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The marketing implications of affective product design
journal contributionposted on 2023-05-17, 23:34 authored by Seva, RR, Duh, HBL, Helander, MG
Emotions are compelling human experiences and product designers can take advantage of this by conceptualizing emotionengendering products that sell well in the market. This study hypothesized that product attributes influence users’ emotions and that the relationship is moderated by the adherence of these product attributes to purchase criteria. It was further hypothesized that the emotional experience of the user influences purchase intention. A laboratory study was conducted to validate the hypotheses using mobile phones as test products. Sixty-two participants were asked to assess eight phones from a display of 10 phones and indicate their emotional experiences after assessment. Results suggest that some product attributes can cause intense emotional experience. The attributes relate to the phone’s dimensions and the relationship between these dimensions. The study validated the notion of integrating affect in designing products that convey users’ personalities.
Publication titleApplied Ergonomics: Human Factors in Technology and Society
Department/SchoolSchool of Information and Communication Technology
PublisherElsevier Sci Ltd
Place of publicationThe Boulevard, Langford Lane, Kidlington, Oxford, England, Oxon, Ox5 1Gb
Rights statementCopyright 2007 Elsevier Ltd. All rights reserved.