Today I used some Dove shampoo that my wife recently bought. As I massaged the white goop in my hair, I thought of how well it must be working because of how thick and foamy it felt.

And then I realized that I had been duped. Shampoo is foamy for the same reason that margarine is yellow and Silk is located in the refrigerated aisle by the milk: because that's how consumers expect and want it. For some reason, people think foamy shampoo cleans better than non-foamy shampoo, even though it's purely psychological. So Dove counts on that assumption when they create their product. And I fell for it.

Nice branding, Dove.