WHEN instant cake mixes hit US shelves in the late 1940s, sales were disappointing. Pioneering consumer psychologist Ernest Dichter went into the nation’s kitchens to investigate. His interviews with housewives led him to a startling conclusion. The mixes made baking too easy; cooks felt undervalued. On Dichter’s recommendation the next generation of mixes required the addition of a fresh egg. They sold like hot cakes.
The hard way: Our odd desire to do it ourselves - 06 January 2012 - New Scientist
