There exists a pastry named the Cronut, and you want it whether you know it already or not.
In May, the Dominique Ansel Bakery in Manhattan defied nature and began selling the offspring of a doughnut and a croissant. Exactly what it sounds like, the Cronut is a doughnut-shaped croissant prepared in a similar way to most doughnuts at any local shop.
But chef Dominique Ansel isn’t satisfied with this simple description, as is apparent by the extensive detailing of her cooking process for the hybrid pastry listed on her bakery’s website. Among the different pieces of information on the page titled “CRONUT 101” are instructions on how to eat the pastry, how to make a Cronut and — best of all — how to order the little ring of sugary goodness.
Yes, the Cronut has gained so much attention that specific instructions on how to ensure successful acquirement of it are necessary.
The first method of getting your greedy hands on a Cronut is to patiently wait in line. Simple enough — except the bakery suggests arriving at least 45 minutes before it opens at 8 a.m. to join a line that routinely begins at 6 a.m. Arrive any later than that, and your chances of tasting sweet, sweet Cronuts drop significantly.
It gets better. The website warns against buying from scalpers. People actually scalp these things — sometimes for up to a $30 markup, according to an article by behavioral scientist and author Francesca Gino.
The absurd demand for the breakfast pastry may have less to do with its inherent deliciousness and more to do with the psychological effects of seeing something garner such immense popularity while knowing that its supply is scarce, according to Gino’s article on FastCompany.com.
Gino asserts that the Cronut is similar to any hot new gadget, movie or restaurant. Seeing others wait in line for it “signals to others that they too should be in on the trend,” according to the article.
In short, you didn’t want a Cronut before you read this, and you probably still don’t want one badly enough to wait in line for two hours for it. But the minute you observe people lining up for it, or have a friend wait in line for it, behaviorally speaking, you will want a Cronut.
Gino calls this “self-signaling behavior,” which boils down to people making decisions that echo the type of person they believe themselves to be. In this case, those poor people in line at 6 a.m. outside the Dominique Ansel Bakery are deciding to do so because they believe themselves to be a part of a trend.
According to the bakery, the Cronut may be coming to more locations across the United States. If it comes anywhere near the University, I implore you to not give into the hype that it certainly will receive. Prove that you are in control of your own desires, and eat your usual cereal.
As a matter of fact, make a conscious effort to identify silly trends wherever you go and avoid them. A great example of something to avoid would be the inevitable “Hangover 4.” If you’ve seen one of these films, you have seen all of them. Don’t be a sheep and follow the herd to something you know you don’t need or want, especially a movie you’ve already seen or $5 croissant-doughnut that you can probably make at home.
Psychology is relevant, real and pertinent in learning about the way people behave in these situations, but it does not have to define how you do things.
You are a person, not a statistic.
Connor Tarter is a 21-year-old communication studies senior from Dallas, Texas.