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Using behavioral science to create premium beverage brands

Cover of  by Richard Shotton

Richard Shotton, the author of The Choice Factory, stated at the Innovate 2.0 Virtual Conference (March 2022) that there is a huge body of work that suggests what we experience in terms of taste and things is what we expect to experience. So if you set people's expectations positively, they will interpret the same taste better than if you have no pre-setting of their expectations.

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