improve fuel efficiency and consumer behavior by simply changing the measurement from MPG to GPM.  Today, Duke Research Advantage blogged that this work was featured in the New York Times Magazine’s “Year in Ideas” issue.  They’ve also launched a new GPM calculator to find your current GPM, compare cars, or see the GPM for all 2009 cars.  More information about this research, including an interactive fuel-efficiency quiz and a video of Larrick and Soll discussing their work is available at mpgillusion.com.


“Deep Metaphors” connect with people

Gerald and Lindsay Zaltman of HBS (yep, it’s HBS catchup day) wrote a book on marketing using deep metaphors: Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers. You can read an interview with them here, to get a better idea of what the book covers, and what they mean by “deep metaphors”:

Deep metaphors are basic frames or orientations we have toward the world around us. They are “deep” because they are largely unconscious and universal. They are “metaphors” because they recast everything we think about, hear, say, and do.

One example that they discuss is Coke’s highly successful “I’d like to teach the world to sing” campaign, which didn’t say much about Coke, but tapped into the deep metaphors of connection and social balance. The book apparently details 7 of the most commonly used deep metaphors across a variety of products.

If consumer goods are able to tap into these deep metaphors to improve sales, this information ought to be extremely useful to social sector organizations actually working to improve things like social balance. Perhaps the trick is to keep the message metaphorical, since “most thinking occurs without awareness”? Are we hurting ourselves by talking about literal benefits to society rather than speaking in metaphors? Is speaking to the unconscious more powerful than trying to raise consciousness?

Money CAN buy happiness…

…if it is given away.  At least according to research by HBS professor Michael I. Norton and colleagues Elizabeth W. Dunn and Lara B. Aknin, described in the journal Science.

How money is spent seems to influence personal happiness more than how much money is made.  Great news for charitable organizations, and perhaps a reason for the social entrepreneurs to rethink language about social impact investments as opposed to charitable gifts.