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Case Study: 02

Title: Psychology, con or both ?

I went bowling into the Sainsbury supermarket one day and my (then) favourite own-brand cereal had vanished sine die from their shelves. I no longer buy own-brand products of a unique type. Commercial suicide that behaviour.

A new range of own-brand cereals was featured, complete with balloons and bunting. Then I noted the boast (actual image below). It was a bold statement that loomed large. What to me alluded perhaps to progress on reducing the kcal of the new products ? I decided that was more important in my weight-loss phase. Then again, always suspicious, I decided to check. My new-found state of kcal alertness kicked-in and it worked for me (trust no one but yourself).

The serving size quoted on the back of the carton 30g. All other branded packs of cereal I looked at (no exceptions) all quoted 40g per serving. Later I noted my original favourite own-brand cereal pack also quoted 40g per serving (I still have all the packs in the safe). Simple mathematics told me what I had already guessed. The moral is, trust no one but yourself and check the numbers every time.

This is what a lawyer acquaintance describes as 'presenting the truth as favourably as possible'. I have another expression for it. You choose your own. Trading Standards simply say caveat emptor (buyer beware). I agree. As I said, trust no one but yourself and the numbers.

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