Briliant !!!
Marketers often under-estimate power of emotional/psychological levers.
1 thing could be added in this article :
when consumer is involved and should do something (add light cooking touch in a meal for instance...) it breaks gultiness of convenience.
Indeed convenience is often emotionaly linked with "low quality" "don't take care" and it is probably due to christianism culture that put labor as a way to pay for 1st sin in Eden...
would be interested when you get others data/article on this subject.
Regards, Guillaume Brionnaud

Nice work; I remember reading intimations of this in Predictably Irrational (which was stupendous, by the way).