Intellectual Contribution by Minu Kumar

Contribution Title

Design Principles and the Creation of Emotion: An Empirical Investigation

Publication

American Marketing Association Winter Conference Proceedings

Co-author

Jatinder Siggh and Veronika Papyrina

Year

2008

Description

We study the underlying processes through which product

design can create emotion. This subject has received scant attention in the marketing and consumer behavior literature. Affect and cognitive appraisals have been studied widely in the above-mentioned fields. In this realm, cognitive appraisals have been widely documented to play an important role in the creation of different types of emotions. With three experiments we study the relationships among design principles (Balance, Emphasis, Movement, Pattern, Proportion, Harmony and Variety), fourteen design evoked emotions and their associated cognitive appraisals. Essentially, we explore the role of design principles in the creation of different types

of consumption emotions by studying the cognitive appraisals that the design principles may evoke. In doing so we explore answers to the following questions: How does product design create emotions?; How do design principles influence cognitive appraisals?

Complete Citation

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