The ‘Cheese Pull’ & Other Chemical Reactions

Quartz: “In advertising, the cheese pull is more than just a tantalizing glimpse of melted goodness. It’s an idea, and an enduring one at that. Advertisers use it to communicate with the part of our brain that’s not verbal, with the primal core of our being that doesn’t understand words but responds with hunger, thirst, arousal, desire.”

“Pizza chains aren’t the only ones that use such evocative visual cues to tap into our baser urges. The hair flip in shampoo commercials, the car cruising down a windy road in auto ads, and the closeup on condensation on an ice-cold bottle are each metaphorical ‘cheese pulls,’ designed to provoke an involuntary response—one that advertisers hope will lead to a purchase.”

“In food advertising, the cheese pull can ‘trigger deep-seated memories of food experiences’ to ‘signal an enjoyable experience in you,’ said Uma Karmarkar, an assistant professor of marketing at the Harvard Business School … Those memories can actually set off a release of chemicals in the brain akin to those involved in drug addiction.”

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