John Ross talks about grocery-bought cake mixes, for example. Thinking of buying mix up to two weeks in advance (60%). Influence: up to a week before purchase: party planning site, online
recommendation, web sites, saw item in store, family/friends ...
Industry markets around moist and delicious, around taste. But taste is not the issue, it's creativity. The physical product is
what people want, not the ingredients for it.
Suggests changing advertising from moist and delicious to promoting confidence in creating the cake, making the birthday special. Focus web site on
what moms do with product and not just what it takes like.
Cost of the cake is irrelevant.