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Brand Marketing Portfolio

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ID El mm <::> Jt .. r.I CHANEL - . . •.l t)RED --· ~ Men:edes-Denz @ nlcwclodoon >c> ' .. i~ • 1 1 ,~ ,,,.., • ,": , ~; (Nintendo) bp ......,..,.. • • • " ophm:c,h'- / G>o-.e'::> i.a-o~ ~I c.:r~CA~ {Ar~""~ I c... e'-' r<A 0 ~ ! .... • a .. ~-OV't (. .:>.-'': ""d' 0-t.t>~"..rc.;ve, 0cA"~~~ (N~,. c:..<.c.''~" I?""'" <A- t..t. ::~, "e. (" u.e. re CA X V""~s -rlVc..''"'~t'llA cl <l'f.k S~~@&S f'C'pV ?<.. Sh.of> rt-rs 'S.hop(.>e"'S .:.;vc~ ~All f~ ·"'>< ~~<.> , I ('l~~- 'oC.~ ~d. 0¥' "'" Cl)t... <..,c.c....oR. . ~X'-"~ pvocll...-U-S ~ P~-hA 'l>4s~ . <"'vr~· ~so-"- Q,. "' vcor ~<.~">~/ e..v-wi ('Oi'" ~-H:- I ~('(W"n<- < F.ef'V'I;., ;"-e W,t: d h:> fur e'/e<:.+t:> •i."1€e;..+.hvq/-eCAC,1-t')+- (v-.<:,1,.1CAl "'}- sCN'~ ~ 'ev-.S,t')t. ':>'7 t.O o ( ) SM~~-roC)CA of- +vv,t~"0 S<. u.w·~~ ~'(CA) CA-+t"-h.::>-' ofWI "'°o"..:> SPO'('P&~ II PG<.1seoN ~· N61 X ~ DUMKI ~ DONUTS ~·~ II t'J m~R fj BLUE •"' & ~8iIll~ ··· i;?""·-~·i!! ,, ~ ~ff.ii cR ~ · · ~ ··Mobile· ~llOO!E ·~~~ Bi' .. Ulf .~ ;' ·- ·- . •- . u o..a- s.llOH>tlrS. ~· ~ . ~~-l lilltl GUCCI s canon RAI NBOW O ~ BRA''' or~inu YELLOW American G!REEN ~ ~ Q.N QI • ~~Sc-"< l,('..(, ~ ( ,() ('-~,d~t'U' lLOV'',v N" < f ~~V~'· 01 IJ()<C, o-Q..~'< J'--r''IJ~JStJ- . Color 1$ 01 ic of the mcst PGWeifllf n-.clhods or design_ Howe'ICf, 1f is not 1:111irL-ty u11111ers.il. ~s lit.ii nlke ln 1lorth America are clifleroor rrorn ttlO&!l tllJ t 1m1ice ill llld:.J. Bl!ll>w are colou lha I:ittoc11lont1 Coe.or and Oorlh American Consumers 0 lncreas e in 80% Braud Recognition o Color lweases bralld rc~1boo IJJ 80'%. B1.irtl rl'Cognllion cl.il~lty H~s 10 oons1.mur conllder l@i-Ji.!.1~1 1:1;.1.t.11,49
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o~v~f •• '' fie.in ~~u.rt 't..e unic.orn.' IU THE OR.JGJNAL iASTEMAKER. Stonyfield has dropped some varieties of regular yogurt to make room for the influ of Greek yogurt on shelves, including its own zero-fat variety. Chobani sparked the Greek boom in 2007 by selling in mainstream stores at lower prices. But some varieties of Greek also struggle for shelf space. Fage was the first Greek brand sold widely in the U.S. Most Greek yogurt 1s strained, taking away moisture, leaving a thicker, creamier product. Y~u..rt is "'ost foru.lo.r 0.'1'100~ ~o Chobani hopes this Mint With Dark Chocolate Chip flavor will help consumers see yogurt as a dessert like ice cream, a food not just meant for break fas •. -<- ;. __ ----~-------------- SHA "DES GREE o.= Danone started with Oikos Greek Yogurt. Now it's added Activia Greek, above, and a light &Fit variety. Hoping to build its small share of the Greek market, Yoplait has introduced several varieties. Yoplait Greek 100 is its fastest-growing.
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LO.-IC,.1 ~~(l4t: '*-e,t ~o c,~o > tl ~t ~· .,.,~ ~ ~ ~~el.,.. ~'°n m~'«'~ "-.. ~a:>~ "~~ .... ( ~.J (.A.lr Q-f _ . ~0 ~'>c.. ~ od.d~ o~ -f"'"~fe.,.,; q f -+ I~ ('('O(e ~"'(e_~ ...-0 <@) E:~"8-~ o=- c.h-e•.> - / d ie_ 0~.:,~0f ~~t'(~~ ) te6~d CJ-X> ~ ''""'t-0 ('(c>-~-"<V'J.e~ ~""'I..(.. ~v-oe-o~~~v(X'l.R.() ~rm of- ~C,~ J"('.~~~~ l ~~-E!-~CA ~ thics' Afternoon Swoon YOU'RE SHOPPING for a used -or deposing a witness-try to it in the morning. That's the implication of new rerch from scientists at Harvard versity and the University of ':'tah, who found that people are :Ute a bit more honest in the ming than in the afternoon. In one experiment, volunteers ased a simple visual perception k were given a financial incentive cheat. Sure enough, afternoon icipants cheated 20% more than d their morning counterparts. In a second trial, afternoon volteers not only cheated more on the perception task but showed :ower moral awareness. Given four ord fragments to complete, including " __ R A L'' and "E_ _ _ C__ ,'' morning participants were nearly three times likelier to complete the ords as "moral" and "ethical" (versus "coral" and "effects"). To eliminate self-selection biasperhaps morning people are just more ethical-and the possibility that mood played a role, the researchers tried yet another experiment, this time giving participants an incentive to lie about something. Volunteers were assigned randomly to a morning or afternoon slot and, predictably, afternoon participants lied more. Mood didn't matter. In a fourth experiment, the scientists found that the time-of-day effect was especially strong among participants who were least prone to modifying their ethical beliefs to reduce guilt or self-flagellation. What accounts for all this? Consistent with earlier studies of selfcontrol, the researchers found evidence that, as the day wears on, mental fatigue sets in from hours of decision-making and self-regulation, raising the odds of transgression. ''Unremarkable daily activities,'' the researchers write, can produce depletion that leads them "to act in ethically questionable ways." Since so many of us are fed up with our better angels by afternoon, the findings suggest that "morally relevant tasks should be deliberately ordered throughout the day." In other words, when morality matters, the early bird catches the worm. "The Morning Morality Effect: The Influence of Time of Day on Unethical Behavior," Maryam Kouchaki and Isaac H. Smith, Psychological Science (Oct. 28) <nt01r"U~ d.Lp~d 'o e ~ic.s (Q..v<,..~- --G) ~~~ -T<~~ . 1..) Qe,~-,~o " °' VOOClt"!.L V)a..Mc). "< U.~.fO d~, 0 0 ~ ~~ t.-' r cA (._~<'o.lr-v'2':,Ut- ~ I' Y-c.A Sr~(.CAV"e..-e~":> ~<, ; c < ")) ~) mpiAX.. rl.Al'"U;C's ; ~ ).JOlAO .ecAd t-o I l'f-'-'"'e.a J..e.- ; <Y"C.lhv0 c. : f'r(>v. S<.. pVrc..hc-- '.>-e.) ( ~~+- o.f. O,l""-ersp e:Fi d ; "'6- ~ "=> ~ cl ~ 1.. < :}''Cf P1 ~ pro) < ·() ) u ') ~CA~ (eO. <;e.,.f- - ~ttl.ACA-i v ( Jf.. ~~'c; p~vl OY'-'i>- 'tC.SOv'rLe<.> cltCA.•!ed :1~ o~ o~ d~ .-00-C""l"'c.tK,· "'-'}- 1 le"-A"'a ~ -ex;-e'--"<.A~V'E.. fuf"U") .::>( t.e<:.<.. ~t>'"'b k Q~ c..~~ "°<) ov..+- ~~ ~ CALr-lvres . ~ C.-ey-rti-CNtlOA~n1p b~ Ce~~ ~.?( B-.-h~ ~ ~->ef~en ( <>orne. rN>:.r ~~~<" <S<)tA<A pvo)~M~ ] f1-e.-<<;.;:. 0 i,1 oo
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1' p ~ Even though these foods were all the same, the "organic" label greatly influenced people's perceptions. The cookies and yogurt were estimated to have significantly fewer calories when labeled "organic" and people were willing to pay up to 23 .4% more for them. The nutritional aspects of these foods were also greatly biased by the health halo effect. The "organic" cookies and yogurt were said to taste 'lower in fat' than the "regular" variety, and the "organic" cookies and chips were thought to be more nutritious! The label even tricked people's taste buds: when perceived as "organic," chips seemed more appetizing and yogurt was judged to be more flavorful. "Regular" cookies were reported to taste better--possibly because people often believe healthy foods are not tasty. All of these foods were exactly the same, but a simple organic label made all the difference! __J A study by Cornell University's Food and Brand Lab researchers Wan-chen Jenny Lee, Mitsuru Shimizu, Kevin M. Kniffin and Brian Wansink set out to answer this question. Their study shows that an organic label can influence much more than health views: perceptions of taste , calories and value can be significantly altered when a food is labeled "organic." Certain people also appear to be more susceptible to this 'health halo' effect than others ... are you? C? · 1 faeVff/ f/C0 .(~· ctv- "a'vo Vlf ~) E:' Yt> vl 0 115 people were recruited from a local shopping mall in Ithaca, New York to participate in this study. Participants were asked to evaluate 3 pairs of products -- 2 yogurts , 2 cookies and 2 potato chip portions. One item from each food pair was labeled "organic," while the other was labeled "regular." The trick to this study was: all of the product pairs were organic and identical! Participants were asked to rate the taste and caloric content of each item, and how much they would be willing to pay for the items. A questionnaire also inquired about their environmental and shopping habits. NJ!... 0 , .,..,, ~ ~ fL ~(J-0.,'.lV) (' ~y(} {.,ti,,£, I -cl : t,~ 0 ""'-" V" ,v • I " J ~t{;~-C:-l:r~ '(O~l,A(--"'l ll'l,-{, Apr. 1, 2013 - The word "organic" can mean many things to consu~s. Even so , the power of an organic label can be very strong: studies have shown that this ~ imple label can lead us to think that a food is healthier through what is known as the 'health halo effect'. But can this bias go further? ~0 ~'}:l'l'1 Organic Labels Bias Consu:riiers Perceptions-Through the 'Health Halo Effect' SllfY'l', ~~ 1~ I ('(. g : !S .!'· _, ' c... l, <! - "§ 1 ~~ 1~ ~ ?.. ~ -'C) -s c-1 • 7 -"' • (J' j "" > Gt c-
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',1.A//r<-1..ft-S (}-UW-N"f'' ~ ~~1'~ . v.)(.A.r~ ~s 'S--O(A'CAI 7..-u kvl~ ) (. V"eA.~ ~~rv1,~./ r- "Because less individualistic consumers are more likely to use the price of a product to infer its quality, they may represent a better prospective market for higher-p~·ced brands, particularly when brands compete on the basis of quality. Although consumers around the worl are responsive to deals and price-reductions, competing largely on the basis of lower price may be 1 s effective for collectivistic markets, particularly when launching new brands or promoting brands whose prices are not well known," the authors conclude. ~f'U ~ I These findings help to identify viable target markets for companies with higher prices. Advertisements or instore contests inviting consumers to focus on background images or to identify interconnections in a larger picture should make consumers think more holistically and rely more on price as a signal for quality. . l In a series of studies, consumers were encouraged to think holistically (versus analytically) . Those from less individualistic cultures were more likely to use price to judge the quality of products as diverse as paper towels, shaving cream, hand soap, bicycles, and watches. . . · ~ ~(,/~ "(i"'-O({, Of~ U.0-H...('t "Culture influences the tendency to use the price of a product to judge its quality. Although price-quality judgments are made by consumers across cultures, less individualistic consumers (Koreans, Japanese, Indians, Chinese) rely more on price to judge quality than do individualists (Americans, British , French, Canadians, Australians)," write authors Ashok K. Lalwani (Indiana University) and Sharon Shavitt (University of Illinois at Urbana-Champaign). l_l~:<Q. ~O(t..CA.°'00v-.l( 1r;N- . V'.) f.k.t~-tA Less individualistic consumers have a holistic thinking style and are therefore more likely to see things as interconnected and to find relationships between various product attributes. Individualists, in contrast, have an analytic thinking style and tend to focus on separating and distinguishing between product attributes and less on therslation;hips between them. d (<; ~ "'t$ Apr. 9, 2013 - Consumers from less individualistic cultures are more likely to judge the quality of a product by its price, according to a new study in the Journal of Consumer Research . Do You Get What You Pay For? It Depends On Your Culture
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"The primary difference between sequentially and simultaneously presented options is the presence of alternatives. Consumer satisfaction with a chosen option depends less on its objective merits, and more on how it compares to alternatives -- real or imagined. Enjoying the most satisfaction from our choices might require being willing to give up the eternal quest for the best," the authors conclude. In a series of experiments, consumers presented with options one at a time ended up less satisfied with, and ultimately less committed to, their choices than those presented with their options all at once. Consumers presented with their options all at once tended to remain focused on the current set of options and focused on comparing them against each other, whereas those presented with their options one at a time tended to imagine a better option, hoping it would eventually become available. This feeling of hope undermined how they later experienced their choice, resulting in lower satisfaction and commitment levels. Many decisions -- selecting a bar of soap at the drugstore, an entree at a restaurant, or a pair of shoes from Zappos -- involve choosing from options presented all at once{However, many important decisions -- choosing a job, a home, or even who to marry -- involve options presented one at a time. Does the way options are presented affect consumer satisfaction?) Nov. 14, 2012 - Consumers may be less satisfied with the choices they make if their options are presented one at a time rather than all at once, according to a new study in the Journal of Consumer Research. ,.~~h"c.U -7 VV"'~.e-<~1'"'~ ~ "Sequentially presented choices create uncertainty. Consumers know that alternatives will become available in the future, but not what those alternatives will be. So there is always the possibility that a better option could later be available," write authors Cassie Mogilner (Wharton School of the University of Pennsylvania), Baba Shiv (Stanford University), and Sheena Iyengar (Columbia University). Product Choice: When Are Consumers Most Satisfied? ___ ...-._
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(~~,~~~< ")ov9-,..>3-' ,,, t-Jo'-',C7 , V''3) Cf 'C,- f(c. ~Of-06 I~ "'«:>''«'<:Joe. ~(...:. -,(' ,~"<)~ ~'"<)0'('0-~'".) ~..."<r.:,~J ~'~~ rJ ~)~ ~ ''I '::> ,..C'. ~ ..:0 ('.R.q ~ ,, I ) ·. ~~._()'('~ ~i~~ ('("'()ct. 0 ~ ... ~ ,. c,~p ~ ·• , Q-.'('~ ~l( c;.~('.J-,lR.. I.I Nc;)-S o. '<:({...O<'~ .'' ~o~~"" CL •• 'I<'::>~( .J-'"% ~'(~~~ ·,'-;, ~~~ c.,0.;e..,~' ~'<"'~ ,o~''"'~ ~~~ ~" .(,. ~t.-a­ ·~vl"' tf V' -P ,,(..., J";l_. Claudio Papapietro for The Wall Street Journal McDonald's plans to spend less on remodeling stores to invest on ways to speed its assembly process. Not-So-Fast Food McDonald's Concedes It Has Fallen Short on Customer Service ... tv- ;~ -:,..i., ~ ) ~I ..,'"''P ...l..).J'.'=>~<) ,.V~ '){O '~O-...J~ ~ - C~'"~-,...-'J )~? o-0~~?, ~~IJ-.I 'i'<Oc)~c.."S C'l((Oo~O' ~Cf'le. ~oO fc"OS~ "In retrospect I would have taken more time on that," he McDonald's Corp. came out added. ''We need to be smarter about with its strongest acknowledgment yet that its customer ser- how we roll new products out," vice in the U.S. has suffered re- Kevin Newell, the chain's chief cently, and that it blundered by brand and strategy executive for lffiG:tll . . • the U.S., told investors. To rectify the situation, the Jeff Stratton, president of company is planning to spend McDonald's USA, said the chain less on remodeling next year by introduced several JI updating just 300 restaurants in az Jr ·· It" ilW.S this year the U.S., compared with 465 this to give customers more variety. year through the third quarter. It will instead invest in new "The pace of product introduction in my opinion: too fast," preparation tables for all of its he said Thursday afternoon at an U.S. outlets that can accommoinvestor meeting at the com- date more ingredients and speed pany's Oak Brook, Ill., headquar- the assembly process. The new tables also will help address deters. Between March and July mand for customized orders. QSR Magazine, a trade publialone, McDonald's added Premium McWraps, Egg White De- cation that conducts an annual light McMuffins, blueberry drive-through performance study pomegranate smoothies and new of fast-food restaurants, said last Quarter Pounders to its menu. month that UsPensM's gh1gg¢ t prjsfM The fast pace of the new-product introductions "created challenges for the restaurants," making their operations more comMr. Stratton said McDonald's plex in ways that slowed service, plans to beef up training for crew members. Early next year Mr. Stratton said. BY JULIE JARGON fl.:> '"0-C:::. ., the chain also is rolling out a new customer feedback system to all 14,000 U.S. restaurants. It said the system will get customer complaints directly to its restaurants so problems can be fixed quickly. McDonald's has been concerned about customer-service problems for months. During a March webcast that McDonald's executives held with franchise owners, the company said customer complaints were increasing. One slide of the webcast presentation, which was reviewed by The Wall Street Journal, said, "Service is broken." Last month McDonald's beat third-quarter earnings estimates by a penny a share, but reported disappointing same-store sales growth across the globe. Lunch has been a particular trouble spot for McDonald's. I ;:; ztt wt;sz;wu w- JJ sj1r. Stratton said the chain is improving kitchens operations to increase the number of customers it can serve at lunchtime. 1 N~v-l ',~~s { ,, ~~ -"'r<'e -,~<""s o-f cY'- 'S v-""'?J ~ ,:; ~ i~ ~~O~'-""-~ • >Ye(Y'>~ I-" '15 (t°)L~V'(.l>p,5 • ~C~/~ VJ~~ K .)..t, ~~"" y N .("(~" 'iSh~oeO~ f'orle~f~f'~ s~Q{i; • tJw-)8.A(H'feA° 'o-v <"'C-titS ~owe.-r ;T-e.. '/ ."' r;,..S':,~~'clf'(J ' f't ! 'f (.).)~~-so~"~ ~Jwo~: "S:, -.-1c- .,,.,c'(~ ~ )r'? (,~-,~'°~~ ~~~ )('() . ~,~,!'~ ) Vil' y ~'
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... Kenzo Sweater, $375, Opening Ceremony, 272-279-2688 ... I 866-884-8866 $5,000, Louis Vuitton, Parnassea Collection Vivienne Shoulder Bag, ... I • Saint Laurent by Hedi Slimane Cuff, $795, Saint Laurent, 272-980-2970 Don't Be Afraid of the Mark - THEN Louis Vuitton's head-to-toe logos for Spring 2000 I COULD NEVER have predicted my reaction to Louis Vuitton's new Vivienne bag-a petite crossbody satchel in fine-grained calfskin with a wholly unsubtle shiny, gold, 2-by-2-inch interlocking "LV" as its closure. The sizable chunk of hardware would normally be a bit much for my tastes, but it somehow made sense on this beautifully constructed satchel that rested on my hip just so. I adored the bag without reservation. Still, the emotional rush left me confused. Like many fashion consumers, particularly American ones, I've recoiled from overt logos on clothing and accessories for nearly a decade, after onceclever pieces of the early 2000s-like Vuitton's Takashi Murakami monogram bags or Christian Dior's "CD"-covered Saddle Bags-became ubiquitous and universally knocked off. As "logo fatigue" spread, it eventually seeped into formerly logo-loving (and luxury-labelboosting) parts of the world, like China. Consequently, companies like Gucci and Louis Vuitton recently adopted a more understated approach for those regions, marking bags subtly-and forget about brand-bearing clothes. But while Asia is still suffering full-blown logo fatigue, a small pro-logo movement is afoot elsewhere. That would explain the nascent popularity of Vuitton's Vivienne, seen on stylish celebrities BY MEENAL MISTRY like Alexa Chung and Miranda Kerr. "That bag is a great example of knowing how to create newness without straying too far from brand identity," said retail consultant Yasmin Sewell, whose clients include website Moda Operandi and liberty department store in London. "It's like, 'We won't let go of the LV, but we'll give you a new way to love it.' " It helps that the Vivienne doesn't remotely resemble any of the generic, logo-riddled stock that still populates duty-free shops, and that it carries a price tag of $5,000. After all, logos are as much about broadcasting financial status as they are about making a fashion statement. What's happening now, however, differs from circa-2000 logo-mania. In fact, the current state of logo fashion is quite sane. It knows how to have fun and has a healthy sense of irony. Since Kenzo co-creative directors Humberto Leon and Carol Lim took over the label in 2011, they've done a brisk business in sweatshirts and sweaters emblazoned with K-E-N-Z-0, which tap into their semi-ironic, semi-sincere love of '80s-era logo sportswear. "It's an interesting time to embrace logos," said Mr. Leon. "We're in an era when people are more aware of brands and their associations." Alexander Wang, who worked his name repeatedly into his spring collection, also did so in a playful spirit: Instead of slapping his moniker on a cotton T-shirt, he laser-cut "Alexander Wang" into leather and made it into a graphic lace. ''We've never played with our logo before in this format," said Mr. Wang. "So we wanted to push it with different techniques." The most envelope-pushing direction in logos, however, is parody apparel. In May, retail website Net-a-Porter began to stock Los Angeles designer Brian Lichtenberg's sweatshirts, which play on the logos of coveted brands including Hermes and Celine. One features the word "Feline" in Celine's sans-serif font with the word "meow" beneath. "They did incredibly well," said Net-a-Porter buying manager Ben Matthews. Mr. Lichtenberg's pieces, which range from $98 to $128, telegraph something beyond moneyed status: that the wearer is in on the joke. Louis Vuitton's Vivienne offers its wearer both status and savvy-cred, as will Saint Laurent's soon-to-hit-stores Cassandre cuffs and evening bags, which use gold hardware shaped in the label's iconic three-letter logo (retained even though the brand officially dropped the ''Yves"). These also look fresh to my jaded eye. It isn't because they're poking fun. Like the Vivienne, they're simply beautiful pieces that use a well-known mark in a new way. But I still tread warily in logo land, and I don't think I'm alone. As Roopal Patel, a consultant who advises retail website Farfetch, said, "There's this fear that if you wear head-to-toe logos-what would that say about you?" A logoed look from Alexander Wang's spring 2014 show NOW Serious logomania may be long behind us, but there are newer (and more subversive) ways to say 'I'm with the brand' .......
Among the researchers' other findings: 1....--:.V.l/t'-""'->""''"a ,,-u~ ':)..o:n • The sandwiches purchased by participants contained an average of 784 calories at Subway versus 572 calories at McDonald's. • Participants purchased sugary drinks averaging 61 calories at Subway, and 151 calories at McDonald's. ~<;Qt 8¥S::: B1l1 PfZ.O()LU-V'¥; ~ • Customers in the study purchased side items such as french fries and potato chips that added an average of 35 calories at Subway compared with 201 calories at McDonald's. • Participants consumed 102 grams of carbohydrates at Subway; 128 grams at McDonald's. • The meals contained an average of 36 grams of sugar at Subway; 54 grams at McDonald's. • Meals contained an average of 41 grams of protein at subway; 32 grams at McDonald's. • Sodium intake averaged 2,149 mg at Subway; 1,829 mg at McDonald's. • ("- ~~~W'~S ~Q..{<?. (~~<v'l-e~, ~~ "'l- ~)... ~ :'!: ~ ~ "' ."' , o 0 c '3 ·~~
08'>9£ ~" fJf' 0 ~~~°Erl,~ Vitaminwater I prefer drinking water to hydrate myself while workouts, however, when feel like trying something sweet to drink besides real water, i'd go for Glaceau Vitaminwater. Sometimes at school library I purchase this enhanced product when daily caffeine limit is reached, need some alternatives(laugh) let's not touch on the subjects whether the products are actually good for our body or not, the point is I think there's some genius marketing at hand(and they've got me) 1) The bottles are beautiful, colorful, and the text on them is snappy and clever. 2) They have empowering flavor names. Here's the list: Power-C Defense Focus Essential Energy Coco-Refresh Squeezed Formula 50 Revive xxx feeling more energetic just by seeing the flavor names? 3) They offer ZERO-CALORIE products. Something ·missed to mention above, Glaceau is a privately owned subsidiary of Coco-Cola Company. Coke Zero, or diet Coke are the success cases of Coca-Cola Co. in the recent years, there is no reason that they do not apply the same strategy and launch the likewise products: Sweetened beverages without any calories. 4) Besides the trendy& stylish bottle attracting young folks, Vitaminwater ads gain more screen time. I'm not talking about the normal '30s television ads which conspicuously are advertising products, rather, increasing its exposure in TV shows. In Gossip Girl Season 4, Blairs mom mentions the "Vitamin Water Design Competition" (what the advertiser is trying subtly convey to you!) This is the practice of product placement, or embedded marketing, in which advertisers pay to have their products or logos appear during a program. Certain advertising technique has been intensified in recent years. You may wonder if it is a worthy investment, well, psychologically& technically, it is. It's the Mere-exposure effect, a phenomenon by which people tend to develop a preference for things merely because they are familiar with them. People inherently have preference and liking for people or objects they are familiar with.
See the Vitaminwater back there? They're everywhere! Decades ago psychologists discovered that simply being close in physical proximity to another person increases liking and attraction for that person. College students in dorm housing liked their neighbors more than people living on other floors or building, male students like familiar women more than strangerssimply for appearing in their classroom throughout the semester, despite not even so much as saying "hello." The more time spent near someone, the more people feel that they "know" that person, and feel comfortable being around them. This feeling of familiarity contributes to attraction. Here's another fun way to explain the great effect: If you've seen "How I Met Your Mother"(a popular sitcom about five young adults in New York and their relationship/friendships), the mere exposure phenomenon was in full effect and illustrated creatively through Barney Stinson's "Mermaid Theory." Men will eventually feel sexually attracted to a women simply as a result of spending time with them, even if they initially don't find these women attractive at all. EVen the least physically attractive people(manatees '') will eventually look like mermaids. You see how Glaceau markets their- products not-so-conspicuously yet wisely? You gotta love Vitaminwater and its cross-promotional efforts.
Oi1rtlJ~' ·~ •' '1P.'tf, Ol. r, Remove the"$" sign from your menu! Chipotle(a chain restaurant specializing in Mexican burritos and tacos) has always been my favorite grab-to-go option when in a hurry. I always categorized Chipotle as a fast food restaurant, not because it offers fried junk foods(Chipotle actually's known for its use of natural ingredients), but its assembly-line production that speed up the preparation time(reminds me of Standard Qperating frocedure .. ) When I was waiting in line(Chipotle's usually packed with students during break time) few days ago, I found an interesting fact: There's no dollar symbol($) on the menu bar. It surprised me, really, or it's probably just me who've been taking the presence of dollar sign for granted? The missing of $ truly puzzled me. Then the following day when I was having dinner in a quite fine dining place located in downtown Ann Arbor, I took particular attention on its menu and found the dollar sign was not showing either, there were only numerals, no "$", no "dollar" spelled out. Why do restaurants today remove the "$" sign from their menu? lt.'s all about Psychological Pricing. Here's a example you may be pretty familiar with: $199.99 for a luxury brand sunglasses? Sounds pretty fair. What about $200? are you reconsidering to make the purchase when it's on sale? Prices that have end digits of nine, 99, or 95, will result in consumers believing they're getting a saving, and even if that saving is only 1 penny(like the one above), customers may feel more confident about making a purchase. Psychological Pricing: the practice of setting price slightly lower than rounded numbers, in the belief that customers do not round up these prices, and so will treat them as lower prices than th.ey really are. This practice is based on the belief that customers tend to process a price from the left-most digit to the right, and so will tend to ignore the last few digit of a price. If to explain the effect further, or relate it to more psychological concepts, I would say that it's this "Primacy Effect" which's playing the trick. By definition, primacy effect is the tendency for the first items presented in a series to be remembered better or more easily, or for them to be more influential than those presented in the series. (for example, if you hear a long list of words, it's more likely that you will reme_ mber the words you heard first, which is the beginning of the list) So when customers are presented two prices, one starts with 1($199.99) and the other starts with 2($200), it would make a big difference in their mindset. OK, so what about the $ sign? An empirical research, conducted by Cornell School of Hotel Administration, examines how customers reacted to menus' price formatting in terms of actual sales, as measured by check totals for lunch at St. Andrew's, the restaurant at the Culinary Institute of America, in Hyde Park, New York. Price formats tested in the study were a dollars and cents numerical formate with a dollar sign($00.00), a numerical format without a dollar sign(OO.), and scripted or written-out prices(zero dollars). The results show that guests given the numeral-only menu spent significantly more than those who received a menu with prices showing a dollar sign or those whose menu had prices written out in words. So I think it's not both restaurants I visited missed to put on the dollar sign, but they're using subtle cues to attract diners. Next time when you're planning to open a restaurant business, don't forget to take advantage of psychological influences to help promote menu items - it's one of the best ways to increase check size.
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o~ ') atching Brands: Why Do Consumers Prefer stitos Salsa With Tostitos Tortilla Chips? 14, 2012 - Consumers prefer matching brands for products that are consumed together because they :ve products from the same brand have been designed to go together, according to a new study in the zal of Consumer Research. · much do brand combinations affect how much consumers enjoy products that are consumed together? . ~ ms that matching brand labels enhance enjoyment by encouraging consumers to believe that the _Jets were tested and designed to go well together," write authors Ryan Rahinel and Joseph P. Redden niversity of Minnesota). e study, consumers ate Tostitos brand tortilla chips and Tostitos brand salsa but were told that the chips lsa were various combinations of fictional brand names ("Festivity" or "Party Time"). Consumers . ed the chips and salsa more when told that the two fo'ods were from the same brand. -~ ther study, consumers again ate Tostitos tortilla chips and salsa but were told that the chips and salsa - various combinations of "Brand A" and "Brand B." Some were told that the brands had conducted joint h and design on the two products, while others were told that the brands had coordinated on matters - ated to taste (coupons and distribution). The latter group of consumers enjoyed chips and salsa from the : brand more than chips and salsa from different brands. However, both groups enjoyed the chips and more when told that the brands had conducted joint product research and design, regardless of the · ~- they were told they were consuming. (ffi f;..&~rur 'W1~utr~ I :re is no universal answer to which brand a consumer likes the most. The brand a consm¢r prefers for a I - :::ular product depends on the brand of other products with which it is being combined. A company that I products that are consumed together will have an advantage over other rival brands that do not offer 1 · individual products, since consumers will want to have matching brands," the authors conclude. ...., c)V{.k ~.:><o All r ') ~ ~ r CJ) "'> l.Al"0-U~ -, I ("'('U.f{ .l..re.rS e)'!:~ct- I Cl p-rov-e. d perfo ( fY' u <)Le. ~tr' f roov.cr b.A"' cl ~ s +-h"' -t- .-"<>~ r- wno~s ':>~~ . h ~~V+--O<CA"'iJI~ ~ ~ ~ ~(=>.e.. ~~c,N(f' (. C''°d'~<f /'.tQc) ~( {"'""tl."'()." L~ f~.ec .lor to0 ~(/ ~~' •' ~) wnu~ CA'o 0""-'""° VO('('~t,hbl~~ ~S':>v-<~ ? ) (Y' Vil i-- c!ve._. LO-"':>""'""'fhc (' ~~ ~rt.' s I I I' 1 ! '(~~~ -~ ~ow T-lA 'r ~~ .t t..-o~ ffi{,l-t.h~ · "'} 'or <"'·"d~ h< ~~o"'c.... ~ ~ b ~ " I ~w-ned ti>~~ ~ if- · - m~c~-r p,' Wc;"°(}- ~ fof'fu.vcr-ec 'orol')d / C" cl ;Cv'tYcl 1 1 H.hk'~ brCA "d trv.f'i,ut-eo A-o ~re-lAt-er 4~"~ ~+- ~p o ( )o ~"+- Vof'~vrf'p ·riu1 - (,I
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. pt, SWadc. """"" Pt<.-t"CA~~ ~ ·~~ S•~ 1' vOC.~~Mv-e- ~"1'( ~('(~· s spe.f.-i't'_l . ~ ~~ss-oc ~o'C<:. ~c, 6'.b.01..A-r ~"""''d 6.'S"""c~ ~~ pe,op~ Ovre. CC!A{)v.foo k. 0 ·' - ~f)'"..JL:"n ~""'~ fY'""'-h c..CASS '01.1' w'-<>w"1_ ,' /.rort'Y'-D.-n"o-A ~n ~'le. .A~ a..bk- h::> _l f- '{O··-iJ p.ro£l._..c_+- <;tll~n?t ..t.Now d __b..e.. ·ro ffi_Q__CQ. l'Y''-' 'r Y'c»'"'- Vl' SA.ti.' ~~ f fYC.hv/" ._o.~cJ ~~.;~bl% o 1 e_eo p ~ L+-t...t~<. (<;kAr)ili' A~-' l't ~s) LA1 ~ • p i''--h.A.rt..'> ~+-Ao+- Of'l~+- ,_(Y)t.1*:>-<l.. i;· tr.e.i~ +-o r~c."''' C,OJ".lSA{t-t< Q ~ ~CAOO"' .:;.t°'A-Q~ ~1~c.A ~f' n Balloons <:- ... ~ ., t-ex:t- If the balloons popped the sound wouldn't be able to carry since everything would be too far away from the correct floor. A closed window would also prevent the sound from carrying, since most buildings tend to be well insulated. Since the whole operation depends upon a steady flow of electricity, a break in the middle of the wire would also cause problems. Of course, the fellow could shout, but the human voice is not loud enough to carry that far. An additional problem is that a string could break on the instrument. Then there could be no accompaniment to the message. II is clear that the best situation would involve less distance. Then there would be fewer potential problems. With face to face contact, the least number of things could go wrong. (j) "'~()~ _cl.e."·~ ™A Y?eC.Ol.j ~ '~ ~"'s_ -ow" ~ ' u, or)•' 1'" (J f""> T~'IC C-v.00.e. ' 0 0LQ. 1 oh -~, ~~ I) 3.S ) '~''"v-'m.rc.. ~v-(.,~ {l'" J ~ . ~ p "' °'~ ~ .q:~'< 4) Pv.(hu ~c.ttG'h"" -7 Balloons .~. - ·~ - i, 1 r:: ~ Jr . I !;~- , J. ' :i p i·· " c :1t~JJ u :; 'JI ~ 0 1-.ex.- c~~ ~ il(.}1 --~!_.i ? ) <;/l'i,..o ,.... i ; c.:~r-e. s hC.v"t ~w ""-.- ~ f"(pc,.,~.:­ - ~~ :)~f-or"Q. ~ :x.-~ 1.J~,, ;~ '' -: ·.~ fn1 r:. f '·" ,~-~ ' ' J • '1'. j o ~ g I I :1].l"-{f ~~ u t c c ... If ---'~ c, . . .."c....'(}{.., 01 lJ . o~ :(!• ' D' u rj n ~ !o ~ ~ i.:i a u " ·: ~1ff,l" ' ·' ' · l ' .--~ 6 -~J ( o -" <;'-"I t-tA ':> UL ~S__o) P~L~<_. ( _wh CA.-t- _p-ecp k re ){_ r.."" :T-Vl 1.AASVrl"'-bi ( ~ I""~ h'1- h :>J) t- p1' (..;"'C.',~<;. ~(..iA'' u.e..-~ V>:c.l~nJ"' : ;•L.J O I ~~ ~ ~~·' bi-L Balloon Story .. ·;i1'·&· '.'." '"".. "1'~ ~) ~~"- Q;~'"" ~p~ "~~;>' £' ,o -'"~,L-r >.rtr:> rt SJ.1-1-«b 1-e. I 1....s+rvM.> (' ff the balloons popped the sound wouldn't be able to carry smce everything would be too far away from the OCHTeCt floor. A closed window would also prevent the sound from carrying, since most buildings tend to be well insulated. Since the whole operation depends upon a steady flow of electricity, a break in the middle of the wire would also cause problems. Of course, the fellow could shout, but the human voice is not loud enough to carry that far. An additional problem is that a string could break on the instrument. Then there could be no accompaniment to the message. ft is clear that the best situation would involve less distance. Then there would be fewer potential problems. With face to face contact, the least number of things could go wrong. <"h '··~/~) "1.ii: ,'";{ ,' :~:. Of"€- Q~ ~-~S!> 'f't. "()- o 0 ~ h.c2..0 .e,vc.l 14h~ d_c.. .'m <a) ph....~r<"> ~~ ('.fL. W,~ 't-" ..A1 p "°d ""-0r C.. CAI. ~">-.,- S-£ ~~ ! f> Ov.'.e! ~ _L ~ r....""' r:<~ !SC ->
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~n~ p.~~ ~MIPf'•Nfr tA ~'e~.a4ff.tl G~~P.fc'~r~~ Free Product Returns Have Major Impact On Future Sales, Study Finds Oct. 9, 2012 - Contrary to economic research that suggested tougher return policies, a new study publi· in the September issue of the Journal of Marketing strongly recommends a policy of universal free prodL returns for online and distant retailers. The study, "Return Shipping Policies of Online Retailers: Normative Assumptions and the Long-Term Consequences of Fee and Free Returns," was conducted by Amanda Bower, professor of business administration/marketing at Washington and Lee University's Williams School of Commerce, Economi and Politics. She was the lead author with James G. Maxham III, the Chesapeake and Potomac Telephon-: Company Professor of Commerce at the University of Virginia. The research was conducted in field studies with two leading online retailers over 49 months using two surveys and customer spending data. It demonstrated that when consumers rece ived free shipping on re n.. items, their purchases over the next two years increased by between 58 percent and 357 percent. In contrast, when consumers had to pay for return shippin g, their subsequent purchases decreased by be 74 percent and 100 percent. {p"Su.~s NuMbu 1. "-L t,011"U!.f'_i)(_oA .. ~"~""1"'1'~) : wh.e~ ~CAVe +o _ p~"d-- re-t-urf ~h$·4 Lf::f_u(" of-(~-/ on~~~ c.f-~t LIA<",fom..e<" 1. ~ ii f="o{ -C7~c:.tmple.~'V"f. ~0td4 pCA,d 1 ·1 <i.-,of?{~"" -'t"-..12. p.Qt.e. 0~Cvrh·~ o.m' v-eS ~- rYh.~-n~. ~ .~.r OA <:Mc ~~d.vesA i" f- '"° now i' ~~ h:> p~ C"0~ '>I (~h.Ar"' ~~~~,-~o 1m ov..+- $11: w">d '<1-:l ' 11 - b CA. v e. Cl%lli f"'~ • 1 _w_ru1d c.,Of)<)l/('()..US obi.A~ _(l)_are a·- es°CAb•C:."h~ CJ on ~...£.. (Q~"__po1 ~ ~ ~' t~S n-ee<..1 ~ pos~tv-e. ~ tnAsttNo~~u.n~"~~~{' v-> .' ~ ("'~-<""s ~t~A~ B - ·..... /"~~,----.~ . - PITAYA-ANN ARBOR (734)761-4444 - 'i. :"""""""'- Ldop r o ~ "f- , +-Ire. hi low,"'a < o.::;K ''-'"Ir 'o~ t.V'C,tofY'lA') NO REFUNDS XCliANGE S WITHIN 30 DAYS THANKS!!! www.pitaya . com .ov"e r " Y"('.e.e. .,X"'·f~ ~1'~ t;O ~ (A"~- ~CAS-t"d 11 REG ("Lfurf ~hf(>;~ ~e%.::~+n.:> +o b .fa<' wn.e. _____ -tt-e. prod U<.,t-- re- +t.A< 11 I<-> 12-19- 2013 16:58 000069 REFUND DEPT01 DEPTO 1 lAX-AMT 1 TAX 1 CHARGE . . ..... . . ... . · T1 T1 -36.00 $39 . 00 $3.00 $0. 18 $3. 1 B NotJ-On~'~ tc:,Q.1"t.A.-r ..- s~~ ~rrl.-'~ C..v<:.+o I<~ ·- <e ~CA"fO+"-~~ ~f..L ro.~ o.<«. ~~k ~ op-ho"s 1)ecl~ 1-) <:>we lfQd ;-t CSQ ~ JC.O..( ( w~o.t-4 S--0 re 11ll. 00 ('NA'rlr
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Resources Note The research reports used in this book are mostly retrieved from Science Daily. (http://www.sciencedaily.com ) Why She Buys : The New Strategy for Reaching the World's Most Powerful Consumers [Bridget Brennan] Buyology: Truth and Lies about Why We Buy (Martin Lindstrom) & Psychology lecture Notes @University of Michigan (Special thanks to my Great, great, great Professors and Instructors!!!!!): Phoebe C. Ellsworth, Thad A. Polk, Oscar Ybarra, and David Lee. ---~-----~~~~~ . tit; -
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    o~v~f •• '' fie.in ~~u.rt 't..e unic.orn.' IU THE OR.JGJNAL iASTEMAKER. Stonyfieldhas dropped some varieties of regular yogurt to make room for the influ of Greek yogurt on shelves, including its own zero-fat variety. Chobani sparked the Greek boom in 2007 by selling in mainstream stores at lower prices. But some varieties of Greek also struggle for shelf space. Fage was the first Greek brand sold widely in the U.S. Most Greek yogurt 1s strained, taking away moisture, leaving a thicker, creamier product. Y~u..rt is "'ost foru.lo.r 0.'1'100~ ~o Chobani hopes this Mint With Dark Chocolate Chip flavor will help consumers see yogurt as a dessert like ice cream, a food not just meant for break fas •. -<- ;. __ ----~-------------- SHA "DES GREE o.= Danone started with Oikos Greek Yogurt. Now it's added Activia Greek, above, and a light &Fit variety. Hoping to build its small share of the Greek market, Yoplait has introduced several varieties. Yoplait Greek 100 is its fastest-growing.
  • 14.
    v Q.'j.. -'- ~ ~"~ ~c.M:( ~i..,t.jo '1' ' wC' o.Yb.<Q~ ~I.A'(.' ~o.1'.l. ~~ ~ Sc.AVJ 1 O'e~ 'i~>J>r ''7 '("t~'r- ''<'01- ·q, 5 . {(>)(QA{ ~ '{ ~{ ',_'r;;- ~.!Lt'-l.,< L ~ U«~Q/ '. )-'------" ~ '-----'-• iaJ-· u Olt> STAN'DBYS ~IV ') Oannon has cut some traditional flavors in favor of Greek yogurt, but its most popular flavors 'aren't going anywhere,' it says. C1'~l( "< l j (..; ~ ._ ' " ' ' ·~M.~fz-WC<'W(>..{~ ,C~tU'E'.4h~ _ __ _,._: a- "-0(/{'{)V i t::::l1:::~ <- t'l{~ '~ ~Ot2b~X o.f~ '~Q. ~ ~ IC< Q 'l.t..e Vz~'< ~~ -0J.M~ll~b_ ~R~~ ?,v-'JK ~~(~ r<'«.. l0-.-."~ O?f<i?AU JJ"Vzv'S'"<. ') Nd->OLl)J(JV ,>Y ,W ~~~93 ,Q{'-.~ _._ ('Q( o>v-'o~~Q..UMA~ 05( t~6.~ttt-l' to.n ~-,~r "·) f>-1'(), ~~ ~-Y ~'o>__!EoC'~ C':::.~E;c-~ Su1' tnbk1__e:_ ~-, - , .., ~ ue.cAAh~ <LA +h ~ u-c -re)Ckur-e. .for rA e.. __ ~o . l =W),0C b~ Vcs>O.u.tJ~~ ;s OcMY'eJ -;. -cec..~ ~~(~ ~~ ~'((~ ~~ccP~~(c.A¥ l _ ____,_ 'f'C'cAS.tS --l C.(AV'c.Y~ c_o~r(e..r " ~ , ("((,l~~ __.:; ~~ ',-YS r~1<-+lA r..e_ <:..x,...r"cn,V()- ~~ ~ <-:,ou.."'d ~,ou C'Y'V-.'e.... ~f_eCAh ~ ~ ) '-- " _::; vv ~w tS0Cff t19 A _ _ __ __].,.)_ ~~· <e. ~v'~ t;~ ~r ~frc,~tl-r MEET THE ~ {ll(Qf' ~~cl 0-tK£ld)~()~ ~: "~ J_ Alt=WAY Stonyfield Blends yogurt is formulated to appeal to consumers who want a thickerstyle yogurt without the tartness of the Greek style. ~ v o~t:r fW' ,,' OV'O :~ ~-- -~ (...vecAf'n} ,. +v., <,,'( LP f$v.. t l"I PJ -7 ~f~Le~ f' 1" ~eitu~ Co(- - - - - -- _~ +
  • 15.
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  • 16.
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  • 17.
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  • 18.
    LO.-IC,.1 ~~(l4t: '*-e,t ~oc,~o > tl ~t ~· .,.,~ ~ ~ ~~el.,.. ~'°n m~'«'~ "-.. ~a:>~ "~~ .... ( ~.J (.A.lr Q-f _ . ~0 ~'>c.. ~ od.d~ o~ -f"'"~fe.,.,; q f -+ I~ ('('O(e ~"'(e_~ ...-0 <@) E:~"8-~ o=- c.h-e•.> - / d ie_ 0~.:,~0f ~~t'(~~ ) te6~d CJ-X> ~ ''""'t-0 ('(c>-~-"<V'J.e~ ~""'I..(.. ~v-oe-o~~~v(X'l.R.() ~rm of- ~C,~ J"('.~~~~ l ~~-E!-~CA ~ thics' Afternoon Swoon YOU'RE SHOPPING for a used -or deposing a witness-try to it in the morning. That's the implication of new rerch from scientists at Harvard versity and the University of ':'tah, who found that people are :Ute a bit more honest in the ming than in the afternoon. In one experiment, volunteers ased a simple visual perception k were given a financial incentive cheat. Sure enough, afternoon icipants cheated 20% more than d their morning counterparts. In a second trial, afternoon volteers not only cheated more on the perception task but showed :ower moral awareness. Given four ord fragments to complete, including " __ R A L'' and "E_ _ _ C__ ,'' morning participants were nearly three times likelier to complete the ords as "moral" and "ethical" (versus "coral" and "effects"). To eliminate self-selection biasperhaps morning people are just more ethical-and the possibility that mood played a role, the researchers tried yet another experiment, this time giving participants an incentive to lie about something. Volunteers were assigned randomly to a morning or afternoon slot and, predictably, afternoon participants lied more. Mood didn't matter. In a fourth experiment, the scientists found that the time-of-day effect was especially strong among participants who were least prone to modifying their ethical beliefs to reduce guilt or self-flagellation. What accounts for all this? Consistent with earlier studies of selfcontrol, the researchers found evidence that, as the day wears on, mental fatigue sets in from hours of decision-making and self-regulation, raising the odds of transgression. ''Unremarkable daily activities,'' the researchers write, can produce depletion that leads them "to act in ethically questionable ways." Since so many of us are fed up with our better angels by afternoon, the findings suggest that "morally relevant tasks should be deliberately ordered throughout the day." In other words, when morality matters, the early bird catches the worm. "The Morning Morality Effect: The Influence of Time of Day on Unethical Behavior," Maryam Kouchaki and Isaac H. Smith, Psychological Science (Oct. 28) <nt01r"U~ d.Lp~d 'o e ~ic.s (Q..v<,..~- --G) ~~~ -T<~~ . 1..) Qe,~-,~o " °' VOOClt"!.L V)a..Mc). "< U.~.fO d~, 0 0 ~ ~~ t.-' r cA (._~<'o.lr-v'2':,Ut- ~ I' Y-c.A Sr~(.CAV"e..-e~":> ~<, ; c < ")) ~) mpiAX.. rl.Al'"U;C's ; ~ ).JOlAO .ecAd t-o I l'f-'-'"'e.a J..e.- ; <Y"C.lhv0 c. : f'r(>v. S<.. pVrc..hc-- '.>-e.) ( ~~+- o.f. O,l""-ersp e:Fi d ; "'6- ~ "=> ~ cl ~ 1.. < :}''Cf P1 ~ pro) < ·() ) u ') ~CA~ (eO. <;e.,.f- - ~ttl.ACA-i v ( Jf.. ~~'c; p~vl OY'-'i>- 'tC.SOv'rLe<.> cltCA.•!ed :1~ o~ o~ d~ .-00-C""l"'c.tK,· "'-'}- 1 le"-A"'a ~ -ex;-e'--"<.A~V'E.. fuf"U") .::>( t.e<:.<.. ~t>'"'b k Q~ c..~~ "°<) ov..+- ~~ ~ CALr-lvres . ~ C.-ey-rti-CNtlOA~n1p b~ Ce~~ ~.?( B-.-h~ ~ ~->ef~en ( <>orne. rN>:.r ~~~<" <S<)tA<A pvo)~M~ ] f1-e.-<<;.;:. 0 i,1 oo
  • 19.
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  • 20.
    the New Vanilla Timefor Ice Cream? 1 Portion of ice-cream eatings occurring ... ·: +Before lunch: 4% ' ~~o(Y'O"Otl ~~"b'C~'O ~ '' ·r V~ C,Q ('(..(,. '' "'-~ 1- q~.)rJ,.: t'('CM II.',() {,. -'- •At Lunch: 6% c.,~v.'(~~ 'Yo( ~ + Afternoon: 14% '1 + With or after dinner: 58% <v ( __;:::;-; ~ e...C-i't(}'-"< 0. <''< '¢~ t' "ir ., ~~e.. ~ o.~~ ,..t.l.~rt--Q-~ ..;iJfO .e, "~4-,U)( D1'~,0v.~ '{'('·~.;~Jt. + Late at night: 18% Source: NPD Group's SnackTrack database, based on two years ended June 2013. ('C)~ ~ ~>(' ~~~~ '('(~ ~'" ~ ot S"tt>-C'Q"'c~s' '' S"'-o.'<'('I~, ~"'"d '1..-%.t,~~'' ~U.'l(-t~~ f((Or<' ~.,..'<? ~~_S~<'~'10~':7 ~~"as~~~ 'Q~~~o~ ~~t. ,'M)( v'1~.,.,.,~c).~~) '('("~~'Ot. ~~<.-~""'~ ~~' Ni0 XO ffy ~.;, ~ ( • .' '~~t?... .._,..y.,.,~"(} ?).~(''V-.., ..,O~Q.. ',I' ~ <{'o('((°O ••. ~ "f.c. ~· J "ia. ~-< s ~><.. L-e.-<..<'eCU'C'"' ~ {'('ore, ~p~~· ti> O<--'>s i <.. e~pu. ..... Be.f~"3~,s <.. e. <..re"' "" ~ ~ ~' ~ o.ml/2.-1 "cg. fl-c,..vors O"d c:::..-e"'~ve.. r.c-~~ 01. rt. t-h..e stvFF- c*- '~ d . rrol'A <.n.e~ (:,CA .... c..1 '~ (.. ...e"' rn ev'en (....~ ~hV''=>°b":} - ..,.b n~ Jlo V G"'"'~ I I"' <nc..H- i U.. +v.clCl,}e. l>o t>-ec--1" IA-t"°' S-,...T+E!C" .4 p ~ t-z...e. ...c..+-e. t-J I~+- <; l'C.c. ~ 0 S"'H·"'<). <..c..1c.~ All Grown Up Talenti Toasted Almond gelato is one of the flavors that aim to be upscale and command higher prices than premium ice credms. .. """" ~ II c.,. ~ C1."" +-o.__ L..-e.Go~ ~ , ~ '" ~~_S (-( Vt c.. "" hl • ~ 1 ~ ; r ~ Ft-..c.~ u:>"~O ~-:.~ c:...-.," <.. ""S~S . ·°"'V"~-r<::.. ·~ L,"-is°"";~ "" ' " hon.::.r o~ ~,.,.n-~·._ •• " USQ+i:>~I pc... ~ Y-e ro..m~ '-:"~ ;.;on+-C..~A C, I~ hon~ C:..Ni'rl~ ~fc:><+tA"'1~ coo~: <l. pie~':> f'( o~ • . • i::,....;~ ~~NH"' ~pl: ...... 1 '3<ft'1..,,_, P-ed . (."' K ~ '3""' -HU J 'f"-ort" P..'-"~ s~"" V~~ <. c...~ .I lrJ h CAr- P.. l..L.VC,~~ JCl'lo°O'~C...<>"t' ~ c.Y""~J ~-ed "Y"e. '-"S'""-""C.. I (Y" e-~---~------------------~~~-----~------~----- t D .....~h- ( "'cl s I I c. e..
  • 21.
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  • 22.
    1' p ~ Even though thesefoods were all the same, the "organic" label greatly influenced people's perceptions. The cookies and yogurt were estimated to have significantly fewer calories when labeled "organic" and people were willing to pay up to 23 .4% more for them. The nutritional aspects of these foods were also greatly biased by the health halo effect. The "organic" cookies and yogurt were said to taste 'lower in fat' than the "regular" variety, and the "organic" cookies and chips were thought to be more nutritious! The label even tricked people's taste buds: when perceived as "organic," chips seemed more appetizing and yogurt was judged to be more flavorful. "Regular" cookies were reported to taste better--possibly because people often believe healthy foods are not tasty. All of these foods were exactly the same, but a simple organic label made all the difference! __J A study by Cornell University's Food and Brand Lab researchers Wan-chen Jenny Lee, Mitsuru Shimizu, Kevin M. Kniffin and Brian Wansink set out to answer this question. Their study shows that an organic label can influence much more than health views: perceptions of taste , calories and value can be significantly altered when a food is labeled "organic." Certain people also appear to be more susceptible to this 'health halo' effect than others ... are you? C? · 1 faeVff/ f/C0 .(~· ctv- "a'vo Vlf ~) E:' Yt> vl 0 115 people were recruited from a local shopping mall in Ithaca, New York to participate in this study. Participants were asked to evaluate 3 pairs of products -- 2 yogurts , 2 cookies and 2 potato chip portions. One item from each food pair was labeled "organic," while the other was labeled "regular." The trick to this study was: all of the product pairs were organic and identical! Participants were asked to rate the taste and caloric content of each item, and how much they would be willing to pay for the items. A questionnaire also inquired about their environmental and shopping habits. NJ!... 0 , .,..,, ~ ~ fL ~(J-0.,'.lV) (' ~y(} {.,ti,,£, I -cl : t,~ 0 ""'-" V" ,v • I " J ~t{;~-C:-l:r~ '(O~l,A(--"'l ll'l,-{, Apr. 1, 2013 - The word "organic" can mean many things to consu~s. Even so , the power of an organic label can be very strong: studies have shown that this ~ imple label can lead us to think that a food is healthier through what is known as the 'health halo effect'. But can this bias go further? ~0 ~'}:l'l'1 Organic Labels Bias Consu:riiers Perceptions-Through the 'Health Halo Effect' SllfY'l', ~~ 1~ I ('(. g : !S .!'· _, ' c... l, <! - "§ 1 ~~ 1~ ~ ?.. ~ -'C) -s c-1 • 7 -"' • (J' j "" > Gt c-
  • 23.
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  • 25.
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  • 26.
    ',1.A//r<-1..ft-S (}-UW-N"f'' ~ ~~1'~ . v.)(.A.r~ ~s 'S--O(A'CAI 7..-ukvl~ ) (. V"eA.~ ~~rv1,~./ r- "Because less individualistic consumers are more likely to use the price of a product to infer its quality, they may represent a better prospective market for higher-p~·ced brands, particularly when brands compete on the basis of quality. Although consumers around the worl are responsive to deals and price-reductions, competing largely on the basis of lower price may be 1 s effective for collectivistic markets, particularly when launching new brands or promoting brands whose prices are not well known," the authors conclude. ~f'U ~ I These findings help to identify viable target markets for companies with higher prices. Advertisements or instore contests inviting consumers to focus on background images or to identify interconnections in a larger picture should make consumers think more holistically and rely more on price as a signal for quality. . l In a series of studies, consumers were encouraged to think holistically (versus analytically) . Those from less individualistic cultures were more likely to use price to judge the quality of products as diverse as paper towels, shaving cream, hand soap, bicycles, and watches. . . · ~ ~(,/~ "(i"'-O({, Of~ U.0-H...('t "Culture influences the tendency to use the price of a product to judge its quality. Although price-quality judgments are made by consumers across cultures, less individualistic consumers (Koreans, Japanese, Indians, Chinese) rely more on price to judge quality than do individualists (Americans, British , French, Canadians, Australians)," write authors Ashok K. Lalwani (Indiana University) and Sharon Shavitt (University of Illinois at Urbana-Champaign). l_l~:<Q. ~O(t..CA.°'00v-.l( 1r;N- . V'.) f.k.t~-tA Less individualistic consumers have a holistic thinking style and are therefore more likely to see things as interconnected and to find relationships between various product attributes. Individualists, in contrast, have an analytic thinking style and tend to focus on separating and distinguishing between product attributes and less on therslation;hips between them. d (<; ~ "'t$ Apr. 9, 2013 - Consumers from less individualistic cultures are more likely to judge the quality of a product by its price, according to a new study in the Journal of Consumer Research . Do You Get What You Pay For? It Depends On Your Culture
  • 27.
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  • 28.
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  • 29.
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  • 30.
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  • 31.
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  • 32.
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  • 33.
    "The primary differencebetween sequentially and simultaneously presented options is the presence of alternatives. Consumer satisfaction with a chosen option depends less on its objective merits, and more on how it compares to alternatives -- real or imagined. Enjoying the most satisfaction from our choices might require being willing to give up the eternal quest for the best," the authors conclude. In a series of experiments, consumers presented with options one at a time ended up less satisfied with, and ultimately less committed to, their choices than those presented with their options all at once. Consumers presented with their options all at once tended to remain focused on the current set of options and focused on comparing them against each other, whereas those presented with their options one at a time tended to imagine a better option, hoping it would eventually become available. This feeling of hope undermined how they later experienced their choice, resulting in lower satisfaction and commitment levels. Many decisions -- selecting a bar of soap at the drugstore, an entree at a restaurant, or a pair of shoes from Zappos -- involve choosing from options presented all at once{However, many important decisions -- choosing a job, a home, or even who to marry -- involve options presented one at a time. Does the way options are presented affect consumer satisfaction?) Nov. 14, 2012 - Consumers may be less satisfied with the choices they make if their options are presented one at a time rather than all at once, according to a new study in the Journal of Consumer Research. ,.~~h"c.U -7 VV"'~.e-<~1'"'~ ~ "Sequentially presented choices create uncertainty. Consumers know that alternatives will become available in the future, but not what those alternatives will be. So there is always the possibility that a better option could later be available," write authors Cassie Mogilner (Wharton School of the University of Pennsylvania), Baba Shiv (Stanford University), and Sheena Iyengar (Columbia University). Product Choice: When Are Consumers Most Satisfied? ___ ...-._
  • 34.
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  • 35.
    efoOY<.:f ~'f'O t-1~1-e,0Ptim;2ati'oN s~•·- ~ (() D~etop; n~~ 0-toOv""'"'~ 0JLvl ->.('O~ : ~ o-clo p+-etS I c.IJ t''-,JvfT.U c, ~~ cA.JR-f r;e., Oe)..,IMof' ~~~~ "J,Co~ :>-f' <.. l,Ci'.i.-7 , ; ('I'~ ""'~d) @ f • • f) ~ (o..uµ.-i ._. (1,,-~,... ~ @ ~d op-t-M" ~ / ._4'-;CI~ ~/(..~()~v.~ ro-eu : Cl c,"'..r•-"<>H c. v'<pf e-><pe.tl-t" ..(.. I -et,'> "' ... ~ f' ( ~ l VA ca~v~tr c,J op-r- p +-ti' r.t--hull' vJoi,r4<'/-# h) Researdl Stimulating Explore existing product usage and product take-up _•• - - - • unmet needs: Assess market opportunity, pricing (£) "0-~ l,; .'n-<~"" l"<,.· 1"' ~- and advertising how does the product concept meet those needs? research J3 0 .., v-. ('(-U ':i • '( ~ v" I.A. c) i .r- ' vJ ~ So~)-, ,. 1.,- 'o~~. ~Som<.. ~hA.-{.'>~ K<> ~ol <'~~~'-"<.KS ~ 1 ~1 ~n f'('Of'Q, ',' O~<'", . 0 VQ_.U(. J. '> .~ • <SI rl~c)..u (" ; ~ © :' O f'(, ~ > n ~ ~ customer © Q V'iJ.t., L.£A.. satisfaction, pricing O Jmprovlngprodui:t performance Undertake Detennlning the future Expk>re product development and • - __ _- assess new market potential and segmcntallon research Q ~ ">~lA f ..e_ ('1(..K>JUJ'I ~fl£-) Readmoreaboutresearchinvigorating your business at - I!) Or ;'-~ " www.b2bintemational.com/publications u~..,~~p
  • 36.
    (~~,~~~< ")ov9-,..>3-' ,,, t-Jo'-',C7 ,V''3) Cf 'C,- f(c. ~Of-06 I~ "'«:>''«'<:Joe. ~(...:. -,(' ,~"<)~ ~'"<)0'('0-~'".) ~..."<r.:,~J ~'~~ rJ ~)~ ~ ''I '::> ,..C'. ~ ..:0 ('.R.q ~ ,, I ) ·. ~~._()'('~ ~i~~ ('("'()ct. 0 ~ ... ~ ,. c,~p ~ ·• , Q-.'('~ ~l( c;.~('.J-,lR.. I.I Nc;)-S o. '<:({...O<'~ .'' ~o~~"" CL •• 'I<'::>~( .J-'"% ~'(~~~ ·,'-;, ~~~ c.,0.;e..,~' ~'<"'~ ,o~''"'~ ~~~ ~" .(,. ~t.-a­ ·~vl"' tf V' -P ,,(..., J";l_. Claudio Papapietro for The Wall Street Journal McDonald's plans to spend less on remodeling stores to invest on ways to speed its assembly process. Not-So-Fast Food McDonald's Concedes It Has Fallen Short on Customer Service ... tv- ;~ -:,..i., ~ ) ~I ..,'"''P ...l..).J'.'=>~<) ,.V~ '){O '~O-...J~ ~ - C~'"~-,...-'J )~? o-0~~?, ~~IJ-.I 'i'<Oc)~c.."S C'l((Oo~O' ~Cf'le. ~oO fc"OS~ "In retrospect I would have taken more time on that," he McDonald's Corp. came out added. ''We need to be smarter about with its strongest acknowledgment yet that its customer ser- how we roll new products out," vice in the U.S. has suffered re- Kevin Newell, the chain's chief cently, and that it blundered by brand and strategy executive for lffiG:tll . . • the U.S., told investors. To rectify the situation, the Jeff Stratton, president of company is planning to spend McDonald's USA, said the chain less on remodeling next year by introduced several JI updating just 300 restaurants in az Jr ·· It" ilW.S this year the U.S., compared with 465 this to give customers more variety. year through the third quarter. It will instead invest in new "The pace of product introduction in my opinion: too fast," preparation tables for all of its he said Thursday afternoon at an U.S. outlets that can accommoinvestor meeting at the com- date more ingredients and speed pany's Oak Brook, Ill., headquar- the assembly process. The new tables also will help address deters. Between March and July mand for customized orders. QSR Magazine, a trade publialone, McDonald's added Premium McWraps, Egg White De- cation that conducts an annual light McMuffins, blueberry drive-through performance study pomegranate smoothies and new of fast-food restaurants, said last Quarter Pounders to its menu. month that UsPensM's gh1gg¢ t prjsfM The fast pace of the new-product introductions "created challenges for the restaurants," making their operations more comMr. Stratton said McDonald's plex in ways that slowed service, plans to beef up training for crew members. Early next year Mr. Stratton said. BY JULIE JARGON fl.:> '"0-C:::. ., the chain also is rolling out a new customer feedback system to all 14,000 U.S. restaurants. It said the system will get customer complaints directly to its restaurants so problems can be fixed quickly. McDonald's has been concerned about customer-service problems for months. During a March webcast that McDonald's executives held with franchise owners, the company said customer complaints were increasing. One slide of the webcast presentation, which was reviewed by The Wall Street Journal, said, "Service is broken." Last month McDonald's beat third-quarter earnings estimates by a penny a share, but reported disappointing same-store sales growth across the globe. Lunch has been a particular trouble spot for McDonald's. I ;:; ztt wt;sz;wu w- JJ sj1r. Stratton said the chain is improving kitchens operations to increase the number of customers it can serve at lunchtime. 1 N~v-l ',~~s { ,, ~~ -"'r<'e -,~<""s o-f cY'- 'S v-""'?J ~ ,:; ~ i~ ~~O~'-""-~ • >Ye(Y'>~ I-" '15 (t°)L~V'(.l>p,5 • ~C~/~ VJ~~ K .)..t, ~~"" y N .("(~" 'iSh~oeO~ f'orle~f~f'~ s~Q{i; • tJw-)8.A(H'feA° 'o-v <"'C-titS ~owe.-r ;T-e.. '/ ."' r;,..S':,~~'clf'(J ' f't ! 'f (.).)~~-so~"~ ~Jwo~: "S:, -.-1c- .,,.,c'(~ ~ )r'? (,~-,~'°~~ ~~~ )('() . ~,~,!'~ ) Vil' y ~'
  • 37.
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  • 38.
    ..... . ~~~ ~--· ~ M9 Stt'-". c,&f"'-r'Mts""e& ftot1-t- ~ e._~~~"'UL (.Cl ( hf'()-e. ~(?-U"'I.-) v-' .~ CA pr<> d ~ v3 o ~ S .:::> 0l'""'- ...~ ; !"' ~Ofl"..L ~l"'C,-rcN°l,Jt'> ~'"' 0 ;',C..1.AS'>; ~ ..-1V< 'f' '(":>0 ~c; ~("c,...,'°Q..L ).)"~ <. ~ t-? On-fl e.:><p~(Aho" I"? ~t- 01,...l.<" ~CA.-ho,")~hf (,.:;),~ mo.-e. per<>o1'£.ll ·~ ov..r V'"'fZ.CA-t-o"°'s.,~~ <.A:>'~"' fYO{'~ ~ ~ ~eA i ""3-5 o.=- p e..t'S O ;""CA l,,Qr-.n~-=>(" 1..A:h~ ~- --+ f'O~;~v-e., c:.t-tt>'.~) ."> :'("VU..h ...expV(')~f-o<) : -h~ 1 s o. more. sc..c"'-rce re..so.....v~O ·"~ ~ - O<Ad ~.f::>r<., <hO~ N'.e.U('•'~.f-u -T-0 1-AS ..;-'~ ~~ , It's About Time: Consumers May Be More Likely To Enjoy Purchase When Ads Mention Time Feb. 23, 2009 - Do consumers respond more positively to advertisements that mention time ("Miller Time") or money ("Perfection Has Its Price")? A new study in the Journal of Consumer Research fo und that mentioning time makes consumers more likely to purchase and enjoy products. ~~ 1-e..<~-A~ ~~ <-0 (C..Q. J ". Cj)Q..<roh 0n ~r"'fc.f' When consumers are primed to think about time, they are more likely to feel personal connections <'~ : with products, explain authors Cassie Mogilner and Jennifer Aaker (both Stanford University). The researchers conducted five experiments: one field experiment (a lemonade stand), three in-lab urveys with university students, and one online survey with a national sampling. In the surveys, researchers directed participants to think about either money or time. They then measured consumer atisfaction with products using questionnaires. In the case of the lemonade stand, the researchers rotated a sign that read "Spend a little money and enjoy our lemonade," "Spend a little time and enjoy our lemonade," or "Enjoy our lemonade." The stand's customers who responded to the "time" sign expressed the most satisfaction with the product. ,.. 1 "The effect was demonstrated amongst consumers purchasing a cup of lemonade from a lemonade tand promoted by a sign that mentioned time (vs. money), amongst university students led to think about the amount of time (vs. money) they had spent on their iPods, amongst restaurant patrons considering the amount of time (vs. money) they spend eating out, and amongst typical consumers va luating their cars," write the authors. There were two notable exceptions to the findings regarding time. When it came to status products, like designer jeans, participants responded better to money references. The researchers also found that highly materialistic individuals responded better to money references than time-related ones. l "Despite marketers' frequent decisions to references to these concepts in their communications, surprisingly little is known about the downstream effects of directing consumers' attention to time or money," write the authors. "This research offers insight into not only how marketers can make their products more appealing, but also how consumers can e:){tr'act greater enjoyment from the products II .
  • 39.
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  • 40.
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  • 41.
    ... Kenzo Sweater, $375, OpeningCeremony, 272-279-2688 ... I 866-884-8866 $5,000, Louis Vuitton, Parnassea Collection Vivienne Shoulder Bag, ... I • Saint Laurent by Hedi Slimane Cuff, $795, Saint Laurent, 272-980-2970 Don't Be Afraid of the Mark - THEN Louis Vuitton's head-to-toe logos for Spring 2000 I COULD NEVER have predicted my reaction to Louis Vuitton's new Vivienne bag-a petite crossbody satchel in fine-grained calfskin with a wholly unsubtle shiny, gold, 2-by-2-inch interlocking "LV" as its closure. The sizable chunk of hardware would normally be a bit much for my tastes, but it somehow made sense on this beautifully constructed satchel that rested on my hip just so. I adored the bag without reservation. Still, the emotional rush left me confused. Like many fashion consumers, particularly American ones, I've recoiled from overt logos on clothing and accessories for nearly a decade, after onceclever pieces of the early 2000s-like Vuitton's Takashi Murakami monogram bags or Christian Dior's "CD"-covered Saddle Bags-became ubiquitous and universally knocked off. As "logo fatigue" spread, it eventually seeped into formerly logo-loving (and luxury-labelboosting) parts of the world, like China. Consequently, companies like Gucci and Louis Vuitton recently adopted a more understated approach for those regions, marking bags subtly-and forget about brand-bearing clothes. But while Asia is still suffering full-blown logo fatigue, a small pro-logo movement is afoot elsewhere. That would explain the nascent popularity of Vuitton's Vivienne, seen on stylish celebrities BY MEENAL MISTRY like Alexa Chung and Miranda Kerr. "That bag is a great example of knowing how to create newness without straying too far from brand identity," said retail consultant Yasmin Sewell, whose clients include website Moda Operandi and liberty department store in London. "It's like, 'We won't let go of the LV, but we'll give you a new way to love it.' " It helps that the Vivienne doesn't remotely resemble any of the generic, logo-riddled stock that still populates duty-free shops, and that it carries a price tag of $5,000. After all, logos are as much about broadcasting financial status as they are about making a fashion statement. What's happening now, however, differs from circa-2000 logo-mania. In fact, the current state of logo fashion is quite sane. It knows how to have fun and has a healthy sense of irony. Since Kenzo co-creative directors Humberto Leon and Carol Lim took over the label in 2011, they've done a brisk business in sweatshirts and sweaters emblazoned with K-E-N-Z-0, which tap into their semi-ironic, semi-sincere love of '80s-era logo sportswear. "It's an interesting time to embrace logos," said Mr. Leon. "We're in an era when people are more aware of brands and their associations." Alexander Wang, who worked his name repeatedly into his spring collection, also did so in a playful spirit: Instead of slapping his moniker on a cotton T-shirt, he laser-cut "Alexander Wang" into leather and made it into a graphic lace. ''We've never played with our logo before in this format," said Mr. Wang. "So we wanted to push it with different techniques." The most envelope-pushing direction in logos, however, is parody apparel. In May, retail website Net-a-Porter began to stock Los Angeles designer Brian Lichtenberg's sweatshirts, which play on the logos of coveted brands including Hermes and Celine. One features the word "Feline" in Celine's sans-serif font with the word "meow" beneath. "They did incredibly well," said Net-a-Porter buying manager Ben Matthews. Mr. Lichtenberg's pieces, which range from $98 to $128, telegraph something beyond moneyed status: that the wearer is in on the joke. Louis Vuitton's Vivienne offers its wearer both status and savvy-cred, as will Saint Laurent's soon-to-hit-stores Cassandre cuffs and evening bags, which use gold hardware shaped in the label's iconic three-letter logo (retained even though the brand officially dropped the ''Yves"). These also look fresh to my jaded eye. It isn't because they're poking fun. Like the Vivienne, they're simply beautiful pieces that use a well-known mark in a new way. But I still tread warily in logo land, and I don't think I'm alone. As Roopal Patel, a consultant who advises retail website Farfetch, said, "There's this fear that if you wear head-to-toe logos-what would that say about you?" A logoed look from Alexander Wang's spring 2014 show NOW Serious logomania may be long behind us, but there are newer (and more subversive) ways to say 'I'm with the brand' .......
  • 42.
    Among the researchers'other findings: 1....--:.V.l/t'-""'->""''"a ,,-u~ ':)..o:n • The sandwiches purchased by participants contained an average of 784 calories at Subway versus 572 calories at McDonald's. • Participants purchased sugary drinks averaging 61 calories at Subway, and 151 calories at McDonald's. ~<;Qt 8¥S::: B1l1 PfZ.O()LU-V'¥; ~ • Customers in the study purchased side items such as french fries and potato chips that added an average of 35 calories at Subway compared with 201 calories at McDonald's. • Participants consumed 102 grams of carbohydrates at Subway; 128 grams at McDonald's. • The meals contained an average of 36 grams of sugar at Subway; 54 grams at McDonald's. • Meals contained an average of 41 grams of protein at subway; 32 grams at McDonald's. • Sodium intake averaged 2,149 mg at Subway; 1,829 mg at McDonald's. • ("- ~~~W'~S ~Q..{<?. (~~<v'l-e~, ~~ "'l- ~)... ~ :'!: ~ ~ "' ."' , o 0 c '3 ·~~
  • 43.
    08'>9£ ~" fJf'0 ~~~°Erl,~ Vitaminwater I prefer drinking water to hydrate myself while workouts, however, when feel like trying something sweet to drink besides real water, i'd go for Glaceau Vitaminwater. Sometimes at school library I purchase this enhanced product when daily caffeine limit is reached, need some alternatives(laugh) let's not touch on the subjects whether the products are actually good for our body or not, the point is I think there's some genius marketing at hand(and they've got me) 1) The bottles are beautiful, colorful, and the text on them is snappy and clever. 2) They have empowering flavor names. Here's the list: Power-C Defense Focus Essential Energy Coco-Refresh Squeezed Formula 50 Revive xxx feeling more energetic just by seeing the flavor names? 3) They offer ZERO-CALORIE products. Something ·missed to mention above, Glaceau is a privately owned subsidiary of Coco-Cola Company. Coke Zero, or diet Coke are the success cases of Coca-Cola Co. in the recent years, there is no reason that they do not apply the same strategy and launch the likewise products: Sweetened beverages without any calories. 4) Besides the trendy& stylish bottle attracting young folks, Vitaminwater ads gain more screen time. I'm not talking about the normal '30s television ads which conspicuously are advertising products, rather, increasing its exposure in TV shows. In Gossip Girl Season 4, Blairs mom mentions the "Vitamin Water Design Competition" (what the advertiser is trying subtly convey to you!) This is the practice of product placement, or embedded marketing, in which advertisers pay to have their products or logos appear during a program. Certain advertising technique has been intensified in recent years. You may wonder if it is a worthy investment, well, psychologically& technically, it is. It's the Mere-exposure effect, a phenomenon by which people tend to develop a preference for things merely because they are familiar with them. People inherently have preference and liking for people or objects they are familiar with.
  • 44.
    See the Vitaminwaterback there? They're everywhere! Decades ago psychologists discovered that simply being close in physical proximity to another person increases liking and attraction for that person. College students in dorm housing liked their neighbors more than people living on other floors or building, male students like familiar women more than strangerssimply for appearing in their classroom throughout the semester, despite not even so much as saying "hello." The more time spent near someone, the more people feel that they "know" that person, and feel comfortable being around them. This feeling of familiarity contributes to attraction. Here's another fun way to explain the great effect: If you've seen "How I Met Your Mother"(a popular sitcom about five young adults in New York and their relationship/friendships), the mere exposure phenomenon was in full effect and illustrated creatively through Barney Stinson's "Mermaid Theory." Men will eventually feel sexually attracted to a women simply as a result of spending time with them, even if they initially don't find these women attractive at all. EVen the least physically attractive people(manatees '') will eventually look like mermaids. You see how Glaceau markets their- products not-so-conspicuously yet wisely? You gotta love Vitaminwater and its cross-promotional efforts.
  • 45.
    Oi1rtlJ~' ·~ •''1P.'tf, Ol. r, Remove the"$" sign from your menu! Chipotle(a chain restaurant specializing in Mexican burritos and tacos) has always been my favorite grab-to-go option when in a hurry. I always categorized Chipotle as a fast food restaurant, not because it offers fried junk foods(Chipotle actually's known for its use of natural ingredients), but its assembly-line production that speed up the preparation time(reminds me of Standard Qperating frocedure .. ) When I was waiting in line(Chipotle's usually packed with students during break time) few days ago, I found an interesting fact: There's no dollar symbol($) on the menu bar. It surprised me, really, or it's probably just me who've been taking the presence of dollar sign for granted? The missing of $ truly puzzled me. Then the following day when I was having dinner in a quite fine dining place located in downtown Ann Arbor, I took particular attention on its menu and found the dollar sign was not showing either, there were only numerals, no "$", no "dollar" spelled out. Why do restaurants today remove the "$" sign from their menu? lt.'s all about Psychological Pricing. Here's a example you may be pretty familiar with: $199.99 for a luxury brand sunglasses? Sounds pretty fair. What about $200? are you reconsidering to make the purchase when it's on sale? Prices that have end digits of nine, 99, or 95, will result in consumers believing they're getting a saving, and even if that saving is only 1 penny(like the one above), customers may feel more confident about making a purchase. Psychological Pricing: the practice of setting price slightly lower than rounded numbers, in the belief that customers do not round up these prices, and so will treat them as lower prices than th.ey really are. This practice is based on the belief that customers tend to process a price from the left-most digit to the right, and so will tend to ignore the last few digit of a price. If to explain the effect further, or relate it to more psychological concepts, I would say that it's this "Primacy Effect" which's playing the trick. By definition, primacy effect is the tendency for the first items presented in a series to be remembered better or more easily, or for them to be more influential than those presented in the series. (for example, if you hear a long list of words, it's more likely that you will reme_ mber the words you heard first, which is the beginning of the list) So when customers are presented two prices, one starts with 1($199.99) and the other starts with 2($200), it would make a big difference in their mindset. OK, so what about the $ sign? An empirical research, conducted by Cornell School of Hotel Administration, examines how customers reacted to menus' price formatting in terms of actual sales, as measured by check totals for lunch at St. Andrew's, the restaurant at the Culinary Institute of America, in Hyde Park, New York. Price formats tested in the study were a dollars and cents numerical formate with a dollar sign($00.00), a numerical format without a dollar sign(OO.), and scripted or written-out prices(zero dollars). The results show that guests given the numeral-only menu spent significantly more than those who received a menu with prices showing a dollar sign or those whose menu had prices written out in words. So I think it's not both restaurants I visited missed to put on the dollar sign, but they're using subtle cues to attract diners. Next time when you're planning to open a restaurant business, don't forget to take advantage of psychological influences to help promote menu items - it's one of the best ways to increase check size.
  • 46.
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  • 47.
    oes~"~eor-' Ot"tltt4- a .. t'oaev•,a. -Z.1 ' ~.:.rt~f'~~~ ~""2< z. f>«>-'-'-e. ~(.CA-(' °'"'' . . . of. c.MJ·-.··111ca -r.12+a· ( ~1'€<<'c.t~l 1~+- .:::>.f-f.e.<""'> <lo+h. ~ CA.f.d 01..l.-e.">~c~es f-<>C"' '{~ (YVl. (I ~ ~ <" S . o-AJ v.lC> (YJU" Yo (..,lJ' c)€,c) ~ 'P 'b- ~~""'" r---~L°'.A c,0-Af>l-e. NOV» ""CA~ V..""'f .e. 4-d ('{'(M-S : 'fO ( ~ (lj 1. f I ).. ("( (.o.-~r-<AI ~tore); )()(I ff)f~(~N;y-""'f 4"0<te, ~~ O'-WV~ 0'"" t>-.../UV'°>f- Of-t..l"10D ~°"re~ - (fr-€,~~ :o"....-1(ve. S~d '"'-te~~ ">~) ;fO(e,.1,1 ( eJC.~~6 " ; i.e? ) ; L-Ov'E '2.. ( ><u" d) C..0"'"""«"-t>O("L;Afl()~!.e. ~( v->o~ i t=or~ Z.~1f'IS (~re-~""))... .. I p.er S."Ore. ~ For Lo.re '2. ' v M~ (M~f')":.C Variety's a Pro or Con? forever 21& the decision fatigue A few days ago one of my suite-mates asked for my advice about the dresses she purchased on the Forever 21 on line store. I asked her why not just go to the retail store and see how the dresses really look like, for that personally I prefer browse in store, and she said, "I love how big of a selection they have, but the store's too big ... so it's impossible to find anything specific. It's less tiring to browse it online." That's quite true. Forever 21 is known for offering shoppers a wide selection of trendy clothing and accessories at affordable prices, but it's physically impossible to. spend time in Forever 21 and leave wanting to cont·inue shopping elsewhere. Not because you bought so many crop tops and skirts and can't possibly spend more money, but because you're so exhausted from looking through racks and racks of merchandise. The tiredness happens to everyone and it's called the decision fatigue, the deteriorating quality of decisions made by an individual, after a long session of decision making. (Probably that's why I cannot help craving on snacks while pulling all nighters, it now makes. sense to me - I have less willpower after a long day and I'm starting to make poor decisions) Professor Baba Shiv from Stanford University has conducted a famous experiment: Two groups of people were given different mental tasks(memorizing a 2-digit or 7-digit number). When they were finished, the students had the choice of a piece of cake, or a bowl of fruit. Those who had faced the more mentally taxing task were significantly more likely to choose the cake. The result's surprising, but what happened is that willpower and focus and concentration and working on problem-solving are all coming from the same pool of cognitive resources, which is a scarce resource that's easily depleted. That explains why we're tempted by the candy in the checkout land after a marathon grocery trip. (If you're a forever 21 fan, pay attention to what they've put on the checkout table, it will surprise you! The last time I went there they were selling Hi-Chew(a fruit-flavored chewy Japanese candy)! The followings are list of most depleting activities that will drain your brain: Focus Con/us ion Frustration Self-Control Boredom Anxiety Concentration Choice
  • 48.
    .~ ~ed.~c) ~~ .-o / <'(0-<e. ~d-e.-o~: "No--d~-o~ ~ N~ ~~ of. ~~I C.0.$ hcMle- ~.--~ Q'f..d ~Ol-tiV'i!. -e/~; ~So" w....ot::, rnervtU,~ ~ -e0 pa,o~ ('Q.j CA-<.~ T- +-o .~ ..Q..L'~ -lrO ~ -'t-<<Ad.e.~Jaf° ~ ~ Q.e..e;~;t>~ '>ec.....·o~ ~dcuvtJL. : !'lO ~; "J" 6 ,/ ,,--eo -pooc- fl"00-e- ,..,_...-o.. ~e<..tL""'<'"<-'-'~ ~....-~<.. o~ (f)c-e.. c_ho,~ ~ o~ ..es~ v.:i ~"'.- ~ +o cl...e-c)d-12. -o ~~er-.~~ 1.:;i.....vu 'ok.. o~ ~'' , ~"'("(l. ~~r ~c,~ r<;~<.~'t:>A ~~ ~ h~ ~ (..(}ffyor-.~o ~ ~<.ko o .... +- ~ ... 5 c;,..,..- 6 o~-thn~ 'fr'~ s,.e.. ~v..r 'h"'c,;· "'a Z.4 ::> r ) o ...V°'-"> opro<"'~ ~ n w"""'-" (~ cJAo:·~~ ~,·re mo-re.. d€M,,.~ ."'__..,..,.._~;~) ·. i_r_cc.vh o CCA. ' ;mP'.." s.e. p..µc.N:.~ ~ oc...t:...t..A. r °"~ ...._n"""re11.~ p.et~;.;,.,. '6.eriesc*- ~;.?n m~i~~ 4-CA<i.Lo~ ~rd·""a f>~'-"~£.t ~~"h"·" ~~ <.k.M"~ 1• 0 " (~~ expiC.;"~ +w s~ ~c:} ~~ re~H!("',..) '>fClv't< ~ ~vio"' ~e ~<..~~ ~ w~~r Se'-°"d +ho~) f-'>=>,, 1~ ~~~ck> ~·-~ "" ~'$ ~IA~ _.e..v-el ) :: ru n into decision fatique very often because of the sheer volume of micro-decisions that ::.:Jrally come up throughout the day. Take me as example, I've been making decision right -~er waking up in the early morning: espresso or latte? plain ·bagel or multigrain? What should ear? Should I bring my laptop charger? - We're fighting an uphill battle every day, physically --: m entally, and our cognitive resources are hence depleted. [ ::.e forever 21 and surely ain't complaining. Obviously, more choice is often a wonderful - -g, it's just that we should be aware of the rapid cognition leak and learn how to combat it ::.voi d making poor decision and later on regret about it. Because no matter how rational and =--mi nded you try to be, you can't make decision after decision without paying a biological :e. It's different from ordinary physical fatigue - you're not consciously aware of being e::l - but you're low on mental energy. -=·::' s how I do when shopping in the trendy, clothes-overflew forever 21: Narrow down to 2 3 sections(they usually manage the outfit by style) of the store and pick the ones I would :: to purchase from these sections. Trust me, it will elevate the shopping experience and =. e you happier. (the photo up there's the forever 21 in Shanghai, China: a huge, four-floor, :::-:Os q.-meter. building) · . _., <.:.er t" f"'r'.e.. ~ ~: +-s ~'-'- ~ ~ 0. ckt.J~,<i ~ Q.. v4oct'~•!.O) ('(..U(1:1~J f.) ( ""'ow 0 " °() 'I 0 c.c.-(" -~C:e. To ("1" ~ h~ o..M- +-o rt!._°"°'-r".YL ~ Ct=n -r bl.Al'" o..,...-~ 1 4-'-"~'-'< ;>rt.~ t"'-r-. <i?.:LhCAI'~& ('e~ ~~- •·>"; l...e. ~ d.e,...,.,,~"- m~K·~ ~~ ( O?n '+- ~pe...."-<l ".r ,, "> :lP c,... ......., 1 s;- • p.~b~) cl~~;" "'5 o• "&~ c.l-e-c;.>; "''"' - (Y"'C.-t-;~ w .~ ""~. ((Y"eu<.c.. •.~ """' ~ ~ Sc...h">f-k.Q.. h? f,"c} ""'~od ~'-' ~- ~-forrv~ : P,G-'~ ~'" €Xp,ote~~)~h{b1..(. '-"f t°':>(~ o:" ("'"° ~r >0~1eJ cl CM>" i- oof<. ~{ ~ h6""" ~o"'n~A ·~ ~~ ~ <.,-~ti~/ :Y'-~ T+t. ~o;c.R.. (t..lC>.<ro~ co.un T-o 1-V~ o:-n.a- o.Do ..... ..- ~ -t-rv-1 Ki 't:> r""""'-~._ .1 10 . . . ~~ ovt... b<'>t-b.e..-') p...M- <i.-1:> p "" o~-ir c.....'ool.M'- G- ~ .e ..... v-<s 41'
  • 49.
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  • 50.
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  • 51.
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  • 52.
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  • 53.
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  • 54.
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  • 55.
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  • 57.
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  • 58.
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  • 59.
    ~ PsuS ( V)tY'()~~c,on ul~ +c,t~"U>ri-'"~w0~Kprdt,) -'~<"· B Bltl~ B O N 0 'R W B0 B B I B R 0 WN Confidence is Everything, But a Little Makeup Can't Hurt Long·Wear Even Finish Foundation Visit the Bobbi Brown Counter for a makeup lesson and personalized foundation sample-our treat. SPF1S bobbibrown.com 'l' f(O~ pet1pN<-vt• (t) ....~k dnv-U' . rnove I //? xff," 1 everythingbobbi.com ex-t-err"lul (.V~ rv .~~b~hfr s·tc-tv<';:): t~Cl.>lll'~. c.~peCN'ofl c.t .. ( '>~/fc<Art p.-odv.« Cds c.o,""""''"' mort. <i.Vl(tn'hLp~o­ °'""o It''>~ I .-t I e..p "' ri- r..,tQvtiN
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  • 62.
    o~ ') atching Brands: WhyDo Consumers Prefer stitos Salsa With Tostitos Tortilla Chips? 14, 2012 - Consumers prefer matching brands for products that are consumed together because they :ve products from the same brand have been designed to go together, according to a new study in the zal of Consumer Research. · much do brand combinations affect how much consumers enjoy products that are consumed together? . ~ ms that matching brand labels enhance enjoyment by encouraging consumers to believe that the _Jets were tested and designed to go well together," write authors Ryan Rahinel and Joseph P. Redden niversity of Minnesota). e study, consumers ate Tostitos brand tortilla chips and Tostitos brand salsa but were told that the chips lsa were various combinations of fictional brand names ("Festivity" or "Party Time"). Consumers . ed the chips and salsa more when told that the two fo'ods were from the same brand. -~ ther study, consumers again ate Tostitos tortilla chips and salsa but were told that the chips and salsa - various combinations of "Brand A" and "Brand B." Some were told that the brands had conducted joint h and design on the two products, while others were told that the brands had coordinated on matters - ated to taste (coupons and distribution). The latter group of consumers enjoyed chips and salsa from the : brand more than chips and salsa from different brands. However, both groups enjoyed the chips and more when told that the brands had conducted joint product research and design, regardless of the · ~- they were told they were consuming. (ffi f;..&~rur 'W1~utr~ I :re is no universal answer to which brand a consumer likes the most. The brand a consm¢r prefers for a I - :::ular product depends on the brand of other products with which it is being combined. A company that I products that are consumed together will have an advantage over other rival brands that do not offer 1 · individual products, since consumers will want to have matching brands," the authors conclude. ...., c)V{.k ~.:><o All r ') ~ ~ r CJ) "'> l.Al"0-U~ -, I ("'('U.f{ .l..re.rS e)'!:~ct- I Cl p-rov-e. d perfo ( fY' u <)Le. ~tr' f roov.cr b.A"' cl ~ s +-h"' -t- .-"<>~ r- wno~s ':>~~ . h ~~V+--O<CA"'iJI~ ~ ~ ~ ~(=>.e.. ~~c,N(f' (. C''°d'~<f /'.tQc) ~( {"'""tl."'()." L~ f~.ec .lor to0 ~(/ ~~' •' ~) wnu~ CA'o 0""-'""° VO('('~t,hbl~~ ~S':>v-<~ ? ) (Y' Vil i-- c!ve._. LO-"':>""'""'fhc (' ~~ ~rt.' s I I I' 1 ! '(~~~ -~ ~ow T-lA 'r ~~ .t t..-o~ ffi{,l-t.h~ · "'} 'or <"'·"d~ h< ~~o"'c.... ~ ~ b ~ " I ~w-ned ti>~~ ~ if- · - m~c~-r p,' Wc;"°(}- ~ fof'fu.vcr-ec 'orol')d / C" cl ;Cv'tYcl 1 1 H.hk'~ brCA "d trv.f'i,ut-eo A-o ~re-lAt-er 4~"~ ~+- ~p o ( )o ~"+- Vof'~vrf'p ·riu1 - (,I
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  • 70.
    M)S .. "'2.'1'<, 5 .0~ .. -~ """'()- . ~-roc..""-s anc.~ ~ ~n~ -Q rt.~""V« ·-Vt.f°Q'Dvs-N.~ ~~ ~el '( U.U ---~-~ ('(" p-e. Zof t- ~ ' • '~ '"~~I "'J;. ,,.~'.:1it;,- I believe if there's any kind of God it wouldn't be in any of us, not you or me but just this little space in between. If there's any kind of magic in this world it must be in the attempt of understanding someone sharing something. I know, it's almost impossible to succeed but who cares really? The answer must be in the attempt. . . () :~f' -+ ~$.~o~ ~"< ~ "oA~ "'~~ct ~~V"'CQ.L~) if there's any kind of §od it wou(dn't 6e in any of us, not you or me 6ut just this fittfe ~ace in 6etween. 'if there's any kind of ma3ic in this wor(d it must 6e in the attemyt of understandin3 someone sharin3 - '"~Po "tr-,, ')" ....-.... '1 6e(ieve somethin3. '1 know, it's a(most imyossi6fe to succeed 6ut who cares rea({y? The answer must 6e in the attemyt. V~f)~O" WOt..-d Of"€... r-'Un·JUYbe._c be:H£.r '"> ,yt.~S fi..oM Pn~" vn~~·~ f:-Gl.NY"cl ~r rl!..t-efhOA 1,."'3v-'i ~~;h.c~/"H .......:>J (-oc ~ Wr'Y'w::>L..V<. ·r ont-. A.-ec."-S.;, ·"S b-e.n1rvz.l ~ ~t- a.d<H~oC.Cl cz.~T''hL"' w reel +i? -€.(Ad ~ :1'V.H-a pl ex .fu f'.,...S -e(Acl ..--> 0-e~ pv-o~~ '.i 'a·~ 0.." cl be~ rtLCAll S O~ pf"Ot-e~'>·~a ~CA o~ L ~°"'n l,O(Y' m.oJ.4 o""'"~c~( <...r-a,.;K l 00~5 ~K<.) ....--. C ~°""1'Cl'> ;Ke) ----.. . . (~"""'>) ----.. c."d Lo<.J~~rt- ,_L,9-ll_) '»'v(>..O "'1 I ·ou. I s~ ~~{WU o~ Qw<luic,i..~~ Q('()I..~~,'~ ~ f.IQ.V€S Q. v.,pO((.A.t' :;,' e> ,Q 1 L-ov~ ----~J tv '('( ~ 0 <'}- ~ e..~~«' ~ !..fot<"''-'t°'.J" '"" ..~ 0 +o Average number of words recalled +-0 ret.._._,, :. . ( L~"'''>°' 1' f 0 cl !> _.J ""' -~ /'a- €L'1.V'(. '}-V"'C.,·t- 1'rnp...-~ '>• ::> ~I"' .t-h( Vo ( >"'-fl".e ( >I "" ..e..... ru ( ua-ro"' ""' ~ ( ~~(". "if- ~ O..A( 1' <;o %'> "'-' ro L.-0 A Vi V Lt. ~ .__. V't, <.. s (""~ ..('. . .f.o f r- )
  • 71.
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  • 72.
    . pt, SWadc. """""Pt<.-t"CA~~ ~ ·~~ S•~ 1' vOC.~~Mv-e- ~"1'( ~('(~· s spe.f.-i't'_l . ~ ~~ss-oc ~o'C<:. ~c, 6'.b.01..A-r ~"""''d 6.'S"""c~ ~~ pe,op~ Ovre. CC!A{)v.foo k. 0 ·' - ~f)'"..JL:"n ~""'~ fY'""'-h c..CASS '01.1' w'-<>w"1_ ,' /.rort'Y'-D.-n"o-A ~n ~'le. .A~ a..bk- h::> _l f- '{O··-iJ p.ro£l._..c_+- <;tll~n?t ..t.Now d __b..e.. ·ro ffi_Q__CQ. l'Y''-' 'r Y'c»'"'- Vl' SA.ti.' ~~ f fYC.hv/" ._o.~cJ ~~.;~bl% o 1 e_eo p ~ L+-t...t~<. (<;kAr)ili' A~-' l't ~s) LA1 ~ • p i''--h.A.rt..'> ~+-Ao+- Of'l~+- ,_(Y)t.1*:>-<l.. i;· tr.e.i~ +-o r~c."''' C,OJ".lSA{t-t< Q ~ ~CAOO"' .:;.t°'A-Q~ ~1~c.A ~f' n Balloons <:- ... ~ ., t-ex:t- If the balloons popped the sound wouldn't be able to carry since everything would be too far away from the correct floor. A closed window would also prevent the sound from carrying, since most buildings tend to be well insulated. Since the whole operation depends upon a steady flow of electricity, a break in the middle of the wire would also cause problems. Of course, the fellow could shout, but the human voice is not loud enough to carry that far. An additional problem is that a string could break on the instrument. Then there could be no accompaniment to the message. II is clear that the best situation would involve less distance. Then there would be fewer potential problems. With face to face contact, the least number of things could go wrong. (j) "'~()~ _cl.e."·~ ™A Y?eC.Ol.j ~ '~ ~"'s_ -ow" ~ ' u, or)•' 1'" (J f""> T~'IC C-v.00.e. ' 0 0LQ. 1 oh -~, ~~ I) 3.S ) '~''"v-'m.rc.. ~v-(.,~ {l'" J ~ . ~ p "' °'~ ~ .q:~'< 4) Pv.(hu ~c.ttG'h"" -7 Balloons .~. - ·~ - i, 1 r:: ~ Jr . I !;~- , J. ' :i p i·· " c :1t~JJ u :; 'JI ~ 0 1-.ex.- c~~ ~ il(.}1 --~!_.i ? ) <;/l'i,..o ,.... i ; c.:~r-e. s hC.v"t ~w ""-.- ~ f"(pc,.,~.:­ - ~~ :)~f-or"Q. ~ :x.-~ 1.J~,, ;~ '' -: ·.~ fn1 r:. f '·" ,~-~ ' ' J • '1'. j o ~ g I I :1].l"-{f ~~ u t c c ... If ---'~ c, . . .."c....'(}{.., 01 lJ . o~ :(!• ' D' u rj n ~ !o ~ ~ i.:i a u " ·: ~1ff,l" ' ·' ' · l ' .--~ 6 -~J ( o -" <;'-"I t-tA ':> UL ~S__o) P~L~<_. ( _wh CA.-t- _p-ecp k re ){_ r.."" :T-Vl 1.AASVrl"'-bi ( ~ I""~ h'1- h :>J) t- p1' (..;"'C.',~<;. ~(..iA'' u.e..-~ V>:c.l~nJ"' : ;•L.J O I ~~ ~ ~~·' bi-L Balloon Story .. ·;i1'·&· '.'." '"".. "1'~ ~) ~~"- Q;~'"" ~p~ "~~;>' £' ,o -'"~,L-r >.rtr:> rt SJ.1-1-«b 1-e. I 1....s+rvM.> (' ff the balloons popped the sound wouldn't be able to carry smce everything would be too far away from the OCHTeCt floor. A closed window would also prevent the sound from carrying, since most buildings tend to be well insulated. Since the whole operation depends upon a steady flow of electricity, a break in the middle of the wire would also cause problems. Of course, the fellow could shout, but the human voice is not loud enough to carry that far. An additional problem is that a string could break on the instrument. Then there could be no accompaniment to the message. ft is clear that the best situation would involve less distance. Then there would be fewer potential problems. With face to face contact, the least number of things could go wrong. <"h '··~/~) "1.ii: ,'";{ ,' :~:. Of"€- Q~ ~-~S!> 'f't. "()- o 0 ~ h.c2..0 .e,vc.l 14h~ d_c.. .'m <a) ph....~r<"> ~~ ('.fL. W,~ 't-" ..A1 p "°d ""-0r C.. CAI. ~">-.,- S-£ ~~ ! f> Ov.'.e! ~ _L ~ r....""' r:<~ !SC ->
  • 73.
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  • 74.
    ~ ~'{-~ ..J, v....)( ~010~ c-:i.c ~~~J. ~0-0 ~ t . 3-'41 OJ'~~(}-.! -('C'~ ~y_, V'D1' ){ ~ d CV' ~Vl t: , '<>"' l(n~ ~VG> ~~4~otl . "'"or, · ~ Sc:) o-.' 1n·~~~O '14-:} ~ 0 '-l c "P ""'"il ~~"t>~ v 1 Of' ~ ~ ~ .~ ~~..V>'1 · l_O n~~ __ vV~v'~ ~~-0-fl~ 4 VY)M ~~ ~ ;lXa' v.> o<i o V ._ "7~0t o'h "Of _FfB ""))>.~' ~~()' t-U-- ~~ 5-'1~1-" ~<M~c,~ ~~ ~~;Ond'd ~lV'':-VJ'!V ~Y.1 ~'-q C u"""~""I' ~ v~ .J"W''T )'C.I~ 1-+~ ~ ~ ~o ?"1,~l:, ~~ ~ ~ ~~VJ~ '7 1 ~~ ~rioAOY'11-6 ·JO. : •. uo~...;n ' · d~-1" ~">-<=>V ~ -de •J""ld-1 ~-i.. ()'-"-..:> "'/ol- ~ o;µoU) ~q S'"J.J,Q....- 010 JJ ~..:;. ~Y>VD) ~~ ~V'VJ ~ ,_,.cu'YlJO.'V '{t'd-t?ol??J M~ ''"°~"'hJl , ,,kYV"~-n ( "ftyVJ /./ '()".. •'7 ...A~") ~ clc~VVT .,rt~ Qyyn~'?OO JV'~ ~. v•.Y.)4.V c""l 7tJVl)).-,VJO'O <;.V",-a ~ -1-09 (~ (,,v.>u..·.;~ 71'1.:~ ..X4"~) i;fo~~ ?' p,,..o-l.':::PO ~ ~~ ~ -'o!::) ("1.. V -C''-1-""''-'°1' {)JU'>~~ ~Y.l"-1 ~ _.C,v-~ -1t?N:) - ---. ,.7 -+~ . . c;R.~ ~ ~ .H;.7YJ'-'0~ ~~~J J~ «;.4C.,C)~.) oocJd 1 ~'~~ • .....v->~?I' ~vio.JOY>d-- ~ ~ -'-'' -dvrv ""'~~ ~o. ~o"-'cs. ~~ .J,'v.J-.A--"d ~"'IJV>6<j~ ....A•'h.V~ .(!-.~ -t~c; -f}J .C.µ~-'v, V"d
  • 75.
    Pt Aa'S,on te~ ' +' s CA. Cpo....,-t- p"' )IU N lM' t ,f-.~C~ 0 d-er <;+-and I I'~ pe.o p..e I<;, rn oh'/ c,n ~( s ~how yov...r P°"SSI?!' So p-eof>~ ~Vv""(.. rnore___ern~,:/('{,) O."'-e. l~C...C,Of' +o~ cA~ {°u ~0..,,L( rv,' A+-O.f- A~ L.0'-'0= ~-e...evt- IOp 11'-~ 0 -'':> . ('(.~ llK-.e.-~ ~ >--<.. ~~TX rep-rt.~€.<~ . Se.e." 'p ~ O~"> c,.s ~('" ~ ~rst-+~v"~ . . ~~ "CAtt <;.-te.ret"'C'fl"i+s ""<, ·~ """"'~ ~ ~~cA-.ed"d- ~I.~. ( --~~~ JnCl&i'°"C'I :,..,..~ - ~ ~~ ~''>,;)'"' B..(' ''-")_ ~I •J ' 1 c.l R-«.pe""ndt~ '°'"'":r' '.L) P-t<s v.e-.'>;o" _... ~rn·,,,IA(l~ 1' - ___ -+ ·('{::)rt.'~'"~+ ~;re.. -€S~ ~~r~-~ ~u~":>"> " l.:oc:zn~ ~ve...~ ~" ~_ 1 ,_ ~(/uu<<;; () ' ~~{( "??. lc-h I"~ J~ ' I () ( ~ ' • • • I ~ ~p'<.. cuYo~ °"'°o""'t-~ l..N.;)to ' " .~-,1v-e. Ye w~fuOf't. ~_v<,1.A~Mc. VJ~ ('(e~~~hum~d '"' ~'""'> o+:1 .~1"i<l "0f' j O"'~ o~ h°""-U ~ ~""'> ~~~U~) ~o~ ~er t,vc-..~d '-"'~ ~' v..>"'C, LA~ •
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  • 92.
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  • 93.
    • ~U~TT'iia NA~t:C.M~NftsS tll ~~N(n 8~MIWIO~ I - ...... -,ti,,.. ~ ~· e""--,._ NCcl~ c;nu.,t:a-~- ~'-~ eS> ((.cl.CA("( W~~ l ·= ! ~ortes 2'0 I I TotatFat 359 ~• -·~___. SOYBEAN () -ONIAINs ~!!.~~1<'.i__..~ OrJ Cii0ie91emi-c ·k,n .o~~~~-o-% - ! sod~'!~L 1 4% l Potassium 7mg . yotafcariiohv~tt 42Q , . Dieta!)' Fibar 2g _;__ l WAT COUG.ICQ~~YfAsT, c -~ Calories trom F31 10 _ _ "I. o•ily v;;:ue• ·~ Trans Fil 2% ,-JN." ~,,,r-_ ~ cl~'f<.C~ Cl c::.pv(,e~ Lo,.ot"' :Su!V~O be.-~ , IO.lltR W _ I • (' 'h -reShr"'lt'-a -e.. ~ ~ ""-- , , Th·~ .r::._~CA-t" ~l., "' "n,,,"' IC"' · PA LAGONIAB ~r_Q.0 ~ Y"v-~~ -=>"' c...O-e 508 JUN! < s~~wn <..h.iz..~ ~ ~ 9% SROOKLY! TE~·(718~ .eb~vt .::-r ~ •I '..ax CA ~;0 .;0_ 01 ,.,,~1• Otl LE~~tr)ho.... ei-b>el o~ b"'~ of.~ """'-""--~Ni '" i~ "'~ER1~s ,. ,. .. ~ L01:YSTEINE, ~ICA.'. J.'...0o n~~ t-W!~ -Sv""q.:,. be--.~ C/rf!. ""~""-o.'°21 ENZVMEAND~u1 ~- r · _ 'o c~b . . . L -~ ~oNY.<A. po~ (_"-"S T--.e d '>I,;) rn 14% ' Si..gars 3g . Proteln 7g --Y-t.~ v~+- Rt::MAcl <'<'~<;..q~ c,~"' b_~LCA.v--<;-<. '_ff (jl"Q <>o INGRW/ENTS' !NBLU "'""·~ f"'e l"-'>G"~"'l./.._ ""'v"'°'-.4e<:,.s <;y'("'<.<-"<"A. c FLOUh lf'LQUA, 'llAClN- 1--L"""" •u ~ ,., HA.MINE:., >ouc 1,. 0 f _ .i... ..____ ..... -' ~ • ' Sii.JM BRG~Mlt"'! . , T- .)""~.- ,..,-o~ CVt.e ~ .. u-c.Al C.<A 1o"-<""> • ''"'~~ Nutritioe Fa cts 1 p"' ~ Ser~i ng .-Cd~ , *"° c::i otrr. .r (.h,u~ O(' ~b~ ·r~!,,-h.A.{C ~( rn.e_ ~CfVing 5 1?8 1 8ag}l 3 Ql . ~.)"'•ngs " '" ?ac~~~e 5 fo,'°'._ ~l':. nolr ~-*N) CA. ;f '-""'iAD. °"""'w"-S.: .-.~ ~~-r-d ~-"f"ae" . - §lta." , .. h 1. - _- Vitam A 0% • Vttamn C O'fo in CSicium 8% ~ iron 20% Thaimin 25~ • Riboflavin 15% ':> ~ ~'Q__~'-"L _ -fu .... n cl ~IA. H <And ~ : ::_IMYO_,.,r P•I' t•_v•~*' : 'i.10 I:!·! +~ ,~.,l~ ..C>1.'oic. 0 (" ~ ;>... ~ ~ ii;i!i . · ' ~C.A(-U~, ~""-'> ~~ (}l"IM,ed :: :: l ======== " I -Su~ ~ 0 X,~ '> o.--. ~ ('__ b Vj). '.Ir':> .. '(c:..vne_ --1- ~v ·"' T- """'"" .:,""~ '> ) CAl"I~ ,:; l...,OlVIM...e.d ~~.f- ~V,,_ ~'i.-<,. ~~ ~h~, :. ~ ~" ~ I~ .Q-;iec'lc~ ~ /S-c.. ..e~~ ~~S. (oroe. N)u.c...'--1 ~ -e__ r . A c.,, ho..,... -tod k S<CAJ'.d dOV"b.C.. - <); <.'Y"'Cin') i.r- 11 ; f'IOf'Y"nCA Ot"<'.') --IAO bQ~ .-+ ~~>e... ·~ .N<A~ ~oc )od-of'':) cH~~_2t>d '('.e.vJ ')hAcl~ Oc"~d 'R. yst-~ B....;,. 0 v..l ... ns •""k o(:... ' L~b ~.A.r.<l ~-+-- <...CA.11~ ~ C:,V~r ·hct o,(:. SP"'1r~~' "~r-eu.c .;;.~ ·,I re~ W" u (. CA VS..e d ~ ' d '"..!Lr ±9 ('CA+--(' s '> C. "'d ; " f-C, '- r J ~ do"'-:>k-'>111L~v..p-e'"'-- ohN".e~ VC, <Y'Vl~.fcoQ. cf' ~r _pt.-.~S - li-CA~~..!$"""Y ~~chovcrl~ ttrrA-+ OP~Y'VV--e,.-z.e(~~~~~J C.'_fy[ N". o ~rt.CA.~hv~ ~ f ~1' <..~"­ f.~-S.(.CAlt.r-V'S ~~()~v-e_~ (. ...........s.e..c:.. ~ ~ vvl&OS<....!.:>""'~ -;-"H0-U<L ~ ~~~"1-s o.("-C:Af) Q.X.~Q,<N"-'V'+- . ~ -1l'lvrd );1V~o Wos~.£._~hOA.fn.c ~~~rs> b-f. b ~~ J 1..~"'cl (..l-V° C..tt.rtd '('("~ ~~-(/lt.. fJ .-A -V't 9~V.l..~ Ci':, N<L v"') ..-. v-Je,'Ye, V.f1..0rir>L.ov'>I~ l" t~1.acl b".} w~r -~ t'MVl.-s ·~~ ('-',eQ .
  • 94.
    U!>"""P& <:/~ ~~_._.,-~ A "' ·~ (~ ~t'O~ v-p Y.U' OQK1w~ ~C.w-e. ~ -h; ". BRF~KFAST HAND ijfLDS ~VS-Q.nl; ~f d °hC-..:> I cl•' i ~I"~ , I ±+"4- (i!<,ro<AfV .- ... f' ,JJ' f"I • .ro n"ICn~ ~-· , . t • lJh.:t.'> t': ...;.-.. .~nH:..1JD. H>fl"Ut< ~.bp~.>t. dh:.1t.Lr i'u'.m~ ;..:rarnHcd :.;.;.~. ,:h-;;du..1r, i..t'tit:-<" '"' 1·Tn1~s . :rn 1 ~-90...u~ • J.~ J h1un + ~:. - 5 ~Yv~ ;.,:·et'h P'.' l'P"-<' <lat:... a ~ j ~1-.ttU~ .n~-: :n. :trntL~ ... Jll1: "-t.>l :-:..iln on. t:tH;·.> n ibi..:r un;,,~·), tJ:r.'."1' ~~.1/t: J ..TCH11ch.._•ii;H·.1<J,;.hh:iJ ''"~~~I ~2- ..' BREAKFAST CHlMICHANGA n.;_g .• Fl ."i.:ll p~;'Pl'f~. cniun. 1om.:t•?, bbi:k hc~1n . d ;.nhLrr l'b,:i.::~t:' . {Q °'t-u,""'"'" .- ~ fCW A,...._- oc. Ci-'~d ~ ~(--<Cl f- <~I BAGEL & LOX SANDWICH (' I' MOOE r<,:,dll WESTERN CR~PE SPINACH. EGG & BRIE SANDWICH 1 h. '11k J ~ •. :) int ,c,Hl BANANA NVYELLA CREPE BACON, EGG & CHEDDAR SANDWICH t- A LA STRAWBERRY CREPE CALI BREAKFAST SANDWICH t-" "~ (., -~--"' VC,IA~I-<° rfe ni~ SWEH &SAVORY CREPER!E !" v l"'I -h>f r~rnt.'fH..' r C ..;,a&1..:c. :-:!Hit'C'h:.:'<<!n, ~.;,d"-i 't.'rJt~,. ,1 01.:"~Hfo, H'.l"'.'oUHr-J 1~1'1i..1.~H·t; ~ lJ 1-rS BENNY t. FRIEMDS 0 ~ l'V1c.."'-·.<a"' l.GAfC'J>vi'>.lI:. 0.- l"V' °"" OV"€.r So-l"Y)of So O~'ie._C..Ov4t. . h.ln1. h: ~•J I :J-.J ..:"c pot,;Hc1.'' ..u, ~ ")o."'fY:>A v->o..... ldp<hLI.1'c,..r~. r+lrn-t.h, t·11di1ih mutJin. ut.:h'·d hitoJlH. ht"-l' pot .iH.: 10 FILET &EGGS •n .' i'.Ji SALMON SCRAMBLE t. n i: .rC;¢:1 tp;..,~. h ·tl· 1," BENNY&J..OX Sv.c~f)) o LO> Sv"d"' •'-'-" ~o""' l.<ep..e. __ _ _ I. ~f'~v- .1-. Ni)f 'Sucvf()p.-( 4. ~,-~ 1r,_,.r~ hl BENNY FLORENTINE ,__<AJ~~-e.Ahori ...0">'- 2EGOS EGGS B. NNY E .i~h n·,;...tf u. r .1.1i.:hcJ t..~t::0~ l•' •]Y EGGS •Ji:hJ dwrizo "<tndkc:·1 i s~t l mo n , n1.~ li :-.h muffin, fHUt'h~~·'-1 c;,g. hiJ?Lin<l;u:-.c . pvt~1to-:-s L~ t 1. SPr-1 r.tr- ''> P<c:.. "'rc:A v. rc;,.r, ~ lV'~- - - - I.A ~d Swtdi>"°"'t.~ dCAj'J~d ~~-t- ~'>~( ;-r.e_ t--o_p o~ m'"{)- ~c:,.~(_ Sc-.(Y'"=>" 0. -....,.~ ·»l ~ ~ f'Do;t- .ex.pe-"Silt'i!. oA-e_s_I n e""-'-"'- ~o<"~S~'> +-o ~ ..--.-ers~~ I-ls. .--s ~~ W"C-_1..~:v'Y°'<. t-o"'C...Y-ft- c .,..c, ;').::..-o. ~~""'~<'"mos+- c"Lv.t"..~ ~+- ~..LJ:-foo<l ~1,rc..e.. S<":..ll'Y~" ~wosecl t-o b.<.. Vor')P°"''~..;~ pn~ _. ~.,._).., ~ ~no<N~~V.eo~ ~ -1=>.Q..n ..R...~h>" , ,...i~_p::zss.ess !or ov-r BC'}~,.. r"C_po<K VICAv<. c;.~""3,.. t""h<A+- IN< m~h t- b..e.. ~"'~8 +-oo m .... _.:_ _ __ ch {;-,."°' . <;ec..fOod <;no-c.er S'"'-Q~ ? ~{'/' CM~rL... '";H~c;. vv-d ~ tto~ <:> (9/loil) <)Ci~°'""", -~~ to t±e (£ICC pl.o< <"-" c c,, m _r1 ~ ~~c~ -toQvA__plCA.1"'€'>_. h-<-__Y"CC"-1-~d o..e. O'. r- CJ' I" v .~. bl.e. pc:-.if-b T"n:All'e..-eo b~ <i:,&c-.fQQ_d ("~c .. r op~n,' ~fur <..V"S.u..~<;. ...-0 .:>l/'~f'c..ho-~d fo< ~r ~'" . f(~~-.rh.e.r~ O" o~r of-fl-ls~~ vs,'-~ ~47,,., ff.e.r '(~O~~b '>.e~~o , - l'ttn'>~~ ~1- '>e,~0 {)~ Gl~''..,-.O>.yc,,~c,,.;)Le. OL). ~ rn.eAv. N"0~e. ~ ...y..,~"">-~l.AQP I~ flA(.~T-e.. o~ ~)­ ~~ _ ""°' w--.c.. ,'" f'fcl~ ~s _p~ Q.; "'~ ,;)f- f-"t.,.b o "O•""f'I "'"tesl ' '> ~""" ~ # l~ to::> .OJ~~~~"> / C...."l.d LAS-.....c. ~S rvr~ for .On~"m,e.<s .-0 dlc:,h1'~~ !_)(VC.-t') wk CA&- . ~f-tv~~~'-"~~ hClvi~. ( v",' '(..rt ~-ti---4>~~~"' c>-<12. ~1-'9 ~~.o ~' ~ cl~~re~)_~ ~o~ cf.c..o~ t r<~ 'oCo~<~ ff'~ • ~°""'' t'~ ~<NJ ..""-(~ ~-,'t-~ jt/b .. !'~II'~<;>.~ I t_~{.' wc1..,dd ~offpv-r~_pru.~~ctu-t"'()o bv.'>t>d :>n --ht.. 1"1:6:;- CA.JO.A~ ~,,~I'-":> O~~· I 1 ~::::.i,vQ 5_hJL~ ~ ~Cid'fU u t-- LO(f'<)e~' N). _,)~ ~U ""t5 ~,~ ~'->.... Cl l 1,;,~~C, 'C'~T" Df' ~ C'fIL.W°'v'- . ?() •lO IL 0 "'~ ~ ()' "~ <1- ~"'"'-) .-
  • 95.
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  • 96.
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  • 100.
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    ~n~ p.~~ ~MIPf'•Nfr tA ~'e~.a4ff.tlG~~P.fc'~r~~ Free Product Returns Have Major Impact On Future Sales, Study Finds Oct. 9, 2012 - Contrary to economic research that suggested tougher return policies, a new study publi· in the September issue of the Journal of Marketing strongly recommends a policy of universal free prodL returns for online and distant retailers. The study, "Return Shipping Policies of Online Retailers: Normative Assumptions and the Long-Term Consequences of Fee and Free Returns," was conducted by Amanda Bower, professor of business administration/marketing at Washington and Lee University's Williams School of Commerce, Economi and Politics. She was the lead author with James G. Maxham III, the Chesapeake and Potomac Telephon-: Company Professor of Commerce at the University of Virginia. The research was conducted in field studies with two leading online retailers over 49 months using two surveys and customer spending data. It demonstrated that when consumers rece ived free shipping on re n.. items, their purchases over the next two years increased by between 58 percent and 357 percent. In contrast, when consumers had to pay for return shippin g, their subsequent purchases decreased by be 74 percent and 100 percent. {p"Su.~s NuMbu 1. "-L t,011"U!.f'_i)(_oA .. ~"~""1"'1'~) : wh.e~ ~CAVe +o _ p~"d-- re-t-urf ~h$·4 Lf::f_u(" of-(~-/ on~~~ c.f-~t LIA<",fom..e<" 1. ~ ii f="o{ -C7~c:.tmple.~'V"f. ~0td4 pCA,d 1 ·1 <i.-,of?{~"" -'t"-..12. p.Qt.e. 0~Cvrh·~ o.m' v-eS ~- rYh.~-n~. ~ .~.r OA <:Mc ~~d.vesA i" f- '"° now i' ~~ h:> p~ C"0~ '>I (~h.Ar"' ~~~~,-~o 1m ov..+- $11: w">d '<1-:l ' 11 - b CA. v e. Cl%lli f"'~ • 1 _w_ru1d c.,Of)<)l/('()..US obi.A~ _(l)_are a·- es°CAb•C:."h~ CJ on ~...£.. (Q~"__po1 ~ ~ ~' t~S n-ee<..1 ~ pos~tv-e. ~ tnAsttNo~~u.n~"~~~{' v-> .' ~ ("'~-<""s ~t~A~ B - ·..... /"~~,----.~ . - PITAYA-ANN ARBOR (734)761-4444 - 'i. :"""""""'- Ldop r o ~ "f- , +-Ire. hi low,"'a < o.::;K ''-'"Ir 'o~ t.V'C,tofY'lA') NO REFUNDS XCliANGE S WITHIN 30 DAYS THANKS!!! www.pitaya . com .ov"e r " Y"('.e.e. .,X"'·f~ ~1'~ t;O ~ (A"~- ~CAS-t"d 11 REG ("Lfurf ~hf(>;~ ~e%.::~+n.:> +o b .fa<' wn.e. _____ -tt-e. prod U<.,t-- re- +t.A< 11 I<-> 12-19- 2013 16:58 000069 REFUND DEPT01 DEPTO 1 lAX-AMT 1 TAX 1 CHARGE . . ..... . . ... . · T1 T1 -36.00 $39 . 00 $3.00 $0. 18 $3. 1 B NotJ-On~'~ tc:,Q.1"t.A.-r ..- s~~ ~rrl.-'~ C..v<:.+o I<~ ·- <e ~CA"fO+"-~~ ~f..L ro.~ o.<«. ~~k ~ op-ho"s 1)ecl~ 1-) <:>we lfQd ;-t CSQ ~ JC.O..( ( w~o.t-4 S--0 re 11ll. 00 ('NA'rlr
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  • 115.
    Resources Note The researchreports used in this book are mostly retrieved from Science Daily. (http://www.sciencedaily.com ) Why She Buys : The New Strategy for Reaching the World's Most Powerful Consumers [Bridget Brennan] Buyology: Truth and Lies about Why We Buy (Martin Lindstrom) & Psychology lecture Notes @University of Michigan (Special thanks to my Great, great, great Professors and Instructors!!!!!): Phoebe C. Ellsworth, Thad A. Polk, Oscar Ybarra, and David Lee. ---~-----~~~~~ . tit; -