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:

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.

SocImages in the News:

• I’m now officially a “professorette” (thanks Rush Limbaugh!), so I’d appreciate it if we did high kicks together whenever we cross paths.
• There’s Research on That! does an anatomy of Limbaugh’s comment, discussing research showing that women are more likely than men to face challenges to their legitimacy.
• New York Magazine covered Gwen Sharp’s discussion of the origins of the shopping cart.
• And Autostraddle picked up on our coverage of Amin Ghaziani’s research on residential segregation and sexual orientation.

You like!  Here are our most appreciated posts this month:

• More time with mom has little to no effect on children’s well-being (3,400+ likes)
• How manufacturers make you think you’re saving money when you’re spending it (1,700+ likes)
• Culture and privacy: A sociology of the shotgun house (750+ likes)
• Wall Street bonuses add up to twice the income of all minimum wage workers combined (700+ likes)
• The quinoa economy (500+ likes)

Thanks everybody!

Editor’s picks:

• Why rich people think they’re middle class
• Only 6% of college presidents think that sexual crime is prevalent on their campus

Top post on Tumblr this month:

• What a bold lingerie ad looks like (almost 100,000 notes!)

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• More of the team! @gwensharpnv, @familyunequal, and @jaylivingston

Finally…

To all the students, faculty, and staff out there, I found this mossy, wooden-eyed, 100-year-old teddy bear inside the walls of my (shotgun) house. It wishes you good luck for the end of the semester. Tell it “thank you”… OR ELSE.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

Sociologists are interested in studying how our institutions — in addition to our ideologies and interactions — reflect social norms in ways that tend to reproduce the status quo. A great example happened recently in South Carolina. In this case, the institution is the Department of Motor Vehicles, the norm is that boys and men don’t wear makeup, and the case is Chase Culpepper, a male-bodied trans teen who wanted to wear makeup in her driver’s license photo.

The officials at the DMV told her that she wasn’t allowed to wear makeup in the photo because it would be a “disguise.” As reported by NPR:

The department… cited a 2009 rule that prohibited applicants from “purposely altering his or her appearance so that the photo would misrepresent his or her identity.”

They told Culpepper to take off her makeup or go home without a license. She did what they said.

[youtube]https://www.youtube.com/watch?v=qvgL7ICS_g0[/youtube]

It’s hard to defend the idea that somehow makeup distorts a man’s identity, but not a woman’s. It has exactly the same illusory power on a female face as a male one; that’s exactly why women wear it. The DMV’s policy did nothing, then, to help it do its job, it only served to press citizens of South Carolina to conform to the gender binary, at least as far as their primary form of identification went.

With the help of the Transgender Legal Defense and Education Fund, Culpepper sued and the DMV settled. As part of the settlement,

[they] agreed to change its policy to allow people seeking drivers’ licenses to be photographed as they regularly present themselves, even if their appearance does not match the officials’ expectations of how the applicant should look. The department also promised to send Culpepper a written apology and train its employees in how to treat transgender and gender-nonconforming individuals in professional settings.

This is what institutional change looks like, at least potentially. Thanks to Culpepper and her advocates, the South Carolina DMV is a little bit less gender binary than it was before.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

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:

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. Cross-posted at Pacific Standard.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

I’m going to start this post even though I don’t have an ending.

About a year ago I was asked to start writing for Playboy. The editor said that he was helping to transform the magazine’s website into one that “was a destination for smart writing on sex.” I said that I’d keep the offer in mind but, between you and me, the answer was no.

Around the same time, I heard of some other high-profile feminist writers being invited as well. “Huh,” I thought, “they may actually be serious about this.”

Since then, I’ve ended up on the Playboy website a couple of times, following links by like-minded people who found material they thought was valuable. I’ve been surprised and tentatively impressed. Then, this week there was a flurry of links to a piece by Noah Berlatsky, deftly and smartly analyzing feminist responses to trans woman Laverne Cox’s decision to pose nude for Allure.

The article began with a cropped screenshot of Cox’s photograph featuring her face and de-emphasizing her body and a quote from Cox about the widespread belief that black women and trans women, and especially black trans women, can’t be beautiful.

Berlatsky then goes on to discuss the challenges intersectionality poses to feminism, conflicts within feminism about whether trans women count as women, debates over cosmetic surgery and the problem with trying to live up to patriarchal standards of beauty, and whether Cox’s decision to pose naked is degrading. You don’t have to agree with all Berlatsky says to notice that he is no stranger to feminist theory.

Moreover, he seems to look upon Cox’s photograph with a delicate and sensitive gaze, describing what he sees like this:

Cox is not fashion-model-thin. She’s not fashion-model-petite or willowy, either. She has very large hands, which are not hidden, boldly displayed. In the photo, Cox lies on a blanket; her body taut rather than relaxed, her head in one big, strong hand, eyes closed, a slight smile on her face — like she’s a little embarrassed and amused at being embarrassed. She’s voluptuous and awkward and sweet all at once. In her simultaneous enjoyment of and discomfort before the camera, she seems, in the frankly staged pose, startlingly natural — and beautiful.

As I reached the end of the article, I was considering sharing a post from Playboy for the very first time. Then, this happened:

That’s a screenshot of a pop-up that arrived on my screen when I reached the end of Berlatsky’s thoughtful, feminist essay. It says: “Enter your email to see a 45-year-old with an amazing booty.” In other words, “Click right now to see a woman still fuckable after 40!” (And here I’m going to just go with the idea that this is sexist, but not engage with the extensive feminist theorizing about pornography.)

This is where I’m at a loss.

Is this what change looks like? Is this what change looks like, specifically, when it comes from inside of an organization? A slow, stuttering shift from misogyny to feminism, replete with missteps and contradictions?

Who’s in charge over there? What is their strategic plan? Are they trying to appropriate feminism? It’s not like they haven’t done it before. What role do they see this feminist discourse playing in a space that’s still so misogynist?

Or is the right hand just not paying attention to what the left hand is doing? Maybe Berlatsky was as surprised by the pop-up as I was, thinking “Come on, guys!” Or do they not think that their pop-up was sexist at all?

And, from a feminist perspective, does this do anyone any good? I don’t mean this rhetorically. I honestly don’t know how to answer that question. And, on the flipside, could this hurt feminist activism?

What say you?

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

Thanks to Stuff Mom Never Told You for this fantastic satire!

Thanks to Meredith E. for the tip!

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

At Vox, Phil Edwards dug up and revived an article from the American Journal of Sociology published in 1976. It tracks facial hair trends — or what the author whimsically calls “frequencies in whisker forms” — from 1842 to 1972. He notes, in particular, the overwhelming dominance of the clean face at the time of publication.

This is your image of the week:

The original author uses the data to make an argument about the existence of fashion trends. He’s interested, too, in why fashions change and, in like any good sociologist, recommends further research. He does speculate, though, about one possible driver of change: old people. He writes:

…as long as any considerable number of people who have stuck to a superseded form of personal appearance are still living, the young may tend to avoid such a mode as old hat. These distasteful associations seem to be safely overcome only after the passage of a century or more.

His theory holds. If his data is correct, beards disappeared right around 1915. It’s been a hundred years and beards are back!

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

Flashback Friday.

Beautiful:

Flickr Creative Commons, Rowena Waack

Disgusting:

Flickr Creative Commons, Brendan Wood

Dirt:

Flickr Creative Commons, Mark O’Rourke

Soil:

Flickr Creative Commons, JaulaDeArdillo

In the classic book, Purity and Danger (1966), Mary Douglas points to the social construction of dirt. She writes:

There is no such thing as absolute dirt: it exists in the eye of the beholder.

If dirt and dirtiness is socially constructed, what do things we identify as dirt, filth, rubbish, and refuse have in common?

Douglas suggests that dirt is really a matter of disorganization. Literally, that a thing becomes dirt or garbage when it is out-of-place. “Dirt,” she writes, “offends against order.”

Eliminating it is not a negative movement, but a positive effort to organise the environment.

I chose the images above to try and illustrate this idea. Hair in the drain, like dirt on our hands, is out-of-place. It doesn’t belong there. In both cases, our reaction is disgust. Hair on the head, in contrast, is beautiful and becoming, while dirt outside is life-giving soil and part of the beauty of nature.

Images royalty free from Getty. Originally posted in 2009.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.