Perception is everything. Marketers use this concept all the time, quite cleverly, to manipulate our behavior one way or the other. Many times, not so in the best interests of consumers.
Here is an example of the very concepts that influence our behavior. This time, though, it will be in the best interest of our health. In choosing a staircase rather than an escalator. This is awesome.
We believe that the easiest way to change people's behavior for the better is by making it fun to do. We call it The fun theory. http://www.thefuntheory.com
I wish we could come up with similar ideas to change our attitude towards eating fresh fruits and vegetables.