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| Ioana Codoban: | Here are also some biographical notes. This is an interesting and exciting theme; I would be delighted to have other opinions on the subject!
Desmet, P.M.A. (2003). “Measuring emotion; development and application of an instrument to measure emotional responses to products”, In: M.A. Blythe, A.F. Monk, K. Overbeeke, & P.C. Wright (Eds.), Funology: from usability to enjoyment (pp. 111-123). Dordrecht: Kluwer Academic Publishers. (2003).
Carù, A. and Cova, B. (2003). Revisiting consumption experience. A more humble but complete view of the concept, Marketing Theory, Vol. 3(2): 267-286
Hassenzahl, M. (2002). „The effect of percieved hedonic quality on product appealingness”, International Journal of Human-Computer Interaction, 13(4), 479-497
Hassenzahl, M., Platz, A., Burmester, M. & Lehner, K. (2000). “Hedonic and Ergonomic Quality Aspects Determine a Software´s Appeal”, CHI 2000, 1-6 April
Hassenzahl, M. (2003). “The thing and I: Understanding the relationship between user and product”, in „Funology. From Usability to Enjoyment”, Human Computer Interaction Series, Blythe, M.A., Overbeeke, K., Monk, A.F. & Wright, P.C.(eds.), Kluwer Academic Publishers
Lazarus, R. S. (1991), Emotion and Adaptation. New York, NY: Oxford University Press.
| | Ioana Codoban: | I consider Experience as being a key concept for the new market situation (there are a lot of things to mention here from post-modernism to turbulence, but let’s keep it brief). From a psychological perspective, Experience is formed by an “ensemble” of behaviours, cognitions and emotions that, put together, creates the “individual feeling of the situation”. Of course memory, values and attitudes impact on the perception and interpretation of the current context and play a role in creating Experience, this is why the same context can determine different Experiences for different participants. I appreciated the article wrote by Carù and Cova (2003) about consumption experience so I warmly recommend it.
An adequate evaluation should refer to all the three aspects and try to extract especially the individual reflection. One of the issues here is the correct “evaluation” of emotions. I would recommend the work of Desmet (2003, but also other articles) for product emotion measurement – interesting and creative as approach as he is using visual expressions of emotions for his instrument.
In the same book as Desmet (Funology: from usability to enjoyment, 2003) other interesting research projects can be found, exemplifying how experience and emotion are linked with system design. For example, Rizzo and colab. propose an educative solution for encouraging children story telling.
A model of experience in customer-product interaction is introduced by Hassenzahl (2003). I think such an approach is necessary for understanding and evaluating experiences “the right way”, although probably you can have various arguments against the model itself.
Although all these are not CRM related, the information they bring can be quite useful also for this domain.
For more information about emotions and their impact on cognition and behaviour, I would recommend starting with the “classics”, thus Lazarus’s research.
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