{"id":50370,"date":"2012-08-07T13:40:55","date_gmt":"2012-08-07T18:40:55","guid":{"rendered":"http:\/\/thesocietypages.org\/socimages\/?p=50370"},"modified":"2013-11-08T03:29:37","modified_gmt":"2013-11-08T08:29:37","slug":"marketing-language-wraps-vs-tortillas","status":"publish","type":"post","link":"https:\/\/thesocietypages.org\/socimages\/2012\/08\/07\/marketing-language-wraps-vs-tortillas\/","title":{"rendered":"Marketing Language: &#8220;Wraps&#8221; vs. &#8220;Tortillas&#8221;"},"content":{"rendered":"<p>Tanita S. sent along a link to an interesting observation made over at <a href=\"http:\/\/whatever.scalzi.com\/2012\/01\/27\/todays-interesting-commerical-discovery\/\" target=\"_blank\">Whatever<\/a>. \u00a0John Scalzi, preparing to make lunch, noticed that he had two bags of an identical food product, except one was named &#8220;tortillas&#8221; and one was named &#8220;wraps.&#8221;<\/p>\n<p><a href=\"https:\/\/thesocietypages.org\/socimages\/files\/2012\/08\/16.jpg\" data-rel=\"lightbox-image-0\" data-rl_title=\"\" data-rl_caption=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-50371\" title=\"\" alt=\"\" src=\"https:\/\/thesocietypages.org\/socimages\/files\/2012\/08\/16.jpg\" width=\"500\" height=\"331\" \/><\/a><\/p>\n<p>John did some sleuthing and discovered that the bag of wraps cost 26\u00a2 more than the tortillas. \u00a0Moreover, since there were only 6 wraps in the package of wraps, but 8 tortillas in the package of tortillas, each wrap cost 19\u00a2 more than each tortilla.<\/p>\n<p>So, there is an interesting marketing story here. \u00a0 Mission has figured out that they can sell their product for a higher price if they name it &#8220;wraps&#8221; (or, at least, they think they can). Let&#8217;s crowd source this. \u00a0After all, Mission is counting on our collective network of ideas (and a failure to notice the count difference) to push us towards the wraps instead of the tortillas. \u00a0What does &#8220;wraps&#8221; make you think of? \u00a0What else is that word linked to that might make a person prefer it? \u00a0Would you <em>feel different\u00a0<\/em>bringing home a package of wraps? \u00a0In other words, what ideas, lying just beneath the surface, are they tapping into with this marketing strategy?<\/p>\n<span class=\"ft_signature\"><em><a href=\"http:\/\/lisa-wade.com\/\">Lisa Wade, PhD<\/a> is an Associate Professor at Tulane University. She is the author of <\/em><a href=\"https:\/\/www.amazon.com\/American-Hookup-New-Culture-Campus\/dp\/039328509X?ie=UTF8&amp;*Version*=1&amp;*entries*=0\">American Hookup<\/a><em>, a book about college sexual culture; a <a href=\"https:\/\/www.amazon.com\/Gender-Interactions-Institutions-Lisa-Wade\/dp\/0393931072?ie=UTF8&amp;*Version*=1&amp;*entries*=0\">textbook about gender<\/a>; and a forthcoming introductory text: <\/em><a href=\"https:\/\/lisa-wade.com\/intro\/\">Terrible Magnificent Sociology<\/a><em>.\u00a0You can follow her on <a href=\"https:\/\/twitter.com\/lisawade\">Twitter<\/a> and <a href=\"https:\/\/www.instagram.com\/lisawadephd\/\">Instagram<\/a>.<\/em><\/span>","protected":false},"excerpt":{"rendered":"<p>Tanita S. sent along a link to an interesting observation made over at Whatever. \u00a0John Scalzi, preparing to make lunch, noticed that he had two bags of an identical food product, except one was named &#8220;tortillas&#8221; and one was named &#8220;wraps.&#8221; John did some sleuthing and discovered that the bag of wraps cost 26\u00a2 more [&hellip;]<\/p>\n","protected":false},"author":51,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[29,23384,2124,23703,285,1756,1754,1757],"class_list":["post-50370","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-class","tag-social-construction-discourselanguage","tag-foodagriculture","tag-marketing","tag-raceethnicity","tag-raceethnicity-arabsmiddle-easterners","tag-raceethnicity-latinos","tag-raceethnicity-whiteseuropeans"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/50370","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/users\/51"}],"replies":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/comments?post=50370"}],"version-history":[{"count":4,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/50370\/revisions"}],"predecessor-version":[{"id":58272,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/50370\/revisions\/58272"}],"wp:attachment":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/media?parent=50370"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/categories?post=50370"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/tags?post=50370"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}