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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Asians love making choices

Many Asians live on rice rather than bread. Since it used to sell in heavy bags, they did not have options to choose. However, people nowadays decrease the amount of food to consume and increase the diversity of means to enjoy. A wide variety of small-portion “meal kits” become highly popular. Certainly, rice is not…

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People need vocabulary to develop taste

Barry Schwartz argues in his book, the Paradox of Choice, that increasing choices does not make us happy. Instead, reducing choices boosts sales and giving more options lowers choices. Autonomy and Freedom of choice are critical to our well being, and choice is critical to freedom and autonomy. Nonetheless, though modern Americans have more choice than any group of people ever…

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Empty space sparks creativity

Space matters when we need creativity. According to research, when a ceiling is high, people become creative because a high (vs. low) ceiling primes the concept of freedom (vs. confinement). Similarly, Jump Associates has various types of cubicles for designers; “garage” cubicles are widely open for those who want to be creative, whereas “Zen rooms”…

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Why does the amount of Coke differ across bottles?

When I had a lunch at Buenos Aires, Argentina, I ordered four bottles of Coca Cola. Interestingly, bottle sizes differed and the amount of soda in each bottle looked different. I simply thought this was due to the Quality Control failure of the Coca Cola in Argentina. After coming back from Buenos Aires to Seoul,…

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Why do people choose beers on the left side of the menu?

One of the most famous pubs in Prague, Czech Republic, is Strahov Monastery Brewery. Perched atop the city part of the Strahov Monastery compound and the lush surrounding Petrin Hill, the Strahov Brewery is a delightful find in the bustling city of Prague. Just steps from the massive Prague Castle complex, the microbrewery serves about ten…

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How could we stop cigarette butt litter?

Cigarette butts are the tail ends of the cigarette left over after someone has smoked it. They are under-acknowledged, but widespread, pollutants. At the Quora, someone said the following. In fact, thanks to the fact that for decades smokers just didn’t care where they threw them, there are very likely cigarette butts in the Amazon…

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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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Is Iron Man banned in Denmark?

There is a Ninjago World at the Legoland in Denmark. In front of a flying dragon brick, I met an unfamiliar sign.     At first, I questioned why Lego hates Marvel so that pushing hand out like Iron Man was banned. Very soon, I realized it means “do not touch.” Later, I found the same sign at a construction site…

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How crowded is crowded?

Copenhagen differs from Seoul. In Copenhagen, I have ample opportunities to feel emptiness. When I go to a shopping mall (Kronen Vanlose) at 5PM on a weekday, it is literally vacant. Only few are spotted.     In Seoul, people constantly bump into people on street. By default, I feel crowdedness. When I go to Costco Wholesale at…

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People tip less when the tip jar looks like a human

Henckell is my favorite cafe in Frederiksberg, Copenhagen. It is a local place with great coffee and sandwich. I feel cozy inside. It has only four small tables.     There is a tip jar next to the credit card machine on the counter table. Interestingly, it has a smiley face, two arms, and two…

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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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Do-It-Yourself chocolate kit for Valentine’s day

Valentines’ day is one of the most “commercially successful” holidays in Asian countries such as Japan and Korea. According to Wikipedia, this holiday was first introduced in Japan in 1936 when a company ran an advertisement aimed at foreigners. Later in 1953, it began promoting the giving of heart-shaped chocolates; other Japanese confectionery companies followed…

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