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The Role of Emotion in Product, Service and Business Model Design

Author

Listed:
  • Karla Straker

    (Queensland University of Technology)

  • Cara Wrigley

    (Queensland University of Technology)

Abstract

Designers have become aware of the importance of creatig strong emotinal experiences intertwined with new tangible products for the past decade, however an increased interest from fims has emerged in developing new service and business models as complimentary forms of emotin-driven innovatin. This interdisciplinary study draws from the psychological sciences – theory of emotin – and the management sciences – business model literature to introduce this new innovatin agenda. The term visceral hedonic rhetoric (VHR) is defied as the propertis of a product, (and in this paper service and business model extensions) that persuasively induce the pursuit of pleasure at an instictual level of cognitin. This research paper lays the foundatin for VHR beyond a product setti, presentig the results from an empirical study where organizatins explored the possibilitis for VHR in the context of their business. The results found that fims currently believe VHR is perceived in either their product and/or services they provide. Implicatins suggest shiftng perspectie surrounding the use of VHR across a fim’s business model design in order to inflence the outcomes of their product and/or service design, resultig in an overall stronger emotinal connectin with the customer.

Suggested Citation

  • Karla Straker & Cara Wrigley, 2015. "The Role of Emotion in Product, Service and Business Model Design," Journal of Entrepreneurship, Management and Innovation, Fundacja Upowszechniająca Wiedzę i Naukę "Cognitione", vol. 11(1), pages 11-28.
    • Handle: RePEc:aae:journl:v:11:y:2015:i:1:p:11-28
    DOI: 10.7341/20151112
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    References listed on IDEAS

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    3. Bahoussa Abdelaziz & Imane Sbai, 2020. "Emotion in consumer psychology : Foundations and practices [L'émotion en psychologie du consommateur : Fondements et pratiques]," Post-Print hal-04454015, HAL.
    4. Nedra, Bahri-Ammari & Hadhri, Walid & Mezrani, Mariem, 2019. "Determinants of customers' intentions to use hedonic networks: The case of Instagram," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 21-32.
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