Sensation?transference: when people give an assessment of something theymight buy in a supermarket or a department store, without realizing it, they transfersensations or impressions that they have about the packaging of the product tothe product itself. [160]
感覺(jué)轉(zhuǎn)移：人們?cè)诔?jí)市場(chǎng)或百貨公司評(píng)估某項(xiàng)有意購(gòu)買(mǎi)的商品時(shí)，會(huì)不知不覺(jué)地將自己對(duì)于產(chǎn)品包裝的感覺(jué)或印象，轉(zhuǎn)移到這項(xiàng)產(chǎn)品本身。也就是說(shuō)，人們?cè)跐撘庾R(shí)中憑著包裝，評(píng)斷產(chǎn)品質(zhì)量。
本章從Kenna這樂(lè)手的故事說(shuō)起，再探第一印象的作用。雖然業(yè)界人士都認(rèn)為他富有天賦，但是市場(chǎng)調(diào)查的結(jié)果卻很慘淡。作者還引用了可口可樂(lè)與百事可樂(lè)之爭(zhēng)。可口可樂(lè)為了應(yīng)付百事可樂(lè)咄咄逼人的進(jìn)攻，朝盲測(cè)中大家偏好的甜味，開(kāi)發(fā)了新可樂(lè)，但結(jié)果卻是慘敗。
不是說(shuō)第一印象失靈了。書(shū)中說(shuō)到營(yíng)銷大師契斯金(Cheskin)的人造奶油營(yíng)銷案例：一塊成本低廉的人造奶油，透過(guò)用金色的漂亮鋁箔紙包裝，看起來(lái)很高級(jí)又可口，逆襲低賤的身分，讓我們覺(jué)得它跟奶油一樣好吃。
新可樂(lè)的失敗，出在調(diào)查情境不對(duì)。偏甜的新可樂(lè)，雖然可以在試喝時(shí)一下引起注意，但等到家再吃時(shí)，就甜得發(fā)膩，喝不下去了。同理，如果人造黃油調(diào)查者沒(méi)有設(shè)計(jì)適當(dāng)?shù)那榫常皇菃?wèn)民眾對(duì)錫箔紙的看法，這種剝離情境的問(wèn)題，根本不可能問(wèn)出民眾對(duì)黃油包裝的實(shí)際好感。明天我們將回到Kenna的例子，看看Kenna演唱的天分為什么被音樂(lè)受訪者埋沒(méi)了。
Summary
Chapter 5," The Right – and Wrong – Way to Ask People What They Want," begins with the story of singer?Kenna.?Around 2003, Kenna was very up and coming.Everyone loved Kenna, including: U2’s manager, popular music broadcasting shows, and his fans, except focus groups of record company who are important for?Kenna in gaining further resources.
Then the story goes to the famous Pepsi challenge. America started to believe Pepsi was the best cola. In blind taste tests, it appeared that America was choosing Pepsi. Coke noticed that and that’s when Coke began to update their recipe.However, the new coke was a disaster. Because the updating recipe was accorded to the poll based on a sip, a scenario that is very different from sitting and drinking a whole beverage on your own. That is, in the real world, New Coke wasn’t better than Pepsi.
And a third?case, in the 1940s margarine was extremely unpopular, people thought it was?gross.But Cheskin, a great figure in 20th marketing,colored margarine yellow so that it would look like butter, and also he gave it a more impressive name: Imperial Margarine, and an impressive looking?crown on the package. Simply put he did a?sensation?transference on margarine. Thereby, these days, most people think butter and?margarine are relatively the same thing.
Words &Phrases
by the name
known?as
Dick Morriswrites about going to Arkansas in 1977 to meet with the state’sthirty-one-year-old attorney general, an ambitious young man by the name ofBill Clinton
The?teacher?that?I?enjoyed?the?most?in?high?school?was?a?man?by?the?name?of?Don Feinstein.
chip away
[for?something]?to?break?off?or?break?away?in?small?chips.
But Pepsi hadbeen steadily chipping away at Coke’s lead.
The?edges?of?the?marble?step?chippedaway?over?the?years.
Some?of?the?stone?figures?had?chipped?away?so?badly?that?we?couldn't?seewhat?they?were.
hang on
To depend onsomething or someone for an outcome
A 57 to 43percent edge is a lot, particularly in a world where millions of dollars hangon a tenth of a percentage point
My wholefuture could hang on the results of this test.
built to
meant for
Pepsi, in short, is a drink built to shine in a sip test.
Elon Musk says all Teslas will now be built to be fully self-driving
pull the wool over sb.’s eyes
Fig. to deceive someone.
But if you put your ice cream in a round as?opposed to a rectangular container and charge five to ten cents more, that?seems like you’re pulling the wool over people’s eyes.
You can't pull the wool over my eyes. I know what's going on.
