Students Know What They Are Told to Want: The Non-Native Teacher Debate

TEFL Equity Advocates

“The mind knows not what the tongue wants.” That was bestselling author Malcolm Gladwell during a 2004 TED Talk, quoting famed American market researcher and psychophysicist Howard Moskowitz. The talk, entitled “Choice, happiness, and spaghetti sauce,” detailed Moskowitz’s revolutionary research which profoundly altered the food industry.

Most famous for his research into people’s tastes for spaghetti sauce in the early 1980s, Moskowitz fundamentally changed the way food companies thought about making clients happy. Two of the most famous spaghetti sauce companies, Prego and Ragu, both hired Moskowitz to fix their brands, both of which had grown financially stagnate.

At the time, the two dominant types of sauce were plain and spicy. However, after creating and offering 45 different variations of hand-made sauces he prepared for the American population, Moskowitz determined that there was a third sauce type that was deeply desired: extra-chunky. The mystery was that neither Prego nor…

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