Embarrassment of Product Choices 1

Michel Millot is the founder of Millot Design, France. He studied Industrial Design at the Ulm School of Design, Germany, and developed the product information system at the Georges Pompidou Center. At Camif, France, he tests, analyzes and compares products. At ENSAD, France, he is Professor of Industrial Design. He is the President of ISUC, France, and a Consultant in Design and Marketing at Eurodesign.

• Preface xiIntroduction xiiiChapter 1. The Power of Words 11.1. The power of word-of-mouth 11.1.1. The Internet and electronic word-of-mouth 21.1.2. Advertising marketing and word-of-mouth marketing 21.1.3. Social influence 41.2. The power of consumers/customers 71.2.1. Consumers/customers buy with their eyes closed 71.2.2. “Consum-action” 91.2.3. Boycotts 101.2.4. The power of the purse 111.3. The power of consumers/users 121.4. The power of demonstrations 131.4.1. Case study: the process of a “Tupperware”-type sale 131.5. The power of distributors 141.5.1. The product in a commercial context 141.5.2. Distributor brands 151.5.3. Retailer-brand products 151.5.4. Distributors 151.6. The power of the big buyers 161.7. The power of the Internet 171.7.1. A powerful, indispensable system 171.7.2. The economic objective 211.7.3. Dependency 231.7.4. Security and confidentiality 231.7.5. Testing on the Internet 241.8. The power of stars, influencers and idols 251.8.1. Titles and clothes make an impression 251.8.2. The elites 261.9. The power of genuine users 271.10. The power of sellers 271.10.1. The effect of contrast 291.10.2. The principle of reciprocity 291.10.3. Reciprocal concessions 301.10.4. “Everyday” manipulation  311.10.5. Manipulation 31Chapter 2. Temptation 332.1. The power of sales catalogs 332.2. The power of certificates, labels and eco-labels 332.2.1. The different labels 332.2.2. Recognizing recycled products 352.2.3. The CE seal 352.2.4. The NF seal 362.2.5. The power of eco-labels 362.3. The power of packaging 382.4. The power of labels 402.4.1. The energy label 402.4.2. Trackability 432.5. The power of manufacturers 442.5.1. The impossibility of being fully informed 442.5.2. Doing what sells 452.5.3. Forms of product obsolescence 462.6. The power of standards: inflation 522.7. The power of commercial leaflets 542.7.1. Denying advertising 552.8. The power of specialized journals 552.9. The power of trade shows and fairs 562.10. The power of technical tests 562.10.1. Material, technology and performance 562.10.2. Machines and figures 572.10.3. Technical tests 582.10.4. For a more useful technology 592.11. The power of tele-shopping 60Chapter 3. Belief and Respect 613.1. The power of fair trade 613.2. The power of ecologists 623.2.1. “Ecologist”: an overused term 623.2.2. The ecology of use 633.2.3. Environmental risks 633.2.4. Paint me green all over! 643.2.5. Recovering waste 643.2.6. Examples of waste 653.2.7. Solar products 653.2.8. The ecological argument 663.3. The power of the quality/price relationship 663.3.1. Paternalistic advice 663.3.2. The power of the best choice: who is it the best product for? 673.4. The power of consumer reviews and associations 683.4.1. Associations 683.4.2. Consumer reviews 683.4.3. The consumer strike 693.4.4. The phony interpreters 693.4.5. Class action lawsuits 693.4.6. Product tests 70Chapter 4. Marketing and Lies 734.1. The power of surveys and panels 734.2. The power of marketing 754.2.1. Marketing wins over customers before anyone else 754.2.2. Viral marketing 764.2.3. Buzz 774.3. The power of consumer services 77Chapter 5. Pleasing, Enjoying and Being Successful 795.1. The power of aesthetics, the seduction of products 795.2. The power of festivals and traditions 825.3. The power of fashion and trends 835.3.1. The vagaries of fashion 84Chapter 6. The Powers that Be 876.1. The power of lobbies 876.1.1. The activities of lobbying groups 876.1.2. Influencing practices 886.1.3. Strategies 896.1.4. For products to be used by the army 896.1.5. In global trade 906.1.6. Issues 906.2. The power of politics and the government 916.2.1. The different forms of intervention 916.2.2. The interest is to make people consume 926.3. The abandoned goals of the Centre de Creation Industrielle 93Chapter 7. The Power of “Made in France” 957.1. Should I buy French? 957.2. Are the labels all reliable? 957.3. AOC products 967.4. A new label: “Origine France Garantie” (in English: “French Origin Guaranteed”) 967.5. A lack of information for making choices 967.6. “Made in France” 977.7. Good for businesses 997.8. French products are more expensive and therefore of better “quality”! 997.9. Good for the consumer/customer? 997.10. The French product craze 1007.11. “Made in France” and the brand 1017.12. Progress made through globalization 1017.13. An economic point of view 1027.14. Design and manufacturing 1037.15. Protectionism 1047.16. Nationalism 1047.17. Conclusion 104Chapter 8. Seeing, Touching and Getting a Feel 1078.1. The power of stores 1078.1.1. Choosing the store 1078.1.2. Factors of influence and in-store circumstances  1088.1.3. The cheapest 1118.1.4. The purchasing process 1128.1.5. Methods for sales/merchandising 1138.1.6. Trying is buying 1148.1.7. No waste of time 1158.1.8. Seeing is buying 1158.1.9. Up-selling 1158.1.10. Cross-selling 1158.1.11. The center of the shelves 1168.1.12. Decoy 1168.1.13. POS 1168.1.14. Feeling good 1178.1.15. The “expert” seller  1188.1.16. The 3D printer in-store  1188.1.17. Audio marketing 1188.1.18. Taste-based marketing  1198.1.19. Smell-based marketing 1198.1.20. Sensory marketing 1208.1.21. Touch-based marketing 1208.1.22. Visual marketing 1218.1.23. Virtual reality helmets 1218.1.24. Buying through connected orders 1218.1.25. Mass-scale operations 1218.1.26. Discount coupons/loyalty programs 1228.1.27. The profitability of the store? 1228.1.28. A lack of ethics 1238.1.29. “Robotization” 1238.1.30. The so-called “smart carts” 1248.2. The power of product 125Chapter 9. The Innovative Product of a Known Brand 1279.1. The power of technical innovations 1279.1.1. Sell only what sells well 1299.1.2. 3D printing 1299.1.3. The inconvenience of choice: articles or types of products 1329.1.4. Tools that are not up to the task 1329.1.5. Nanotechnology 1329.1.6. The sources of concern from these technological advances 1349.2. The power of brands 135Chapter 10. The Product Already Seen 13910.1. The power of the media 13910.2. The power of print media 14010.3. The power of advertising 14110.3.1. Making it public 14110.3.2. Media ubiquity and the locomotive of the economic system 14210.3.3. Dissatisfaction 14310.3.4. Rationale for purchases and propaganda 14310.3.5. The power of conviction 14310.3.6. Distraction and temptation 14410.3.7. Advertising tools and techniques 14610.3.8. Neurological studies 14610.3.9. Deceptive and misleading advertising 14710.3.10. Deceptive language 14810.3.11. Brainwashing and dumbing down 14810.3.12. Aggression and harassment 15010.3.13. Popularization 15110.3.14. Boosting sales 15110.3.15. Economic functions for the state 15310.3.16. Waste by advertising 15310.3.17. The advertising market? 15410.3.18. “Free” publicity 15410.3.19. Seduction and mental manipulation 15510.3.20. Physical beauty 15610.3.21. Sports 15710.3.22. Celebrities15710.3.23. The socio-cultural role 15710.3.24. Advertising for children 15910.3.25. The removal of ads 16010.3.26. Digital de-culturation, privacy, policing, targeting… 16010.3.27. Online advertising 16110.3.28. Comparative advertising 16210.3.29. The inefficiency of the Bureau de la verification de la publicité (French advertising oversight bureau) 16210.4. The power of TV  163Chapter 11. Buying Cheap 16511.1. The power of pricing 16511.2. The power of sales 16711.3. The power of promotions 16811.4. The power of responsible purchasing 170Appendix 173References 177Index 183