2011년 12월 13일 화요일
National Consumer Organizations
Offers information on housing, insurance, funeral practices, eligibility for public benefits, financial security, transportation, and consumer protection issues on behalf of midlife and older consumers.
Provides research-based information on topics of consumer interest. Provides information about consumer publications, policies, and resources.
A consumer education consortium concerned with issues related to food, nutrition, chemicals, pharmaceuticals, lifestyle, the environment, and health.
Raises public awareness about what is needed to ensure long-term personal financial independence.
Offers a variety of consumer services including educational materials, information on charities and other organizations seeking public donations, and mediation and arbitration services.
Founded by Consumers Union and Ralph Nader in 1970 to advocate for auto safety and quality.
Provides research, education, and advocacy on nutrition, health, food safety, and related issues.
Aids consumers in selecting doctors, hospitals, health plans, cars, and finding bargains.
Organization of consumers, government agencies, and insurers dedicated to combating all forms of insurance fraud.
An arm of Public Citizen, Congress Watch works for consumer-related legislation, regulation, and policies in such areas as campaign financing and health and safety.
Advocates for credit, finance, HMO, and telecommunications issues.
Composed of more than 260 organizations, CFA is a consumer advocacy and education organization. CFA focuses much of its advocacy in the areas of financial service, utilities, product safety, transportation, health care, and food safety.
Publisher of Consumer Reports. Researches and tests consumer goods and services.
Advocates for high-quality, affordable health care.
Answers questions about federal agencies, programs, and services, and provides hundreds of consumer publications.
Offers information to help consumers avoid unwanted telephone solicitations and to report other abusive techniques.
Enforces a variety of federal antitrust and consumer protection laws.
Helps consumers handle their legal affairs.
Enforces federal laws and regulations that protect citizens from discrimination, fraud, and unscrupulous practices in buying and renting a home.
Provides victims of cyber crime a convenient, easy-to-use reporting mechanism that alerts authorities of a suspected criminal or civil violation. The IC3 is a partnership between the FBI and the National White Collar Crime Center.
Allows members of the U.S. Armed Forces to enter consumer complaints directly into a database that is immediately accessible by over 500 law enforcement organizations throughout the United States, Canada, and Australia.
A nonprofit association for administrators of government consumer-protection agencies. NACAA members work directly with consumers to solve problems, advance relevant legislation, and support consumer outreach and education.
A national organization of 44 advocate offices in 42 states and the District of Columbia, NASUCA members represent millions of consumers served by investor-owned gas, telephone, electric, and water companies. Its members represent the concerns of utility consumers by testifying before Congress and federal regulatory agencies.
Works toward ending discriminatory banking practices and increasing the flow of private capital and credit into underserved communities.
Focuses on the interests of low-income consumers in court, before administrative agencies, and before legislatures.
Founded in 1899, NCL is America's pioneer consumer advocacy organization. It focuses on consumer health and safety protection as well as fairness in the marketplace and workplace.
Advocates for public policies and provides programs and services that aid older persons.
Provides assistance with stressful financial situations.
Helps to prevent telemarketing fraud and online and Internet fraud, and assists in filing complaints.
Helps low-income and older Americans with legal services.
Represents consumer interests in Congress, the courts, government agencies, and the media. Its divisions include Auto Safety, Congress Watch, Critical Mass (Energy & Environment Program), Global Trade Watch, Health Research Group, and the Litigation Group.
Advocates on issues such as the environment, product safety, financial privacy, and identity theft.
Advocates for work issues such as sexual harassment, pregnancy discrimination, and child care.
Read more: National Consumer Organizations — Infoplease.com http://www.infoplease.com/ipa/A0002120.html#ixzz1gX6xemC3
Artistic Trash Bag - Good example of Nudge Effect
Artistic Trash Bag - Good example of Nudge Effect
Creative illustration, Great Poem... on trash bags. Kim's artistic trash bags lead people to behave differently. Other art works have value, because people can possess them. However, her trash bag art own its value when it is thrown away into garbage can.
2011년 12월 12일 월요일
2011년 12월 11일 일요일
2011년 12월 10일 토요일
Coca-Cola's White Christmas Cans - Mistake of the Biggest Marketing Oriented Company?
According to an article of Korean economic newspaper, Maeil Economy, Coca-Cola has
decided to stop producing the white coke, which was planed to be produced until this Christmas.
The article points out that the white coke make its consumers confused, because it looks like
diet coke. White color is not related to Coca-Cola's brand image too. The article also claim that
using polar bears has failed to gain attention of consumers, because consumers do not seriously relate the polar bears to environmental pollution.
In short, this case shows the negative result of marketing campaign that is not oriented to consumers.
A Frosty Reception for Coca-Cola's White Christmas Cans
-Related article from Wall-Street Journal
the Original article of this posting
-Maeil Economy Korea
2011년 12월 8일 목요일
10 Best Practices for Negotiation
10 Best Practices for Negotiation
1. Be prepared
2. Diagnose the fundamental structure of the negotiation
3. Work the BATNA (Best Alternative To Negotiated Agreement)
4. Be willing to walk away
5. Master paradoxes
6. Remember the intangibles
7. Actively manage coalitions
8. Savor and protect your reputation
9. Remember that rationality and fairness are relative
10. Continue to learn from the experience
Lewicki, R. J., Saunders, D. M., & Barry, B. (2011).Essentials of negotiation fifth edition. McGraw-Hill/Irwin.
Black Friday
Last thanksgiving was my first thanksgiving in the US
The concept of Black Friday was interesting to me.
I read more than 10 catalogs to promote Black Friday sales. The products on the catalogs were cheap. I mean very cheap. I would like to bring Black Friday to Korea!
Woman surrenders in Black Friday pepper spray incident - CNN
The concept of Black Friday was interesting to me.
I read more than 10 catalogs to promote Black Friday sales. The products on the catalogs were cheap. I mean very cheap. I would like to bring Black Friday to Korea!
Woman surrenders in Black Friday pepper spray incident - CNN
The Internet Big Picture – Should You Be Considering The WWW For Your Marketing Mix?
The Internet Big Picture – Should You Be Considering The WWW For Your Marketing Mix?
The number of internet users around the world
From a macro view point, there is an estimated 1.67 billion internet users or 24.7% of the world’s population who goes online with the majority coming from right where we are, Asia.
A further breakdown of the statistics indicate the internet penetration rate by countries, which we would drill deeper into the local context, Singapore, being one of the most connected countries in terms of ICT development, has a whopping internet penetration rate of 67% and rising. This is from a population of 4.99 million as of 28 September 2009. That would make up approximately 3.5 million internet users, and 1 million home broadband subscribers cramped up on the little island itself.
Adding further, Singapore was recently ranked the 4th strongest mobile market in the world. Having 1,310 mobile phone subscribers per 1,000 population and an ever growing 3G market, we would have yet another load of mobile internet users on the go.
Number of mobile phone users in Singapore
With these astounding figures in mind, reaching out to the local audience online should always be considered for your marketing mix. Having said that, choosing the right internet marketing channels objectively, with reference to your target audience’s demographics and psychographics, is important as well. Do not simply attempt the online medium blindly if I should say. Marketing with insights and understanding the trends is highly significant for a successful online campaign.
So if your planning permits, do not discount the online media and approach your target audience holistically through a combination of both offline and online channels for your strategic marketing campaign.
2011 Super Bowl - The Best & The Worst
My favorite commercial on Super bowl was Kia motors’ commercial because I could focus on the product: Optima(which is named K7 in Korea) The commercial kept showing running Optima which has great design with exciting visual effects such as Poseidon and UFO. In addition, the story of the commercial was funny. My friends concentrated on the commercial in order to predict the consequence. Lastly, advertisement copy was impressive: One epic ride. I believe Kia motors did really good job.
I think the worst commercial on Super bowl was Hyundai motors’ commercial. There were two reasons why I think this way. The first reason was the design of Elantra. The design of Elantra was awful and never seemed attractive on commercial. The other reason was distracting visual effect on commercial. The commercial made me dizzy and I couldn’t remember what the copy was. Compared with other funny commercials like Pepsi, Coka-cola and Doritos, Hyundai motors’ commercial was very boring.
Nudge Review
Nudge: an Idea Leading Smart Decisions
This book review evaluates the book Nudge. The authors of this book are Richard H. Thaler and Cass R. Sunstein. Thaler and Sunstein authored this book with their expertise in behavior finance and law. Thaler is an American economist, and the Ralph and Dorothy Keller Distinguished Service Professor of Behavior Science and Economics at the University of Chicago Booth School of Business (Thaler & Sunstein, 2008). His contributions include applying behavior finance to economics, but also planning 401(K) retirement pension plans, which cause a dramatic increase in the ratio of saving in the US (Thaler & Sunstein, 2008). He is also the author of The Winner's Curse (Thaler & Sunstein, 2008). Cass R. Sunstein is an American legal scholar, particularly having his specialty in the field of constitutional law, administrative law, and behavior economics (Thaler & Sunstein, 2008). He is currently the Administrator of the White House Office of Information and Regulatory Affairs in the Obama administration (Thaler & Sunstein, 2008). He authored Worst-Case Scenarios (Thaler & Sunstein, 2008).
Nudge defines the concept of “nudge” using a different perspective. According to the authors, nudge is a gentle intervention that causes people to change their behaviors in expectable directions without harming their economic incentives, and preventing their freedom of selection (Thaler & Sunstein, 2008, p. 19). The book also provides readers with many specific examples, and cases, related to the concept of nudge. In this review, I will mention the message of this book, and how this book supports its message. Finally, I will critique this book, and explain my evaluation.
People have a high possibility of making incorrect decisions, because of internal and external influences, such as lack of information and the expectations of others, and once they select specific options, they rarely try to change their decisions (Thaler & Sunstein, 2008, p. 24). Thus, ‘choice architects,’ who plan the options that people can, and have to, choose, need to help people make correct decisions that are beneficial to their life and society (Thaler & Sunstein, 2008, p. 33). However, this help from the choice architects should follow liberalistic interventionism, without forcibleness (Thaler & Sunstein, 2008, p. 24).
The authors use the book to support the importance of nudge in various ways. First of all, they point out the many irrational behaviors in people’s everyday life, such as the belief in ‘the hot hand concept’ in basketball matches, and people’s tendencies to form different reactions depending on different framing of the same information (Thaler & Sunstein, 2008, p. 56). Subsequently, the authors state examples of how nudge can affect people’s behaviors in their life. For instance, a urinal with a picture of a fly can reduce splashing pea by on bathroom floors about 80%, and people who eat food with small plates can lose weight more easily (Thaler & Sunstein, 2008, p. 18). Thirdly, the authors apply the concept of nudge to many fields, such as a pension system, mortgage contracts, and organ donation policies. Lastly, the typical arguments against applying nudge to people’s life are covered, and the authors provide readers with their opinion about these arguments.
The book defines the term nudge using a new perspective, and this new definition of nudge is related to the general population’s behaviors. Thus, the subject of this book is treated in general terms. On the other hand, the book also delivers detailed examples and cases to support its ideas. For instance, the book mentions a business, named Stickk.com, and how the business use nudge to help people achieve their goals (Thaler & Sunstein, 2008, p. 336). The book also shows the different result of usage of nudge, regarding organ donation policies in different countries (Thaler & Sunstein, 2008, p. 276). As a result, the idea of nudge is delivered to readers in a logical and persuasive way.
I am convinced that the sources of this book are valid. The book cites information from more than 200 sources, including academic journals, research articles and federal laws. Sources from the 1960s to the 2000s are quoted in this book (this book was published in 2008). Therefore, these sources have credibility and reflect current information.
This book consists of four major chapters. The first chapter is about the general concept of nudge. In this chapter, how people make incorrect decisions, people’s decision making process about temptation and self-control, and other characteristics of people are covered. In the second chapter, nudge is applied to people’s financial decisions, regarding savings, mortgage contracts, and stock investments. The third chapter focuses on several areas, in which the use of nudge could generate helpful changes: governmental policies, the social security system, health insurance programs, organ donation, and the privatization of people’s marriages. In the last chapter, the typical objections to applying nudge to the public’s behavior are mentioned. From my perspective, placing the arguments about the concept of nudge at the end of the book is also an example of using nudge. If I read these arguments before I knew positive examples of nudge, I could not be open-minded to the concept of nudge.
According to the interview in the movie the Persuaders, consumers do not have ideas about their consuming behaviors. Thus, marketers should help people realize their ideas about purchasing (FRONTLINE, 2004). Similarly, the book claims that people are not econs who act rationally all the time, but human (Thaler & Sunstein, 2008, p. 22). In other words, people do not make rational decisions in some situations. This characteristic of human behavior differs from econ’s perspective, because econs are able to make reasonable decisions all the time. As an example of people’s unreasonable decisions, the book points out people’s irrational consuming decisions, like purchasing insurance for $20 for the future breakdown of an electric device, which has only a $2 value (Thaler & Sunstein, 2008, p. 61). Eventually, the book insists that people should be led by correct nudge to reduce errors in their decision making processes.
According to the reviews in Yes24.com, the biggest Korean online book store, many readers write that the idea of Nudge is interesting, but the book is boring, because only the first chapter is related to the main idea, and the other chapters are just examples (Yes24.com). I partly agree with these opinions. However, I believe that the organization of the book helps people read it efficiently. Many Koreans believe that they should thoroughly read a book from the beginning to the end. This method is useful for some books, but is not always correct. Nudge does not require readers to concentrate on all of the chapters. The readers can understand the concept of nudge in the first chapter, and then, they can find interesting examples within the following chapters. They do not have to read the entire book. They can focus on the specific examples that they are interested in. For example, I am interested in organ donation policies. Thus, how to make more people donate their organs is an amusing idea to me. On the other hand, I do not have any interest in 401(k) retirement pension plans, because South Korea does not have such plans. Therefore, I did not read the 410(k) part thoroughly. In short, the straightforward construction of this book helps people understand the idea of the book better, and read it efficiently.
My criticism of this book is that this book does not point out the possibility of misusages of nudge. The book claims that setting default options correctly helps people reduce errors when they make their decisions. I agree with this opinion. However, setting default options also can be used for bad purposes. For instance, a screen capturing software, An Camera, which is free and useful software in Korea, uses its default options for advertising. The users of this software should update its version regularly. However, if the users just click the next buttons for the update, they unintentionally agree to install other advertising programs. As a result, the users are exposed to advertisements that they do not want to watch. I believe that this is an example of the usage of nudge in a negative way. The book concentrates on many positive applications of nudge. However, the book does not seriously state the possibility of the misuse of nudge.
In conclusion, Nudge is a well written book with rich examples. The book also supports its ideas with a straightforward organization and many valid sources. As a reader, I can understand the new concept of nudge with the many examples that are related to everyday life situations. Additionally, the simple organization of the book provides me with an opportunity to experience efficient reading. I can also comprehend the arguments against the concept of nudge. On the other hand, biased examples of using nudge are a small flaw of the book. Explaining the risks of misusing nudge, with specific examples, would be helpful to give the book more balanced perspectives.
Work Cited
FRONTLINE. (Producer) (2004). The persuaders [Theater]. Available from http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/etc/synopsis.html
Thaler, R. H., & Sunstein, C. R. (2008). Nudge: Improving decision about health, wealth and happiness. Yale University Press.
Yes24.com. (n.d.). Readers' review. Retrieved from http://www.yes24.com/24/goods/3361501?scode=029
피드 구독하기:
글 (Atom)