McDonald’s vMcDonald’s vsBurge Burger King: These Are the Hidden Associations [Research]
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Recently, McDonald’s and Burger King were put to the test with a neuro-measuring stick, with a study of unconscious brand associations. In this article, I share the results and unravel the hidden and unconscious associations of the two fast food chains.
The Whopper or a Big Mac? McNuggets or Chicken McDonald’s vsBurge Strips? McDonald’s and Burger King have become an integral part of our society. With millions of visitors per month, they are the most popular food outlets in the country. But which of the two is really the tastiest? And where is it actually the most fun? Below I will discuss the research we conducted with Unravel Research.
Image: an important factor in the selection process
Where one person’s mouth starts watering at the sight of the golden arches, another will drive a bit further to order a beloved Whopper at Burger King. It’s a matter of taste, right?
Let’s dig a little deeper. While taste is indeed an important factor in choosing our fast food destination, there are other subconscious factors that play a role.
Brands unconsciously activate not only associations that have to do with taste, but also all kinds of other associations. Are they in line with the motivations we already have when we go out to eat? Then there is a big chance that we will go for that option.
For example, suppose that a particular fast list of oman consumer email food brand is strongly associated with being healthy (or least unhealthy) – as is the case with Subway. If you are looking for a quick bite to eat outside the home, but have been trying to lose a few pounds for weeks, Subway will come to mind a little more quickly. This is a result of mental availability. You are also more likely to queue at Subway than at McDonald’s.
The Licencing Effect
Whether that is the right choice is the impact of google’s helpful content update on affiliate websites questionable. As the Volkskrant wrote earlier, the green protruding lettuce leaves and the fact that the sandwiches are prepared before your eyes ensure that this brand is associated with health.
But guess what? Consumers who believe they are making a healthy choice at a fast food restaurant end up eating more than those who are aware of the calories in their america email list selection. Research shows that this effect not only makes people perceive Subway sandwiches as healthier, but also makes them more likely to add other unhealthy things like soda and cookies to their meal.
The reason for this is the psychological ‘Licencing’ effect. In other words: because we have the idea that we are making a good choice by choosing a ‘healthy’ sandwich, we allow ourselves a little extra.