Structuring emotions

Here in our blog we have sometimes addressed the issue of the key role that emotions play when we need to make a decision. This means, of course, that our power to persuade our users will be closely linked to how much we know about their emotions.

In an interesting article, Emotion and product, Ariel Guersenzvaig explains Pieter Desmet?s model of the emotions that products elicit from us. The attractive thing about Desmet?s model is that he manages to create a framework in which to structure – from the perspective of cognitive psychology – something as intangible, a priori, as emotions.

Desmet?s model refers to four concepts:

  1. Appraisal
  2. Concern/Interest
  3. Product
  4. Emotion

To define the types of emotion, Desmet suggests that emotion towards a product comes from how we appraise it and, in turn, this is normally related to the type of concern affecting us.

The types of emotions elicited are:

  • Instrumental: elicited by products which can help us achieve our goals. Depending on whether or not we achieve our goal, the emotions will be of:
    • Satisfaction
    • Frustration
  • Aesthetic: based on their perceptible features, we can appraise products according to the type of attraction they provoke in us. Depending on whether a product is pleasing or displeasing to us, it can evoke:
    • Attraction
    • Disgust
  • Social: we appraise products in terms of their legitimacy in accordance with our standards and systems of values, which will elicit emotions of:
    • Admiration
    • Indignation
  • Of surprise: Depending on whether it affects us positively or negatively, these will be
    • Pleasant
    • Disagreeable
  • Of interest: Depending on whether a product seems more or less stimulating to us, the emotions it elicits will be of:
    • Fascination and inspiration
    • Boredom

In Guersenzvaig?s words, ?the interesting thing about Desmet?s model is that it shows a dynamic relationship between different factors: the process of appraisal, the product and the concerns or interests of the person using or owning the product, a product, in itself, cannot elicit any kind of emotion?

Por si te perdiste estos imprescindibles