okok back from studies. Looking back at my previous post. I think its pretty lengthy, so maybe will shorten this part 2.
Chapter 5: Do You Believe In Magic?
This chapter explains how rituals and superstitions affect our buying decision. No brain scanning.. I wouldn't say much about superstition, maybe just a few examples happening in the market..
- Working in BQT, usually for wedding, you would set tables number with the number '4'.
- Same for hotel rooms and floor
- BQT will hit low peak during Lunar '7th' month
- Flight demand on air/sea trips will drop on Friday 13th..
Saying about this religion, worshiping to Cats. While the origin of the story is actually a priest tie a cat to a table while preaching. Hence over time, new priests take over and continue with the same routine, start thinking that the cat is a religious symbol.
Morale of the story from commanders: Don't be complacent with our routine task and forget about its purpose.
So maybe i go around Tri Team and start telling the juniors that i prefer eating yong tau hu before races. Maybe past a few generations, there will be this 'ritual' spreading around saying that yong tau hu can improve your timings during race~ haha!
Chapter 6: I Say A Little Prayer
Pretty much similar to the previous chapter, but this time on faith and religion. Pretty sensitive topic, so I'm more like quoting from the book. People willing to pay money for things, they believe have religious or spiritual significance.
An local example: Remember childhood, our parents will come home with this talisman, telling you to keep by your side. Or a talisman which you parents will burn them into ashes and mix with water for you to drink. Basically its a yellow paper with red ink, a simple item yet having money value on them.
This topic isn't just about the religion we pray to. But also talks about a BRAND being a 'religion', a BRAND with its attitude, vision and symbol.
Take example for Harvey Davidson, I have this Director of BQT, riding it. You will see him wearing this ARMY helmet (i don't there is any protection), leather vest and jean. Topically what you see in the U.S commercials/shows/movies.
Or Apple? Users often 'label' themselves as Apple User instead of Mac User. You don't see people proudly telling others, "Hey im a window user" -_-".. People tend to associates Apple users being cool and hip while Windows user, GEEK.. (its ok i prefer user friendliness)
Chapter 7: Why I Choose You?
This topic's key work is Somatic Markers, part of our brains which stores the memory of 'impressions (good/bad)' Author linked this chapter with 1 of the 4Ps in Marketing -Promotions and Advertising. How advertisers make use of their advertisement to create an impression to spark a desire/need.
Impressions doesn't need to be good to achieve the buying effect.
Look at Shampoo or Facial Advertisement: They tend to put up a negative effects, bad hair conditions as thou you went thought Sahara Desert or a face which seems like it been through a mine cluster. After which they show the after-effect of using their product. Wah~ plastic like face, silky like hair. Old lady can also become a young teenager.
Chapter 8: A Sense Of Wonder
This chapter caught my attentions. Suggesting that our visual are over-simulated by all the brand advertising. In fact, smell and sound are better attention grabber and holds better impression.
Smell: Johnson & Johnson, why we know this brand? Its our childhood partner! Do you know its brand logo? No... When you go to Supermarket with no preference for powder, most probably we will choose J&J.
Do you know, Hotels got their own air fresher smell and same for their toilet soap and the detergent to wash their towel and robes? So guests with impression of the smell will tend to plan a revisit to the hotel.
Touch: When buying clothing, we will stroke, rub, caress or run of fingers along the line-up of clothing. We have this ideal impression of 'good quality' judging the clothing by its material coarseness and thickness.
Weight of an object also plays a part, related to its quality. For some products which are too light, consumers will associates them as low quality, plastic feeling e.g. Shades, MP3 ..
Take example, Bang and Olufsen's ear piece and Ipod products, using metals for their products.
Some of them are actually lighter than the actual weight, producers add in aluminum inside to make them 'feel' heavier.
Sound:
In public areas, how often you hear Nokia Default Ring Tone and SMS Tone? Its their unique tone which differentiate them from competitors. Or have you been to spa, where the outlet plays relaxing melody on the background. Same goes for hotel where they tend to play jazz music at their lounge or lobby.
I think this post is getting out of hand. Will skip Chapter 9 and 11 as they are the Future of Neuromarketing and Conclusion.
But Chapter 10 is the topic he printed on his book as the first question he plans to explore. (damn its turn out to be the LAST, another marketing strategy)
Chapter 10: Let's Spend The Night Together
This chapter, he asked himself this question whether 'Does Sex Actually Sells". A 'NO' in his book. "Sex sells nothing but itself", i like this sentence..
Look at advertisement of Perfumes, Undergarments and Jeans. Topical scene of female or male model have naked either wearing the product or at the end, they say out the tag line with the product. Usual theme of Lust, Temptation, Sex and Seduction. Are we able to smell the perfumes or feel the texture of the undergarment and jeans when watching TV advertisement? No~ What works at that point of time is the mirror neurons (remember Chapter 4?)
His studies shows that while looking at half naked poster/advertisement. People (guys) are more attracted to the model and not the brand. How about half naked male advertisement? Most probably only attracts gay~
True male are not keen in looking at Calvin Klein undergarment models, their 6 piece abs and the bulging you-know-what. So why such ads exist? Do you know that most male undergarments are bought by women? From child to young adults, its always mother who buy for me. I would be special there are army boys who dont even know what size they should be wearing.
I know this so far the longest and boring post i ever had (just scrolled the page). If you don't enjoy it, never mind. DON'T TELL ME! I take it as my personal super long book review.
The Undercovered Economist Next
C Cube
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