Tag Archives: Korea

Cases

Why do some stores attract me like magnets?

Leave a comment

It is hard to find souvenirs in California that are not available in Korea. Because of this, I do not usually feel drawn to specific stores. However, Jupiter & Main at Half Moon Bay caught my attention. This store carefully selects items made from natural materials and hand-crafted designs. The collection includes leather goods and handmade decor.

I could not pass by another store, Makers Market at Santana Row in San Jose. This store also features handcrafted goods made from natural materials. The range includes leather, wood, and textiles, all showcasing expert craftsmanship.

I am attracted to these stores likely because of a psychological association between the material of a product and the perception of its authenticity. For example, when a material like leather is local, I may assume that the finished product is also local. While this perception is not always accurate, it becomes stronger when handmade or hand-crafted elements are involved. This association makes handmade crafts using leather or natural materials particularly appealing as souvenirs. As someone who values authenticity, these products feel local, and stores featuring them create local experience.

***

Reference

Beverland, M. B., & Farrelly, F. J. (2010). The quest for authenticity in consumption: Consumers’ purposive choice of authentic cues to shape experienced outcomes. Journal of consumer research, 36(5), 838-856.

Drawing from image-elicited depth interviews, we investigate whether consumers pursue the consumption of authentic objects with specific personal goals in mind. We find that consumers are motivated to focus on those particular cues in objects that for them convey authenticity (what is genuine, real, and/or true) and that this decision-making process is driven by a desire to draw different identity benefits (control, connection, virtue) from authentic objects. Our interpretive analysis elaborates contributions to theorizing related to consumer agency in seeking authentic consumption experience. We provide cultural explanations for the desire to assert the authentic self in these particular ways.

Cases

Vintage speakers that do not play: The art of deception in cafe design

2 Comments

Salon de Jungui Lee is a cafe in Jeju island. With minimal construction and a commitment to preserving its essence, the owner of the old house transformed it into a cafe that embodies her philosophy of refined simplicity.

This cafe is a popular destination among Korean coffee lovers. Coffee is excellent, but its desserts are not overly sweet, not sticky, nor heavy treats. To me, each bite was a carefully orchestrated symphony of taste and texture.

Beyond taste, its atmosphere was unique. The pinnacle was the air conditioner vent. Instead of a tasteless plastic vent, a repurposed traditional Korean window frame was hanging on the ceiling. It was functional, beautiful, and deeply rooted in cultural heritage.

While enjoying coffee, dessert, and unique air conditioner vent, I naturally assumed that the vintage speaker pumped out the tunes. However, it was actually a cleverly disguised modern Bose system connected to an iPhone.

Salon de Jungui Lee taught me a valuable lesson about experience. It is not just about the individual components – the coffee, the desserts, or the décor. It is about how these elements come together to create something greater than the sum of its parts.

***

Reference

Hogarth, R. M. (2005). Deciding analytically or trusting your intuition? The advantages and disadvantages of analytic and intuitive thought. In The Routines of Decision Making (pp. 67–82).

Recent research has highlighted the notion that people can make judgments and choices by means of two systems that are labeled here tacit (or intuitive) and deliberate (or analytic). Whereas most decisions typically involve both systems, this chapter examines the conditions under which each system is liable to be more effective. This aims to illuminate the age-old issue of whether and when people should trust “intuition” or “analysis.” To do this, a framework is presented to understand how the tacit and deliberate systems work in tandem. Distinctions are also made between the types of information typically used by both systems as well as the characteristics of environments that facilitate or hinder accurate learning by the tacit system. Next, several experiments that have contrasted “intuitive” and “analytic” modes on the same tasks are reviewed. Together, the theoretical framework and experimental evidence leads to specifying the trade-off that characterizes their relative effectiveness. Tacit system responses can be subject to biases. In making deliberate system responses, however, people might not be aware of the “correct rule” to deal with the task they are facing and/or make errors in executing it. Whether tacit or deliberate responses are more valid in particular circumstances requires assessing this trade-off. In this, the probability of making errors in deliberate thought is postulated to be a function of the analytical complexity of the task as perceived by the person. Thus the trade-off is one of bias (in implicit responses) versus analytical complexity (when tasks are handled in deliberate mode). Finally, it is noted that whereas much attention has been paid in the past to helping people make decisions in deliberate mode, efforts should also be directed toward improving ability to make decisions in tacit mode since the effectiveness of decisions clearly depends on both. This therefore represents an important frontier for research.

Cases

How thick is 2cm-thick steak?

1 Comment

Thickness matters when cooking steak. A rule of thumb is to cook a 2cm-thick piece of steak for 2 minutes for rare, 4 minutes for medium, and 6 minutes for well-done. However, we struggle with guessing how thick a piece of steak is. Seven years ago, I met a clever solution for this problem at a grocery store where there was a manually carved wood plank. Since it shows how professional providers empathize with novice customers, I have shared it with many planers and designers. Recently, I met a similar but more carefully designed wood plank at a different grocery store in Seoul, Korea. According to the website, Gourmet 494 is

a space for food, entertainment and communication, built on the concept of “grocerant” (grocery + restaurant) for the first time in Korea where groceries (food ingredients) and restaurants (food and beverages) come together in one place

Wood plank tells that thickness is difficult for people to evaluate. A specific value (e.g., 2 cm) is hard to tell another value (e.g., 3 cm) because we are not sensitive about it. About this issue, a group of psychologists introduced a concept of General Evaluability Theory about 10 years ago.

**

Reference

Hsee, C. K., & Zhang, J. (2010). General evaluability theory. Perspectives on Psychological Science, 5(4), 343-355.

A central question in psychology and economics is the determination of whether individuals react differently to different values of a cared-about attribute (e.g., different income levels, different gas prices, and different ambient temperatures). Building on and significantly extending our earlier work on preference reversals between joint and separate evaluations, we propose a general evaluability theory (GET) that specifies when people are value sensitive and when people mispredict their own or others’ value sensitivity. The GET can explain and unify many seemingly unrelated findings, ranging from duration neglect to affective forecasting errors and can generate many new research directions on topics ranging from temporal discounting to subjective well-being.

In the section of Nature, the authors wrote the following. According to them, human beings do not seem to have an innate or stable scale to evaluate values on thickness.

Nature refers to whether human beings have an innate and stable physiological or psychological “scale” (reference system) to evaluate values on an attribute. The attribute is inherently evaluable if they do or inherently inevaluable if they do not. Ambient temperature is an example of an inherently evaluable attribute; even without learning or social comparison, we can tell what temperature makes us comfortable and happy and what does not. Other examples include amount of sleep, social isolation, or connectedness. The size of a diamond and the power of a car are examples of inherently inevaluable attributes; without learning or comparison, we would not know how to assess such variables. Of course, some people know how to evaluate diamond size and car power, but such knowledge is learned, not innate. Because people possess innate reference systems for inherently evaluable attributes but not for inherently inevaluable attributes, value sensitivity (without learning or comparison) is higher for inherently evaluable attributes (H1.3). More precisely, people in SE are more sensitive to differences on an inherently evaluable attribute than to differences on an inherently inevaluable attribute, holding their sensitivity to the two types of differences in JE constant; see our discussion of the Mode × Value × Nature interaction later in this article.

It should be noted that classifying a variable as inherently evaluable does not mean that it is immune to the influence of external reference information (such as social comparison); instead, it means that people can evaluate the variable even without such information. Also, inherently evaluable variables are not always associated with basic biological needs—they also include socio-psychological variables, such as loneliness, depression, and sense of achievement. (For details, see Hsee, Yang, Li, & Shen, 2009.)

Cases

Chinese people need more than a drinking fountain

1 Comment

We know that westerners and easterners think differently. Markus and Kitayama (1991) argue that different cultural thoughts come from different self concepts. Roughly speaking, a US citizen has an independent concept whereas a Japanese citizen has a dependent one.

Although this paper claims that Asians think similarly regardless of whether they are Chinese, Japanese, or Korean, they in fact do not necessarily behave in the same way. For instance, Asians seem to communicate in different modes depending on where they live.

I recently noticed significant differences in preferred water temperatures. At Hong Kong International Airport, Chinese airline passengers bypassed the drinking fountain entirely, instead opting to line up at a hot water dispenser with their own containers. In contrast, I cannot imagine Koreans doing the same, especially when cold water is readily available nearby. Cultural preferences in Asia is significant!

***

Reference

Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and motivation. Psychological review, 98(2), 224.

People in different cultures have strikingly different construals of the self, of others, and of the interdependence of the 2. These construals can influence, and in many cases determine, the very nature of individual experience, including cognition, emotion, and motivation. Many Asian cultures have distinct conceptions of individuality that insist on the fundamental relatedness of individuals to each other. The emphasis is on attending to others, fitting in, and harmonious interdependence with them. American culture neither assumes nor values such an overt connectedness among individuals. In contrast, individuals seek to maintain their independence from others by attending to the self and by discovering and expressing their unique inner attributes. As proposed herein, these construals are even more powerful than previously imagined. Theories of the self from both psychology and anthropology are integrated to define in detail the difference between a construal of the self as independent and a construal of the self as interdependent. Each of these divergent construals should have a set of specific consequences for cognition, emotion, and motivation; these consequences are proposed and relevant empirical literature is reviewed. Focusing on differences in self-construals enables apparently inconsistent empirical findings to be reconciled, and raises questions about what have been thought to be culture-free aspects of cognition, emotion, and motivation.

Cases

Is picture worth a thousand words?

1 Comment

Japanese draw, Chinese speak, and Koreans write. This is my temporary conclusion about how people communicate in three countries. I *suspect* Japanese draw because they intend to help readers understand messages correctly (receiver-oriented), Chinese speak because they find typing Chinese characters difficult (sender-oriented), and Koreans write because these two reasons do not apply (message-oriented, maybe).

 

 

Since Japanese like drawing, cartoon is frequently spotted in Japan. At one train station in Fukuoka, for instance, cartoon boards say that people should not throw away cigarette butts, riders should not sit down with their legs spread, women should not put up cosmetics in the train, and riders should not open up their newspaper wide.

 

 

Although cartoon is easy to understand, I wonder whether cartoon works for Chinese listeners or Korean readers.

 

Cases

Yido, a modern Korean pottery

2 Comments

Yido is a widely-known premium pottery brands in Korea. It was found by Yi, Yoonshin, a ceramic artist. She successfully established herself in the business world not only because her work reinterprets traditional Korean ceramics in refined contemporary design but also because she paid attention to the two marketing lessons.

First, she listens to market. Recently, Yido launches a new collection called Cera/Mano. Differently from other collections which has four pieces of bowls for a family of four, this newly launched collection consists in only one piece designed for single family buyers.

DML_Yido

Second, she goes beyond products. In the four-story flagship store, only one floor is dedicated to ceramic-ware sales. on other floors, a Italian restaurant, a brunch cafe, a ceramic academy, and a art and living store run. If other ceramic designers learn these marketing lessons, I assume, they will be able to become market-savvy designers.

Reference

Joo J. & Peterson, S. (2012), “Learning about innovative risk mediation strategies from entrepreneurs in creative industries,” AAG 2012, Working with Freedom: Learning about innovative risk mediation strategies from entrepreneurs in creative industries, New York.

Creative entrepreneurial ventures are characterized by uniquely personal branded offerings with enormous potential for profit, combined with huge market and execution risk. What differentiate creative entrepreneurial ventures from that of technology ventures are their dependency on a few individuals’ intangible breakthrough ideas. The absence of process control and metrics for evaluating cost, risk and required time commitment makes Return On Investment (ROI) impossible to assess.

Consequently, private investments are virtually unattainable. The subsequent extreme financial pressure combined with ineffective processes leads to destructive behaviors. Traditionally, three independent and mutually supportive approaches exist to mitigate risk and increase profit in creative ventures. These are: (1) Education: Providing market and executions knowledge and experiences through schooling, internships and apprenticeships, (2) Funding: Government and/or trade association backed with coaching and financing, and (3) Collaboration: Pooling of resources and creative talent to leverage individual talents and mitigating risk.

We propose using Design Research, Design Thinking and technology venture insights to develop methods and tools for sustainably running creative entrepreneurial ventures. First, we will identify best practices, by qualitative research within the creative fields of design, music, game, movie and art in the cultural settings of Los Angeles, Copenhagen and Seoul. Secondly, we identify knowledge transfer opportunities and conduct brainstorming sessions to synthesize new methods and tools. The outcome will be a creative portfolio management matrix, outlining how to best take ideas from concept to commercialization as a function of market and execution risk for the examined creative disciplines.

Cases

How could we design a better fire extinguisher?

Leave a comment

IMG_1229

Since we spend most of our time in buildings, we are literally surrounded by fire extinguishers. It consists of a hand-held cylindrical pressure vessel containing an agent which can be discharged to extinguish a fire (Wikipedia). In general, we do not pay attention to them until needed. For me, I have never used any fire extinguisher in my life and have no interest in it. Interestingly, designers have noticed their problems and came up with two fairly different but equally interesting solutions.

Typical fire extinguishers have two critical problems. First, they are often ignored and difficult to be located. Even though they are red colored, fire extinguishers merely stand still and fail to grab our attention. Further, they do not go well with walls or interiors.

Recently, I found a series of eye-catching fire extinguishers at a store. In order to solve the first problem, some designers changed the appearance of the fire extinguishers. They painted skins to make them visually appealing and to make them go well with the walls. Some of the newly painted fire extinguishers look so nice that I even wanted to buy them for home decor.

DML_Fire distinguisher

The second problem is that typical fire extinguishers are difficult to use in emergency situations. Therefore, instruction manuals are prepared. A practice session runs for those who want to try to use them in advance.

Recently, I found another, newly designed fire extinguishers in a building. Designers changed the size and the container material so that the shape “says” how to use. Now, we do not have to spend time on learning how to use them; instead, we can simply  pick up one or a few water-bottle shaped fire extinguishers and throw them on a fire.

These two fire extinguishers teach me what designers do for us. Designers change the appearance of a product; alternatively, they change the way we use it.

Cases

Standing desk: New way to work

1 Comment

I suffered from minor shoulder – and wrist pain for a long time. In order to lessen the pain, I decided to train my left hand for using the computer mouse a few years back.

Certainly, using mouse with my left hand was very challenging in the first couple of years. However, 3-year of intensive practice paid me off. I could click, drag, and drop icons using my left hand without noticing that I did so with my left hand.

After having succeeded this “experiment,” I made another decision recently to relieve back pain; standing up while working. I first searched for standing desks or stand-up desks, then read online posts (e.g., reviews by Mark Luckch and Alan Henry), and then created my own standing desk by putting together empty paper boxes.

My DIY practice showed the effect Instantly. I became free from back pain, paid more attention to my tasks, and most importantly, became exhausted at evening as I “exercised” all day long. In short, I was tired at day and slept well at night. Finally, I bought a height-adjustable table from Varidesk. 🙂

20150408_Desk(2) 20150408_Desk(4)

 

Cases

Electronic Vehicle Charging Station in Seoul

Leave a comment

An EV charging station stands in the parking lot at my university. DML_EcarProbably, the department of automotive engineering installed it and owns the electronic vehicle. My first impression about them is that they do not interfere the traffic flow inside the busy parking lot because the charging station occupies a tiny space and it charges a small BMWi. However, I was concerned what happened when strangers mistakenly/intentionally unplug it although the screen said, “please do not unplug while charging.”

Electronic vehicles are popular in California. Interestingly, many EV drivers found it difficult to locate the charging station. A recent news said that some building owners promote their buildings having the charging stations at their parking lots. I hope to see more electronic cars on the road and more EV charging stations in Seoul.

 

 

Cases

Sterilizer in beauty stores

Leave a comment

Must buy items in Korea are skin care products. As the Korean entertainment programs including TV programs, movies, and music videos became highly popular in Asia, the beauty products made in Korean enjoy its strong brand power. Many cosmetic stores in Seoul are crowded by foreign visitors.

I have noticed in the stores that many foreign visitors avoid trying on samples because of their hygiene concerns. Interestingly, many cosmetic stores have their own sterilizers, like labs or hospitals. Visitors can use them by simply putting the skin care or body care products or beauty tools inside for 5 minutes.

DML_Cosmetic sterilizer