A Weird Neuroscientific Explanation for Why We Love Cheetos

Getting viscous , sourish orangish detritus everywhere is usually take a drawback of snacking on Cheetos . But that messy , colorful coating is actually one of the reasons multitude have it away Cheetos so much . Or at least that ’s what companies analyzing our wit activity think .

Back in 2008 , Frito - Lay lease a company called NeuroFocus ( subsequently bought and folded into marketplace research companyNielsen ) to facilitate estimate out how to sell Cheetos . NeuroFocus did electroencephalographic - based neurologic testing on multitude to endeavor to work out out how their brain responded to eat the bite .

tight Companydescribed the resultsgathered from analyzing electric activeness on the scalp :

After scan the nous of a carefully chosen group of consumer , the NeuroFocus squad notice that the rotten coating triggers an unusually powerful response in the brain : a horse sense of vertiginous subversive activity that consumers revel over the untidiness of the intersection .

Frito - Lay test out a commercial message that emphasized this insurgent glee that Cheetos dust apparently gave people . The commercial message shows a womanhood ( played by the unerasable Felicia Day ) who prank another woman in a launderette by putting Cheetos in her lily-white clothes , as Chester the Cheeto egg her bad behavior on .

https://www.youtube.com/watch?v=hokQnWm-rjM

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A sight of neuromarketing is mostly hoopla , and a lot of the research gets contaminated by confounding factors . But NeuroFocus nose up with a pretty solid trail book . “ The Orange Underground ” Cheetos political campaign that this advertising kick off , which focused on people doing seditious things with Cheetos , was a success in pull out in sales andwon a Grand Ogilvy accolade .

If Don Draper lived in 2015 and he was not a fictional character , he ’d be all over neuromarketing . It often oppose the findings of focus groups by cave in people what they did n’t know they wanted . It ’s unsettling that seller are draw conclusions about how people sense by hit the books the electric pulse in our brain , but it can be in force .

So next clip you wipe Cheetos dust on your pants and enquire why they have n’t found a formula that does n’t coat your fingers , jazz that it ’s not a mistake — it ’s a carefully considered decision based on our brains ’ strange response .

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