Modern Pavlovian Response

Comic Strip: Frank and Ernest on May 11, 2011

In a book by Elmer Wheeler, "Tested Sentences That Sell," first chapter is "Don't Sell the Steak -- Sell the Sizzle!" Of course this is a figurative expression, but it is right to the point.

In the above comic strip, "Beep" is "Sizzle." This automatic response by human is not only increasing our appetite, but also a strong marketing tool to us -- as another type of example for that automatic response,  expense = good stereotype (Reference from "Influence" by Robert B. Cialdini). Unfortunately, "Beep" and "Sizzle" works too well, even though you don't have a feeling to buy anything or going to a restaurant. We cannot avoid our physiological instinct.

What is your sizzle to stimulate your appetite? Mine is a slam when slamming a fridge to because my favorite dessert is a grapefruit jelly (and also Bon Bons,  a chocolate ice candy). To keep my figure and health, all I have to do is to wear earplugs like him, especially when someone slams a fridge door to.

Photo: Milton Bradley