During what could be described as a typical 30-minutes supermarket shopping trip, thousands
of products will vie for your attention. Ultimately, may will make you believe they are worth
picking off the shelves. How, you may ask, is this brought (1)__? The answer is by packaging
– the silent but persuasive salesman.
Louis Chesking, (2)__ research into the psychology of marketing began in the 1930s, was
pioneering specialist in the field. He placed identical products in two different packages, one
emblazoned with circles, the other with triangles. He then asked people which products they
(3)__, and why. Amazingly, (4)__ fewer than 80% chose the products in the box with the
circles. They believed the content would be of higher quality.
‗After 1,000 interviews, I had to accept the fact that the (5)__ of consumers transferred the
sensation from the container to its contents,‘ Cheskin admitted later. And there was (6)__
surprise: even after trying out these identical products, people overwhelmingly preferred (7)__
in the package with circles. Checkin also found, for instance, that the look of a packet has an
enormous impact on (8)__ biscuits taste. Cheskin called this phenomenon ‗sensation
transference‘. It became the foundation not (9)__ of his career as a consultant to companies
(10)__ Procter & Gamble, but of much of the research done since then.
(11)__ increasing consumer sophistication, Cheskin‘s original concept still works. One recent
experiment involved an underarm deodorant posted in packaging of three different color
schemes to a test group. The group was told that three different formulations were (12)__
consideration, and was asked to judge them. Results: One was considered just right, one to be
strong-smelling but not very effective, and one threatening. Yet all three deodorants were
exactly the (13)__. One leading firm designs packaging for products that do not yet exist. The
packaging is then tested and the marketing concept refined. Only (14)__ it‘s clear that the
company has a winner will it (15)__ to the expense of actually developing the product.
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