Modern Pavlovian Response

Comic Strip: Frank and Ernest on May 11, 2011

In a book by Elmer Wheeler, "Tested Sentences That Sell," first chapter is "Don't Sell the Steak -- Sell the Sizzle!" Of course this is a figurative expression, but it is right to the point.

In the above comic strip, "Beep" is "Sizzle." This automatic response by human is not only increasing our appetite, but also a strong marketing tool to us -- as another type of example for that automatic response,  expense = good stereotype (Reference from "Influence" by Robert B. Cialdini). Unfortunately, "Beep" and "Sizzle" works too well, even though you don't have a feeling to buy anything or going to a restaurant. We cannot avoid our physiological instinct.

What is your sizzle to stimulate your appetite? Mine is a slam when slamming a fridge to because my favorite dessert is a grapefruit jelly (and also Bon Bons,  a chocolate ice candy). To keep my figure and health, all I have to do is to wear earplugs like him, especially when someone slams a fridge door to.

Photo: Milton Bradley

A new function for Facebook

I've wondered why Facebook doesn't have a function to connect with friends' friends by a friend's recommendation.

Photo: halifaxlight

Suppose I'm looking for a person who speak English to develop my English skills via chatting on face-to-face or Skype like a conversation partner. And then, When I post that comment on the Facebook, although by far some friends see it, they usually wouldn't introduce me to their friends who have the same needs like wanting to speak Japanese to improve his/her skills -- because I'm Japanese, so both become win-win. -- as a friend (I mean as a friend who is on the Facebook, not necessarily to be a real friend.). Existing function is, for example, "Find friends." This gives us an opportunity to find a new friend through being able to see our friends' friends. However, this is not a good way to connect with people, in my opinion. Generally, when in our community friends' friends are connected with each other, an intermediary -- in this case, a direct friend between both friends' friends -- plays a significant role to this accomplishment because he/she knows information regarding both of them well. He/she can match up between them well.

With those idea, my suggestion is to create a new tool: "Want" and "Recommend" buttons. First, I'd like to explain about the "Want" function. If a person is looking for a textbook and want to know about the class at the same time, one of the best solution is to make a friend who already took that class and want to sell the textbook. First, that person posts that message on the "Want" like an usual Facebook comment. But, this "Want" function spreads that comment to all friends or friends who that person designated (This function is similar to the event function.). And then, if the friends who received that message have frieds' friends who would meet the request, they can introduce that friends' friends to him/her by using "Recommend" function. When using the "Recommend," the message is forwarded to that friends' friends as a friend's recommendation, and to the person who used "Want" too. And then, if both that friends' friends and the person agree with the offer, they can become a friend.

"Want" and "Recommend" function provides a win-win opportunity for us. But, my story is not the end here. My idea is not only to give a win-win situation to friends' friends and the requester, but also a profit to the intermediary. The intermediary is like a matchmaker. Although some people are a good matchmaker, they are not known well sometimes. So, when the intermediary did tie up between friends' friends by using "Recommend" button, their "Profile" on the Facebook lets him/her show "Matchmaking" like "Friend" and "Family" so that friends can see. As a result, the intermediaries may get a trust from friends and even make a new friend by that signaling effect as a matchmaker.

So far, I don't know such service. If you know anything like that, let me know. And, what do you think such service?

Mrs. Tanaka

Since 2007, Mrs. Watanabe has been recognized as one of factors to move market trends among dealers and investors who are in active to global currency market.

Who is Mrs. Watanabe?

Photo: The Star Publications

No...(This is Ken Watanabe, a famous actor, and his wife)

Photo: Catastrophist

Indeed, Mrs. Watanabe is "a mythical housewife representing the thousands of small Japanese investors who prefer speculating on currencies to stocks" (Reference is here). She is generally doing investment activities during lunch time. As a result of her activities, at Tokyo market, a fact that after the lunch time the market price frequently turns the opposite way against that morning market price, despite no significant factor, at the foreign exchange market between dollar and yen has been confirmed. This was surprising foreign investors. And, they couldn't help highlighting Mrs. Watanabe.

Recently, Mrs. Watanabe has been crashed allegedly by hedge funds. After the Japanese big earthquake and tsunami, despite the serious situation, the yen has been risen against the dollar. This tough condition would continue to face on Mrs. Watanabe awhile.

Although some articles wrote up of Mrs. Watanabe, I would like to highlight another point these articles didn't pointed out. Many housewives include in small Japanese investors who deal in the foreign exchange -- aka Mrs. Watanabe. I guess they are majority, of course though there are a lot of college students and businesspeople engaging as side business. And, they are a key player for Japanese economy now.

Though some of them got a lot of loss by this tough situation, they would keep doing or come back because most of their money come from their husband's income -- for them, dealing in foreign exchange is a thing like earning their allowance.

For example, my mom, Mrs. Tanaka, set up a booth at a flea market like a garage sale last Sunday. When coming back home, she got some money by selling our stuffs which we didn't need. Also, she has engaged to invest some stocks and have a real estate -- the source of funds from my dad -- like many Japanese housewives do , though she is not one of Mrs. Watanabe. When she gets a profit from her business (?), she enjoys traveling and shopping by using its money.

Thus, Japanese housewives are so powerful not only in their family, particularly wives hold real power in modern family, but also in economy by their very good business mind. They will have continued to have an impact on markets and economies, albeit Japanese markets and economies have been sunk by the earthquake and tsunami. And surprisingly, they are spending a lot of money to buying clothes and even eat a great lunch at an expensive restaurant because they have a good backup giving them funds and also their return in their investment to stocks and foreign exchanges. Although Every housewife is not like that and Mrs. Watanabe, they are worth to be highlighted and they are the hinge of recovering from this bad situation in Japan.

I personally have a little hope that my mom becomes the person called "Mrs. Tanaka" who is success in business world instead of "Mrs. Watanabe." I know it's not going to happen...