What ultimately ensured the long-term success of instant cake mixes was a declining exposure to the art of cooking.
the idea that they should bottle their product).
When Pillsbury and the other big companies were working to develop their cake mixes in the 1940s, the question of whether or not to include dried eggs was a major in-house debate. Paul Gerot, the CEO at Pillsbury in this period, called it"the hottest controversy we had over the product," and he noted that even after the mixes made their debut, the arguing went on for years.
According to Dichter, his client — and, by implication, the other manufacturers — seized on this wisdom and promptly reformulated their mixes, leaving out the dried eggs. Women started adding their own fresh eggs, stopped feeling guilty, and cake mixes became a success. Over the years this story came to be a favorite among other consumer experts, who often rounded up more psychological studies to reinforce Dichter's analysis.
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