On Order
Summary
Summary
This book presents an emotion centered research framework titled "emoha" for design innovation. It defines emoha and underlines the importance of the developed framework in culturalization of technology and thereby design innovation. The book explains the detailed research on product styling which leads to the creation of "Emoha" and how to use it in product design.
Author Notes
Amitoj Singh is a pioneering PhD holder in the discipline of industrial design from India. His groundbreaking research has led to the development of the emotion-centered framework for product design. He is deeply interested in blending his rich industry experience and academic rigor to develop breakthrough and innovative products, services, and systems. Currently, he is leading product innovation projects at Samsung India Electronics Pvt. Ltd. Before joining Samsung, he was working as an assistant professor in the Industrial Design Program at IIT Delhi. He has various international publications and patents (applied) to his credit. His specializations include emotion-centered design, design research and strategy, and disruptive innovation management.
Table of Contents
List of Figures | p. xiii |
List of Tables | p. xvii |
Foreword | p. xxi |
Author's Preface | p. xxiii |
Acknowledgments | p. xxvii |
The Author | p. xxix |
1 Introduction | p. 1 |
1.1 Importance of Emotions in Product Styling | p. 1 |
1.2 Need for Studying Emotions Associated with Motorbikes | p. 2 |
1.3 Development of an Emotion-Centered Research Framework | p. 5 |
1.4 Research Design and Methodology | p. 6 |
1.4.1 Case Study as a Research Strategy | p. 7 |
1.4.2 Generation of Research Hypothesis | p. 7 |
1.4.3 Generalization of Results | p. 8 |
1.5 Social-Cultural Segmentation of Biking in India | p. 9 |
1.5.1 Bread-and-Butter Biking Segment | p. 11 |
1.5.2 Travel-and-Comfort Biking Segment | p. 12 |
1.5.3 Social-Networking Biking Segment | p. 12 |
1.5.4 Dexterous and Exploratory Biking Segment | p. 14 |
1.5.5 High-Esteem Biking Segment | p. 15 |
1.5.6 Religious Biking Segment | p. 16 |
1.6 Styling Differences within the Biking Segments | p. 18 |
1.6.1 Styling in Bread-and-Butter Biking | p. 19 |
1.6.2 Styling in Travel-and-Comfort Biking | p. 19 |
1.6.3 Styling in Social-Networking Biking | p. 19 |
1.6.4 Styling in Dexterous and Exploratory Biking | p. 21 |
1.6.5 Styling in High-Esteem Biking | p. 21 |
1.7 Generation of the Premise of Study | p. 22 |
2 Literature-Oriented Research Framework | p. 25 |
2.1 Research Traditions in Design and Emotions | p. 25 |
2.1.1 Understanding of Emotions | p. 25 |
2.1.1.1 Theories of Emotions | p. 26 |
2.1.1.2 Cognitive Structure of Emotions | p. 27 |
2.1.1.3 Classification of Emotions | p. 28 |
2.1.1.4 Emotions Associated with Products | p. 29 |
2.1.1.5 Discussion | p. 30 |
2.1.2 Current Approaches for Designing Emotion-Laden Products | p. 31 |
2.1.2.1 Understanding Product Emotions | p. 31 |
2.1.2.2 Investigating Product Emotions | p. 33 |
2.1.2.3 Expressing Product Emotions | p. 35 |
2.1.2.4 Personalization of Product Emotions | p. 37 |
2.1.2.5 Experiencing Product Emotions | p. 39 |
2.1.2.6 Sensing Product Emotions | p. 40 |
2.1.2.7 Discussion | p. 42 |
2.2 Theoretical Applicability of the Research Hypothesis | p. 43 |
2.2.1 Context-Specific Segmentation of Product Ownership | p. 43 |
2.2.1.1 Market Segmentation | p. 43 |
2.2.1.2 Segmentation Approaches | p. 43 |
2.2.1.3 Need for Context-Specific Segmentation of Product Ownership | p. 44 |
2.2.1.4 Social-Cultural Segmentation of Biking in India (as Presented in Chapter 1) | p. 44 |
2.2.2 Directions for Investigating the Emotive Quality of Product Ownership | p. 45 |
2.2.2.1 Psychological Ownership | p. 45 |
2.2.2.2 Self-Concept and Self-Congruity | p. 46 |
2.2.2.3 Person-Product Personality Gives an Emotive Quality to Product Ownership Experience | p. 47 |
2.2.2.4 Emotive Words Describe the Emotive Quality of Product Ownership Experience | p. 47 |
2.2.3 Research Objectives | p. 49 |
2.3 Significance of the Study for Motorbike Design | p. 49 |
2.3.1 Designing Emotion-Laden Motorbikes | p. 49 |
2.3.1.1 Form Follows Emotion | p. 49 |
2.3.1.2 Emotion Follows Form | p. 52 |
3 Evolution of Research Methodology | p. 55 |
3.1 Development of Biker-Bike Personality Measurement Instrument | p. 55 |
3.1.1 Phase 1: Compiling the List of Adjectives in English Language | p. 55 |
3.1.2 Phase 2: Online Word-Count and Frequency Study on Motorbike Websites in India | p. 56 |
3.1.3 Phase 3: Mapping of Frequently Used Adjectives on Goldman's Evaluative Aesthetic Terms | p. 56 |
3.2 Biker-Bike Survey Questionnaire | p. 67 |
3.3 Sampling of Bikes and Bikers | p. 69 |
3.3.1 Profile of Respondents | p. 69 |
3.4 Data Collection Procedure | p. 76 |
3.5 Techniques Used for Data Analysis | p. 78 |
3.5.1 Qualitative Analysis: Ascertaining the Social Cultural Segmentation of Biking | p. 78 |
3.5.2 Quantitative Analysis: Emotive Quality of Biking Segments | p. 79 |
4 The Sociocultural Segmentation of Biking | p. 81 |
4.1 Bread-and-Butter Biking | p. 81 |
4.2 Travel-and-Comfort Biking | p. 82 |
4.3 Social-Networking Biking | p. 84 |
4.4 Dexterous and Exploratory Biking | p. 85 |
4.5 High-Esteem Biking | p. 86 |
4.6 Identification of Biking Needs | p. 87 |
4.7 Segment-Wise Comparison of Biking Needs | p. 90 |
4.8 Mapping of Biking Needs on H-E-A-T Diagram | p. 93 |
4.9 Mapping of Affective Experiences on the Circumplex of Emotions | p. 100 |
4.10 Discussion | p. 102 |
5 Emotive Quality of Biking Segments | p. 105 |
5.1 Biker-Bike Personality Relationship | p. 105 |
5.1.1 I Am Formal; My Bike Is Formal (Table 5.1) | p. 105 |
5.1.2 I Am Friendly; My Bike Is Friendly (Table 5.2) | p. 107 |
5.1.3 I Am Comfortable; My Bike Is Comfortable (Table 5.3) | p. 107 |
5.1.4 I Am Professional; My Bike Is Professional (Table 5.4) | p. 110 |
5.1.5 I Am Heavy; My Bike Is Heavy (Table 5.5) | p. 112 |
5.1.6 I Am Traditional; My Bike Is Traditional (Table 5.6) | p. 112 |
5.1.7 I Am Popular; My Bike Is Popular (Table 5.7) | p. 115 |
5.1.8 I Am Emotional; My Bike Is Emotional (Table 5.8) | p. 115 |
5.1.9 I Am Mean; My Bike Is Mean (Table 5.9) | p. 118 |
5.1.10 I Am Aggressive; My Bike Is Aggressive (Table 5.10) | p. 120 |
5.1.11 I Am Sporty; My Bike Is Sporty (Table 5.11) | p. 122 |
5.1.12 I Am Sharp; My Bike Is Sharp (Table 5.12) | p. 122 |
5.1.13 I Am International; My Bike Is International (Table 5.13) | p. 125 |
5.1.14 I Am Extraordinary; My Bike Is Extraordinary (Table 5.14) | p. 125 |
5.1.15 Synopsis | p. 128 |
5.1.16 Discussion | p. 129 |
5.2 Bike Personality Factors | p. 130 |
5.2.1 Describing Data with Mean Scores | p. 130 |
5.2.2 Parametric Test of Correlation | p. 130 |
5.2.3 Factor Analysis (Principal Component Analysis) with Varimax Rotation Technique with Kaiser Normalization | p. 135 |
5.3 Biker Personality Factors | p. 139 |
5.3.1 Describing Data with Mean Scores | p. 139 |
5.3.2 Parametric Test of Correlation | p. 139 |
5.3.3 Factor Analysis (Principal Component Analysis) with Varimax Rotation Technique with Kaiser Normalization | p. 143 |
5.4 Comparing Bike Personality of Biking Segments | p. 146 |
5.4.1 Comparing Biking Segments on Bike Personality Factor 1 | p. 146 |
5.4.2 Comparing Biking Segments on Bike Personality Factor 2 | p. 152 |
5.4.3 Comparing Biking Segments on Bike Personality Factor 3 | p. 153 |
5.5 Comparing Biker Personality of Biking Segments | p. 153 |
5.5.1 Comparing Biking Segments on Biker Personality Factor 1 | p. 154 |
5.5.2 Comparing Biking Segments on Biker Personality Factor 2 | p. 161 |
5.5.3 Comparing Biking Segments on Biker Personality Factor 3 | p. 162 |
5.5.4 Comparing Biking Segments on Biker Personality Factor 4 | p. 162 |
5.5.5 Comparing Biking Segments on Biker Personality Factor 5 | p. 163 |
5.6 Emotive Quality of Biking Segments | p. 164 |
5.6.1 Emotive Quality of High-Esteem Biking | p. 165 |
5.6.2 Emotive Quality of Dexterous and Exploratory Biking | p. 165 |
5.6.3 Emotive Quality of Social-Networking Biking | p. 166 |
5.6.4 Emotive Quality of Travel-and-Comfort Biking | p. 166 |
5.6.5 Emotive Quality of Bread-and-Butter Biking | p. 166 |
6 Emotion-Centered Research Framework for Design Innovation | p. 169 |
6.1 Salient Findings of the Study | p. 169 |
6.1.1 Emotive Needs Associated with Different Biking Segments | p. 169 |
6.1.2 Emotive Quality of Different Biking Segments | p. 170 |
6.2 Emotion-Centered Research Framework | p. 171 |
6.2.1 Concept of Emoha | p. 173 |
6.2.2 Model for Emoha-Based Design Innovation | p. 173 |
6.2.3 Design Method for Emoha-Based Product Innovation | p. 175 |
6.3 Significance of the Study | p. 175 |
References | p. 181 |
Index | p. 191 |