Corrugate boxes typically line stores’ seasonal aisles during Halloween, with retailers prescribing color schemes that group products by price or type. But Hershey Co.thought that the merchandising tactic was making it harder for shoppers to find what they wanted, obscuring a brand’s familiar color palette and seasonal creative along with the size and unit-count of the package. The manufacturer partnered with Lombard, Illinois-based market research firm Explorer Research to test the theory.
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Choice architecture simply means that the way a choice is presented influences how the choice is made. This…
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