Cafe: East vs. West

People often go to cafe not for coffee but for work. According to Mehta, Zhu, and Cheema (2012), an appropriate ambient noise (e.g., cafe noise) enhances work performance. Their five studies showed that people performed creative tasks better when surrounded by the moderate ambient noise (70db) than the low one (50db) or the high one…

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Behavioral Economics for Design

“Behavioral Economics for Design,” Presented at the Young Members Event, International Conference of Engineering Design 2013, Seoul: Korea, Aug 19-22, 2013. Designers will benefit from BDT (Behavioral Decision Theory) or Behavioral Economics in two ways. First, they could improve the effectiveness of their design outcomes by finding users’ psychological errors and then creating designerly solutions. Secondly,…

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Participation for immersive experience

When people visit a historical place, they wonder what happened long time ago. They sometimes enjoy watching an exhibition such as changing royal guards in Seoul (above). In the historic place at the Colonial Williamsburg in Virginia, however, young visitors go beyond watching an event; they march in the parade with soldiers. This immersive experience…

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Printed vs. Online newspaper: Humor

Imagine that you are looking for tenants. Typically, you go to the websites of flea markets (e.g., Craiglist or Kijiji) or newspaper. You rarely pick up and open the classified section of the printed newspaper. However, I recently met a funny ad in the classified section of the printed Washington Post and, thanks to it,…

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Blue iced tea is popular

Color determines food judgment. According to Hoegg and Alba (2007), for instance, the brightness of an orange juice affects people’s taste discrimination more strongly than its brand name (e.g., Tropicana or Winn-Dixie) or its price information. Food judgment is probably influenced by the hue and saturation of the food as well. Recently, I find some stores…

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Street people: East vs. West

Street people are the people who live a public life on the streets of a city. Some ask us to view them as our community members (e.g., Homelessguide) and others consider them as business opportunities (e.g., Fortune at the Bottom of the Pyramid). Regardless of our objectives whether we want to help them or make…

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Dessert design workshop @ Cognitive Science 2013 (2)

* Continued from Dessert design workshop @ Cognitive Science 2013 Petersen, Soren and Jaewoo Joo (2013, July 16), “Dessert-Design: The Art of Touching All Five Senses!” Retrieved from http://www.huffingtonpost.com/soren-petersen/dessertdesign-the-art-of-_b_3602419.html …Breakthrough innovation occurs when knowledge and experiences from vastly disparate areas are synthesized into new solutions. In this particular instance, someone from a Korean cultural background had combined…

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Advertising for competitve market

  Kim, Yura and Jaewoo Joo (2013), “The Moderating Effect Of Product Market Competition In The Relationship Between Advertising Expenditures And Sales,” Journal of Applied Business Research, 29 (4), 1061-1076. While the relationship between advertising expenditures and sales has been much discussed, whether product market competition affects their relationship has been little examined. We address this…

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People enjoy artificial products

Most urban dwellers want authentic, natural goods. Unfortunately, growing plants or baking breads requires a significant amount of effort. Therefore, they often buy or enjoy artificial ones instead. Some artificial products are so carefully crafted that people misjudge them as the real one (See the real frozen beer (left) and its imitation (right) at the Kirin Ichiban popup store).…

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Holistic approach for furniture sellers

Analytic (holistic) approach makes a store look cheap (upscale). I have visited an outlet furniture store in which the whole items are simply piled up. This analytic approach made me difficult to imagine how a room looks like. Therefore, I decided not to buy any item in this store. If the manager in this store uses…

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Package design for health supplement

Recently, Yuyu changed the package of its health supplement. Its previous package provides information mostly in the front side and mostly in the verbal format, which makes it challenging for its sale representatives to communicate with potential buyers. The new package embraces visual design and zoning. It now provides much information visually as well as provides different types of information in different…

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Experiment for collaborative office space in Seoul (2)

> Continued from Experiment for collaborative office space in Seoul (1) The team discovered two issues for building a collaborative office space in Seoul. First, people have a double standard. They generally use the open space for serious reasons such as discussing business issues or having meetings with clients. However, when they notice others occupying…

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Experiment for collaborative office space in Seoul (1)

Although many people want their offices similar to the Pixar’s office or the Google’s New York office, only few had them. Adam Alter, Assistant Professor of Marketing at New York University, wrote a piece of article on this issue at U99 (How to build a collaborative office space like Pixar and Google). In this article,…

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Wood plank for steak choice

Buying a steak is not a challenging task. We can simply choose portion (e.g., sirloin), quality (e.g., AAA), and weight (e.g., 8oz). However, when I visited the SSG food market, an upscale grocery store in Seoul, to buy a steak, the store asked me to choose the thickness of the steak as well. Interestingly, I was provided with several pieces of wood plank whose thickness…

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Secret for home deco store

When consumers shop for home decorators, they often find it difficult to imagine how a space looks like if they buy and display specific items. Unfortunately, many typical home deco stores do not take into this issue seriously but take an easy or “analytic” approach: they simply pile up the whole decorators and categorize them…

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