Only cite from the given articleyou have to complete the follo.docx

Only cite from the given article
you have to complete the following two readings:
[1] Lizzie Kardon, The 6 types of cyber attacks to protect
against in 2018. In Pagely, June, 2018. Available
at: https://pagely.com/blog/ (Links to an external site.)cyber-
attacks-in-2018/ (Links to an external site.)
[2] Ted Hebert, The Biggest Cyber Attacks of 2019 and What’s
Ahead for 2020. In GlobalSign Blog, November 18, 2019.
Available at: https://www.globalsign.com/en/blog/2020-
predictions/ (Links to an external site.)
short answers to the following questions (more than 80 words
per question):
1.What is a Man-in-the-Middle attack? (reading #1)
2.What is the last phishing email that you have received?
(reading #1)
3.Briefly describe the coordinated IoT attack of 2016 (also
called "2016 Dyn cyberattack"). (reading #1)
4.Consider one of the predictions in reading #2; express and
justify your opinion on whether the chosen prediction will come
true or not in 2020. You can search for occurrences of the
keyword "#Prediction2020" to find specific predictions by
different people being interviewed.
Motivation and Emotion:
Driving Consumer Behavior
Chapter 5
Motivation
Types:
Homeostasis

Maintain yourself in a current acceptable state
Self improvement
Desire to change yourself to a more ideal state
Exercise
Think of something of something you have purchased because
you wanted something thing to remain the same (homeostasis)
Think of something you have purchased because you wanted
something to change (self improvement)
Other ways to look at motivations
Utilitarian
Desire to acquire products that can be used to accomplish things
Hedonic
Desire to experience something personally gratifying
Exercise
Think of something you have purchased for hedonic motivations
Think of something you have purchased for utilitarian
motivations
Exhibit 5.2: Utilitarian and Hedonic Motivations Lead to
Consumer Behaviors

http://www.pinterest.com/pin/26458716532571120/
Consumer Involvement
Types:
Product
Shopping
Situational
Enduring
Emotional
Product Involvement
Tied to amount of risk associated with buying it (financial or
social)
Shopping Involvement
The more involved with shopping the more likely you are to
compare prices, brands, stores, etc.
Ways to influence shopping involvement
Sales
Events
Gifts with purchase
Special discounts
Contests
Free samples

How to facilitate situational involvement
Have personal shoppers
Provide buying guides
Have videos available
Have knowledgeable salespeople
Enduring Involvement
Examples:
Following a sports team or musical group
Collecting things
Buying fashion magazines, watching fashion programs and
buying the latest clothes trends
Pursuing a hobby
Playing a sport
Ways to encourage enduring involvement
Owners groups
Harley Davidson, Corvette, Mini Cooper
Rewards programs

Email subscriptions
Members only offers
Sell limited edition items
Offer early access to tickets, VIP passes
What are emotions?
Specific psychobiological reactions to human appraisals
In other words how we react to things
Other Emotion-based Terms
Mood
Transient (temporary) and general affective state
Affect
Feelings a consumer experiences during the consumption
process
Brand Intimacy Study
Study conducted to investigate the relationships between
emotions and brand purchases
Tries to gage how much consumers are willing to live without a
brand and how much more they are willing to pay for it

Using Emotions in Marketing
Mr. White wears eye-tracking glasses and sits in front of a
camera that records facial expressions as he shops on Vrbo’s
vacation rental site with a phone. Facial-recognition software
identifies different emotions, and correlating that with what Mr.
White looks at tells researchers how travelers react to particular
features on the screen. PHOTO: JULIA ROBINSON FOR THE
WALL STREET JOURNAL
Tracking precisely where an eye is focused lets researchers
analyze different elements of a screen, such as whether a picture
helps close a sale or a navigation marker is
overlooked. PHOTO: JULIA ROBINSON FOR THE WALL
STREET JOURNAL
Matt Hirschy, a frequent Amtrak passenger, wears several
sensory devices on a Northeast Regional ride from Washington,
D.C., to New York. Amtrak recruited Mr. Hirschy to participate
in biometric tests of what passengers like and dislike to help

design new railcars. A camera follows facial expressions, an
eye-tracker records what he looked at and a galvanic skin
response unit on his fingers measures heart rate and oxygen
level on his skin.
Data from the eye-tracking on Mr. Hirschy shows not only what
he looked at during his ride, but also how long he looked at
different items. The larger the circle, the more time spent
looking at that item.
Article – Your Next Vacation is Written on your Face
List and briefly describe at four of the technologies that are
mentioned in the article
How do these technologies enable researchers to gain more
insights than was previously possible through other research
methods like surveys and focus groups?
What is the most important determinant of customer satisfaction
on airplanes and trains? Why?
What specific actions can travel companies take to improve
their customers' experience after gaining research insights from
these methods?
Chapter 13
Decision Making II:
Alternative Evaluation and Choice
Part 1
Review: The Decision Making Process

Evaluative Criteria
The attributes, features, or potential benefits that consumers
consider when reviewing possible solutions to a problem
Features:
Characteristics that describe what the product does
Benefits
Describe what the features do for the consumer. What’s in it
for me?
Examples of Features and Benefits
Product Example – Keurig coffee maker
Some Features:
Automatic
Choice of 3 cup sizes (6 oz., 8 oz. and 10 oz.)
Removable 48 oz. water reservoir
Quiet Brew Technology®
Energy Savings Mode – Auto Off
Comes in four colors
Price $99.99
Keurig® K45 Elite Brewing System
Benefits of selected features

Selected Features
Automatic
Choice of 3 cup sizes (6 oz., 8 oz. and 10 oz.)
Removable 48 oz. water reservoir
Quiet Brew Technology®
Energy Savings Mode – Auto Off
Comes in four colors
Benefits of each feature
Easy to use
Variety to fit your mood/thirst
Reduces mess, easy to clean up
Won’t make a lot of noise
Won’t have to worry about it catching on fire
Can match your other appliance
Exercise
Think of a product you own
What is one feature of that product?
What benefit do you get from that product’s feature?
Determinant Criteria
The evaluative criteria that are related to the actual choice that
is made
In other words, these are the reasons you picked one brand over
the other.
Determinant Criteria – What is most important?

Exercise
Using the same product you described earlier:
What were the two most important determinant criteria that
influenced your decision to purchase that product over another
similar one?
Types of Evaluation Processes
Affect-based evaluation
Evaluate products based on the overall feeling that is evoked by
the alternative.
Attribute-based evaluation
Evaluate alternatives across a set of attributes that are
considered relevant to the purchase situation.
With this type of evaluation you
look at the whole picture when
making comparisons
With this type of evaluation
You focus on how different
choices fare on certain
key attributes.
Ex: You look at whether
or not each car has a
GPS system in it.
Ex: You think you like the Ford better than the Toyota
For discussion next class
Read Case 4-3
Answer the following questions:

2
3
Name ten evaluative criteria that Maya is using to make her
decision. Which three criteria do you think are most important
for her and why?
Chapter 6
Personality, Lifestyles and the Self-Concept
Part 1
Key term
Personality
The totality of thoughts, emotions, intentions, and behaviors
that a person exhibits consistently as he or she adapts to the
environment.
Characteristics of Personality
Personality is unique to an individual
Personality can be conceptualized as a combination of specific
traits
Personality traits are relatively stable and interact with
situations to influence behavior
Specific behaviors can vary across time

Ways to study personality:
Examine specific traits – see p. 116-118
Value consciousness
Materialism
Innovativeness
Need for cognition
Competitiveness
Each row will be responsible for defining and giving an
example of the traits they are assigned and explaining why it is
important for marketers
Some Other Consumer Traits
Brand Personality
Human characteristics that can be associated with a brand
Examples:
Reliable, fun loving, adventurous
A way for companies to differentiate their products
Factors that contribute to the development of a brand’s
personality
Product category
Packaging
Price
Sponsorships
Symbols

Celebrity endorsers
Article -These are the stories behind 26 of the most popular
brand names
Pick two (2) of the brands described in the article.
Summarize what the brand name means
Describe the personality of this brand.
What factors from the previous slide do you think contribute to
the brand’s personality?
How do you think the name relates to the personality?
Chapter 13 Part 1 Worksheet – Case 4-3
Please answer the following questions based on Case 4-3. This
case can be found on page 284 in CB 8 and at the end of
Chapter 13 in other editions.
From the textbook:
2. Apply the consumer decision-making process stages to
Maya’s actions as a consumer or describe Maya’s actions within
the framework of the consumer decision-making process.
3. Is Maya utilizing the affect-based or attribute-based
evaluation process? Justify your answer.
Additional question:
· Name ten evaluative criteria that Maya is using to make her
decision. Which three criteria do you think are most important
for her and why?
Plant-Based Meat Makers Want to Put Fake Pork on Your Fork
Impossible Foods to introduce imitation ground pork and

sausage, including patty for Burger King
An Impossible Foods plant-based pork
bao. PHOTO: IMPOSSIBLE FOODS
ByJacob Bunge and Heather Haddon
Updated Jan. 6, 2020 9:39 pm ET
After biting into the U.S. burger business, plant-based food
makers are targeting pork.
Impossible Foods Inc. said Monday that it will introduce
imitation ground pork and sausage, including a patty for a new
sandwich at dozens of Burger King restaurants later this month.
Rival Beyond Meat Inc. BYND +4.51% last year began
supplying plant-based sausage to Dunkin’ Brands
Group Inc., DNKN +0.64%Carl’s Jr. and Tim Hortons
restaurants, mainly for breakfast sandwiches.
Impossible, Beyond and other meat-alternative developers say
their products spare livestock and are better for the environment
than meat because they require less grain, water and fuel to
produce. The companies first worked on beef because they said
it is one of the most environmentally intensive meats to
produce. Pork is the world’s most widely consumed meat,
according to the U.S. Agriculture Department. Plant-based food
makers are also developing chicken and seafood alternatives.
“Pork being the ubiquitous meat it is felt like the natural way to
continue our mission,” David Lee, Impossible’s chief financial
officer, said in an interview.
Meat-free burgers, sausages and nuggets represent a fraction of
overall meat consumption. But their sales are growing much
faster than those of traditional meat. Cases of plant-based
proteins shipped to commercial restaurants from broadline food
distributors increased by 23% in the year ending in November,
according to market-research firm NPD Group. Restaurants say
the products have helped boost traffic and buzz.
That growth has drawn pushback from livestock producers.
Farm groups have urged regulators to block the use of words
like “meat” and “pork” to describe plant-based imitations,

arguing that consumers could be misled about their contents.
Impossible’s pork alternative is made from soy, coconut oil and
starch by the same processes used to make the Impossible
Burger that is now sold in 17,000 restaurants. Soy
leghemoglobin, the protein that Impossible said helps its
burgers taste meaty, is a key ingredient in the pork mimic too,
Mr. Lee said. The Impossible product, labeled “pork made from
plants,” could draw meat-industry opposition. “What’s
impossible is to make pork from plants. This is a brazen attempt
to circumvent decades of food labeling law and centuries of
precedence,” said Dr. Dan Kovich, science and technology
director for the National Pork Producers Council, a trade group.
Mr. Lee said Impossible’s use of the word pork aligns with U.S.
food regulations. “We want meat eaters to understand this can
be used just the same way as any pork product,” he said.
Burger King, which like Tim Hortons is owned by Restaurant
Brands International Inc., said it would begin testing
Impossible’s “pork” sausage on a breakfast sandwich at 139
restaurants in five markets later this month. The “Impossible
Croissan’wich” will feature plant-based sausage on a toasted
croissant with an egg and cheese. It will sell for the same price,
$3.49, as that sandwich with a traditional pork patty. The
restaurants will sell the sandwich in Savannah, Ga.,
Albuquerque, N.M., Montgomery, Ala., Lansing, Mich. and
Springfield, Ill., Burger King said.
The Impossible Croissan’wich can help improve performance at
breakfast, a meal that accounts for roughly 15% of its sales,
said Fernando Machado, Burger King’s chief marketing
officer. McDonald’s Corp. makes a bigger chunk of its sales
from breakfast, and Wendy’s Co. is introducing a morning menu
nationally this year.
The plant-based products are coming to market as the global
pork industry is in flux. African swine fever, a disease deadly to
pigs but not dangerous to humans, has caused the death and
slaughter of tens of millions of hogs in Asia, according to the

USDA. “We felt the pressure of great global demand,” Mr. Lee
said. He said Impossible also wants to reach the estimated 2.5
billion people world-wide who don’t eat pork due to dietary and
religious restrictions.
https://www.wsj.com/articles/plant-based-meat-makers-set-
sights-on-pork-11578356056
These are the stories behind 26 of the most popular brand names
You're wearing your favorite Nike sneakers
and Lululemon pants when you head to the mall to do some
shopping at the Gap. On your way there, you grab a latté
at Starbucks. After a few good hours of shopping, you head
to Panera to meet a friend for lunch. You Venmo her for the
meal and then you both decide dessert is in the cards: Next stop,
Häagen-Dazs. All of these popular brands are staples in our
lives, and most of us will come into contact with at least one of
them every day. However, few of us actually know what they
mean.
The name of a company is one of the most important ways to set
a good first impression for the customer. It needs to be catchy,
memorable, and uncomplicated, which often means companies
keep them short and snappy. In some cases, companies will
even invent what seems like an entirely new language around
their brand name. Think Google, Venmo, and Twitter, for
example. For some, there might be a crazy backstory behind the
origins of their name. For this reason, we decided to put
together a list of 26 well-known brands and find out how their
founders came up with their often-kooky names.
Pepsi was named after the medical term for indigestion.
The inventor of Pepsi, Caleb Davis Bradham, originally wanted
to be a doctor, but a family crisis meant that he left medical
school and became a pharmacist instead, according to
the company website.

His original invention, known as "Brad's Drink," was made from
a mix of sugar, water, caramel, lemon oil, and nutmeg. Three
years later, Bradham renamed his drink, which he believed
aided digestion, to "Pepsi-Cola," taken from the word
"dyspepsia," meaning indigestion.
Panera is a portmanteau of the words "pan" and "era."
According to Panera's Facebook page, the sandwich chain's
name "has Latin and Spanish roots." In Spanish, "pan" means
bread and "era" means age or time. So put together, Panera
means "age of bread." Ron Shaich, the founder of Panera,
also told Fortune the name comes from the Latin word for
breadbasket.
Google owes its name to a typo.
Google's name emerged from a brainstorming session at
Stanford University. Founder Larry Page was coming up with
ideas for a massive data-index website with other graduate
students, Business Insider reported.
One of the suggestions was "googolplex" one of the largest
describable numbers. The name "Google" came about after one
of the students accidentally spelled it wrong. Page then
registered his company with this name.
McDonald's is named after two brothers who ran a burger
restaurant.
Raymond Kroc, the founder of McDonald's, was a milkshake
machine salesman when he first met brothers Dick and Mac
McDonald, who ran a burger restaurant in San Bernardino,
California.
The McDonald brothers bought several of his Kroc's
Multimixers and he was so impressed by their burger restaurant
that he became their agent and set up franchises around the
US, Money reported. Years later, he bought rights to the
McDonald's name.
Adidas isn't an acronym for "All Day I Dream About Soccer."
If you, like me, thought Adidas stood for "All Day I Dream
About Soccer," you're wrong. It turns out the athletics-apparel
brand is named after its founder, Adolf Dassler, who started

making sport shoes when he came back from serving in World
War I, according to the LA Times. The name combines his
nickname, Adi, and the first three letters of his last name.
J.Crew's name set it up to compete with Ralph Lauren's Polo
line.
According to Forbes, "The name Crew was picked to compete
with Ralph Lauren's Polo label and [founder Arthur] Cinader
added the J because he thought it added [cachet]." Makes sense.
Polo and crew are both pretty preppy sports.
"A genie whispered 'Rolex,'" in the founder's ear.
Hans Wilsdorf, the founder of Rolex, wanted a brand name that
could be said in any language, Business Insider reported.
"I tried combining the letters of the alphabet in every possible
way," said Wilsdorf, according to Rolex. "This gave me some
hundred names, but none of them felt quite right. One morning,
while riding on the upper deck of a horse-drawn omnibus along
Cheapside in the City of London, a genie whispered 'Rolex' in
my ear."
Lululemon means nothing at all. And it's intentionally hard to
pronounce.
Lululemon founder Chip Wilson came up with the yoga-wear
brand's name because he thought Japanese people wouldn't be
able to pronounce it.
He wrote in 2009: "It was thought that a Japanese marketing
firm would not try to create a North American sounding brand
with the letter 'L' because the sound does not exist in Japanese
phonetics. By including an 'L' in the name it was thought the
Japanese consumer would find the name innately North
American and authentic." "In essence, the name 'lululemon' has
no roots and means nothing other than it has 3 'L's' in it.
Nothing more and nothing less." A representative for
Lululemon told Business Insider that the brand's name was
chosen from a list of 20 brand names and 20 logos by a group of
100 people.
Zara came from Zorba, its original name.
Zara founder Amancio Ortega originally named his company

after the 1964 film "Zorba the Greek." But this didn't last long.
The first store, which opened in La Coruña in 1975, happened to
be two blocks down from a bar called Zorba, The New York
Times reported. Ortega had already made the mold for the
letters of his sign when the bar owner told him that it was too
confusing for them to have the same name.
In the end, Ortega ended up rearranging the letters to make the
closest word he could come up with - hence Zara, according
to The New York Times.
ASOS is an abbreviation of AsSeenOnScreen.
The British online retailer was founded as AsSeenOnScreen in
1999 and lived at asseenonscreen.com. The abbreviation ASOS -
which, by the way, is pronounced ACE-OSS - quickly caught
on, and the website was shortened to asos.com.
IKEA isn't actually a Swedish word.
Founder Ingvar Kamprad chose the brand name by combining
the initials of his own name, IK, with the first letters of the
farm and village, where grew up in southern Sweden: Elmtaryd
and Agunnaryd.
Starbucks is named after a character in "Moby-Dick."
In an interview with The Seattle Times, Starbucks cofounder
Gordon Bowker told the story of how they arrived at the name.
At first, they were going through a list of words beginning with
"st" because they thought those were powerful.
"Somebody somehow came up with an old mining map of the
Cascades and Mount Rainier, and there was an old mining town
called Starbo," he said. "As soon as I saw Starbo, I, of course,
jumped to Melville's first mate [named Starbuck] in 'Moby-
Dick.'"Soylent gets its name from a sci-fi novel.Soylent - that
meal-replacement drink that's a Silicon Valley favorite - got its
name from the science-fiction novel " Make Room! Make
Room!" which is about how population growth depletes the
world's natural resources. In the book, soylent is a blend of
soybeans and lentils.Gap refers to the generation gap between
adults and kids.
The first Gap store opened in 1969 with the goal of selling good

jeans. The name referred to the generation gap between adults
and kids.Wawa is named after an area of Pennsylvania.
The convenience-store chain's name means two things: 1. It's
the name of the area in Pennsylvania where the company's first
dairy farm was located. 2. It's a Native-American word for a
Canada Goose (the one pictured in the company's logo).Häagen-
Dazs may sound Danish, but it's completely made up.
Reuben Mattus, a Jewish immigrant from Poland, named his ice-
cream company Häagen-Dazs as a way to pay tribute to
Denmark, according to an interview with the Jewish news
publication Tablet Magazine. But the name doesn't actually
mean anything.
"The only country which saved the Jews during World War II
was Denmark, so I put together a totally fictitious Danish name
and had it registered," Mattus said. "Häagen-Dazs doesn't mean
anything. [But] it would attract attention, especially with the
umlaut."Nike is the Greek goddess of victory.
Nike was founded in 1964 as Blue Ribbon Sports, and it didn't
take on its current name until 1971.
Co-founders Bill Bowerman -a track-and-field coach - and Phil
Knight, a middle-distance runner from Portland, had wanted to
make the name "Dimension 6" originally. In fact, it was Nike's
first employee, Jeff Johnson who came up with the
name.Gatorade was developed for the Florida Gators.
A team of doctors at the University of Florida developed the
sports drink for the Florida Gators football players, who were
struggling to play in the heat.Venmo was inspired by a dead
language.
Andrew Kortina , founder of the digital-payments app, writes on
Quora: "When we were brainstorming names, one of the roots
we were exploring for inspiration was the Latin, vendo/vendere,
'to sell.' As soon as we said venmo, we liked it because it was
short and made for a good verb: ' Just Venmo me for
dinner.'"Under Armour decided to use the British spelling
because it made a better phone number.
The name Under Armour came about somewhat

accidentally, according to The Washington Post's interview with
CEO Kevin Plank. Plank said he had landed on the name Body
Armor, but couldn't get the name trademarked. He told The
Post: "I was a bit dejected, but I had lunch plans that afternoon
with my oldest brother, Bill. So, I show up to pick him up,
knock on the door, and he looks down at me the way only an
older brother can look at a younger brother, and he asks, "How's
that company you're working on, uhh ... Under Armor?"
So how did Under Armour end up with that weird spelling?
"The reason we added the 'U' in 'Armour' is that I was skeptical
at the time about whether this whole internet thing would stick,"
Plank told The Post. "So I thought the phone number 888-
4ARMOUR was much more compelling than 888-44ARMOR. I
wish there was a little more science or an entire marketing study
behind it, but it was that simple."Amazon was named after the
world's biggest river.
When Amazon first launched in 1995, founder Jeff Bezos had a
different idea for his brand name. Bezos wanted to call his
online bookstore Cadabra, according to Brad Stone's book about
the company. But Amazon's first lawyer, Todd Tarbert,
managed to convince him that the name sounded too similar to
"Cadaver."
Bezos is also said to have favored the name Relentless, and if
you visit Relentless.com today, you'll be redirected to Amazon's
website, Business Insider reported. Bezos finally settled on
Amazon, named after the largest river in the world, and
incorporated an image of the river in the company's first
logo.Verizon stems from the latin word Veritas, meaning
"truth."Verizon was the product of a merger between Bell
Atlantic and GTE, both telecommunications companies. The
name is a mix between the latin word "veritas" meaning "truth,"
and horizon, which is meant to signify that the brand is
forward-looking.JCPenney is named after its founder, whose
name is just too good to be true.With a name like James Cash
Penney, it's as if the retail founder was born to make
money.Aldi's name is a nod to its budget prices.The name

"Aldi" is a portmanteau of the last name of the store's
founders, Albrecht, and Diskont, the German word for
"discount." The store was founded by German brothers Karl and
Theo Albrecht.ASICS' brand name stems from ancient ideals.
ASICS is based on the Latin phrase "Anima Sana In Corpore
Sano," which translates as "A Sound Mind in a Sound Body."
ASICS says that the company ethos is built around the idea that
having a healthy body and mind creates a happy life.
https://amp.businessinsider.com/what-brand-names-mean-2017-
4
Motivation and Emotion:
Driving Consumer Behavior
Chapter 5
Motivation
Types:
Homeostasis
Maintain yourself in a current acceptable state
Self improvement
Desire to change yourself to a more ideal state
Exercise
Think of something of something you have purchased because
you wanted something thing to remain the same (homeostasis)
Think of something you have purchased because you wanted
something to change (self improvement)
Other ways to look at motivations
Utilitarian

Desire to acquire products that can be used to accomplish things
Hedonic
Desire to experience something personally gratifying
Exercise
Think of something you have purchased for hedonic motivations
Think of something you have purchased for utilitarian
motivations
Exhibit 5.2: Utilitarian and Hedonic Motivations Lead to
Consumer Behaviors
http://www.pinterest.com/pin/26458716532571120/
Consumer Involvement
Types:
Product
Shopping
Situational
Enduring
Emotional
Product Involvement

Tied to amount of risk associated with buying it (financial or
social)
Shopping Involvement
The more involved with shopping the more likely you are to
compare prices, brands, stores, etc.
Ways to influence shopping involvement
Sales
Events
Gifts with purchase
Special discounts
Contests
Free samples
How to facilitate situational involvement
Have personal shoppers
Provide buying guides
Have videos available
Have knowledgeable salespeople

Enduring Involvement
Examples:
Following a sports team or musical group
Collecting things
Buying fashion magazines, watching fashion programs and
buying the latest clothes trends
Pursuing a hobby
Playing a sport
Ways to encourage enduring involvement
Owners groups
Harley Davidson, Corvette, Mini Cooper
Rewards programs
Email subscriptions
Members only offers
Sell limited edition items
Offer early access to tickets, VIP passes
What are emotions?
Specific psychobiological reactions to human appraisals
In other words how we react to things

Other Emotion-based Terms
Mood
Transient (temporary) and general affective state
Affect
Feelings a consumer experiences during the consumption
process
Brand Intimacy Study
Study conducted to investigate the relationships between
emotions and brand purchases
Tries to gage how much consumers are willing to live without a
brand and how much more they are willing to pay for it
Using Emotions in Marketing
Mr. White wears eye-tracking glasses and sits in front of a
camera that records facial expressions as he shops on Vrbo’s

vacation rental site with a phone. Facial-recognition software
identifies different emotions, and correlating that with what Mr.
White looks at tells researchers how travelers react to particular
features on the screen. PHOTO: JULIA ROBINSON FOR THE
WALL STREET JOURNAL
Tracking precisely where an eye is focused lets researchers
analyze different elements of a screen, such as whether a picture
helps close a sale or a navigation marker is
overlooked. PHOTO: JULIA ROBINSON FOR THE WALL
STREET JOURNAL
Matt Hirschy, a frequent Amtrak passenger, wears several
sensory devices on a Northeast Regional ride from Washington,
D.C., to New York. Amtrak recruited Mr. Hirschy to participate
in biometric tests of what passengers like and dislike to help
design new railcars. A camera follows facial expressions, an
eye-tracker records what he looked at and a galvanic skin
response unit on his fingers measures heart rate and oxygen
level on his skin.
Data from the eye-tracking on Mr. Hirschy shows not only what
he looked at during his ride, but also how long he looked at
different items. The larger the circle, the more time spent
looking at that item.
Article – Your Next Vacation is Written on your Face
List and briefly describe at four of the technologies that are
mentioned in the article

How do these technologies enable researchers to gain more
insights than was previously possible through other research
methods like surveys and focus groups?
What is the most important determinant of customer satisfaction
on airplanes and trains? Why?
What specific actions can travel companies take to improve
their customers' experience after gaining research insights from
these methods?
Plant-Based Meat Makers Want to Put Fake Pork on Your Fork
Impossible Foods to introduce imitation ground pork and
sausage, including patty for Burger King
An Impossible Foods plant-based pork
bao. PHOTO: IMPOSSIBLE FOODS
ByJacob Bunge and Heather Haddon
Updated Jan. 6, 2020 9:39 pm ET
After biting into the U.S. burger business, plant-based food
makers are targeting pork.
Impossible Foods Inc. said Monday that it will introduce
imitation ground pork and sausage, including a patty for a new
sandwich at dozens of Burger King restaurants later this month.
Rival Beyond Meat Inc. BYND +4.51% last year began
supplying plant-based sausage to Dunkin’ Brands
Group Inc., DNKN +0.64%Carl’s Jr. and Tim Hortons
restaurants, mainly for breakfast sandwiches.
Impossible, Beyond and other meat-alternative developers say
their products spare livestock and are better for the environment
than meat because they require less grain, water and fuel to
produce. The companies first worked on beef because they said
it is one of the most environmentally intensive meats to
produce. Pork is the world’s most widely consumed meat,
according to the U.S. Agriculture Department. Plant-based food

makers are also developing chicken and seafood alternatives.
“Pork being the ubiquitous meat it is felt like the natural way to
continue our mission,” David Lee, Impossible’s chief financial
officer, said in an interview.
Meat-free burgers, sausages and nuggets represent a fraction of
overall meat consumption. But their sales are growing much
faster than those of traditional meat. Cases of plant-based
proteins shipped to commercial restaurants from broadline food
distributors increased by 23% in the year ending in November,
according to market-research firm NPD Group. Restaurants say
the products have helped boost traffic and buzz.
That growth has drawn pushback from livestock producers.
Farm groups have urged regulators to block the use of words
like “meat” and “pork” to describe plant-based imitations,
arguing that consumers could be misled about their contents.
Impossible’s pork alternative is made from soy, coconut oil and
starch by the same processes used to make the Impossible
Burger that is now sold in 17,000 restaurants. Soy
leghemoglobin, the protein that Impossible said helps its
burgers taste meaty, is a key ingredient in the pork mimic too,
Mr. Lee said. The Impossible product, labeled “pork made from
plants,” could draw meat-industry opposition. “What’s
impossible is to make pork from plants. This is a brazen attempt
to circumvent decades of food labeling law and centuries of
precedence,” said Dr. Dan Kovich, science and technology
director for the National Pork Producers Council, a trade group.
Mr. Lee said Impossible’s use of the word pork aligns with U.S.
food regulations. “We want meat eaters to understand this can
be used just the same way as any pork product,” he said.
Burger King, which like Tim Hortons is owned by Restaurant
Brands International Inc., said it would begin testing
Impossible’s “pork” sausage on a breakfast sandwich at 139
restaurants in five markets later this month. The “Impossible
Croissan’wich” will feature plant-based sausage on a toasted
croissant with an egg and cheese. It will sell for the same price,
$3.49, as that sandwich with a traditional pork patty. The

restaurants will sell the sandwich in Savannah, Ga.,
Albuquerque, N.M., Montgomery, Ala., Lansing, Mich. and
Springfield, Ill., Burger King said.
The Impossible Croissan’wich can help improve performance at
breakfast, a meal that accounts for roughly 15% of its sales,
said Fernando Machado, Burger King’s chief marketing
officer. McDonald’s Corp. makes a bigger chunk of its sales
from breakfast, and Wendy’s Co. is introducing a morning menu
nationally this year.
The plant-based products are coming to market as the global
pork industry is in flux. African swine fever, a disease deadly to
pigs but not dangerous to humans, has caused the death and
slaughter of tens of millions of hogs in Asia, according to the
USDA. “We felt the pressure of great global demand,” Mr. Lee
said. He said Impossible also wants to reach the estimated 2.5
billion people world-wide who don’t eat pork due to dietary and
religious restrictions.
https://www.wsj.com/articles/plant-based-meat-makers-set-
sights-on-pork-11578356056

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