Less is better for flower?

Less is often better. Chris Hsee demonstrated in his experiment that an overfilled ice cream serving with 7 oz of ice cream was valued more than an underfilled serving with 8 oz of ice cream. However, participants indicated greater willingness to pay for an underfilled ice cream than an overfilled one ($1.85 vs. $1.56). This…

Details

Mask pocket – customer insights during COVID-19

Wearing a face mask is mandatory in many restaurants. However, we take our mask off when the food comes. Experts often suggest diners to bring a clean, breathable container like a small mesh laundry bag or a brown bag to put the mask in. However, I have not formed this healthy habit yet. Therefore, I…

Details

“Lay rationalsim” leads consumers to choose subscription services

Subscription-based model attracts attention. It helps firms to stabilize profits, obtain insights, and forecast sales, enabling them sustain. However, marketers have to pay attention to consumer psychology when they develop a subscription service. That is, pain of payment is detached from joy of enjoyment. When consumers consider subscribing a service or not, they emphasize the…

Details

Why are we attracted by Starbucks toys?

Starbucks Coffee Korea recently launched a set of limited edition Playmobil toy figures. Customers get one of six tall-size beverages with an accompanying Playmobil figure for $12. Today at a nearby Starbucks, I found several customers paid extra to have a barista figure. Another Starbucks was crowded even though customers have to leave store shortly…

Details

How thick is 2cm-thick steak?

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…

Details

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,…

Details

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…

Details

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…

Details

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…

Details

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…

Details

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)…

Details

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…

Details

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…

Details

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…

Details

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…

Details