HelloFresh is one of the fastest-growing companies of the past 20 years. 
And it’s down to one, relatively simple behavioural science tactic. 
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Today’s sources:
Buechel, E., & Li, R. (2022). Mysterious consumption: Preference for horizontal (vs. vertical) uncertainty and the role of surprise. Journal of Consumer Research, 49(6), 987–1004.
Norton, M. I., Mochon, D., & Ariely, D. (2012). The IKEA effect: When labor leads to love. Journal of Consumer Psychology, 22(3), 453–460.
Skinner, B. F. (1948). “Superstition” in the pigeon. Journal of Experimental Psychology, 38(2), 168–172.
BBC News. (2015, August 12). The man who discovered Harry Potter [Video]. YouTube
Melanie Wass. (2019, September 16). J.K. Rowling – Insights on creating Harry Potter world [Video]. YouTube.

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