Look and feel mismatch: Looking heavy but feeling light

We sometimes experience sensory disconfirmation, meaning we expect to feel A but actually feel B. For instance, iPhone looks like a product with light plastic but it is made by heavy metal. In particular, disconfirmation between visual and haptic information (or mismatch between look and feel) is critical for business. Showroom (Curated by Sarah Robayo…

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How many items should be displayed in a store?

When we are curious about value of an unknown object, we often consider how many people surround it. If it is alone, we believe it is expensive. If it is surrounded by many others, we believe it is cheap. This is because, according to O’Guinn’s et al. (2015), as the social density of a given…

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K-Beauty items in Canada

The Face Shop is a skincare and cosmetic manufacturer, retailer, and a franchise business. It is a subsidiary of LG Household and Health Care of LG Corporation.   The Face Shop had its store inside one of the biggest shopping malls in Toronto, CF Toronto Eaton Centre. Similar to the stores located in Seoul, a lot of…

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Green package design: Boxed water stands out from the crowd

Many people are now buying water in bottles rather than drink straight from the tap because bottled water has been perceived to be safer and of higher quality than tap water, and it was viewed as a healthful alternative beverage to soft drinks or alcohol. Although purity marketing successfully increases sales of bottled water, it failed…

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Empathic story-telling print ad in Canada

Canadians living in Ontario buy wines at LCBO (Liquor Control Board of Ontario). People working at this place often check photo-ID (e.g., driver license) to verify whether the buyer is old enough to drink alcohol. These carefully-managed and highly safe liquor stores sometimes make their customers unhappy, in particular, those who forget to bring their IDs.  …

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Japanese pork and Canadian chicken?

Soup is a liquid food, generally served warm, that is made by combining ingredients such as meat and vegetables with stock, juice, water, or another liquid, according to Wikipedia. Warm soups are popular as a type of comfort food in the world.     People have their own favourite ingredients for soups, and different meats are…

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Umbra, Toronto-based global design company

Umbra is a Canadian design company. I have bought a few home decorative items including its signature garbage cans (Later I learned it is called Skinny Can and was designed by Karim Rashid and David Quan). Interestingly, Umbra items are not expensive. Its affordable price might have allowed me to try several different items. Every single item I have…

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Expert Products, Novice Consumers

Crate and Barrel, one of my favorite stores following Pottery Barn and Williams and Sonoma, has a section called “Everything You Never Knew You Needed.” It introduces highly specialized kitchen utensils including jar spatula, melon baller, strawberry huller, avocado slicer, dual citrus squeezer, egg timer, and herb scissors. At first, they look useless for many who…

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Airport moving walkway: Japan vs. Canada

Although the same moving walkways are installed in the airports in Japan and Canada, the two countries place them differently probably because of the different cultural norms: Japanese walk on the left side while Canadians walk on the right side.

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Ski lift ticket: Canada vs. Korea

At the Gleneden ski resort, lift tickets (above) contain full information only on one side. Date, type, and bar-code number are above and the legal notice is in the bottom. Then, skiers fold the other half of the lift ticket over so the sticky sides stick together over the wicket.  Interestingly, at the Yongpyong ski resort, one of the…

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