Dotcom Distribution：揭秘拆快递的兴奋感背后的科学（英文版）（11页）.pdf

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1、Fulfillment and Unboxing Excitement:Neuroscience Explains Your Competitors Customer Engagement StrategyBy Dotcom Distributionwith Vincent P.de Luise M.D.,F.A.C.S.Assistant Clinical Professor,Yale University School of Medicine,Adjunct Clinical Assistant Professor,Weill Cornell Medical College Humanit

2、ies and Medicine Committee,Weill Cornell Medical CollegeTable of Contents Introduction 1 Unboxing:Inside the Customers Brain 2 The Engaged Customer:Chemically Motivated To Share 5 The Viewer:Your Next Customer 6 Implications for Marketers:The Key To Creating Brand Advocates 7 Methodology 8About Dotc

3、om DIstribution 81IntroductionFor many smartphone-wielding consumers,receiving an e-retail package is not a simple event.They want an experience,one worthy of documentation and the opportunity to strengthen connections to their online communities on platforms like YouTube or Facebook.In fact,accordi

4、ng to a Google survey,1 40 percent of online shoppers would be willing to engage in this“unboxing”experience after receiving a package.Simply stated,nearly half of consumers are willing to put your product on display,documenting and sharing the experience as they open a well-presented package you pr

5、ovide.These public testimonials are invaluable to emerging and established brands as they generate excitement,establish trust and provide the opportunity to reach even more customers.Though many e-retailers and their customers are familiar with the unboxing phenomenon,the management team at Dotcom D

6、istribution wondered why so many consumers would want to share the seemingly commonplace experience of opening a package.Perhaps more so,we wondered why other people would want to view these videos and images.Most importantly,we hoped to identify ways that our clients and other retailers could lever