소비자들이 구매 이후에 갖게 되는 소비경험(consum-ption experiences)의 결과에 많은 관심을 갖는다
반복구매(repeat purchase)나 구전효과(word of mouth effect), 처분(disposal), 불평(complaint) 등으로 특징지워지는 구매 후 과정(post purchase processes)은 기업에게는 실질적으로 매우 중요한 관심사이기 때문이다.
consumer in that gift certificate makes a consumer has less loss aversion.
Therefore, our group designed an experiment to study how much gift certificate influences consumers’ decision making. The experiment tried to quantify the extent of medium effect on consuming behavior. By comparing each tendency shown in different medium conditions (cash and gift certificate), we expect a functional rel
“How to enhance consumer mobile game
purchase and usage experience“
To define the consumer needs during the mobile service purchasing and usage
To map the consumer journey
To define the optimized consumer offering
To define the right channel for the consumer offerings
Mobile game users want to get more supporting information and service to make a good decision for choosing i
parent feel needs of extra education for the kids.
The second step of Consumer Choice
-Information search
눈높이 has been long time in home education service system, also ranked highly.
So actually they have their brand value, in this case the personal source can be very important thing when the customer seeks the information.
The consumer prefer the another’s experiences.
consumers in order to get them to the venue, destination, or box office.
3. Entertainment Experiences
Passive—absorbing only (Passive: movie, television, novels)
Educational—active engagement in problem solving (Twitter, engaging audience Q&A)
Escapist—immersion providing a respite from real life and work (parks, games)
Esthetic—i
consumers participate in Ad,
Not just watch
1. Need for closure
2% Commercial strategy
- Unclosed story
- Make consumer to check ‘Full story’
- Using QR code
Provide consumers with an
‘incomplete stimulus’
Incomplete stimulus -> ‘attention’
2. False Experience Effect
Newbalance strategy
- Street fitting room -> mirror image
- Take a phot
consumer's chracter
① Classify milk market To FCB model, it is rational and low involvement market. Relatively milk's price is low and milk is favorite food, consumer buy milk in low involvement. But milk related health, so consumer rationally think milk's quality and buy it. Rational consideration is determined by past buying-experience and also determined before point of purchase. Therefore
experience
Taste
Objective : develop a better understanding of the concept of aesthetic taste and its role in consumer behavior
1.How does consumer aesthetic taste relate to individual’ different senses(i.e., sight, sound, touch, smell, and gustatory taste)?
Aesthetic facet
Gustatory taste with Sight and Sound by Allen & Hoegg
Ex) Sprite soda
Compare between the two options
Raise in consumer awareness
: TV commercials
and print ad
Change in perception
through actual experience
:Burger patty
& Salad (vegetable)
Sample tryout
@ Eetaewon, Apgujeong, Kangnam station