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The marketing implications of affective product design


Seva, RR and Duh, HBL and Helander, MG, The marketing implications of affective product design, Applied Ergonomics: Human Factors in Technology and Society, 38 pp. 723-731. ISSN 0003-6870 (2007) [Refereed Article]

Copyright Statement

Copyright 2007 Elsevier Ltd. All rights reserved.

DOI: doi:10.1016/j.apergo.2006.12.001


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.

Item Details

Item Type:Refereed Article
Keywords:Affective product design; Product design; Multilevel modelling; Phone design
Research Division:Information and Computing Sciences
Research Group:Library and information studies
Research Field:Human information interaction and retrieval
Objective Division:Information and Communication Services
Objective Group:Information systems, technologies and services
Objective Field:Information systems, technologies and services not elsewhere classified
UTAS Author:Duh, HBL (Professor Henry Duh)
ID Code:90314
Year Published:2007
Web of Science® Times Cited:51
Deposited By:Information and Communication Technology
Deposited On:2014-03-31
Last Modified:2014-05-20

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