Who buys good products? And why?

Yoon, Y., Chastagner, K., & Joo, J. (2020). Inner-Self vs . Outer-Self and Socially Responsible Product Consumption. Sustainability, 12(22), 9362. Abstract: This paper investigates how two fundamental consumer characteristics, self-esteem (inner-self) and status seeking (outer-self), influence consumers’ purchasing behaviors of CSR (Corporate Social Responsibility) products via two mediating effects: brand image and self-enhancement. In particular,…

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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 could we enjoy difficult modern art better?

Most people have some degree of difficulty in understanding art, especially modern art. In the following, someone at Quora tried to answer “why is modern art/painting very difficult to understand.” Modern art paintings are the best way to portray the unseen on the canvas. It is about the expression of emotions and feelings on and…

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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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How to attract attention of pedestrians?

How could we make passing pedestrians stop and look at something? One solution is to apply technology. For instance, tactile pavings or tactile ground surface indicators tell them when to cross roads. Another solution is to apply design. While I stayed in Curitiba, Brazil, fire extinguishers always attract my attention successfully. This is because they…

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Mini-me, 3D printer, and handmade effect

I once believed mini-mes are expensive because they are produced by cutting edge 3D printers, which differ from my 3D printer or a mere 3D food printer. A news article elaborates that human miniatures are not cheap. Pinla3D scans its customers in-store and then gives them a choice of 3D model sizes. A 25cm (9.8-inch)…

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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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Donate in cash or by credit card

We often pay in cash or by credit card. Differently from cash, credit card often leads us to over-consumption. This is because credit card does not require us to write down the amount paid (rehearsal) and our wealth is not depleted immediately rather than with a delay (immediacy) (Soman 2001). We could also donate in…

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A visual nudge for social distancing inside an elevator

As Coronavirus spreads widely, people are asked to keep distance from others. The Straits Times posted a photo showing that visitors at an Indonesian shopping mall stand on boxes inside an elevator. Another simple visual nudge was found in Seoul, Korea. The elevator floor was divided into nine squares. A single pair of foot prints…

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How to breathe better with a mask

Wearing a mask becomes common as the spread of Covid-19 (Coronavirus disease) dominates our lives. However, people find it difficult to breathe with a mask. I recently found an interesting new product for masks at Granhand where I visited to buy droppers or incenses for my office. Though you can not seize nor hold the…

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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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Color marries between buttons and bulbs

We often write down something on the surface. For instance, a window says “this is a window” or a pedestrian crossing says “Look Right.” However, written, verbal information is easy to be ignored. Compared to verbal information, visual information attracts attention better. When I visited the design department at the University of Sao Paulo, one…

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Could electronic agents improve customer experience in a cafe?

Script is a stereotyped sequence of activities. A good example of the script is for restaurant dining. We are greeted by a server who guides to a table, we receive a menu from a server, and the server takes our orders. Drinks arrive first and then meals arrive later. When we finish meals, we pay…

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Feedback leads to virtual progress

People seek for feedback about progress. When travelers arrive at the Chek Lap Kok International Airport, they catch a train to Kowloon and Hong Kong. In the train, there is a blue-light indicator which shows where the train is right now. This feedback gives correct information to travelers. However, feedback is not always objectively given…

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Are fresh fish better than canned fish?

I love canned sardines. Whenever I visit different cities, I buy a dozen of canned fish on the way back home. I was excited to find Annam Gourmet at Ho Chi Minh city, Vietnam because it has a wide variety of canned fish, along with fresh fish. Canned fish are fish which have been processed, sealed…

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