By: Lauren Hardgrove, Shareen Hill, Wendy Lin, Jeanne Ngo
The article “7 Shopping Secrets Retailers Won’t Tell You“ by Naomi Mannino heavily references the work of Paco Underhill, author of “Why We Buy: The Science of Shopping,” who has tracked hundreds of thousands of shoppers to study how they shop. In summary, the article mentions seven key points:
1. The ‘Magic’ of the Display – Displays are often used to hint at the “source” of products, when, oftentimes, displays are not even correlated with the products true source.
2. When BOGO and 2-Fer Deals Are Good – Oftentimes, stores use “Buy one get one free” offers to get you to purchase a product. The truth is, stores only used these offers in order to try to increase their overall sales dollars, so you are spending much more often than you have originally planned.
3. Don’t Turn Right When Entering the Store – Most people are right-handed and right oriented, so most people turn right when they enter a store. This means that the most attractive displays and most expensive items are conveniently placed on your right.
4. Why Clearance Items are in the Back– All the expensive items happen to be on route on your way to the back.
5. Why the Clearance Area is Messy – People like neat. People like categories. People like labels. When these are not found in the clearance section, people find relief in finding it in the non-clearance section.
6. Beware the Small Stuff Around the Register – This one’s self-exploratory.
7. Be Selective when Shopping with Friends – Danger comes in numbers.
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By: Robert Davies, Briana Fountain, Jennifer Miller, Jasmine Watts
Who won the last season of the X-Factor? Any ideas? Can you name any of their latest work? Better yet, do you remember seeing that person in a commercial during the Superbowl? Probably not. Considering the lack of notoriety of X-Factor contestants, it was rather surprising that Pepsi decided to use X-Factor winner Melanie Amaro in their Superbowl advertisement.
Several months ago, when this plan was announced, representatives from Pepsi said that they were “making an effort to move beyond the traditional sponsorship and think about how the Pepsi brand can add to the viewer experience.” Pepsi’s traditional sponsorship included such big names as Michael Jackson, Ray Charles, Mariah Carey, Kayne West and Britney Spears. They even used Elton John and Flavor Flav in this new Superbowl ad, alongside Amaro.
Using well known people as the “face” of your brand has a host of advantages. Not only does it increase product awareness, but consumers are more likely to purchase goods that have been endorsed by celebrities compared to products endorsed by “unknown people.” Although seemingly simplistic, many people will buy a product purely because their favorite celebrity endorses it.
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By: Randall Warlick
“In common life, to retract an error… is no easy task; perseverance confirms us in it, and rivets the difficulty. But in a public station, to have been in an error and to have persisted in it when it is detected, ruins both reputation and fortune. To this we may add, that disappointment and opposition inflame the minds of men and attach them still more to their mistakes.”
-Alexander Hamilton (*1)
In 1774, a British Loyalist living in New York named Samuel Seabury wrote a series of essays in which he criticized the members of the recently-formed Continental Congress. Alexander Hamilton, then a student at New York’s King College and a member of the school’s Sons of Liberty organization, was outraged by Seabury’s “Westchester Farmer” essays. He subsequently wrote a pamphlet titled “A Full Vindication of the Measures of Congress,” in which he outlined colonial grievances against the crown, chastised ineffective British leadership, and defended the actions of Congress. Within the 35-page pamphlet, he often commented directly upon the actions of the British Prime Minister, Lord North. In one particularly inspired quote, reproduced above, Hamilton succeeds in describing a phenomenon that goes beyond the specific actions of Lord North and speaks to a psychological concept that would not be academically formulated for another 185 years: cognitive dissonance.
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