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The Challenges of Generating Emotion-Focused Product Idea

In: Emotion-Driven Innovation

Author

Listed:
  • Teresa Alaniz

    (NiEW, Director of Design Delivery and Strategist)

  • Stefano Biazzo

    (University of Padua, Department of Management and Engineering)

Abstract

Nowadays, it is widely recognised that the term ‘innovation’ not only concerns the development of new technologies, but also emphasises the development of new meanings (Hekkert & Van Dijk, Vision in design: A guidebook for innovators. BIS publishers, 2011). Verganti (Overcrowded: Designing meaningful products in a world awash with ideas. MIT Press, 2017), in discussing the purpose of products, distinguished three types of meanings: (1) utilitarian meaning—this dimension represents the practical functionality of a product, focusing on its ability to fulfil specific tasks or solve problems; it reflects a pragmatic relationship between the user and the product; (2) symbolic meaning—Verganti suggests that products also serve as social signifiers, communicating non-verbal messages about their users; (3) emotional meaning—the emotional dimension underscores the affective relationship between users and products, reflecting how a product can trigger emotional responses. Symbolic and emotional product meanings strongly influence purchase decisions, driving success. While utility meets operational needs, emotional and symbolic aspects cater to socio-cultural desires (Dell’Era & Verganti, R., Design driven innovation: changing the rules of competition by radically innovating what things mean. Harvard Business Press, 2009, Creativity and Innovation Management, 36–48, 20, 2011).

Suggested Citation

Handle: RePEc:spr:fuobcp:978-3-031-49877-0_1
DOI: 10.1007/978-3-031-49877-0_1
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