EMOTIONAL AROUSAL BY PRODUCT: EFFECT OF VISUAL STIMULATION AND PRODUCT EXPERIENCE

Abstract

How designers effectively create pleasant products by using visual stimulation and product experience has become the mainstream of consumer market for users. This study aimed to explore the relationship between emotional design products and user experiences. In user–product interaction, Norman proposed that the aroused emotion includes three design levels: visceral, behavioral, and reflective dimensions. This study applied the three levels of Norman's theory on emotional design and PrEmo scale to measure the product experiences, the degree of emotional arousal, and purchase intentions in visual stimulation stage and product experience stage. 42 subjects were asked to perform assigned tasks and fill out the questionnaires before and after the experiencing processes. The assigned tasks required subjects to make a cup of lemonade using high and low emotional arousal product groups, including whistling kettles, squeezers, and glass cups. The findings were summarized from the following aspects: (1) Product experience could greatly affect user satisfaction; (2) Only the high emotional arousal products generated a significant effect on users after the product experience; (3) In the visual stimulation stage, the users were more attracted by and were more willing to buy high emotional arousal products than low emotional arousal products.