Chapter 8 Flashcards
(18 cards)
What is Discoverability?
The ability to discover what operations one can do
What is a Norman Door?
a door that has a design that tells you to do the opposite of what it actually does
EX: A door with a long vertical handle tells you to pull, but it’s actually push.
What is Human-Centered Design?
A design philosophy and method that prioritizes understanding and addressing the needs and experiences of users throughout the design process.
How do Marketers, Engineers, and Designers collaborate to create cult products?
Marketers = understand what consumers need
Engineers = build the product (prioritize function at the least cost)
Designers = adapt the product to make it intuitive for customers (drives up costs)
When they WORK TOGETHER, this leads to products customers want to pay premium for and this makes companies financially successful.
EX: Apple, Dyson, and Oxo
What is Design Thinking?
A series of steps the designer should take to make interacting with a product, service, or store as seamless as possible –> empathy. This means creating products that aren’t just pretty but FUNCTIONAL. Invovles taking a look at the customer journey and identifying pain points.
What are the steps in the Design Thinking Process?
- Empathize (understanding people)
- Define (figuring out the problem)
- Ideate (generate ideas)
- Prototype
- Test
How do social and physical surroundings affect consumer behavior?
It affects consumers’ motives for product usage and evaluation.
EX: If a store doesn’t have a high number of people, this most likely will deter people from staying in the store.
Why do people engage in Hedonic Shopping?
Gratification seeking, keeping up with trends, social shopping, gift and value shopping
They do it for FUN!
What are Atmospherics?
the conscious designing of space and its various dimensions to evoke certain effects in buyers. Can be done through colors, scents, sounds, and sensor cues.
EX: If the store is Red, it tends to make people more tense.
What is the relationship between age and in-store decision making?
The younger the consumer, the more likely they are to make impulse purchases. This means that marketing for them needs to happen during the shopping experience whereas for older consumers, it happens before they enter the store (i.e. FB ads or TV commercials)
70/30
What is Point-of-Purchase Stimuli?
elaborate product displays, demonstrations, coupon dispensing machine, or an employee who gives out free samples. This often triggers impulse buys.
What is Consumer Satisfaction/Dissatisfaction (CSD)?
Our overall reactions to a product after purchasing it
EX: You buy a new pair of Sony headphones. If they sound great and are comfortable, you’re satisfied. If they break quickly, you’re dissatisfied.
What is the Expectancy Disconfirmation Model?
We compare product performance to what we expected. If it meets expectations, we’re neutral; if it exceeds, we’re happy; if it falls short, we’re disappointed.
EX: You expect a Mcdonald’s burger to be mid, but it exceeds your expectation so you are thrilled.
What is Dissonance? And how is it different from the theory?
Dissonance explains why we feel regret after buying something. The theory says that to reduce regret, we convince ourselves that the decision wasn’t actually that bad in order to not feel dumb or foolish.
EX of Dissonance: You buy a $35 mug and immediately think if it was worth it,
EX of the theory: Even though you regretted the mug purchase at first, you later tell yourself, “It’s unique and I use it every day—it was worth it.”
What is Beacon Technology?
These devices communicate with smartphone apps indoors through a Bluetooth signal.
They can share a coupon with a shopper’s phone as they browse in the aisles or reward
consumers with points even for just entering the store.
EX: EX: If you go to the physical Target, and you have the Target app, they know where you are in the store. If you’re in the pet section, it knows you’re there and you have a dog. You may receive a push notification for a coupon for dog toys.
What are some new ways we have and use products?
Instead of buying products, consumers engage in the Sharing Economy, Collaborative Consumption, P2P, thrifting, etc. Technology makes this cheap to do.
EX: Zipcar is changing how consumers think about transportation. Airbnb is changing how we think about lodging.
What are some ways we dispose of products?
Recyling, lateral cycling (exchange somethign you own for something another person owns), underground economy (flea markets), recommence (selling/trading).
EX: apps like Depop make this easy.
