Managing Emotion in Design Innovation

248 Pages·2013·16.969 MB·English

by  Amitoj Singh

Ergonomics & Human Factors
M a n a g in g
Managing EMotion
in DEsign innovation
E M o t i o n
“Perhaps we are entering a new historic period, where more and more ideas and innovations
are coming out of Asia as opposed to the traditional thinking of innovation from the West,
manufacturing from the East. It’s refreshing to see a brand new design theory coming out
of India, the emoha model launched by writer Amitoj Singh, and I am sure that this will be
one of the first modern tools of many more to come.”
—Kristine Oustrup, CEO & Creative Director, Business Innovation Culture, Singapore in
“… Dr. Singh’s impressive large-scale empirical study of the relation between motorcycle
design and motorcycle users in the huge Indian motorcycle market enables him to develop
a thoughtful emotion-centered design model that focuses on the importance of the relation
between the emotive needs of consumers and the emotive qualities of products for product
styling in general.”
—Andrew Ortony, Northwestern University, Chicago, Illinois, USA
D E s ig n
“India is seen as a promising market since BRICs and BOP became familiar among the design
industry. But design in India has been mainly discussed only in the course of BOP design or
vernacular exotic design, despite the fact that there is a larger contemporary middle-class
market than in most developed countries. This book is uniquely giving good frameworks to
understand the relationship between Indian consumers and modern products from the aspect
of design and emotion.”
—Itsuro Shibata, Managing Director, GK Industrial Design Inc. Tokyo, Japan inn o vat i o n
Authored by a pioneer of emotion-based design, also called “Emoha”, Managing Emotion in
Design Innovation focuses on the strength of emotional intelligence and its impact in the
business world. The book starts out with an introduction of the concept and two exploratory
studies. The author discusses the vital role emotions play in connecting products with
consumers and establishes an emotion-centered research framework for product styling
with a case study on motorbikes in India.
a mitoj singh
K16338
ISBN: 978-1-4665-6750-4
90000
9 781466 567504
K16338_Cover_mech-modified.indd All Pages 7/23/13 1:18 PM

Managing
EMot ion
in
DE sign
innovat ion

M a n a ging
E Mo t ion
in
DE s ign
inno vat ion
a mitoj singh
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Version Date: 20130520
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Dedicated to:
my parents Capt. Gurdev Singh and Harjit Kaur,
my teacher Prof. Lalit Kumar Das,
my elders Ravleen Singh and Kiranpreet Kaur,
my wife Dr. Simardeep Kaur,
and my beloved Indraan Singh, Jisan Singh, Banat Singh & Taarian Kaur.
© 2008 Taylor & Francis Group, LLC

Contents
List of Figures ......................................................................................................xiii
List of Tables .......................................................................................................xvii
Foreword ..............................................................................................................xxi
Author’s Preface ................................................................................................xxiii
Acknowledgments ...........................................................................................xxvii
The Author .........................................................................................................xxix
1. Introduction .....................................................................................................1
1.1 Importance of Emotions in Product Styling .....................................1
1.2 Need for Studying Emotions Associated with Motorbikes ............2
1.3 Development of an Emotion-Centered Research Framework ........5
1.4 Research Design and Methodology ...................................................6
1.4.1 Case Study as a Research Strategy ........................................7
1.4.2 Generation of Research Hypothesis ......................................7
1.4.3 Generalization of Results ........................................................8
1.5 Social-Cultural Segmentation of Biking in India .............................9
1.5.1 Bread-and-Butter Biking Segment .......................................11
1.5.2 Travel-and-Comfort Biking Segment ..................................12
1.5.3 Social-Networking Biking Segment ....................................12
1.5.4 Dexterous and Exploratory Biking Segment .....................14
1.5.5 High-Esteem Biking Segment ..............................................15
1.5.6 Religious Biking Segment .....................................................16
1.6 Styling Differences within the Biking Segments ...........................18
1.6.1 Styling in Bread-and-Butter Biking .....................................19
1.6.2 Styling in Travel-and-Comfort Biking ................................19
1.6.3 Styling in Social-Networking Biking ..................................19
1.6.4 Styling in Dexterous and Exploratory Biking ...................21
1.6.5 Styling in High-Esteem Biking ............................................21
1.7 Generation of the Premise of Study .................................................22
2. Literature-Oriented Research Framework ..............................................25
2.1 Research Traditions in Design and Emotions .................................25
2.1.1 Understanding of Emotions .................................................25
2.1.1.1 Theories of Emotions .............................................26
2.1.1.2 Cognitive Structure of Emotions .........................27
2.1.1.3 Classification of Emotions .....................................28
2.1.1.4 Emotions Associated with Products ...................29
2.1.1.5 Discussion ...............................................................30
2.1.2 Current Approaches for Designing Emotion-Laden
Products ...................................................................................31
© 2008 Taylor & Francis Group, LLC vii
viii Contents
2.1.2.1 Understanding Product Emotions .......................31
2.1.2.2 Investigating Product Emotions ...........................33
2.1.2.3 Expressing Product Emotions ..............................35
2.1.2.4 Personalization of Product Emotions ..................37
2.1.2.5 Experiencing Product Emotions ..........................39
2.1.2.6 Sensing Product Emotions ....................................40
2.1.2.7 Discussion ...............................................................42
2.2 Theoretical Applicability of the Research Hypothesis ..................43
2.2.1 Context-Specific Segmentation of Product
Ownership ..............................................................................43
2.2.1.1 Market Segmentation .............................................43
2.2.1.2 Segmentation Approaches ....................................43
2.2.1.3 Need for Context-Specific Segmentation of
Product Ownership ................................................44
2.2.1.4 Social-Cultural Segmentation of Biking in
India (as Presented in Chapter 1) .........................44
2.2.2 Directions for Investigating the Emotive Quality of
Product Ownership ...............................................................45
2.2.2.1 Psychological Ownership ......................................45
2.2.2.2 Self-Concept and Self-Congruity .........................46
2.2.2.3 Person–Product Personality Gives an
Emotive Quality to Product Ownership
Experience ...............................................................47
2.2.2.4 Emotive Words Describe the Emotive
Quality of Product Ownership Experience ........47
2.2.3 Research Objectives ...............................................................49
2.3 Significance of the Study for Motorbike Design .............................49
2.3.1 Designing Emotion-Laden Motorbikes ..............................49
2.3.1.1 Form Follows Emotion ..........................................49
2.3.1.2 Emotion Follows Form ..........................................52
3. Evolution of Research Methodology ........................................................55
3.1 Development of Biker–Bike Personality Measurement
Instrument ...........................................................................................55
3.1.1 Phase 1: Compiling the List of Adjectives in English
Language .................................................................................55
3.1.2 Phase 2: Online Word-Count and Frequency Study
on Motorbike Websites in India ...........................................56
3.1.3 Phase 3: Mapping of Frequently Used Adjectives on
Goldman’s Evaluative Aesthetic Terms ..............................56
3.2 Biker–Bike Survey Questionnaire ....................................................67
3.3 Sampling of Bikes and Bikers ............................................................69
3.3.1 Profile of Respondents ..........................................................69
3.4 Data Collection Procedure .................................................................76
© 2008 Taylor & Francis Group, LLC