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Traditional economics suggests that higher prices reduce demand. Behavioural science suggests something more nuanced. Daniel Kahneman’s System 1 and System 2 framework helps explain it. System 2 is rational, analytical, slow. System 1 is fast, automatic, emotional. In real-world purchasing situations, System 1 leads. System 2 follows: mostly to justify what has already been decided. This matters for pricing. When a product activates System 1 in the right way. Through design,

We talked to a whole lot of exhibitors at ISM Cologne . Here are 3 insights to make your next food fair worthwhile.   We asked 3 simple questions with the aim to test our experience-based hypothesis: participation at food fairs is expensive yet it is generally taken as a shoot in the dark (read: not strategic). Spoiler alert: we confirmed it. The 3 questions: 1. How costly participating at food fairs is? Very costly. Besides the participation fee and logistics, taking part in