Beauty & evidenceAn insider’s eye on everyday persuasion
Marketing,
decoded.
Former Chief Marketing & Experience Officer Jude Monte unpacks the claims, pricing, and psychology of everyday persuasion—so you can decide what deserves your money, attention, and trust.
In one study, researchers served the same wine at different stated prices. The higher stated price increased reported enjoyment. That shows how price can shape the experience—not that all wines are the same.
Browse by subject
Would it work on you?
Browse the collectionChoose an example Make a choice. See what’s behind it.
Two bags already have your attention. They cost the same. What would help you choose?
Tap what would win you over.
One choice from the 10-question quiz. There’s no right answer.
Your first impression
Make your choice.
Choose what would win you over. Then see how a brand could appeal to that preference.
Two cereal boxes. One first impression. Which box looks healthier?
Choose the packaging that gives you that impression.
Two package designs for this comparison. Choose first, then look inside.
Your first impression
Make your choice.
Choose the box that looks healthiest. Then see what’s behind the packaging.
Same room. Same two nights. Same cancellation terms. Which booking costs less?
Tap the offer you think costs less.
SAME ROOM02 NIGHTS
Fictional booking sites and rates. Same room, dates, cancellation terms, and tax basis.
Your first impression
Make your choice.
Choose the offer you think costs less. Then compare the full two-night totals.
Two local car washes. Same wash, same price. Different loyalty offers. Which card would you choose?
Tap the offer that catches your eye.
Fictional offers inspired by a published car-wash study.
Your first impression
Make your choice.
Choose the card that catches your eye. Then see what it takes to earn each reward.
Two wines on the menu. One more could change your choice. Does $54 feel expensive?
Tap “Add the $110 bottle” to change the menu.
Your first impression
Change the menu.
Add the $110 bottle. Then consider how the same $54 wine feels on the new menu.
What caught your attention?
Send Jude a claim to investigate.
An ad that promises a little too much. An offer that doesn’t add up. A product you’re wondering about.
Show us what you’ve seenReader questions help shape what we look into next.
A personal dispatch from Lucca
47 days in Lucca: trying everyday life in Italy.
Not quite a vacation. Not quite living there. Long enough for the itinerary to run out.
School, work, therapy, and three children are coming along. We’re finding out what a beautiful place becomes when everyday life moves in.
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