Behavioral Science is Bullshit

Back in the day I had an e-commerce business, and I devoured nearly everything marketing/behavioral science. I came across a story about Carlucci’s, an at-the-time thriving restaurant business. According to the story, they had a $22 salad on the menu. The famous author posited the restaurant put a $2,500 Vespa scooter on the menu as well. And this is why people would pay $22 for a salad — they were contrasting it against the scooter. There was even a Carlucci’s near my home in Old Town Alexandria, Virginia. I witnessed the menu first-hand. And I drank the kool aid. Except it’s bullshit.