Markenting Management - 3/26 Homework

One of the biggest problems in the world of customization is overwhelming the customer with choices.  Sheena Iyengar in this great TED video helps companies make the choices easier for customers through the 4 Cs: Cutting down the choices offered, Concretization, Categorization and Conditioning for complexity.

Example: There are too many choices of products in Draeger's grocery store, so Sheena show the experiment between choices of providing 6 jams and 24 jams.




4 techniques to solve the choice overload problem...

1. Cut: Cutting down the choices offered

It means "Less is more".

There are 3 negative consequences to offering people more choice:
 (1) Engagement: Delay choosing)
 (2) Decision Quality: Consumers are more likely to make worse choices.
 (3) Satisfaction

2.Concretization: Make it real and vivid.
Concretization in order for people to understand the differences between the choices, they have to be able to understand the consequences associated with each choice, and that the consequences need to be felt in a vivid sort of way, in a very concrete way.
Concretiztion let people to save more.


3.Categorization: More categories, fewer choices
We can handle more categories than we can handle more choices.


4.Condition for complexity
Example: Buying a car from low choices to high choices.
Consumers can actually handle a lot more information than we think we can. We have to gradually increase the complexity.

Quote:"Be choosy about choosing."--Sheena Lyengar

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[Homework 1]

●Q1: What is the first technique that Sheena talking about? Why the technique can increase the opportunity of the choice?

○A1: The first technique is "Cut". Cutting down the choices offered, that means "Less is more".

There are 3 negative consequencs to offering people more choice:
 (1) Engagement: Delay choosing)
 (2) Decision Quality: Consumers are more likely to make worse choices.
 (3) Satisfaction


●Q2: What's other 3 techniques?

○A2: Concretization, Categorization and Conditioning for complexity


●Q3: What's the problem may happen when the research conclusion using in application?

○A3: By using the second technique "Concretiztion", it let people to save more money. That means it will let costomer easily choose what they want or not so that it will not provide too many special feelings to costomers.


[Homework 2]


Take a look from MyDesy.


●Q1. Read 3 article for "Taiwan Design", and write down your thinking.

○A1.

 (1)http://www.mydesy.com/taiwan-aborigines-illustration
 The aborigines illustration is designed by YunTech Visual Communication Design student.
The illustration art style is like Alfons Mucha. I think that his works visualize the image of Taiwan aborigines.In this works, I not only  enjoy the beautiful pictures but also the story in the illustrations.

 (2) The Drawer of Memory


●Q2. Read 3 article for "Packaging Design", and write down your thinking.

○A2.

 (1) "The Book That Can't Wait"
 The book printed by a unque kind of ink, when "The Book That Can't Wait" is opened and the words on the books will disappear in 2 months. I think that is a way to force me quickly finish reading the book I buy or borrow from the school library.

 (2) "for eco-friendly packaging"
 It use the less materials to design the packaging and the materials are eco-materials that can be decomposed by nature. The most special I find is the shoes package of PUMA. The package of the shoes use less carboard and green bags to be carriageable.



●Q3. Read for "Activity", and write down your thinking.

○A3. That is a kind of ways to earn the money in the website by advertisement because the site provides too many free information to users.
The activities (or advertisement) includes exhibitions, contests, performances and courses.