A Multilayered Model of Product Emotions

Abstract

This paper introduces a theoretical basis for the process that underlies emotional responses to consumer products. Five distinct classes of product-evoked emotions are discussed, each of which are the outcome of a unique pattern of eliciting conditions. The framework for these patterns was drawn from a model that reveals the cognitive basis of product emotions. The main proposition of this model is that emotional reactions result from an appraisal process in which the individual appraises a product as (potentially) harming, or favouring one or several of their concerns. In this perspective the concern and the appraisal are considered key parameters that determine if a product evokes an emotion and if so what emotion is evoked. Because each of the five classes of product emotions (i.e. instrumental, aesthetic, social, surprise, and interest emotions) is discussed in terms of these key parameters, it can be used to explain the complex and often personal nature of product emotions, and support designers in their efforts to design for emotion.

Additional information

Notes on contributors

Pieter Desmet

BIOGRAPHY

Pieter Desmet is assistant professor at Industrial Design Delft. He has a background as an industrial designer and obtained a PhD degree with research focused on emotional product experience. His main research interest is in the question of why and how consumer products evoke emotions. In addition, he develops tools and methods that facilitate an approach for emotion-driven design. He works with several international companies (e.g. Mitsubishi Motor R&D) who acknowledge the relevance of emotional responses in consumer behaviour and are interested in knowledge and tools to support them in developing products and services with an added emotional value. Besides his research initiatives, he has organized design workshops for designers and design students in for example Tokyo (Japan) and Delft (The Netherlands).