Luke Battye: The Peak-End Effect and Fast Food

2019-02-25

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Luke Battye is a product/service consultant with a background in Experimental Psychology and innovation. Luke founded a behavioral design consultancy, called Sprint Valley in the UK, that helps businesses use behavioral science and human-centered design to create better products and services for customers and employees. In Our Conversation with Luke We chatted on a cold afternoon in both Birmingham and Minneapolis and we hunkered down to some great conversation about the very positive applications of...

In Our Conversation with Luke

We chatted on a cold afternoon in both Birmingham and Minneapolis and we hunkered down to some great conversation about the very positive applications of behavioral science.

Our discussion started with Luke’s consultancy, then we talked through his recent article projecting the future of fast food restaurants called “Why We’re Loving It: The McDonalds Restaurants of the Future” featured on BehavioralEconomics.com. The article is insightful because of its thoughtful observations and clever ideas about how a behavioral lens provides a fresh look at retail restaurants. And, frankly, we found the conversation to be scintillating.

That moved us naturally into addressing the peak and end experiences for customers at fast food restaurants and the Peak-End Effect. Luke noted that there are more people checking in at McDonald's than on Facebook every month.

We covered the delightfully-named Bouba Kikki test, the impact of embodied cognition and the work of Charles Spence (and others), the placebo effect and even blind taste tests of fine wines.

In our music discussion, Luke brought up EDM groove-sters Nils Frahm and Chris Clark as well as Grizzly Bear and our common affection for analog synthesizers made by Moog.

In Our Grooving Session

Following the discussion with Luke, Kurt and Tim grooved on a variety of topics starting a solid discussion on The Peak-End effect. This led into Danny Kahneman’s discussion of the remembering self vs the experiencing self, and of course, we turned to priming. In our discussion about priming, we addressed which prime might be more impactful in driving behavior: self-primes (conscious and self-created) or hidden primes (totally subconscious)? Listen to see where we landed on this!

We discussed the impact of the MOOG synthesizer on music history and how The Monkees are reportedly the first band to record a Moog synthesizer on a major label record.

Links

Paper on the future of fast food retailing: Why we're loving it

Peak-End Effect: https://en.wikipedia.org/wiki/Peak%E2%80%93end_rule

Bouba Kikki: Bouba Kiki Effect

Paper on embodied cognition: Charles Spence - Cross-Modal Research

Kahneman: experiencing self vs. remembering self. https://www.psychologicalscience.org/observer/memory-vs-experience-happiness-is-relative

Blind Taste Tests of Wine: https://www.theguardian.com/lifeandstyle/2013/jun/23/wine-tasting-junk-science-analysis

Placebo Effect – it works: https://www.psychologytoday.com/us/blog/brain-sense/201201/the-placebo-effect-how-it-works

Music

Nils Frahm: https://youtu.be/xih8aiacRSk?t=1298. Mix of EDM and acoustic piano

Chris Clark: https://www.youtube.com/watch?v=7S9N16b8QNA . Heavy EDM

Grizzly Bear: https://www.youtube.com/watch?v=LPI7oU-fuGw While You Wait For Others (2009)