2361 본문읽기 15
카테고리 없음2023. 6. 4. 12:01
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2361-30
Advertisers often displayed considerable facility in adapting their claims to the market status of the goods they promoted. Fleischmann's yeast, for instance, was used as an ingredient for cooking homemade bread. Yet more and more people in the early 20th century were buying their bread from stores or bakeries, so consumer demand for yeast decreased. The producer of Fleischmann's yeast hired the J. Walter Thompson advertising agency to come up with a different marketing strategy to boost sales. No longer the "Soul of Bread," the Thompson agency first turned yeast into an important source of vitamins with significant health benefits. Shortly thereafter, the advertising agency transformed yeast into a natural laxative. Repositioning yeast helped increase sales.
2361-31
Individuals who perform at a high level in their profession often have instant credibility with others. People admire them, they want to be like them, and they feel connected to them. When they speak, others listen ― even if the area of their skill has nothing to do with the advice they give. Think about a world-famous basketball player. He has made more money from endorsements than he ever did playing basketball. Is it because of his knowledge of the products he endorses? No. It's because of what he can do with a basketball. The same can be said of an Olympic medalist swimmer. People listen to him because of what he can do in the pool. And when an actor tells us we should drive a certain car, we don't listen because of his expertise on engines. We listen because we admire his talent. Excellence connects. If you possess a high level of ability in an area, others may desire to connect with you because of it.
2361-32
Think of the brain as a city. If you were to look out over a city and ask "where is the economy located？" you'd see there's no good answer to the question. Instead, the economy emerges from the interaction of all the elements ― from the stores and the banks to the merchants and the customers. And so it is with the brain's operation: it doesn't happen in one spot. Just as in a city, no neighborhood of the brain operates in isolation. In brains and in cities, everything emerges from the interaction between residents, at all scales, locally and distantly. Just as trains bring materials and textiles into a city, which become processed into the economy, so the raw electrochemical signals from sensory organs are transported along superhighways of neurons. There the signals undergo processing and transformation into our conscious reality.
2361-33
Someone else's body language affects our own body, which then creates an emotional echo that makes us feel accordingly. As Louis Armstrong sang, "When you're smiling, the whole world smiles with you." If copying another's smile makes us feel happy, the emotion of the smiler has been transmitted via our body. Strange as it may sound, this theory states that emotions arise from our bodies. For example, our mood can be improved by simply lifting up the corners of our mouth. If people are asked to bite down on a pencil lengthwise, taking care not to let the pencil touch their lips (thus forcing the mouth into a smile-like shape), they judge cartoons funnier than if they have been asked to frown. The primacy of the body is sometimes summarized in the phrase "I must be afraid, because I'm running."
2361-34
Restricting the number of items customers can buy boosts sales. Brian Wansink, Professor of Marketing at Cornell University, investigated the effectiveness of this tactic in 1998. He persuaded three supermarkets in Sioux City, Iowa, to offer Campbell's soup at a small discount: 79 cents rather than 89 cents. The discounted soup was sold in one of three conditions: a control, where there was no limit on the volume of purchases, or two tests, where customers were limited to either four or twelve cans. In the unlimited condition shoppers bought 3.3 cans on average, whereas in the scarce condition, when there was a limit, they bought 5.3 on average. This suggests scarcity encourages sales. The findings are particularly strong because the test took place in a supermarket with genuine shoppers. It didn't rely on claimed data, nor was it held in a laboratory where consumers might behave differently.
Advertisers often displayed considerable facility in adapting their claims to the market status of the goods they promoted. Fleischmann's yeast, for instance, was used as an ingredient for cooking homemade bread. Yet more and more people in the early 20th century were buying their bread from stores or bakeries, so consumer demand for yeast decreased. The producer of Fleischmann's yeast hired the J. Walter Thompson advertising agency to come up with a different marketing strategy to boost sales. No longer the "Soul of Bread," the Thompson agency first turned yeast into an important source of vitamins with significant health benefits. Shortly thereafter, the advertising agency transformed yeast into a natural laxative. Repositioning yeast helped increase sales.
2361-31
Individuals who perform at a high level in their profession often have instant credibility with others. People admire them, they want to be like them, and they feel connected to them. When they speak, others listen ― even if the area of their skill has nothing to do with the advice they give. Think about a world-famous basketball player. He has made more money from endorsements than he ever did playing basketball. Is it because of his knowledge of the products he endorses? No. It's because of what he can do with a basketball. The same can be said of an Olympic medalist swimmer. People listen to him because of what he can do in the pool. And when an actor tells us we should drive a certain car, we don't listen because of his expertise on engines. We listen because we admire his talent. Excellence connects. If you possess a high level of ability in an area, others may desire to connect with you because of it.
2361-32
Think of the brain as a city. If you were to look out over a city and ask "where is the economy located？" you'd see there's no good answer to the question. Instead, the economy emerges from the interaction of all the elements ― from the stores and the banks to the merchants and the customers. And so it is with the brain's operation: it doesn't happen in one spot. Just as in a city, no neighborhood of the brain operates in isolation. In brains and in cities, everything emerges from the interaction between residents, at all scales, locally and distantly. Just as trains bring materials and textiles into a city, which become processed into the economy, so the raw electrochemical signals from sensory organs are transported along superhighways of neurons. There the signals undergo processing and transformation into our conscious reality.
2361-33
Someone else's body language affects our own body, which then creates an emotional echo that makes us feel accordingly. As Louis Armstrong sang, "When you're smiling, the whole world smiles with you." If copying another's smile makes us feel happy, the emotion of the smiler has been transmitted via our body. Strange as it may sound, this theory states that emotions arise from our bodies. For example, our mood can be improved by simply lifting up the corners of our mouth. If people are asked to bite down on a pencil lengthwise, taking care not to let the pencil touch their lips (thus forcing the mouth into a smile-like shape), they judge cartoons funnier than if they have been asked to frown. The primacy of the body is sometimes summarized in the phrase "I must be afraid, because I'm running."
2361-34
Restricting the number of items customers can buy boosts sales. Brian Wansink, Professor of Marketing at Cornell University, investigated the effectiveness of this tactic in 1998. He persuaded three supermarkets in Sioux City, Iowa, to offer Campbell's soup at a small discount: 79 cents rather than 89 cents. The discounted soup was sold in one of three conditions: a control, where there was no limit on the volume of purchases, or two tests, where customers were limited to either four or twelve cans. In the unlimited condition shoppers bought 3.3 cans on average, whereas in the scarce condition, when there was a limit, they bought 5.3 on average. This suggests scarcity encourages sales. The findings are particularly strong because the test took place in a supermarket with genuine shoppers. It didn't rely on claimed data, nor was it held in a laboratory where consumers might behave differently.
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