It would not be an overstatement to say that we are all ‘prisoners’ of our stereotypes: the ideas and practices we acquire throughout our experience influence our behavior, and define our ways of thinking and perceptions.

This equally applies to our actions as consumers where established conventions and narratives persisting in peoples’ minds guide our purchasing behavior – sometimes regardless of objective or rational foundations warranting preference of one product over another.

Among them are such external attributes as packaging or shape. 

Thus, even the best sparkling wine would sell worse if poured into cans instead of bottles, and people who have grown accustomed that Fortune Cookies have a butterfly shape may be reluctant to buy some other variety (even if the ingredients are identical).

But what about noodles? In particular their shape – whether they are curly or not?

For many people ramen noodles must be curly by default – because for them this curliness is an indispensable trait of ramen. 

On the other hand, for others – justifiably or not – curliness may be assumed to be a sign of such noodles being of “instant” variety which may significantly decrease their perceived value, and willingness to pay.

To curl or not to curl? A serious and important question, indeed.

And if we curl them, then how?