The marketing implications of affective product design

Rosemary R. Seva, Henry Been Lirn Duh, Martin G. Helander

Research output: Journal article publicationJournal articleAcademic researchpeer-review

85 Citations (Scopus)


Emotions are compelling human experiences and product designers can take advantage of this by conceptualizing emotion-engendering 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.

Original languageEnglish
Pages (from-to)723-731
Number of pages9
JournalApplied Ergonomics
Issue number6
Publication statusPublished - Nov 2007
Externally publishedYes


  • Affective product design
  • Multilevel modelling
  • Phone design
  • Product design

ASJC Scopus subject areas

  • Human Factors and Ergonomics
  • Physical Therapy, Sports Therapy and Rehabilitation
  • Safety, Risk, Reliability and Quality
  • Engineering (miscellaneous)


Dive into the research topics of 'The marketing implications of affective product design'. Together they form a unique fingerprint.

Cite this