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Emotional Design Techniques in the Personalization of Services

In: Handbook of Research in Mass Customization and Personalization (In 2 Volumes)

Author

Listed:
  • Ximena Hernandez

    (Institute of Biomechanics of Valencia, Universidad Politécnica de Valencia, Spain)

  • R. Lahuerta

    (Institute of Biomechanics of Valencia, Universidad Politécnica de Valencia, Spain)

  • M. J. Such

    (Institute of Biomechanics of Valencia, Universidad Politécnica de Valencia, Spain)

  • J. Navarro

    (Institute of Biomechanics of Valencia, Universidad Politécnica de Valencia, Spain)

  • A. López

    (Institute of Biomechanics of Valencia, Universidad Politécnica de Valencia, Spain)

  • C. Soler

    (Institute of Biomechanics of Valencia, Universidad Politécnica de Valencia, Spain)

  • S. Redondo

    (ER&SI, Spain)

Abstract

The EMOCIONA initiative has demonstrated that the application of Emotional Design Techniques can serve to improve the design of surrounding settings used in the point of sale of habitat-related products, and to measure to which extent a retail store's background has influence in the willingness to purchase a product.Around eighty people had participated of this experience through a pilot emotions measurement laboratory in which the emotional profile of the users was determined and its purchase attitude was registered, in order to extract concepts associated not only with the piece being evaluated, but also to establish the influence that different scenarios had in their perception of it. The results showed an increase of the purchase intention of a piece of furniture when it was settled in users favorite environment, and also the emotional component the “desired environment” concept responds to in terms of style, global preferences, et cetera. Furthermore, the results had permitted the corroboration of the possibilities that the utilisation of Emotional Engineering techniques, as part of User Oriented Development methodologies, have in the area of personalization of a retail store environment; allowing its adaptation for a determined population and the effective communication of a brand image.

Suggested Citation

  • Ximena Hernandez & R. Lahuerta & M. J. Such & J. Navarro & A. López & C. Soler & S. Redondo, 2009. "Emotional Design Techniques in the Personalization of Services," World Scientific Book Chapters, in: Frank T Piller & Mitchell M Tseng (ed.), Handbook of Research in Mass Customization and Personalization (In 2 Volumes), chapter 34, pages 665-682, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789814280280_0034
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