consumer behavior portfolio
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t h i c s ' A f t e r n o o n S w o o n
Y O U ' R E S H O P P I N G f o r a u s e d
- o r d e p o s i n g a w i t n e s s - t r y t o
i t i n t h e m o r n i n g .
T h a t ' s t h e i m p l i c a t i o n o f n e w r e -
r c h f r o m s c i e n t i s t s a t H a r v a r d
v e r s i t y a n d t h e U n i v e r s i t y o f
' : ' t a h , w h o f o u n d t h a t p e o p l e a r e
: U t e a b i t m o r e h o n e s t i n t h e
m i n g t h a n i n t h e a f t e r n o o n .
I n o n e e x p e r i m e n t , v o l u n t e e r s a s -
e d a s i m p l e v i s u a l p e r c e p t i o n
k w e r e g i v e n a f i n a n c i a l i n c e n t i v e
c h e a t . S u r e e n o u g h , a f t e r n o o n
i c i p a n t s c h e a t e d 2 0 % m o r e t h a n
d t h e i r m o r n i n g c o u n t e r p a r t s .
I n a s e c o n d t r i a l , a f t e r n o o n v o l -
t e e r s n o t o n l y c h e a t e d m o r e o n
t h e p e r c e p t i o n t a s k b u t s h o w e d
: o w e r m o r a l a w a r e n e s s . G i v e n f o u r
o r d f r a g m e n t s t o c o m p l e t e , i n c l u d -
i n g " _ _ R A L ' ' a n d " E _ _ _ C _ _ , ' '
m o r n i n g p a r t i c i p a n t s w e r e n e a r l y
t h r e e t i m e s l i k e l i e r t o c o m p l e t e t h e
o r d s a s " m o r a l " a n d " e t h i c a l "
( v e r s u s " c o r a l " a n d " e f f e c t s " ) .
T o e l i m i n a t e s e l f - s e l e c t i o n b i a s -
p e r h a p s m o r n i n g p e o p l e a r e j u s t
m o r e e t h i c a l - a n d t h e p o s s i b i l i t y
t h a t m o o d p l a y e d a r o l e , t h e r e -
s e a r c h e r s t r i e d y e t a n o t h e r e x p e r i -
m e n t , t h i s t i m e g i v i n g p a r t i c i p a n t s
a n i n c e n t i v e t o l i e a b o u t s o m e t h i n g .
V o l u n t e e r s w e r e a s s i g n e d r a n d o m l y
t o a m o r n i n g o r a f t e r n o o n s l o t a n d ,
p r e d i c t a b l y , a f t e r n o o n p a r t i c i p a n t s
l i e d m o r e . M o o d d i d n ' t m a t t e r .
I n a f o u r t h e x p e r i m e n t , t h e s c i e n -
t i s t s f o u n d t h a t t h e t i m e - o f - d a y e f -
f e c t w a s e s p e c i a l l y s t r o n g a m o n g
p a r t i c i p a n t s w h o w e r e l e a s t p r o n e t o
m o d i f y i n g t h e i r e t h i c a l b e l i e f s t o r e -
d u c e g u i l t o r s e l f - f l a g e l l a t i o n .
W h a t a c c o u n t s f o r a l l t h i s ? C o n -
s i s t e n t w i t h e a r l i e r s t u d i e s o f s e l f -
c o n t r o l , t h e r e s e a r c h e r s f o u n d e v i -
d e n c e t h a t , a s t h e d a y w e a r s o n ,
m e n t a l f a t i g u e s e t s i n f r o m h o u r s o f
d e c i s i o n - m a k i n g a n d s e l f - r e g u l a t i o n ,
r a i s i n g t h e o d d s o f t r a n s g r e s s i o n .
' ' U n r e m a r k a b l e d a i l y a c t i v i t i e s , ' ' t h e
r e s e a r c h e r s w r i t e , c a n p r o d u c e d e -
p l e t i o n t h a t l e a d s t h e m " t o a c t i n
e t h i c a l l y q u e s t i o n a b l e w a y s . "
S i n c e s o m a n y o f u s a r e f e d u p
w i t h o u r b e t t e r a n g e l s b y a f t e r n o o n ,
t h e f i n d i n g s s u g g e s t t h a t " m o r a l l y
r e l e v a n t t a s k s s h o u l d b e d e l i b e r a t e l y
o r d e r e d t h r o u g h o u t t h e d a y . " I n
o t h e r w o r d s , w h e n m o r a l i t y m a t t e r s ,
t h e e a r l y b i r d c a t c h e s t h e w o r m .
" T h e M o r n i n g M o r a l i t y E f f e c t : T h e
I n f l u e n c e o f T i m e o f D a y o n U n e t h i -
c a l B e h a v i o r , " M a r y a m K o u c h a k i a n d
I s a a c H . S m i t h , P s y c h o l o g i c a l S c i e n c e
( O c t . 2 8 )
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h i g h e r p r i c e s t h a n p r e m i u m i c e c r e d m s .
T i m e f o r I c e C r e a m ?
P o r t i o n o f i c e - c r e a m e a t i n g s
o c c u r r i n g . . .
: + B e f o r e l u n c h : 4 % 1 ~~o(Y'\O"\\Otl ~~"b'C~'O ~
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-
Org
anic
Lab
els
Bia
s C
onsu
:riie
rs P
erce
ptio
ns--
Thr
ough
the
'H
ealt
h H
alo
Eff
ect'
Sllf
Y'l'
, ~~
~0
~'\}:
l\'l'1
1'
~t{;\~
-C:-l:
r~ '(O
~l,A(-
\-"'l\
ll'\l
,-{,
Apr
. 1, 2
013
-Th
e w
ord
"o
rgan
ic"
can
mean
man
y th
ings
to c
onsu
~s.
Even
so
, th
e po
wer
of a
n o
rgan
ic
labe
l can
be
ver
y st
rong
: stu
dies
hav
e sh
own
that
this~
impl
e lab
el c
an
lead
us
to t
hink
that
a fo
od is
hea
lthie
r J th
roug
h w
hat i
s kn
own
as t
he 'h
ealth
hal
o ef
fect
'. B
ut c
an t
his
bias
go
furth
er?
A s
tudy
by
Corn
ell U
nive
rsity
's Fo
od a
nd
Bra
nd L
ab re
searc
hers
Wan
-che
n Je
nny
Lee,
Mits
uru
Shim
izu,
K
evin
M. K
niff
in a
nd
Bria
n W
ansi
nk se
t ou
t to
an
swer
this
que
stio
n. T
heir
stud
y sh
ows
that
an
org
anic
labe
l can
influ
ence
mu
ch m
ore
tha
n he
alth
vie
ws:
per
cept
ions
of t
aste
, c
alor
ies
and
valu
e ca
n b
e si
gnifi
cant
ly
alte
red
whe
n a
food
is la
bele
d "o
rgan
ic."
Cer
tain
peo
ple
also
app
ear t
o be
mo
re s
usc
ept
ible
to t
his
'hea
lth
halo
' eff
ect t
han
oth
ers .
.. a
re y
ou?
C?
1 p
faeV
ff\/\
\f/\C
-\__
J 0 .(
~ ctv-
"a'v
o Vl
f ~)
E:'
\ Yt>
vl
\0
115
peop
le w
ere
recru
ited
from
a lo
cal s
hopp
ing
mal
l in
Ith
aca,
New
Yor
k to
par
ticip
ate
in th
is s
tudy
. Pa
rtic
ipan
ts w
ere
ask
ed to
ev
alu
ate
3 pa
irs o
f pro
duct
s --
2 yo
gurts
, 2
co
oki
es a
nd
2 po
tato
chi
p po
rtion
s. O
ne
item
from
each
food
pai
r was
labe
led
"o
rgan
ic,"
whi
le th
e o
ther
was
labe
led
"re
gula
r." T
he tr
ick
to t
his
stud
y w
as:
all o
f the
pro
duct
pai
rs w
ere
org
anic
an
d id
entic
al!
Part
icip
ants
were
ask
ed to
rat
e th
e ta
ste
an
d ca
loric
co
nte
nt o
f each
item
, an
d ho
w m
uch
they
wo
uld
be
will
ing
to p
ay fo
r the
item
s. A
que
stio
nnai
re a
lso
inqu
ired
abo
ut th
eir e
nv
ironm
enta
l an
d sh
oppi
ng h
abits
. NJ
!...
0 0
,
.,..,,
~ ~ f
\L ~(
J-0.
,\'.lV)
(' ~y(
} {.,t
i,,, I
-cl
: t,
~ \" "
"'-" V
"\
,v
I
Even
thou
gh th
ese
food
s w
ere
all
the
sam
e,
the
"o
rgan
ic"
labe
l gr
eatly
influ
ence
d pe
ople
's pe
rcep
tions
. The
co
oki
es a
nd
yogu
rt w
ere
est
imat
ed to
hav
e si
gnifi
cant
ly fe
wer
calo
ries
whe
n la
bele
d "o
rgan
ic"
and
peop
le
were
will
ing
to p
ay u
p to
23 .
4% m
ore
for t
hem
. The
nu
triti
onal
asp
ects
of t
hese
food
s w
ere
also
gre
atly
bi
ased
by
the
heal
th h
alo
eff
ect.
The
"o
rgan
ic"
co
oki
es a
nd
yogu
rt w
ere
sai
d to
tas
te 'l
ower
in f
at' t
han
the
"re
gula
r" v
arie
ty, a
nd
the
"o
rgan
ic"
co
oki
es a
nd
chi
ps w
ere
tho
ught
to b
e m
ore
nu
triti
ous!
The
labe
l ev
en
tric
ked
peop
le's
tast
e bu
ds:
whe
n pe
rcei
ved
as "
org
anic
," c
hips
seem
ed
mo
re a
ppet
izin
g a
nd y
ogur
t was
judge
d to
be m
ore
flav
orfu
l. "R
egul
ar"
co
oki
es w
ere
rep
orte
d to
tas
te b
ette
r--p
ossi
bly
beca
use
peop
le o
ften
belie
ve h
ealth
y fo
ods
are
no
t tas
ty. A
ll o
f the
se fo
ods
were
ex
actly
the
sam
e,
but a
sim
ple
org
anic
labe
l mad
e al
l the
diff
eren
ce!
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-s
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) g ~
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-l,
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_,
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.
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o p p o r t u n i t y , p r i c i n g
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c u s t o m e r Q V ' i J \ . t . , \ L . A . . \
s a t i s f a c t i o n , p r i c i n g O
a n d s e g m c n t a l l o n Q ~ ">~lA f \ . . e _
r e s e a r c h ( ' 1 ( . . K > J U J ' I
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C l a u d i o P a p a p i e t r o f o r T h e W a l l S t r e e t J o u r n a l
M c D o n a l d ' s p l a n s t o s p e n d l e s s o n r e m o d e l i n g s t o r e s t o i n v e s t o n w a y s t o s p e e d i t s a s s e m b l y p r o c e s s .
N o t - S o - F a s t F o o d
M c D o n a l d ' s C o n c e d e s I t H a s F a l l e n S h o r t o n C u s t o m e r S e r v i c e
B Y J U L I E J A R G O N
M c D o n a l d ' s C o r p . c a m e o u t
w i t h i t s s t r o n g e s t a c k n o w l e d g -
m e n t y e t t h a t i t s c u s t o m e r s e r -
v i c e i n t h e U . S . h a s s u f f e r e d r e -
c e n t l y , a n d t h a t i t b l u n d e r e d b y
l f f i G : t l l . .
J e f f S t r a t t o n , p r e s i d e n t o f
M c D o n a l d ' s U S A , s a i d t h e c h a i n
i n t r o d u c e d s e v e r a l J I
a z J r I t " i l W. S t h i s y e a r
t o g i v e c u s t o m e r s m o r e v a r i e t y .
" T h e p a c e o f p r o d u c t i n t r o -
d u c t i o n i n m y o p i n i o n : t o o f a s t , "
h e s a i d T h u r s d a y a f t e r n o o n a t a n
i n v e s t o r m e e t i n g a t t h e c o m -
p a n y ' s O a k B r o o k , I l l . , h e a d q u a r -
t e r s .
B e t w e e n M a r c h a n d J u l y
a l o n e , M c D o n a l d ' s a d d e d P r e -
m i u m M c W r a p s , E g g W h i t e D e -
l i g h t M c M u f f i n s , b l u e b e r r y
p o m e g r a n a t e s m o o t h i e s a n d n e w
Q u a r t e r P o u n d e r s t o i t s m e n u .
T h e f a s t p a c e o f t h e n e w - p r o d u c t
i n t r o d u c t i o n s " c r e a t e d c h a l -
l e n g e s f o r t h e r e s t a u r a n t s , " m a k -
i n g t h e i r o p e r a t i o n s m o r e c o m -
p l e x i n w a y s t h a t s l o w e d s e r v i c e ,
M r . S t r a t t o n s a i d .
" I n r e t r o s p e c t I w o u l d h a v e
t a k e n m o r e t i m e o n t h a t , " h e
a d d e d .
' ' W e n e e d t o b e s m a r t e r a b o u t
h o w w e r o l l n e w p r o d u c t s o u t , "
K e v i n N e w e l l , t h e c h a i n ' s c h i e f
b r a n d a n d s t r a t e g y e x e c u t i v e f o r
t h e U . S . , t o l d i n v e s t o r s .
T o r e c t i f y t h e s i t u a t i o n , t h e
c o m p a n y i s p l a n n i n g t o s p e n d
l e s s o n r e m o d e l i n g n e x t y e a r b y
u p d a t i n g j u s t 3 0 0 r e s t a u r a n t s i n
t h e U . S . , c o m p a r e d w i t h 4 6 5 t h i s
y e a r t h r o u g h t h e t h i r d q u a r t e r .
I t w i l l i n s t e a d i n v e s t i n n e w
p r e p a r a t i o n t a b l e s f o r a l l o f i t s
U . S . o u t l e t s t h a t c a n a c c o m m o -
d a t e m o r e i n g r e d i e n t s a n d s p e e d
t h e a s s e m b l y p r o c e s s . T h e n e w
t a b l e s a l s o w i l l h e l p a d d r e s s d e -
m a n d f o r c u s t o m i z e d o r d e r s .
Q S R M a g a z i n e , a t r a d e p u b l i -
c a t i o n t h a t c o n d u c t s a n a n n u a l
d r i v e - t h r o u g h p e r f o r m a n c e s t u d y
o f f a s t - f o o d r e s t a u r a n t s , s a i d l a s t
m o n t h t h a t U s P e n s M ' s g h 1 g g
. , I t p r j s f M
; : ; z t t w t ; s z ; w u w-
M r . S t r a t t o n s a i d M c D o n a l d ' s
p l a n s t o b e e f u p t r a i n i n g f o r
c r e w m e m b e r s . E a r l y n e x t y e a r
t h e c h a i n a l s o i s r o l l i n g o u t a
n e w c u s t o m e r f e e d b a c k s y s t e m
t o a l l 1 4 , 0 0 0 U . S . r e s t a u r a n t s . I t
s a i d t h e s y s t e m w i l l g e t c u s -
t o m e r c o m p l a i n t s d i r e c t l y t o i t s
r e s t a u r a n t s s o p r o b l e m s c a n b e
f i x e d q u i c k l y .
M c D o n a l d ' s h a s b e e n c o n -
c e r n e d a b o u t c u s t o m e r - s e r v i c e
p r o b l e m s f o r m o n t h s . D u r i n g a
M a r c h w e b c a s t t h a t M c D o n a l d ' s
e x e c u t i v e s h e l d w i t h f r a n c h i s e
o w n e r s , t h e c o m p a n y s a i d c u s -
t o m e r c o m p l a i n t s w e r e i n c r e a s -
i n g .
O n e s l i d e o f t h e w e b c a s t p r e -
s e n t a t i o n , w h i c h w a s r e v i e w e d
b y T h e W a l l S t r e e t J o u r n a l , s a i d ,
" S e r v i c e i s b r o k e n . "
L a s t m o n t h M c D o n a l d ' s b e a t
t h i r d - q u a r t e r e a r n i n g s e s t i m a t e s
b y a p e n n y a s h a r e , b u t r e p o r t e d
d i s a p p o i n t i n g s a m e - s t o r e s a l e s
g r o w t h a c r o s s t h e g l o b e .
L u n c h h a s b e e n a p a r t i c u l a r
t r o u b l e s p o t f o r M c D o n a l d ' s .
J J
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(.I\~ ~\l')-011~ ~ 1'0\ ..r-C!>Q~>Cb ~>-} "'C:70w) -a\,),~") l\~~~o s~o,)c;c;-0'0 ~co~~\~- o"ci'C> ~'Q'-~'} ~v~~-6 .,o,~ ~~Mc;, , ovo~ Ovi~~v ,;;_ s" q,vo\ ~'~ ~~ /?. ~ 7t0Cl\\" -.>. ~csr-~")'> o C>r-.-0'1., 't \~t"\
-
....... -
...
Ken
zo S
wea
ter,
$375
, Op
ening
Cere
mon
y, 27
2-27
9-26
88
I \
I
...
...
Parn
asse
a Co
llect
ion
Viv
ienn
e Sh
ould
er B
ag,
$5,00
0, Lo
uis
Vuitt
on,
866-
884-
8866
Sain
t Lau
rent
by
Hed
i Slim
ane
Cuff,
$7
95, S
aint
Lau
rent
, 272
-980
-297
0
Don'
t Be A
fraid
of t
he M
ark
Serio
us lo
gom
ania
ma
y be
long
beh
ind
us,
but t
here
are
ne
we
r (an
d m
ore
su
bver
sive
) way
s to
say
'I'm
with
the
bran
d'
THEN
Lo
uis
Vui
tton'
s he
ad-t
o-to
e lo
gos
for
Sprin
g 20
00
BY M
EEN
AL
MIS
TRY
I CO
ULD
NEV
ER h
ave
pred
icte
d m
y re
actio
n to
Lo
uis
Vui
tton's
new
Viv
ienne
bag
-a p
etite
cro
ss-
body
sat
chel
in fi
ne-g
rain
ed c
alfs
kin
with
a
who
lly u
nsu
btle
shin
y, g
old,
2-b
y-2-
inch
inte
r-lo
ckin
g "LV
" as
its
clos
ure.
The
sizab
le c
hunk
of
hard
war
e w
ould
no
rmal
ly b
e a
bit m
uch
for m
y ta
stes
, bu
t it s
om
ehow
mad
e se
nse
on
thi
s be
au-
tiful
ly c
on
stru
cted
satc
hel t
hat r
este
d o
n m
y hi
p jus
t so.
I a
dore
d th
e ba
g w
ithou
t res
erv
atio
n.
Still
, the
em
otio
nal r
ush
left
me
confu
sed.
Like
m
any
fash
ion
con
sum
ers,
par
ticul
arly
Am
eric
an
ones
, I'v
e re
coile
d fro
m o
ver
t log
os o
n c
loth
ing
and
acce
sso
ries
for
nea
rly a
dec
ade,
afte
r once
-cl
ever
pie
ces
of t
he e
arly
200
0s-l
ike
Vui
tton's
Ta
kash
i Mur
akam
i mo
no
gram
bag
s o
r Ch
ristia
n D
ior's
"CD
"-co
vere
d Sa
ddle
Bag
s-be
cam
e ubi
q-u
itous
an
d u
niv
ersa
lly k
nock
ed o
ff.
As "
logo
fatig
ue"
spre
ad, i
t ev
entu
ally
seep
ed
into
form
erly
logo
-lovi
ng (a
nd lu
xury
-labe
l-bo
ostin
g) pa
rts o
f the
world
, lik
e Ch
ina.
Cons
e-qu
ently
, com
pani
es li
ke G
ucci
and
Loui
s V
uitto
n re
cen
tly a
dopt
ed a
more
un
ders
tate
d ap
proa
ch
for t
hose
regi
ons,
mar
king
bag
s su
btly
-and
for-
get a
bout
bra
nd-b
earin
g cl
othe
s. Bu
t whi
le A
sia is
stil
l su
fferin
g fu
ll-bl
own
logo
fa
tigue
, a s
mal
l pro
-logo
mo
vem
ent
is af
oot e
lse-
whe
re. T
hat w
ould
expl
ain
the
nas
cen
t pop
ular
ity
of V
uitto
n's V
ivien
ne, s
een
on s
tylis
h ce
lebr
ities
like
Alex
a Ch
ung
and
Mira
nda
Ker
r. "Th
at b
ag is
a g
reat
exam
ple
of k
now
ing
how
to
cre
ate
new
nes
s w
ithou
t str
ayin
g to
o fa
r fro
m
bran
d id
entit
y,"
said
reta
il co
nsu
ltant
Yas
min
Se
well
, who
se c
lient
s in
clud
e w
ebsit
e M
oda
Op-
eran
di a
nd
liber
ty d
epar
tmen
t sto
re in
Lon
don.
"It'
s lik
e, 'W
e w
on
't le
t go
of t
he L
V, b
ut w
e'll
give
you
a n
ew w
ay to
love
it.'
" It
help
s th
at
the
Viv
ienn
e do
esn'
t rem
ote
ly re
sem
ble
any
of
the
gene
ric, l
ogo-
riddl
ed s
tock
that
stil
l pop
u-la
tes
duty
-free
sho
ps, a
nd
that
it c
arrie
s a
pric
e ta
g o
f $5,0
00. A
fter a
ll, lo
gos
are
as m
uch
abo
ut
broa
dcas
ting
finan
cial
sta
tus
as t
hey
are
abou
t m
akin
g a
fash
ion
stat
emen
t. W
hat's
hap
peni
ng n
ow,
how
ever
, diff
ers
from
ci
rca-
2000
logo
-man
ia. I
n fa
ct, t
he c
urr
en
t sta
te
of l
ogo
fash
ion
is qu
ite s
ane.
It k
now
s ho
w to
ha
ve fu
n an
d ha
s a
heal
thy
sen
se o
f iro
ny. S
ince
K
enzo
co
-cre
ativ
e di
rect
ors
Hum
berto
Leo
n an
d Ca
rol L
im to
ok o
ver
the
labe
l in
2011
, the
y've
do
ne a
bris
k bu
sines
s in
sw
eats
hirts
an
d sw
eat-
ers
embl
azon
ed w
ith K
-E-N
-Z-0
, whi
ch ta
p in
to
thei
r sem
i-iro
nic,
sem
i-sin
cere
love
of '
80s-
era
logo
spo
rtsw
ear.
"It'
s an
inte
rest
ing
time
to e
m-
brac
e lo
gos,"
sai
d M
r. Le
on. "
We'r
e in
an
era
w
hen
peop
le a
re m
ore
aw
are
of b
rand
s an
d th
eir a
sso
ciat
ions
." A
lexa
nder
Wan
g, w
ho w
ork
ed h
is nam
e re
-pe
ated
ly in
to h
is sp
ring
colle
ctio
n, a
lso d
id so
in
a pl
ayfu
l spi
rit: I
nste
ad o
f sla
ppin
g hi
s m
onik
er
on a
co
tton
T-s
hirt,
he
lase
r-cu
t "A
lexa
nder
Wan
g" in
to le
athe
r an
d m
ade
it in
to a
gra
phic
la
ce. '
'We'v
e n
ever
pla
yed
with
ou
r lo
go b
efor
e in
this
form
at,"
said
Mr.
Wan
g. "So
we
wan
ted
to
push
it w
ith d
iffer
ent t
echn
ique
s."
The
mo
st e
nv
elop
e-pu
shin
g di
rect
ion
in lo
-go
s, ho
wev
er, i
s pa
rody
app
arel
. In
May
, ret
ail
web
site
Net
-a-P
orte
r beg
an to
sto
ck L
os A
ngele
s de
sign
er B
rian
Lich
tenb
erg's
sw
eats
hirts
, whi
ch
play
on
the
logo
s o
f co
vet
ed b
rand
s in
clud
ing
Her
mes
an
d Ce
line.
One
feat
ures
the
wo
rd "F
e-lin
e" in
Cel
ine's
san
s-se
rif fo
nt w
ith th
e w
ord
"m
eow
" be
neat
h. "
They
did
incr
edib
ly w
ell,"
said
N
et-a
-Por
ter b
uyin
g m
anag
er B
en M
atth
ews.
Mr.
Lich
tenb
erg's
pie
ces,
whi
ch ra
nge
from
$98
to
$128
, tel
egra
ph s
om
ethi
ng b
eyon
d m
oney
ed s
ta-
tus:
tha
t the
wea
rer
is in
on
the
joke.
Loui
s V
uitto
n's
Viv
ienn
e o
ffers
its
wea
rer
both
sta
tus
and
savvy-
cred
, as
will
Sai
nt L
au-
ren
t's s
oo
n-t
o-hi
t-sto
res
Cass
andr
e cu
ffs a
nd
even
ing
bags
, whi
ch u
se g
old
hard
war
e sh
aped
in
the
labe
l's ic
onic
thre
e-le
tter l
ogo
(retai
ned
even
tho
ugh
the
bran
d offi
cial
ly d
ropp
ed th
e ''Y
ves"
). Th
ese
also
look
fres
h to
my
jaded
eye.
It is
n't b
ecau
se th
ey're
pok
ing
fun.
Like
the
Vi-
vie
nne,
they
're s
impl
y be
autif
ul p
iece
s th
at u
se
a w
ell-k
now
n m
ark
in a
new
way
. But
I s
till
trea
d w
arily
in lo
go la
nd, a
nd
I don
't th
ink
I'm
alon
e. As
Roo
pal P
atel
, a c
on
sulta
nt w
ho a
dvise
s re
tail
web
site
Farfe
tch,
sai
d, "
Ther
e's th
is fe
ar
that
if y
ou w
ear
head
-to-to
e lo
gos-
wha
t would
th
at s
ay a
bout
you
?"
NOW
A
logo
ed lo
ok f
rom
A
lexa
nder
Wan
g's
sprin
g 20
14 s
how
-
Am
ong
the
rese
arch
ers'
oth
er fi
ndin
gs:
1....--
:.V.\l/
t'-""'->
""''"a
,,-u
~
(\"\-~
~~W'
~S ~Q.
.{
-
0 8 ' > 9 ~" f J f ' 0
~\~~\Erl,~
V i t a m i n w a t e r
I p r e f e r d r i n k i n g w a t e r t o h y d r a t e m y s e l f w h i l e w o r k o u t s , h o w e v e r , w h e n f e e l l i k e t r y i n g
s o m e t h i n g s w e e t t o d r i n k b e s i d e s r e a l w a t e r , i ' d g o f o r G l a c e a u V i t a m i n w a t e r .
S o m e t i m e s a t s c h o o l l i b r a r y I p u r c h a s e t h i s e n h a n c e d p r o d u c t w h e n d a i l y c a f f e i n e l i m i t i s
r e a c h e d , n e e d s o m e a l t e r n a t i v e s ( l a u g h )
l e t ' s n o t t o u c h o n t h e s u b j e c t s w h e t h e r t h e p r o d u c t s a r e a c t u a l l y g o o d f o r o u r b o d y o r n o t , t h e
p o i n t i s I t h i n k t h e r e ' s s o m e g e n i u s m a r k e t i n g a t h a n d ( a n d t h e y ' v e g o t m e )
1 ) T h e b o t t l e s a r e b e a u t i f u l , c o l o r f u l , a n d t h e t e x t o n t h e m i s s n a p p y a n d c l e v e r .
2 ) T h e y h a v e e m p o w e r i n g f l a v o r n a m e s . H e r e ' s t h e l i s t :
P o w e r - C
D e f e n s e
F o c u s
E s s e n t i a l
E n e r g y
C o c o - R e f r e s h
S q u e e z e d
F o r m u l a 5 0
R e v i v e
x x x
f e e l i n g m o r e e n e r g e t i c j u s t b y s e e i n g t h e f l a v o r n a m e s ?
3 ) T h e y o f f e r Z E R O - C A L O R I E p r o d u c t s . S o m e t h i n g m i s s e d t o m e n t i o n a b o v e , G l a c e a u i s a
p r i v a t e l y o w n e d s u b s i d i a r y o f C o c o - C o l a C o m p a n y . C o k e Z e r o , o r d i e t C o k e a r e t h e s u c c e s s
c a s e s o f C o c a - C o l a C o . i n t h e r e c e n t y e a r s , t h e r e i s n o r e a s o n t h a t t h e y d o n o t a p p l y t h e
s a m e s t r a t e g y a n d l a u n c h t h e l i k e w i s e p r o d u c t s : S w e e t e n e d b e v e r a g e s w i t h o u t a n y c a l o r i e s .
4 ) B e s i d e s t h e t r e n d y & s t y l i s h b o t t l e a t t r a c t i n g y o u n g f o l k s , V i t a m i n w a t e r a d s g a i n m o r e s c r e e n
t i m e . I ' m n o t t a l k i n g a b o u t t h e n o r m a l ' 3 0 s t e l e v i s i o n a d s w h i c h c o n s p i c u o u s l y a r e
a d v e r t i s i n g p r o d u c t s , r a t h e r , i n c r e a s i n g i t s e x p o s u r e i n T V s h o w s . I n G o s s i p G i r l S e a s o n 4 ,
B l a i r s m o m m e n t i o n s t h e " V i t a m i n W a t e r D e s i g n C o m p e t i t i o n " ( w h a t t h e a d v e r t i s e r i s t r y i n g
s u b t l y c o n v e y t o y o u ! )
T h i s i s t h e p r a c t i c e o f p r o d u c t p l a c e m e n t , o r e m b e d d e d m a r k e t i n g , i n w h i c h a d v e r t i s e r s p a y t o
h a v e t h e i r p r o d u c t s o r l o g o s a p p e a r d u r i n g a p r o g r a m . C e r t a i n a d v e r t i s i n g t e c h n i q u e h a s b e e n
i n t e n s i f i e d i n r e c e n t y e a r s . Y o u m a y w o n d e r i f i t i s a w o r t h y i n v e s t m e n t , w e l l , p s y c h o l o g i c a l l y &
t e c h n i c a l l y , i t i s . I t ' s t h e M e r e - e x p o s u r e e f f e c t , a p h e n o m e n o n b y w h i c h p e o p l e t e n d t o d e v e l o p
a p r e f e r e n c e f o r t h i n g s m e r e l y b e c a u s e t h e y a r e f a m i l i a r w i t h t h e m . P e o p l e i n h e r e n t l y h a v e
p r e f e r e n c e a n d l i k i n g f o r p e o p l e o r o b j e c t s t h e y a r e f a m i l i a r w i t h .
-
S e e t h e V i t a m i n w a t e r b a c k t h e r e ?
T h e y ' r e e v e r y w h e r e !
D e c a d e s a g o p s y c h o l o g i s t s d i s c o v e r e d
t h a t s i m p l y b e i n g c l o s e i n p h y s i c a l
p r o x i m i t y t o a n o t h e r p e r s o n i n c r e a s e s
l i k i n g a n d a t t r a c t i o n f o r t h a t p e r s o n .
C o l l e g e s t u d e n t s i n d o r m h o u s i n g l i k e d
t h e i r n e i g h b o r s m o r e t h a n p e o p l e l i v i n g
o n o t h e r f l o o r s o r b u i l d i n g , m a l e s t u d e n t s
l i k e f a m i l i a r w o m e n m o r e t h a n s t r a n g e r s -
s i m p l y f o r a p p e a r i n g i n t h e i r c l a s s r o o m
t h r o u g h o u t t h e s e m e s t e r , d e s p i t e n o t e v e n
s o m u c h a s s a y i n g " h e l l o . " T h e m o r e
t i m e s p e n t n e a r s o m e o n e , t h e m o r e
p e o p l e f e e l t h a t t h e y " k n o w " t h a t p e r s o n ,
a n d f e e l c o m f o r t a b l e b e i n g a r o u n d t h e m .
T h i s f e e l i n g o f f a m i l i a r i t y c o n t r i b u t e s t o
a t t r a c t i o n .
H e r e ' s a n o t h e r f u n w a y t o e x p l a i n
t h e g r e a t e f f e c t :
I f y o u ' v e s e e n " H o w I M e t Y o u r
M o t h e r " ( a p o p u l a r s i t c o m a b o u t
f i v e y o u n g a d u l t s i n N e w Y o r k a n d
t h e i r r e l a t i o n s h i p / f r i e n d s h i p s ) ,
t h e m e r e e x p o s u r e p h e n o m e n o n w a s i n f u l l e f f e c t a n d i l l u s t r a t e d c r e a t i v e l y t h r o u g h B a r n e y
S t i n s o n ' s " M e r m a i d T h e o r y . " M e n w i l l e v e n t u a l l y f e e l s e x u a l l y a t t r a c t e d t o a w o m e n s i m p l y a s a r e s u l t o f
s p e n d i n g t i m e w i t h t h e m , e v e n i f t h e y i n i t i a l l y d o n ' t f i n d t h e s e w o m e n a t t r a c t i v e a t a l l . E V e n t h e l e a s t p h y s i c a l l y
a t t r a c t i v e p e o p l e ( m a n a t e e s ' ' ) w i l l e v e n t u a l l y l o o k l i k e m e r m a i d s .
Y o u s e e h o w G l a c e a u m a r k e t s t h e i r- p r o d u c t s n o t - s o - c o n s p i c u o u s l y y e t w i s e l y ? Y o u g o t t a l o v e
V i t a m i n w a t e r a n d i t s c r o s s - p r o m o t i o n a l e f f o r t s .
-
r, Oi\1rtlJ~' ~ ' ' 1 P . ' t f , O l .
R e m o v e t h e " $ " s i g n f r o m y o u r m e n u !
C h i p o t l e ( a c h a i n r e s t a u r a n t s p e c i a l i z i n g i n M e x i c a n b u r r i t o s a n d t a c o s ) h a s a l w a y s b e e n m y
f a v o r i t e g r a b - t o - g o o p t i o n w h e n i n a h u r r y . I a l w a y s c a t e g o r i z e d C h i p o t l e a s a f a s t f o o d
r e s t a u r a n t , n o t b e c a u s e i t o f f e r s f r i e d j u n k f o o d s ( C h i p o t l e a c t u a l l y ' s k n o w n f o r i t s u s e o f
n a t u r a l i n g r e d i e n t s ) , b u t i t s a s s e m b l y - l i n e p r o d u c t i o n t h a t s p e e d u p t h e p r e p a r a t i o n
t i m e ( r e m i n d s m e o f S t a n d a r d Q p e r a t i n g f r o c e d u r e . . ) W h e n I w a s w a i t i n g i n l i n e ( C h i p o t l e ' s
u s u a l l y p a c k e d w i t h s t u d e n t s d u r i n g b r e a k t i m e ) f e w d a y s a g o , I f o u n d a n i n t e r e s t i n g f a c t :
T h e r e ' s n o d o l l a r s y m b o l ( $ ) o n t h e m e n u b a r .
I t s u r p r i s e d m e , r e a l l y , o r i t ' s p r o b a b l y j u s t m e w h o ' v e b e e n t a k i n g t h e p r e s e n c e o f d o l l a r s i g n
f o r g r a n t e d ? T h e m i s s i n g o f $ t r u l y p u z z l e d m e . T h e n t h e f o l l o w i n g d a y w h e n I w a s h a v i n g
d i n n e r i n a q u i t e f i n e d i n i n g p l a c e l o c a t e d i n d o w n t o w n A n n A r b o r , I t o o k p a r t i c u l a r a t t e n t i o n
o n i t s m e n u a n d f o u n d t h e d o l l a r s i g n w a s n o t s h o w i n g e i t h e r , t h e r e w e r e o n l y n u m e r a l s , n o
" $ " , n o " d o l l a r " s p e l l e d o u t .
W h y d o r e s t a u r a n t s t o d a y r e m o v e t h e " $ " s i g n f r o m t h e i r m e n u ? l t . ' s a l l a b o u t P s y c h o l o g i c a l
P r i c i n g . H e r e ' s a e x a m p l e y o u m a y b e p r e t t y f a m i l i a r w i t h :
$ 1 9 9 . 9 9 f o r a l u x u r y b r a n d s u n g l a s s e s ? S o u n d s p r e t t y f a i r . W h a t a b o u t $ 2 0 0 ? a r e y o u
r e c o n s i d e r i n g t o m a k e t h e p u r c h a s e w h e n i t ' s o n s a l e ?
P r i c e s t h a t h a v e e n d d i g i t s o f n i n e , 9 9 , o r 9 5 , w i l l r e s u l t i n c o n s u m e r s b e l i e v i n g t h e y ' r e g e t t i n g
a s a v i n g , a n d e v e n i f t h a t s a v i n g i s o n l y 1 p e n n y ( l i k e t h e o n e a b o v e ) , c u s t o m e r s m a y f e e l m o r e
c o n f i d e n t a b o u t m a k i n g a p u r c h a s e .
P s y c h o l o g i c a l P r i c i n g : t h e p r a c t i c e o f s e t t i n g p r i c e s l i g h t l y l o w e r t h a n r o u n d e d n u m b e r s , i n t h e
b e l i e f t h a t c u s t o m e r s d o n o t r o u n d u p t h e s e p r i c e s , a n d s o w i l l t r e a t t h e m a s l o w e r p r i c e s t h a n t h . e y
r e a l l y a r e . T h i s p r a c t i c e i s b a s e d o n t h e b e l i e f t h a t c u s t o m e r s t e n d t o p r o c e s s a p r i c e f r o m t h e l e f t - m o s t
d i g i t t o t h e r i g h t , a n d s o w i l l t e n d t o i g n o r e t h e l a s t f e w d i g i t o f a p r i c e .
I f t o e x p l a i n t h e e f f e c t f u r t h e r , o r r e l a t e i t t o m o r e p s y c h o l o g i c a l c o n c e p t s , I w o u l d s a y t h a t i t ' s
t h i s " P r i m a c y E f f e c t " w h i c h ' s p l a y i n g t h e t r i c k . B y d e f i n i t i o n , p r i m a c y e f f e c t i s t h e t e n d e n c y f o r
t h e f i r s t i t e m s p r e s e n t e d i n a s e r i e s t o b e r e m e m b e r e d b e t t e r o r m o r e e a s i l y , o r f o r t h e m t o b e
m o r e i n f l u e n t i a l t h a n t h o s e p r e s e n t e d i n t h e s e r i e s . ( f o r e x a m p l e , i f y o u h e a r a l o n g l i s t o f
w o r d s , i t ' s m o r e l i k e l y t h a t y o u w i l l r e m e _m b e r t h e w o r d s y o u h e a r d f i r s t , w h i c h i s t h e
b e g i n n i n g o f t h e l i s t ) S o w h e n c u s t o m e r s a r e p r e s e n t e d t w o p r i c e s , o n e s t a r t s w i t h 1 ( $ 1 9 9 . 9 9 )
a n d t h e o t h e r s t a r t s w i t h 2 ( $ 2 0 0 ) , i t w o u l d m a k e a b i g d i f f e r e n c e i n t h e i r m i n d s e t .
O K , s o w h a t a b o u t t h e $ s i g n ?
A n e m p i r i c a l r e s e a r c h , c o n d u c t e d b y C o r n e l l S c h o o l o f H o t e l A d m i n i s t r a t i o n , e x a m i n e s h o w
c u s t o m e r s r e a c t e d t o m e n u s ' p r i c e f o r m a t t i n g i n t e r m s o f a c t u a l s a l e s , a s m e a s u r e d b y c h e c k
t o t a l s f o r l u n c h a t S t . A n d r e w ' s , t h e r e s t a u r a n t a t t h e C u l i n a r y I n s t i t u t e o f A m e r i c a , i n H y d e
P a r k , N e w Y o r k . P r i c e f o r m a t s t e s t e d i n t h e s t u d y w e r e a d o l l a r s a n d c e n t s n u m e r i c a l f o r m a t e
w i t h a d o l l a r s i g n ( $ 0 0 . 0 0 ) , a n u m e r i c a l f o r m a t w i t h o u t a d o l l a r s i g n ( O O . ) , a n d s c r i p t e d o r
w r i t t e n - o u t p r i c e s ( z e r o d o l l a r s ) . T h e r e s u l t s s h o w t h a t g u e s t s g i v e n t h e n u m e r a l - o n l y m e n u
s p e n t s i g n i f i c a n t l y m o r e t h a n t h o s e w h o r e c e i v e d a m e n u w i t h p r i c e s s h o w i n g a d o l l a r s i g n o r
t h o s e w h o s e m e n u h a d p r i c e s w r i t t e n o u t i n w o r d s .
S o I t h i n k i t ' s n o t b o t h r e s t a u r a n t s I v i s i t e d m i s s e d t o p u t o n t h e d o l l a r s i g n , b u t t h e y ' r e u s i n g
s u b t l e c u e s t o a t t r a c t d i n e r s .
N e x t t i m e w h e n y o u ' r e p l a n n i n g t o o p e n a r e s t a u r a n t b u s i n e s s , d o n ' t f o r g e t t o t a k e a d v a n t a g e
o f p s y c h o l o g i c a l i n f l u e n c e s t o h e l p p r o m o t e m e n u i t e m s - i t ' s o n e o f t h e b e s t w a y s t o i n c r e a s e
c h e c k s i z e .
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A f e w d a y s a g o o n e o f m y s u i t e - m a t e s a s k e d f o r m y a d v i c e a b o u t t h e d r e s s e s s h e p u r c h a s e d
o n t h e F o r e v e r 2 1 o n l i n e s t o r e . I a s k e d h e r w h y n o t j u s t g o t o t h e r e t a i l s t o r e a n d s e e h o w t h e
d r e s s e s r e a l l y l o o k l i k e , f o r t h a t p e r s o n a l l y I p r e f e r b r o w s e i n s t o r e , a n d s h e s a i d , " I l o v e h o w
b i g o f a s e l e c t i o n t h e y h a v e , b u t t h e s t o r e ' s t o o b i g . . . s o i t ' s i m p o s s i b l e t o f i n d a n y t h i n g
s p e c i f i c . I t ' s l e s s t i r i n g t o b r o w s e i t o n l i n e . "
T h a t ' s q u i t e t r u e . F o r e v e r 2 1 i s k n o w n f o r o f f e r i n g s h o p p e r s a w i d e s e l e c t i o n o f t r e n d y c l o t h i n g
a n d a c c e s s o r i e s a t a f f o r d a b l e p r i c e s , b u t i t ' s p h y s i c a l l y i m p o s s i b l e t o . s p e n d t i m e i n F o r e v e r 2 1
a n d l e a v e w a n t i n g t o c o n t i n u e s h o p p i n g e l s e w h e r e . N o t b e c a u s e y o u b o u g h t s o m a n y c r o p t o p s
a n d s k i r t s a n d c a n ' t p o s s i b l y s p e n d m o r e m o n e y , b u t b e c a u s e y o u ' r e s o e x h a u s t e d f r o m
l o o k i n g t h r o u g h r a c k s a n d r a c k s o f m e r c h a n d i s e . T h e t i r e d n e s s h a p p e n s t o e v e r y o n e a n d i t ' s
c a l l e d t h e d e c i s i o n f a t i g u e , t h e d e t e r i o r a t i n g q u a l i t y o f d e c i s i o n s m a d e b y a n i n d i v i d u a l , a f t e r a
l o n g s e s s i o n o f d e c i s i o n m a k i n g . ( P r o b a b l y t h a t ' s w h y I c a n n o t h e l p c r a v i n g o n s n a c k s w h i l e
p u l l i n g a l l n i g h t e r s , i t n o w m a k e s . s e n s e t o m e - I h a v e l e s s w i l l p o w e r a f t e r a l o n g d a y a n d I ' m
s t a r t i n g t o m a k e p o o r d e c i s i o n s )
P r o f e s s o r B a b a S h i v f r o m S t a n f o r d U n i v e r s i t y h a s c o n d u c t e d a f a m o u s e x p e r i m e n t :
T w o g r o u p s o f p e o p l e w e r e g i v e n d i f f e r e n t m e n t a l t a s k s ( m e m o r i z i n g a 2 - d i g i t o r 7 - d i g i t
n u m b e r ) . W h e n t h e y w e r e f i n i s h e d , t h e s t u d e n t s h a d t h e c h o i c e o f a p i e c e o f c a k e , o r a b o w l o f
f r u i t . T h o s e w h o h a d f a c e d t h e m o r e m e n t a l l y t a x i n g t a s k w e r e s i g n i f i c a n t l y m o r e l i k e l y t o
c h o o s e t h e c a k e . T h e r e s u l t ' s s u r p r i s i n g , b u t w h a t h a p p e n e d i s t h a t w i l l p o w e r a n d f o c u s a n d
c o n c e n t r a t i o n a n d w o r k i n g o n p r o b l e m - s o l v i n g a r e a l l c o m i n g f r o m t h e s a m e p o o l o f c o g n i t i v e
r e s o u r c e s , w h i c h i s a s c a r c e r e s o u r c e t h a t ' s e a s i l y d e p l e t e d . T h a t e x p l a i n s w h y w e ' r e t e m p t e d
b y t h e c a n d y i n t h e c h e c k o u t l a n d a f t e r a m a r a t h o n g r o c e r y t r i p .
( I f y o u ' r e a f o r e v e r 2 1 f a n , p a y a t t e n t i o n t o w h a t t h e y ' v e p u t o n t h e c h e c k o u t t a b l e , i t w i l l
s u r p r i s e y o u ! T h e l a s t t i m e I w e n t t h e r e t h e y w e r e s e l l i n g H i - C h e w ( a f r u i t - f l a v o r e d c h e w y
J a p a n e s e c a n d y ) !
T h e f o l l o w i n g s a r e l i s t o f m o s t d e p l e t i n g a c t i v i t i e s t h a t w i l l d r a i n y o u r b r a i n :
F o c u s C o n / u s i o n F r u s t r a t i o n S e l f - C o n t r o l B o r e d o m A n x i e t y C o n c e n t r a t i o n C h o i c e
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C o m p l e t e A g e C o n t r o l C o n c e n t r a t e
N e w s c i e n t i f i c b r e a k t h r o u g h : p o w e r e d b y 2 0 p u r e
p l a n t e x t r a c t s a n d p o t e n t h i g h - t e c h m o l e c u l e s ,
D o u b l e S e r u m ' s i n n o v a t i v e d u a l c h a m b e r s y s t e m
t a r g e t s a l l a s p e c t s o f s k i n a g i n g i n o n e c o m p l e t e
c o n c e n t r a t e f o r a d o u b l e a n t i - a g i n g p e r f o r m a n c e .
T h e p r o o f : t w o a g e - d e f y i n g f o r m u l a s i n o n e
g r o u n d b r e a k i n g s e r u m t h a t r e a c t i v a t e s s k i n ' s
v i t a l f u n c t i o n s f o r a h e a l t h i e r c o m p l e x i o n a n d
y o u n g e r - l o o k i n g s k i n . "
P r o v e n f o r a l l s k i n t y p e s , a l l a g e s , a l l e t h n i c i t i e s .
I n j u s t 4 w e e k s "
8 7 1 F i r m e r s k i n
7 9 / o R e d u c e d w r i n k l e s
8 8 O/ o M o r e e v e n s k i n t o n e
8 8 O/ o L e s s v i s i b l e p o r e s
S a r i s f a c r i o n t e s t , 5 0 w o m e n r e p o r t e d , 4 w e e k s
S a l i s f a c t i o n t e s t , 1 2 6 w o m e n r e p o r t e d , 4 w e e k s
S a t i s f a c t i o n t e s t , 1 9 7 w o m e n r e p o r t e d , 4 w e e k s
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C o n f i d e n c e i s E v e r y t h i n g ,
B u t a L i t t l e M a k e u p C a n ' t H u r t
V i s i t t h e B o b b i B r o w n C o u n t e r f o r a m a k e u p l e s s o n / / ? x f f , "
a n d p e r s o n a l i z e d f o u n d a t i o n s a m p l e - o u r t r e a t .
1
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s t i t o s S a l s a W i t h T o s t i t o s T o r t i l l a C h i p s ?
1 4 , 2 0 1 2 - C o n s u m e r s p r e f e r m a t c h i n g b r a n d s f o r p r o d u c t s t h a t a r e c o n s u m e d t o g e t h e r b e c a u s e t h e y
: v e p r o d u c t s f r o m t h e s a m e b r a n d h a v e b e e n d e s i g n e d t o g o t o g e t h e r , a c c o r d i n g t o a n e w s t u d y i n t h e
z a l o f C o n s u m e r R e s e a r c h .
m u c h d o b r a n d c o m b i n a t i o n s a f f e c t h o w m u c h c o n s u m e r s e n j o y p r o d u c t s t h a t a r e c o n s u m e d t o g e t h e r ?
. ~ms t h a t m a t c h i n g b r a n d l a b e l s e n h a n c e e n j o y m e n t b y e n c o u r a g i n g c o n s u m e r s t o b e l i e v e t h a t t h e
_ J e t s w e r e t e s t e d a n d d e s i g n e d t o g o w e l l t o g e t h e r , " w r i t e a u t h o r s R y a n R a h i n e l a n d J o s e p h P . R e d d e n
n i v e r s i t y o f M i n n e s o t a ) .
e s t u d y , c o n s u m e r s a t e T o s t i t o s b r a n d t o r t i l l a c h i p s a n d T o s t i t o s b r a n d s a l s a b u t w e r e t o l d t h a t t h e c h i p s
l s a w e r e v a r i o u s c o m b i n a t i o n s o f f i c t i o n a l b r a n d n a m e s ( " F e s t i v i t y " o r " P a r t y T i m e " ) . C o n s u m e r s
. e d t h e c h i p s a n d s a l s a m o r e w h e n t o l d t h a t t h e t w o f o ' o d s w e r e f r o m t h e s a m e b r a n d .
-~ther s t u d y , c o n s u m e r s a g a i n a t e T o s t i t o s t o r t i l l a c h i p s a n d s a l s a b u t w e r e t o l d t h a t t h e c h i p s a n d s a l s a
- v a r i o u s c o m b i n a t i o n s o f " B r a n d A " a n d " B r a n d B . " S o m e w e r e t o l d t h a t t h e b r a n d s h a d c o n d u c t e d j o i n t
h a n d d e s i g n o n t h e t w o p r o d u c t s , w h i l e o t h e r s w e r e t o l d t h a t t h e b r a n d s h a d c o o r d i n a t e d o n m a t t e r s
- a t e d t o t a s t e ( c o u p o n s a n d d i s t r i b u t i o n ) . T h e l a t t e r g r o u p o f c o n s u m e r s e n j o y e d c h i p s a n d s a l s a f r o m t h e
: b r a n d m o r e t h a n c h i p s a n d s a l s a f r o m d i f f e r e n t b r a n d s . H o w e v e r , b o t h g r o u p s e n j o y e d t h e c h i p s a n d
m o r e w h e n t o l d t h a t t h e b r a n d s h a d c o n d u c t e d j o i n t p r o d u c t r e s e a r c h a n d d e s i g n , r e g a r d l e s s o f t h e
~- t h e y w e r e t o l d t h e y w e r e c o n s u m i n g . ( f f i f;..&~rur\
'W1~utr~ I
: r e i s n o u n i v e r s a l a n s w e r t o w h i c h b r a n d a c o n s u m e r l i k e s t h e m o s t . T h e b r a n d a c o n s m r p r e f e r s f o r a I
- : : : u l a r p r o d u c t d e p e n d s o n t h e b r a n d o f o t h e r p r o d u c t s w i t h w h i c h i t i s b e i n g c o m b i n e d . A c o m p a n y t h a t I
p r o d u c t s t h a t a r e c o n s u m e d t o g e t h e r w i l l h a v e a n a d v a n t a g e o v e r o t h e r r i v a l b r a n d s t h a t d o n o t o f f e r 1
i n d i v i d u a l p r o d u c t s , s i n c e c o n s u m e r s w i l l w a n t t o h a v e m a t c h i n g b r a n d s , " t h e a u t h o r s c o n c l u d e .
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