Tag Archives: social psychology

The Geography of a Restaurant Menu

Flashback Friday.

I’ve posted about the use of apparent discounts as a marketing tool and about the rise of the shopping cart. Since I’m on a little marketing-related posting trend, I figured I might as well post about restaurant menus. New York Magazine recently provided an analysis of menus and how things such as placement, images, and so on influence purchases.

Here’s the menu analyzed in the article:

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Some of the most interesting elements numbered on the menu:

1. Pictures of food on menus are tricky. They can convince people to buy a dish, but more expensive restaurants don’t want to be associated with low-cost places like Denny’s or Applebee’s. In general, the more expensive the restaurant, the less likely there are to be images of food, and if there are, they’re drawings, not color photos. And, apparently, the upper right corner is where customers’ eyes go first, so you need to make good use of that section.

2 and 3. You list something expensive (like a $115 seafood dish) in a prominent spot to serve the same function as a “manufacturer’s suggested retail price” on a sales tag at a retail store: to set an anchor price that makes other prices look like a bargain in comparison. The $70 seafood dish listed next to the $115 one seems way more reasonable than it would have it listed without the comparison anchor price.

5. Listing dishes in a column encourages customers to skim down the list, making it more likely that they’ll be focusing on the column of prices rather than the dishes themselves, and will pick from among the cheapest things on the menu. If the dish names are connected by a line of dots or dashes to specific prices, this is even more pronounced.

8. Restaurants often use “bracketing”:

…the same dish comes in different sizes. Here, that’s done with steak tartare and ravioli — but because “you never know the portion size, you’re encouraged to trade up,” Poundstone says. “Usually the smaller size is perfectly adequate.”

Notice the same things I mentioned in my post about meaningless discounts: high prices used to set an anchor that makes everything else look cheap and an emphasis on apparent savings to distract the customer from how much they’re spending.

And the bracketing thing is marketing genius: the larger portion is usually just a little bit more expensive, so the customer is likely to focus on the fact that the additional amount is actually a bargain, but you usually have very little information about how much bigger it actually is.

Knowledge is power! And now you know.

Originally posted in 2009.

Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.

Racism Kills: New Data on Stress and Mortality

African Americans are less healthy than their white counterparts. There are lots of causes for this: food deserts, lack of access to healthcare, an absence of recreational opportunities in low income neighborhoods, and more. Arguably, these are indirect effects of racist individuals and institutions, leading to the disinvestment in predominantly black neighborhoods and the economic disempowerment of black people.

This post, though, is about a direct relationship between racism and health mediated by stress. Experiencing discrimination has been shown to have both acute and long-term effects on the body. Being discriminated against changes the biometrics that indicate stress and personal reports of stress (anxiety, depression, and anger). Bad health outcomes are the result.

A new study, published in PLOS One, adds another layer to the accumulating evidence. To get a strong measure of “area racism” — the prevalence of racist beliefs in a specific geographic area — epidemiologist David Chae and his colleagues counted how often internet users searched for the “n-word” on Google (ending in -er or -ers, but not -a or -as). This, they argued, is a good measure of the likelihood that an African American will experience discrimination. Here are their findings for area racism:

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They then measured the rate at which black people over 25 in those areas die and the death rate from the four most common causes of death for that population: heart disease, cancer, stroke, and diabetes. They also included a series of control variables to attempt to isolate the predictive power of area racism.

The resulting data offer support for the idea that area racism increases mortality among African Americans. Chae and his colleagues summarize, saying that areas in which Google searches for the n-word are one standard deviation above the mean have an 8.2% increase in mortality among Blacks. The searches were related, also, to an increase in the rates of cancer, heart disease, and stroke. “This,” they explain, “amounts to over 30,000 [early] deaths among Blacks annually nationwide.”

When they controlled for area level demographics and socioeconomic variables, the magnitude of the effect dropped from 8.2% to 5.7%. But these factors, they argued, “are also influenced by racial prejudice and discrimination and therefore could be on the causal pathway.” In other words, it’s not NOT racism that’s making up that 2.5% difference.

Directly and indirectly, racism kills.

H/t to Philip Cohen for the link.

Lisa Wade is a professor of sociology at Occidental College and the co-author of Gender: Ideas, Interactions, Institutions. You can follow her on Twitter and Facebook.

Why Rich People Think They’re Middle Class

Chris Christie’s net worth (at least $4 million) is 50 times that of the average American. His household income of $700,000 (his wife works in the financial sector) is 13 times the national median.  But he doesn’t think he’s rich.

I don’t consider myself a wealthy man. . . . and I don’t think most people think of me that way.

That’s what he told the Manchester Union-Leader on Monday when he was in New Hampshire running for president.

Of course, being out of touch with reality doesn’t automatically disqualify a politician from the Republican nomination, even at the presidential level, though misreading the perceptions of “most people” may be a liability.

But I think I know what Christie meant. He uses the term “wealth,” but what he probably has in mind is class.  He says, “Listen, wealth is defined in a whole bunch of different ways . . . ”  No, Chris. Wealth is measured one way – dollars. It’s social class that is defined in a whole bunch of different ways.

One of those ways, is self-perception.

“If you were asked to use one of four names for your social class, which would you say you belong in: the lower class, the working class, the middle class, or the upper class?”

That question has been part of the General Social Survey since the start in 1972. It’s called “subjective social class.” It stands apart from any objective measures like income or education. If an impoverished person who never got beyond fifth grade says that he’s upper class, that’s what he is, at least on this variable. But he probably wouldn’t say that he’s upper class.

Neither would Chris Christie. But why not?

My guess is that he thinks of himself as “upper middle class,” and since that’s not one of the GSS choices, Christie would say “middle class.”  (Or he’d tell the GSS interviewer where he could stick his lousy survey. The governor prides himself on his blunt and insulting responses to ordinary people who disagree with him.)

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This  self-perception as middle class rather than upper can result from “relative deprivation,” a term suggesting that how you think about yourself depends on who are comparing yourself with.* So while most people would not see the governor as “deprived,” Christie himself travels in grander circles. As he says, “My wife and I . . . are not wealthy by current standards.” The questions is “Which standards?”  If the standards are those of the people whose private jets he flies on, the people he talks with in his pursuit of big campaign donations – the Koch brothers, Ken Langone (founder of Home Depot), Sheldon Adelson, Jerry Jones, hedge fund billionaires, et al. – if those are the people he had in mind when he said, “We don’t have nearly that much money,” he’s right. He’s closer in wealth to you and me and middle America than he is to them.

I also suspect that Christie is thinking of social class not so much as a matter of money as of values and lifestyle – one of  that bunch of ways to define class. To be middle class is to be one of those solid Americans – the people who, in Bill Clinton’s phrase, go to work and pay the bills and raise the kids. Christie can see himself as one of those people. Here’s a fuller version of the quote I excerpted above.

Listen, wealth is defined in a whole bunch of different ways and in the end Mary Pat and I have worked really hard, we have done well over the course of our lives, but, you know, we have four children to raise and a lot of things to do.

He and his wife go to work; if they didn’t, their income would drop considerably. They raise the kids, probably in conventional ways rather than sloughing that job off on nannies and boarding schools as upper-class parents might do. And they pay the bills. Maybe they even feel a slight pinch from those bills. The $100,000 they’re shelling out for two kids in private universities may be a quarter of their disposable income, maybe more. They are living their lives by the standards of “middle-class morality.” Their tastes too are probably in line with those of mainstream America. As with income, the difference between the Christies and the average American is one of degree rather than kind. They prefer the same things; they just have a pricier version. Seats at a football game, albiet in the skyboxes, but still drinking a Coors Light. It’s hard to picture the governor demanding a glass of Haut Brion after a day of skiing on the slopes at Gstaad, chatting with (God forbid) Euorpeans.

Most sociological definitions of social class do not include values and lifestyle, relying on more easily measured variables like income, education, and occupation. But for many people, including the governor, morality and consumer preference may weigh heavily in perceptions and self-perceptions of social class.

Jay Livingston is the chair of the Sociology Department at Montclair State University. You can follow him at Montclair SocioBlog or on Twitter.

How Manufacturers Make You Think You’re Saving Money When You’re Spending It

Flashback Friday.

Yesterday I went to Marshall’s to take some photos for this post and overheard a conversation between a teenager and her mother that perfectly illustrated what I was planning on posting about. The teen pulled her mom over to look at a purse she wanted for Christmas. It was $148, but she was making a case to her mom that it was actually a great buy compared to how much it would have been at the original price, which, as she pointed out to her mom, was listed as $368.

Ellen Ruppel Shell discusses this topic at length in Cheap: The High Cost of Discount Culture. Here’s a relevant photo I took:

It indicates that you are getting a great deal by shopping at Marshall’s compared to the original price of the item.

Except that is not, in fact, what they are saying. Look at the image again: the wording is “compare at…” The tags do not say “marked down from” or “original price” or “was.” There is a crucial difference: when you are told to “compare at,” the implication is that the shoes were originally $175, making them a super steal at $49. The “manufacturer’s suggested retail price” (MSRP) gives you the same info.

But as Shell points out, these numbers are largely fictional. Marshall’s is not actually telling you that those shoes were ever sold for $175. You’re just supposed to “compare” $49 to $175. But $175 may be an entirely meaningless number. The shoes may never have been sold for $175 at any store; certainly no specifics are given. Even if they were, the fact that a large number of them ended up at Marshall’s would indicate that many customers didn’t consider $175 an acceptable price.

The same goes for the MSRP: it’s meaningless. Among other things, that’s not how pricing works these days for big retail outlets. The manufacturer doesn’t make a product and then tell the retailer how much they ought to charge for it. Retailers hold much more power than manufacturers; generally, they pressure suppliers to meet their price and to constantly lower costs, putting the burden on the suppliers to figure out how to do so (often by reducing wages). The idea that manufacturers are able to tell Macy’s or Target or other big retailers how much to charge for their items is ridiculous. Rather, the retailer usually tells the manufacturer what MSRP to print on the tag of items they’ll be purchasing (I saw some tags at Marshall’s where it said MSRP but no price had been printed on it).

So what’s the point of a MSRP on a price tag, or a “compare at” number? These numbers serve as “anchor” prices — that is, they set a high “starting” point for the product, so the “sale” price seems like a great deal in comparison. Except the “sale” price isn’t actually a discount at all — it’s only a sale price in comparison to this fictional original price that was developed for the sole purpose of making you think “Holy crap! I can get $175 shoes for just $49!”

The point is to redirect your thinking from “Do I think these shoes are worth $49?” to “I can save $126!” This is a powerful psychological motivator; marketing research shows that people are fairly easily swayed by perceived savings. A sweater we might not think is worth $40 if we saw it at Banana Republic suddenly becomes worth $50 if we see it at Marshall’s (or T.J. Maxx, an outlet mall, Ross, etc.) and are told it used to sell for $80. We focus not on the fact that we’re spending $50, but on the fact that we’re saving $30.

And that makes us feel smart: we’ve beat the system! Instead of going to the mall and paying $368 for that purse, we hunted through the discount retailer and found it for $148! We worked for it, and we were smart enough to not get conned into buying it at the inflated price. Shell describes research that shows that, in these situations, we feel like we didn’t just save that money, we actually earned it by going to the effort to search out deals. When we buy that $148 purse, we’re likely to leave feeling like we’re somehow $220 richer (since we didn’t pay $368) rather than $148 poorer. And we’ll value it more highly because we feel like we were smart to find it; that is, we’re likely to think a $148 purse bought on “sale” is cooler and better quality than we would the identical purse if we bought it at full price for $120.

And stores capitalize on these psychological tendencies by giving us cues that seem to indicate we’re getting an amazing deal. Sometimes we are. But often we’re being distracted with numbers that seem to give us meaningful information but are largely irrelevant, if not entirely fictional.

Originally posted in 2009.

Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.

The Problem with Patriotism

14By Tom Gauld.

Lisa Wade is a professor of sociology at Occidental College and the co-author of Gender: Ideas, Interactions, Institutions. You can follow her on Twitter and Facebook.

Racial Bias and Media Coverage of Violent Crime

Studies of Americans’ unconscious beliefs shows that most people — white and black — think black people are dangerous and both average folks and police are quicker to shoot black than white people.

Where does the cognitive belief that black people are dangerous come from?

Partly, it comes from the media. A new study by Color of Change found that, while 51% of the people arrested for violent crime in New York City are black, 75% of the news reports about such arrests highlighted black alleged perpetrators.

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Meanwhile, when people of color are arrested, they are more likely to be portrayed in ways that make them seem threatening than white people. This happened this week:

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See also, portrayals of Mark Duggan and Mike Brown.

Each time we see a black person on TV who is linked with a violent crime or portrayed as a criminal, the neurons in our brain that link blackness with criminality fire. The same for people of other races. The more often a link is triggered, the stronger it becomes. Disproportionate reporting like the kind captured in this study make the neural links in our brain — it’s actual physical structure — reflect the racism inherent in the reporting itself.

These associations, unfortunately, are pre-conscious. Those neurons fire faster than we can suppress them with our conscious mind. So, even if we believe in our heart-of-hearts that these connections are unfair or untrue, our unconscious is busy making the associations anyway. Biased reporting, in other words, changes the minds of viewers, literally.

Lisa Wade is a professor of sociology at Occidental College and the co-author of Gender: Ideas, Interactions, Institutions. You can follow her on Twitter and Facebook.

Southern States Lead Nation in Consumption of Gay Porn, But Why?

According to data released by Pornhub, 5.6% of porn users in Mississippi seek out gay porn, compared to 2.8% in North Dakota.

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On average, gay porn is more heavily consumed in states where same-sex marriage is legal than in states where it’s illegal, but every single state in the South has a gay porn use that exceeds the average in states with same-sex marriage.

1aFor me, this raises questions about what’s driving sentiment against same-sex marriage and porn use and if and why it’s related. I can think of at least three theories:

1. There is the (barely) repressed homosexuality theory, of course. This is the idea that some people express homophobic attitudes because they fear being non-heterosexual themselves. So, out of fear of exposure, or fear of their own feelings, they are vocally anti-LGBT rights. There’s data that backs this up in at least some cases.

2. Another possibility is that both homosexual inclinations and anti-gay hatred are high in Southern states, but not in the same people. This is one version of the contact hypothesis: the presence and visibility of gay, lesbian, and bisexual people threatens the norm of heterosexuality, increasing opposition. This is consistent with data showing, for example, that white racial resentment is higher in counties with larger populations of black folk.

3. Or, it may be that politicians in Southern states stoke anti-gay attitudes in order to win elections. They may be doing so as a simple strategy. Or, it may be part of that notorious “culture war,” a politics that supposedly distracts poor and working class people from their own economic interests by getting them to focus on so-called social issues like abortion and same-sex marriage.

As fun as it is to snicker at the fact that the part of the country that claims a moral high ground on homosexuality is over-represented in pursuing it (at least digitally), there’s also probably some pretty interesting social/psychology sociology here.

Cross-posted at Pacific Standard.

Lisa Wade is a professor of sociology at Occidental College and the co-author of Gender: Ideas, Interactions, Institutions. You can follow her on Twitter and Facebook.

Are Economics Majors Anti-Social?

Yep. Economics majors are more anti-social than non-econ majors. And taking econ classes also makes people more anti-social than they were before. It turns out, there’s quite a bit of research on this, nicely summarized here.  Econ majors are less likely to share, less generous to the needy, and more likely to cheat, lie, and steal.

In one study, for example, economists Yoram Bauman and Elaina Rose noted the consistent finding that econ majors were less generous and asked whether the effect was do to selection (people who are anti-social choose to take econ classes) or indoctrination (taking econ classes makes one more anti-social). They found that both play a role.

Students at their institution — University of Washington — were asked at registration each semester if they’d like to donate to WashPIRG (a left-leaning public interest group) and ATN (a non-partisan group that lobbies to reduce tuition rates).  Bauman and Elaina crunched the data along with students’ chosen majors and classes. They found that econ majors were less likely to donate to either cause (the selection hypothesis) and that non-econ majors who had taken econ classes were less likely to donate than non-majors who hadn’t (the indoctrination hypothesis).

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What should we make of these findings?

Sociologist Amitai Etzioni takes a stab at an answer. He argues that neoclassical economics isn’t a problem in itself. Instead, the problem may be that there are no “balancing” classes, ones that present a different kind of economics. In other part of the academy, he argues — specifying social philosophy, political science, and sociology– there is “a great variety of approaches are advanced, thereby leaving students with a consolidated debasing exposure and a cacophony of conflicting pro-social views.”

Being exposed to a variety of views, including ones that question the premises of neoclassical economics, may be one way to make economists more honest and kind. And doing so isn’t just about sticking one to econ, it’s an issue of grave seriousness, as the criminal and immoral behavior of our financial leaders is exactly what triggered a Great Recession once… and could again.

Cross-posted at Pacific Standard.

Lisa Wade is a professor of sociology at Occidental College and the co-author of Gender: Ideas, Interactions, Institutions. You can follow her on Twitter and Facebook.