> One of Belgium's leading biscuits manufacturers made a classic marketing mistake. > They assumed consumers make rational decisions. When I see "low fat" on

> One of Belgium's leading biscuits manufacturers made a classic marketing mistake. > They assumed consumers make rational decisions. When I see "low fat" on a traditionally high-fat food, I make the rational decision to avoid the product, because it's not going to taste good and it's going to be less healthy.