Who uses mops, dusters, scrubbers, and buckets full of water nowadays when you can use the Swiffer? I don’t know about you, but most of the people in my social network owns at least one kind of Swiffer, if not more. Basically, there is the Sweeper, Duster, and WetJet within the Swiffer product line to perform various functions. Depending on what you need your Swiffer for, you can use the Sweeper to sweep, Duster to dust, or WetJet to mop. In addition, there are designated cleaning supplies to go with these cleaning tools, such as the dry and wet cloths that go with the Sweeper so that soap and water are not needed. Instead, you simply put one of these cloths on your Sweeper and you can start cleaning without the mess, not to mention the fact that you are saving water! I think the Swiffer is an extremely creative and innovative household tool that has changed the world of domestic cleaning. Not only is it convenient, but it is also fun to use.
I own a Sweeper and mostly use it with the wet cloth. Although the Sweeper is supposed to be used for sweeping, I actually use it to “mop” the floor as well with the wet cloths. I noticed that it wasn’t really doing a good job of mopping, and now I realize, after doing some research on the Swiffer website (http://www.swiffer.com/en_US/home.do) that there was another Swiffer (the WetJet) that was designed to mop which I never really knew about. I had just bought the general Swiffer (the green one) and thought it was supposed to mop. But even though the Sweeper wasn’t intended to mop, I still use it to sweep and mop. This demonstrates that one Swiffer can be used for multi-purposes. Procter and Gamble uses technological innovation to develop the Swiffer in a manner that makes it easy for consumers to use. They can also measure consumers’ attitudes towards the Swiffer more effectively through information systems, tracking, and their interactive website. In addition, they are able to quickly test new products such as the Swiffer because of innovative technology. In “The New, Faster Face of Innovation” by Brynjolfsson and Schrage, they state that “they can stick features on Web sites and tell within hours how customers respond.” The Swiffer website contains promotions, cleaning solutions, and tips. So they not only offer the product, they also provide information on how to effectively use the product so the user can make the most out of their cleaning experience.
The Swiffer is creative and innovative for several reasons. First, the look of the Swiffer itself is creative and innovative. Most cleaning supplies look dull and boring, but the Swiffer has a sleek look to it with bright colors which contributes to the feel that it is fun and easy to use. In addition, some cleaning tools look so dirty and used that I don’t want to touch it and even feel icky because of the way it looks. Also as stated before, the Swiffer line of products limits the amount of tools and supplies you need to clean. You get rid of the mops, brooms, dusters, scrubbers, soap, and water, and instead replace it with a simple stick (Sweeper and Duster) or light-weight vacuum (WetJet) and cloths for the Sweeper and brushes for the Duster. And don’t forget the fact that the Sweeper can be used to sweep and mop. This makes cleaning easy, especially because these tools were designed in a way that users can get to hard-to-reach places. All of the Swiffer product lines are flexible and bend in ways that standard mops and brooms cannot. This simplicity and ease-of-use is often demonstrated in the Swiffer television commercials where a woman “dumps” her old, messy cleaning supplies for the simple, flashy Swiffer. These ads aim to influence consumers’ physical and behavioral actions. The Swiffer “enriches customers’ lives by enhancing their physical experiences, showing them alternative ways of doing things,” from the ACT element of the Strategic Experience Module. Another key reason why the Swiffer is innovative is because it has even changed cleaning terminology and has become a brand of its own. At my apartment, when my roommates and I talk about cleaning, we don’t say “we need to mop our floor,” but instead say “we need to Swiffer our floor.” The word Swiffer translates into mop, clean, and sweep. It’s almost like Band-Aids. People don’t usually say “I need a bandage,” but instead say “I need a Band-Aid.” Band-Aids are just one brand of bandages, but most people seem to think “Band-Aid” is the general term for “bandages.” Maybe one day, the Swiffer will become so popular and common that it replaces “mop” and “sweep” as well.
Wednesday, October 14, 2009
Monday, September 28, 2009
The Effects of Expectations
In “Predictably Irrational,” Dan Ariely speaks about the different effects expectations can have on individual experiences, whatever it may be. Marketers want to create products and/or services that enhance customer experience and they know that expectations and beliefs, pre-existing or new, can either positively or negatively impact their experience. As stated in “A Framework for Managing Customer Experiences,” experiences are “private events that occur in response to some stimulation (e.g., as provided by marketing efforts before and after purchase),” “involve the entire living being,” “often result from direct observation and/or participation in events—whether they are real, dreamlike, or virtual,” and “are usually not self-generated but induced.” One cause of expectations that can affect experience is knowledge which has the power to change our expectations and beliefs. Marketing is all about “providing information that will heighten someone's anticipated and real pleasure,” but the timing of that information, or knowledge, is key. Knowledge does not just inform (as the term may suggest), but also changes the physiology of the experience itself. Recently, my sister and I went shopping for a couch. My sister picked out two couches she liked and then asked me for my opinion, one was new and the other was used (but also looked new). I preferred a couch that was new and comfortable. My sister told me which one was new and which was used, and I immediately liked the way the new one looked and felt better. Later, we went to a different store, and my sister, knowing I am biased towards new things even though the used one looks and functions exactly the same, chose to not tell me which couches were new and used. This time, I ended up liking a used couch the best. When I was informed prior to making my decision the first time, I was biased towards the new couch. But when I was informed after I tried out the couches, although I was a little disappointed at myself for choosing the used couch, I admitted that the used and new couches at the store were pretty much the same, and was content with my choice the second time around. In addition to knowledge, expectations can also enhance experience through in-depth descriptions and eye-catching presentations. For instance, if a product, in this case food, has a rich description and has a gourmet presentation, it is more likely to be considered better than a different dish with the same exact ingredients. People simply have or form expectations based on previous knowledge and current information (the description and presentation of the food). Overall, I believe the primary lesson from this chapter is to not let expectations get in the way of the true experience. Or, because it is impossible to not have preconceptions or previous knowledge most of the time, we should be able to acknowledge that we are biased, so that we can try to have a more open mind and accept the facts and experience products and situations for the way they truly are. Knowing that expectations exist and are hard to get rid of, marketers can use this to gain valuable insights. By manipulating situations and experiments based on the biases, marketers can discover what consumers expect as a result of pre-existing knowledge, stereotypes, product description and presentation, etc. We can then use this data to continuously design valuable holistic experiences for the consumer with the sensory, emotional, intellectual/cognitive, physical/behavioral, and relational aspects combined. One way to create a lasting valuable experience is through strong branding. Knowing that expectations exist and cannot easily be thrown away, a strong brand can be extremely helpful when trying to persuade consumers to purchase your product over another. Take the case of Coke versus Pepsi. As studies have shown, the expectations, or brand, of Coke created by marketing gave Coke an advantage over Pepsi, even if the taste was not necessarily better.
The primary example Ariely gives to explain the effects of expectations is between Busweiser (later Sam Adams)-beer A versus MIT Brew (Budweiser plus balsamic vinegar)-beer B. Two students were offered both of the beers, but in a different manner. Jeffrey did not know that beer B was mixed with balsamic vinegar and ended up choosing beer B as his choice of beer, but Mina was offered information that beer B was laced with vinegar, so she chose beer A. This study demonstrates that people choose what they expect to be good based on prior knowledge of what vinegar tastes like. “When we believe beforehand that something will be good, therefore, it generally will be good-and when we think it will be bad, it will bad.” Another study was conducted with the two beers to demonstrate that beliefs can also change the physiology of the experience itself. This time, students were not informed that beer B was mixed with vinegar until after the beers were tasted. If knowledge merely informed people, then the students who were informed after tasting the vinegar-laced beer should have the same reaction as those who were informed before. This was not the case. The students informed after tasting actually “reshaped their sensory perceptions to align with the knowledge” and instead, enjoyed the vinegar-laced beer. A similar experience that I frequently encounter is when I go eat out at restaurants that serve authentic food. For example, I prefer authentic Mexican food and expect it to taste better than Tex-Mex. Because I have this expectation, even if the restaurant looks more run-down, I still think the food tastes good and better than it would at a nice restaurant that did not serve authentic Mexican food. In fact, I associate the run-down looking style as more “authentic.” If somebody told me that a particular dish was authentic when it really was not, but presented it in such a way that it was, I would believe them and probably still enjoy the food thinking it was authentic. Knowing that I can be very biased, I try not to hold preconceptions in mind when trying to make choices where I know expectations obviously exist, but it is admittedly very hard to let go of those biases.
The primary example Ariely gives to explain the effects of expectations is between Busweiser (later Sam Adams)-beer A versus MIT Brew (Budweiser plus balsamic vinegar)-beer B. Two students were offered both of the beers, but in a different manner. Jeffrey did not know that beer B was mixed with balsamic vinegar and ended up choosing beer B as his choice of beer, but Mina was offered information that beer B was laced with vinegar, so she chose beer A. This study demonstrates that people choose what they expect to be good based on prior knowledge of what vinegar tastes like. “When we believe beforehand that something will be good, therefore, it generally will be good-and when we think it will be bad, it will bad.” Another study was conducted with the two beers to demonstrate that beliefs can also change the physiology of the experience itself. This time, students were not informed that beer B was mixed with vinegar until after the beers were tasted. If knowledge merely informed people, then the students who were informed after tasting the vinegar-laced beer should have the same reaction as those who were informed before. This was not the case. The students informed after tasting actually “reshaped their sensory perceptions to align with the knowledge” and instead, enjoyed the vinegar-laced beer. A similar experience that I frequently encounter is when I go eat out at restaurants that serve authentic food. For example, I prefer authentic Mexican food and expect it to taste better than Tex-Mex. Because I have this expectation, even if the restaurant looks more run-down, I still think the food tastes good and better than it would at a nice restaurant that did not serve authentic Mexican food. In fact, I associate the run-down looking style as more “authentic.” If somebody told me that a particular dish was authentic when it really was not, but presented it in such a way that it was, I would believe them and probably still enjoy the food thinking it was authentic. Knowing that I can be very biased, I try not to hold preconceptions in mind when trying to make choices where I know expectations obviously exist, but it is admittedly very hard to let go of those biases.
Wednesday, September 9, 2009
10 Things a Marketer Would Find Helpful About Me
Just to introduce myself, I am a 21-year old Korean American who was born in South Korea and moved to America when I was about a year old. I have one younger sister who is the total opposite of me that also goes to UT and parents who live in Dallas. I also have 4 dogs: 2 toy poodles that live here in Austin with me and 2 Jindo dogs (a type of Korean dog) back home in Dallas. Here are 10 characteristics, behaviors, etc. that would be helpful to a marketer when trying to create a persona related to me (not in any particular order)!
1. I love the color pink. And I also like it with a combination of black and/or white as well. A lot of what I own is pink. My bed sheets, iPod, laundry hamper, laptop, backpack, and even Bible are all pink, or at least have pink in it for the most part. When a product comes in a variety of colors and the color pink is included, you can almost bet that I chose the pink one.
2. I am very indecisive when choosing between two or more items. Having variety is great and gives buyers a lot of options, but sometimes when there is TOO much variety it sort of stresses me out. I’m very picky and indecisive when I need to choose because I want the best option, and when I can’t seem to decide what that is, I don’t feel as satisfied about my purchase. For example, when I’m choosing between shirts with more than one color that I want, I stand at the store contemplating which one I want for longer than I should. Even after I purchase it, I find myself wondering, “should I have gotten the other one?”
3. I consider myself more of a trend-follower rather than a trend-setter. I guess you can say I don’t really take “risks” when it comes to fashion. But that’s because I’m not really that into it, my sister is the fashion queen, not me. Whether I’m too scared to try something bold or I just don’t view a certain new trend as cool or pretty until I see it on more people, I tend to not jump on the bandwagon until the trend is in the growth or maturity stage of the product life cycle. To give a somewhat recent example, the mini dresses with a plaid skirt and a sort of tank top attached to it did not look “pretty” to me when I first saw it, and I definitely did not see myself wearing one. But after seeing more girls wearing it, I started to think it looked good and eventually bought one myself.
4. I like flashy electronics, but I like simple clothing-styles. So I’m probably similar to most people my age when I say that new, shiny electronics are fun to have. I love Apple’s iPod, iPhone, and MAC laptops (the latter two which I don’t own). In general, I like my electronics and things like it to be very sleek and modern looking. This is why I chose the Apple iPod instead of some other MP3 player; the iPod just looks way cooler. Then again, I am the complete opposite with my clothing. I don’t like outrageous styles and colorful clothing, but prefer simple clothing-styles whether it is a shirt, pants, or dress. I hate it when there are too many weird colors or beads and accessories attached. My sister says my choice in clothing is boring and that I have too much black and white. I just think black and white looks good on me!
5. I enjoy the night-life and eat late at night a lot. I love going out to eat with my friends and having a few (or maybe more than a few) drinks at night. It’s a great way to meet new people and just let loose from all of the stress during the day. Going downtown or any other social gathering is exciting to me and I’m sure it is for most college students, right? I don’t know if it’s because I don’t wake up early enough to eat breakfast and pretty much have to eat a really late lunch after classes, but I always eat late at night. This is pretty much my third meal since I skip breakfast. I know it’s really bad for your diet and health, but I can’t help it! I feel like I’m the only person with this problem, but then I forget that I’m on a college campus with a lot of people who also eat late at night. Or maybe there really isn’t, and that’s just what I would like to think.
6. I am not very careful with my car and electronics. Maybe it’s because I’m a girl, but I suck at taking care of my car and electronics. I have bird poop stains on my one and a half-year car that won’t come off because I left it on too long during the summer and it pretty much melted onto my car (I’m stupid and didn’t know bird poop did that even after you wash and scrub). I drop my phone pretty much every day (one time in a toilet too) and I can tell it’s not working at optimal performance at times when it’s only one-year old now. I am recently having problems with the LCD panel on my year-old pink laptop so I may have to replace the whole screen (and before this one, I had a laptop that didn’t even last me two years before it completely stopped working; the cost to repair was not worth it, so that’s when I bought my pretty pink one). And also, my digital camera is not working probably because I dropped that sometime as well, but I don’t even want to try to fix that! This is why my dad got this special insurance on my car, I am not getting an iPhone (the screen would probably crack in half the first day I get it), and I may have to get another new laptop (would be my third one in my fourth year of college). Overall, I have bad luck (and I’m sure a lot of it is my fault) with electronics and I need strong, sturdy products that won’t break easily!
7. I would say I fall for name-brand items. I don’t know why, but I just don’t trust non-brand items as much as I do name-brand ones. Marketers have definitely done a good job brainwashing me to stick with brand names. Whether it’s a bag of chips or a new pair of shoes, I almost always go for the name-brand instead of the store brand.
8. Music is a part of my everyday life. It’s hard to walk on campus without listening to my iPod. Sometimes the walks to and from campus are long and boring, and I love listening to my music, it starts and ends my day well. I also can’t drive my car long without listening to music. Driving is also boring if you’re alone and it’s fun to sing while you drive! And of course, I listen to music a lot at home too.
9. I like products with a clean scent to it. I don’t really like the flowery or vanilla-y scent. I prefer the clean linen and breeze (the ones that come in a light blue color) smell for Febreze, laundry detergents, etc. The “blue” scent just makes me feel fresh and clean. It also does not have as strong of an odor as some of the other ones and has a more natural feel and smell to it.
10. I listen to people’s opinions over advertisements. When it comes to purchasing anything from a commercial item like gum to a high-end product like a new laptop, I always ask friends for their opinion. Advertisements introduce and make me aware of specific products, but it’s mostly a result of what I have heard from others that helps me in my final decision to buy or not. No matter how great a T.V. ad is, if someone in my social group had a bad experience with a product, I will probably not buy it.
1. I love the color pink. And I also like it with a combination of black and/or white as well. A lot of what I own is pink. My bed sheets, iPod, laundry hamper, laptop, backpack, and even Bible are all pink, or at least have pink in it for the most part. When a product comes in a variety of colors and the color pink is included, you can almost bet that I chose the pink one.
2. I am very indecisive when choosing between two or more items. Having variety is great and gives buyers a lot of options, but sometimes when there is TOO much variety it sort of stresses me out. I’m very picky and indecisive when I need to choose because I want the best option, and when I can’t seem to decide what that is, I don’t feel as satisfied about my purchase. For example, when I’m choosing between shirts with more than one color that I want, I stand at the store contemplating which one I want for longer than I should. Even after I purchase it, I find myself wondering, “should I have gotten the other one?”
3. I consider myself more of a trend-follower rather than a trend-setter. I guess you can say I don’t really take “risks” when it comes to fashion. But that’s because I’m not really that into it, my sister is the fashion queen, not me. Whether I’m too scared to try something bold or I just don’t view a certain new trend as cool or pretty until I see it on more people, I tend to not jump on the bandwagon until the trend is in the growth or maturity stage of the product life cycle. To give a somewhat recent example, the mini dresses with a plaid skirt and a sort of tank top attached to it did not look “pretty” to me when I first saw it, and I definitely did not see myself wearing one. But after seeing more girls wearing it, I started to think it looked good and eventually bought one myself.
4. I like flashy electronics, but I like simple clothing-styles. So I’m probably similar to most people my age when I say that new, shiny electronics are fun to have. I love Apple’s iPod, iPhone, and MAC laptops (the latter two which I don’t own). In general, I like my electronics and things like it to be very sleek and modern looking. This is why I chose the Apple iPod instead of some other MP3 player; the iPod just looks way cooler. Then again, I am the complete opposite with my clothing. I don’t like outrageous styles and colorful clothing, but prefer simple clothing-styles whether it is a shirt, pants, or dress. I hate it when there are too many weird colors or beads and accessories attached. My sister says my choice in clothing is boring and that I have too much black and white. I just think black and white looks good on me!
5. I enjoy the night-life and eat late at night a lot. I love going out to eat with my friends and having a few (or maybe more than a few) drinks at night. It’s a great way to meet new people and just let loose from all of the stress during the day. Going downtown or any other social gathering is exciting to me and I’m sure it is for most college students, right? I don’t know if it’s because I don’t wake up early enough to eat breakfast and pretty much have to eat a really late lunch after classes, but I always eat late at night. This is pretty much my third meal since I skip breakfast. I know it’s really bad for your diet and health, but I can’t help it! I feel like I’m the only person with this problem, but then I forget that I’m on a college campus with a lot of people who also eat late at night. Or maybe there really isn’t, and that’s just what I would like to think.
6. I am not very careful with my car and electronics. Maybe it’s because I’m a girl, but I suck at taking care of my car and electronics. I have bird poop stains on my one and a half-year car that won’t come off because I left it on too long during the summer and it pretty much melted onto my car (I’m stupid and didn’t know bird poop did that even after you wash and scrub). I drop my phone pretty much every day (one time in a toilet too) and I can tell it’s not working at optimal performance at times when it’s only one-year old now. I am recently having problems with the LCD panel on my year-old pink laptop so I may have to replace the whole screen (and before this one, I had a laptop that didn’t even last me two years before it completely stopped working; the cost to repair was not worth it, so that’s when I bought my pretty pink one). And also, my digital camera is not working probably because I dropped that sometime as well, but I don’t even want to try to fix that! This is why my dad got this special insurance on my car, I am not getting an iPhone (the screen would probably crack in half the first day I get it), and I may have to get another new laptop (would be my third one in my fourth year of college). Overall, I have bad luck (and I’m sure a lot of it is my fault) with electronics and I need strong, sturdy products that won’t break easily!
7. I would say I fall for name-brand items. I don’t know why, but I just don’t trust non-brand items as much as I do name-brand ones. Marketers have definitely done a good job brainwashing me to stick with brand names. Whether it’s a bag of chips or a new pair of shoes, I almost always go for the name-brand instead of the store brand.
8. Music is a part of my everyday life. It’s hard to walk on campus without listening to my iPod. Sometimes the walks to and from campus are long and boring, and I love listening to my music, it starts and ends my day well. I also can’t drive my car long without listening to music. Driving is also boring if you’re alone and it’s fun to sing while you drive! And of course, I listen to music a lot at home too.
9. I like products with a clean scent to it. I don’t really like the flowery or vanilla-y scent. I prefer the clean linen and breeze (the ones that come in a light blue color) smell for Febreze, laundry detergents, etc. The “blue” scent just makes me feel fresh and clean. It also does not have as strong of an odor as some of the other ones and has a more natural feel and smell to it.
10. I listen to people’s opinions over advertisements. When it comes to purchasing anything from a commercial item like gum to a high-end product like a new laptop, I always ask friends for their opinion. Advertisements introduce and make me aware of specific products, but it’s mostly a result of what I have heard from others that helps me in my final decision to buy or not. No matter how great a T.V. ad is, if someone in my social group had a bad experience with a product, I will probably not buy it.
Tuesday, September 8, 2009
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