launched a labor-saving, add-water-only cake mix. The company was amazed when women rejected the product in favor of mixes that require extra labor—the addition of an egg along with the water. By inserting powdered egg in the factory, the company had oversimplified the task of the housewife, depriving her of the sense of creatively participating in the cake-baking process. The powdered egg was hastily eliminated, and women went happily back to cracking their own eggs. Once again a product was modified to provide a psychic benefit.
