Tuesday, April 3, 2012

Complexity of Potato Chips




Ever since I was very young I have wondered why some types of food had simple language on the bag and some had complex language.  I had guessed that the potato chips with the complex writing were better tasting chips.  I have eaten both the “expensive” chips and the “cheaper” chips and other than slight differences I have never been able to figure out why one would cost more than the other.
The most interesting thing about the article for me is that the reason we pay more for the complex labeled chips is because they are marketed towards people who have more money to spend on chips.  And that you would pay less for other chips just because they are marketed to people who have less spending money for snacks.   It is not directly because the more expensive chips are that much better than the cheap ones.  At least I’ve never heard anyone complain that their potato chips aren’t high enough quality.  From what I understand it is more about people paying more so that they can eat potato chips that represent their socioeconomic status. 
I’ve seen this around a lot when it comes to Costco brand or Safeway brand foods.  Those brands are always cheapest if you are buying them in their respective stores and it seems like not too many people buy them.  After reading this it makes sense.  People buy these brands when their budget only allows them to spend that much money.  And the people that do spend the extra money are trying to buy the appropriate consumables that are directed at their social class. 

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