Are three fines effective in changing behavior?

Singapore is an interesting place. Inside a subway train and outside a subway station, you find how much you should pay fine when behaving inappropriate. You should pay S$500 if you eat or drink inside the car, you pay S$1000 if you smoke, and you pay S$5000 If you play with flammable goods. Then, what happens if you…

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Commercial renewal project: Heineken

  In the past, Heineken seemed to make TV commercials exclusively for men. Although many of them were successful, we decided to focus on female Heineken lovers. In our new commercial, we begin with describing how busy, how much stressed out, and how tough it is to live a life as a female student in Korea.…

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Do people like phone cases that use any famous paintings?

Jung, Bohee, Younjoon Lee, and Jaewoo Joo (2017). The Relationship between Art Preference and Attitudes toward Art-Infused Product: With a Focus on the Moderating Role of the Market Exposure of Artwork. Archives of Design Research, 30 (2), 197-211.     Abstract Background: As the quality of life improves, people’s interest in art increases and their emotional satisfaction becomes…

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Commercial renewal project: Snickers

    Snickers introduced a Korean TV commercial in 2011. In this commercial, a famous female singer behaves in a strange way until when she eats snickers. This commercial delivered a single, global message of snickers, that is, you are not you when you are hungry. Although the TV commercial is consistent with the global marketing…

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Some designers do not benefit from using design methods

Lee, Younjoon and Jaewoo Joo (2017), “Using Design Methods to Improve Design Quality: Verbalizers vs Visualizers,” The Design Journal, 20 (sup1), S1471-S1484.   Abstract Although a wide variety of design methods are used, two questions have been little investigated: whether using many methods improves the outcome quality and who benefits more from using them. We…

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