C.W. Park Announces A New Article on Marketing Aesthetics and Product Appeal

February 07, 2022 at 11:40 AM EST

The Scarcity of Beauty takes a close look at trending consumer behavior and increasing demand for beautiful products.

LAS ANGELES, CA / ACCESSWIRE / February 7, 2022 / Companies use product design and marketing to grow a loyal customer base. Marketing expert C.W. Park has spent decades researching consumer behavior and how companies can build stronger relationships through branding. He recently announced his most recent work about consumers' demand for beautiful products. According to his work, aesthetics and scarcity play a major role in the consumer shopping experience. He believes his new work offers helpful insights into what drives consumers' demand for aesthetically pleasing products.

Along with C.W. Park, Freeman Wu, Martin Reimann, and Gratiana Pol are listed as authors for The Scarcity of Beauty. They represent a higher education group of esteemed writers and researchers from the University of Southern California, Vanderbilt University, University of Arizona, and Hyperthesis LLC.

C.W. Park has built his legacy on research-based marketing that encourages brands to build stronger relationships with consumers. He has spent over 50 years as a thought leader in the marketing field. His work in building the Marshall School of Business Global Branding Center into a powerhouse included a focus on brand admiration and actionable steps to help companies achieve that status.

"The presentation of products and the product aesthetics are often key factors in the purchase decision," he explains. "People often drift towards the brands they trust. Some of that trust is built based on experience, but first-time purchases are largely based on appearance. Of course, a brand should offer a product that meets expectations, but they also have to successfully showcase that product through appealing marketing tactics and beautiful design aesthetics."

The work for his book includes a look back into the long history of humanity desiring beauty and pursuing the acquisition of beautiful things. "Ultimately, brands will need to look deeper into the psychological responses to beauty and scarcity," he continues. "Understanding what drives desire and action is at the root of marketing and sales. With global markets more prevalent than ever before and eCommerce options eliminating local barriers, companies will need to compete in a different way. Companies have finite resources, so they must allocate in ways that drive the most change."

The manuscript is set to be published in the Journal of the Academy of Marketing Science, says C.W. Park notes that marketers can continue to build on the shoulders of those who experimented with methods and researched human behavior before them. "Why to redesign the wheel?" he asks. "We build with the tools and materials we already have. The same should be true with marketing. Too much work has gone into this industry to still be stabbing into the dark, hoping to hit the right solutions. This manuscript takes many studies and published academic works, combining recent research into a solid understanding of the human quest for beauty. Brands should learn from the ingrained habitual behaviors that drive purchase decisions."

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SOURCE: C. Whan Park

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