一块成本低廉的人造奶油，透过加入黄色素，看起来好可口，逆袭低贱的身分，让我们觉得它跟奶油一样好吃 (网络图片)

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]

感觉转移：人们在超级市场或百货公司评估某项有意购买的商品时，会不知不觉地将自己对于产品包装的感觉或印象，转移到这项产品本身。也就是说，人们在潜意识中凭着包装，评断产品质量。

本章从Kenna这乐手的故事说起，再探第一印象的作用。虽然业界人士都认为他富有天赋，但是市场调查的结果却很惨淡。作者还引用了可口可乐与百事可乐之争。可口可乐为了应付百事可乐咄咄逼人的进攻，朝盲测中大家偏好的甜味，开发了新可乐，但结果却是惨败。

不是说第一印象失灵了。书中说到营销大师契斯金(Cheskin)的人造奶油营销案例：一块成本低廉的人造奶油，透过用金色的漂亮铝箔纸包装，看起来很高级又可口，逆袭低贱的身分，让我们觉得它跟奶油一样好吃。

新可乐的失败，出在调查情境不对。偏甜的新可乐，虽然可以在试喝时一下引起注意，但等到家再吃时，就甜得发腻，喝不下去了。同理，如果人造黄油调查者没有设计适当的情境，而只是问民众对锡箔纸的看法，这种剥离情境的问题，根本不可能问出民众对黄油包装的实际好感。明天我们将回到Kenna的例子，看看Kenna演唱的天分为什么被音乐受访者埋没了。

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.