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1 .This is Scientific American's 60-Second Science. I'm Karen Hopkin. This'll just take a minute.
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2 .You're in the supermarket picking a breakfast cereal.
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3 .Will it be cinnamon raisin or oats 'n honey?
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4 .Hard to decide?
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5 .What if I told you they both cost the same, would that make it easier?
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6 .Well, a new study suggests it would not.
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7 .Because researchers have found that uniform pricing actually accentuates the differences between products, which makes it harder to choose.
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8 .The results appear in the journal Psychological Science.
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9 .Consumer psychology is big business.
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10 .To explore how pricing can sway customer choice, researchers took volunteers on an imaginary shopping spree.
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11 .Subjects were presented with photos, descriptions and price tags for pairs of similar items, say two different teas or a couple packs of gum.
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12 .When the prices were a bit different, the products were seen as being similar.
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13 .That perceived similarity then made it easier for subjects to choose between them,
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14 .perhaps because one seemed as good as the other.
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15 .But when the price tags were identical, subjects actually rated the items as being less similar,
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16 .perhaps because they were forced to focus on what made the products different, such as flavor.
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17 .Now, back to the breakfast cereal: will it be whole milk or 2 percent?
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18 .Thanks for the minute, for Scientific American's 60-Second Science. I'm Karen Hopkin.
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