I knew that!

Describing a cafeteria experiment Brian Wasink* writing in Nutrition Action states ....instead of Chocolate cake we called it Belgian Black Forest Cake ...and sales jumped by 27%.

I think all marketeers and most consumers know that adjectives and yummy words work - but I've never seen any research conducted that claims to have proven it. Its so obvious that I think we just accepted it as a truth.

I'd love to know if Black Forest Gateaux with dark Belgian Chocolate and ripe Italian Cherries would have worked even better! 

*Brian Wansink is the John S Dyson Professor of Marketing in the Applied Economics and Management Department at Cornell Unversity