Article: Valdesolo, P. (2010). “Flattery Will Get You So Far.” Scientific American Online, Scientificamerican.com. Retrieved on 30 June 2010: http://www.scientificamerican.com/article.cfm?id=flattery-will-get-you-far Summary: Its not uncommon for people to kiss up and flatter others in their everyday lives, with the hopes that such remarks will get them what they want. Many times these motives are easily recognized and written off as insincere. However it’s quite possible that the effects of such flattery are more powerful than we think. Researchers are taking a deeper look into how blatant flattering influences consumer loyalty and sales. A study conducted by the Hong Kong University of Science and Technology found that consumers exposed to a department store’s advertising campaign, commending shoppers on their sense of style, were likely to continue making purchases at the store. Furthermore, these consumers, who explicitly expressed their awareness of the stores attempt to manipulate behavior through flattery, were likely to join the store club. Researchers believe this type of flattery works by reinforcing the above average ideas that individuals reserve for themselves, as well as increasing esteem in areas where some feel low. The article suggests that positive images in advertising, when linked to products, might also subconsciously influence consumer desire…
Conceptual Design, Contributor, Interaction Design, Perception, Product Design Strategy, Users
On “The Sweet Smell of Morality”
by mwaters •
Humphries, C. (2010). “The Sweet Smell of Morality.” Boston Globe Online, Boston.com. Retrieved on 23 June 2010: http://www.boston.com/bostonglobe/ideas/articles/2010/02/14/the_sweet_smell_of_morality/ Summary: Scientist and Marketers are paying closer attention to the sense of smell. It appears that while once believed subpar to other human senses, the power of smell is being reevaluated. Some studies suggest smell has the power to influence social and moral behavior. Recent findings have found that clean smells perpetuate favorable behavior in instances where someone is in need of help or assistance. This suggests that smells, known for their influence on emotion and memory, might also have an effect on thought. Additional studies have shown that consumers shopping habits, such as where to shop and how much to buy, are influenced by smell, having more to do with choice than mood. Using smell as a lure might sound manipulative, yet some researchers claim we are aware of scents and are not deceived by them. Marketers are currently looking into ways to incorporate smells into brand recognition. It’s possible for humans to undergo training to perfect their sense of smell. As more knowledge comes about regarding smell, and the complexities of this sense are realized, consumers can expect to be…