Rarity(uniqueness

Behind the Barcodes: Price the Experience

In last October, I went to the exhibition "Behind the Barcode" with my classmates(Justin & Jennifer). The concepts of consumer's perception on branding and consumer's risk introduced in the lecture reminded me of the content of the exhibition.

"Behind the Barcode" was an exhibition started from the angle of marketing statistic to disclose the thinking pattern behind marketers and consumers and how brands manipulate marketing strategies to affect consumers.

The exhibition included 3 parts: voting section, shopping area, and case study area. In voting section, there were several comtemporary marketing copywritings displayed on transparent banners respectively. Visitors could paste a sticker on the banner to vote for the copywriting they resonated to. In the shopping area there was a mini shopping booth displaying several marketing copywritings. Visitors first "purchase" the copywriting they were appeal to and then checked out to get their shopping philosophy report. 6 shopping philosophies The exhibition categorized the motivating factors in shopping into 6 shopping philosophies and these philosophies can refer to the consumers' perception taught in the lesson, which are: 1. Reciprocity (search on cost reduction) 2. Vibe(lifestyle, symbol device) 3. Rarity(uniqueness) 4. Loyalty(promise, bond with a product) 5. Security(social risk reduction) 6. Authority(signal and quality, risk reduction) Loyalty, authority, and precious are my shopping philosophy. The result quite matched my shopping behavior. When I was shopping, firstly I would concern about the values and promise behind the brand, especially after so many issues related to the political stance or values of brands recently. I would then concern about the risk of the products especially functional and physical risk. If a brand is reputated for its function and high safty but the