Emotionate: an emerging research agenda

Journal of Entrepreneurship Management and Innovation, 2015

Designers have become aware of the importance of creating strong emotional experiences intertwined with new tangible products for the past decade, however an increased interest from firms has emerged in developing new service and business models as complimentary forms of emotion-driven innovation. This interdisciplinary study draws from the psychological sciences – theory of emotion – and the management sciences – business model literature to introduce this new innovation agenda. The term visceral hedonic rhetoric (VHR) is defined as the properties of a product, (and in this paper service and business model extensions) that persuasively induce the pursuit of pleasure at an instinctual level of cognition. This research paper lays the foundation for VHR beyond a product setting, presenting the results from an empirical study where organizations explored the possibilities for VHR in the context of their business. The results found that firms currently believe VHR is perceived in either their product and/or services they provide. Implications suggest shifting perspective surrounding the use of VHR across a firm's business model design in order to influence the outcomes of their product and/or service design, resulting in an overall stronger emotional connection with the customer.

Journal of The Academy of Marketing Science, 1999

Emotions are mental states of readiness that arise from appraisals of events or one’s own thoughts. In this article, the authors discuss the differentiation of emotions from affect, moods, and attitudes, and outline an appraisal theory of emotions. Next, various measurement issues are considered. This is followed by an analysis of the role of arousal in emotions. Emotions as markers, mediators, and moderators of consumer responses are then analyzed. The authors turn next to the influence of emotions on cognitive processes, which is followed by a study of the implications of emotions for volitions, goal-directed behavior, and decisions to help. Emotions and customer satisfaction are briefly explored, too. The article closes with a number of questions for future research.

is associate professor of Design at Industrial Design Delft. He has a background in experimental psychology and in 1995 he obtained his PhD degree for a thesis on the determinants of aesthetic preference. He is involved in research on product experience, including aesthetics, emotion, multi-modal experience, and attachment, and has developed an interaction-centred design approach, called Vision in Product design (ViP). He is a board member of the European Academy of Design and chairman of the Design & Emotion Society. More information on: http://studiolab.io.tudelft.nl/hekkert Merijn Hillen is a design student at the school of Industrial Design at the Delft University of Technology. Next to this study she has been working in Italy on liberal arts (photography and drawing). She has a special interest in conceptual design and the product as an object of art. Her current focus is on design philosophy and design methodology.

Journal of Retailing and Consumer Services, 2014

Study of emotions has been an important area of research for past several decades. Since emotions play an important role in purchase decisions, this area has particular importance for marketing scholars. In this study, we review the emotions research conducted within the marketing field between 2002 and 2013. Within the broad domain of emotions, this study focuses on social/personality issues, cognitive factors, the development of emotions and their interactions with other consumption factors. We found a total of 340 emotion-related articles, published in 19 marketing journals. There was a gradual increase in number of articles published every year with the trend peaking in 2009, 2010, and 2011. The review of extant literature offers interesting insights into emotion-related research, and helps in identifying clear directions for future studies.

Background Today consumers expect more from a product than mere fulfillment of the intended function for which the product is designed. Modern-day consumers demand products that match and satisfy their preferences. Contemporary trends in design show consumer inclination towards objects which motivate them, improve their quality of life and spark emotions. Consequently, along with the functionality requirements, a product needs to serve consumers' emotional needs, and for that, the product must relate with them at their emotional level. The product's visual appearance is responsible for engendering first impressions and initiating a connection at the emotional level before product purchase. Previous research suggests that the emotional element of design could be more crucial in deciding the success of the product than the functional aspect as it affects consumer's decision-making in choosing a product. Therefore, design directed by emotional content is gaining more and more importance in current design practices, research, and education. Thus, designers must possess the necessary knowledge and skills to deal with this design paradigm of product emotions, analyzing the relationship between emotion, consumer behavior, and product design. This paper investigates associations between fundamental product design elements, product judgment attributes, consumer emotional response, and consumer behavior in the context of before product purchase scenario through an integrative review of literature in the domain of product design and emotions. Methods The study is an integrative review of papers from major journals in design, consumer research, management, philosophy, cognitive science, psychology, and marketing on the topic of Emotional Design from January 2000 to August 2020. 133 relevant articles were shortlisted and analyzed considering the purpose, methods, and main findings of the studies. Results The four major categories that emerged through the analysis of the shortlisted articles were 1. The Terminology used in Emotion Research, 2. Consumer Emotions and their relation with the other factors such as fundamental product design elements, product judgment criteria, consumer behavior, and environmental factors in the 'before product purchase' scenario, 3. Theories of Product Emotion, and 4. Assessment of Emotion. Conclusions A multi-faceted evaluation of articles of the first two categories resulted in proposing a new theoretical framework investigating consumer emotional response before product purchase context. The framework has been described illustrating key terms and associations between them with future directions on Emotional Design. It is expected that design practitioners, cognitive scientists, and ergonomists would find the developed framework helpful while designing products that elicit desired emotional responses.

Applied Ergonomics, 2007

Open Journal of Business and Management, 2023

This paper reviews relevant research from various disciplines: business stakeholders, behavioral strategy, and stakeholder motivations to propose a holistic and integrative approach to the discipline of business strategy formulation. The purpose is to propose a holistic view of the formulation of business strategies focused on fulfilling the emotional needs of business stakeholders and provide a framework for future research. There is an opportunity to develop successful business strategies by considering two dimensions: On the one hand, considering the motivations and aiming to fulfill the needs of all company stakeholders not purely economic return. On the other hand, among these motivations, emotional needs have an increased role particularly in the developed world were a significant part of the physiological needs are already covered. The article opens a new avenue for future business strategy research. By delivering socioemotional value to stakeholders, companies can complement the current economic based approach and create additional sustainable competitive differentiation.

Blucher Design Proceedings, 2023

In the design process, aspects of form and aesthetics are always thought of carefully, along with technical functionality. If only functionality were the requisite aspect of the design, there would be only one design of each product. People demand variation in product design to satisfy their emotional needs. Moreover, market research has shown that consumers who decide only based on pure facts are extremely small, and mostly they decide with their emotions. As consumers are becoming more and more aware, functionality and usability are more and more taken for granted in products, and consumers are eyeing for the attainment of higher-level needs, i.e., emotional needs. Therefore, the emotional aspect of design has gained significance in design education, practice, and research in the recent past. In this regard, it is essential to understand what emotions are and how design affects consumer emotional responses. This paper explores the fundamental terminologies in emotion research to understand and develop a perspective exploring relationships between design, emotion, and consumer responses. It involves reviewing and critically analyzing seminal studies, theories, and models previously proposed in this domain (viz. Emotional Design, Appraisal Theory, Pleasure Model, Technology as Experience Framework, and Product Personality Assignment). Based on the review insights, we enlist the advantages and limitations of each of the reviewed theories. It is expected that design practitioners, cognitive scientists, and ergonomists would find the insights drawn in the current study helpful while designing products that elicit the intended emotional response.

2016

This research study aims at understanding the role of the customers ' emotion towards a certain product/service in their experience. In another word, this research aims at finding the relationship between the customers ' emotions and the way it influences their experience in a certain purchasing process. A questionnaire was distributed on a random sample of mall visitors through a period of 30 days (month) and it was based on variables including; A) shop clerk's sex, uniform and emotional behavior B) shop's environment C) clerks ' friendliness. The results show that positive emotions of the customers which are connected to a positive shopping experience is influential and hence can lead to a positive purchasing decision, in addition to that, it was found out that the shop clerk's positive emotions is very important in supporting the client with a good shopping experience in the store. The gender was also a notion that worth to be noted based on the idea...