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An Ontological Approach of the Cognitive and Affective Product Experience
David Ribeiro Tavares1, Osiris Canciglieri Junior1, Lia Buarque de Macedo Guimarães2
1Industrial and Systems Engineering Graduate Program (PPGEPS), Polytechnic School at Pontifical Catholic University of Paraná, Curitiba, Brazil.
Abstract:
The cognitive and affective design aims to attract consumers with products and new products that provide innovative experiences with the intense functional and "cognitive" impact such as ease of use, in addition to "affective" impact as the pleasure of consuming. However, it is difficult to anticipate the consumer's preferences and intentionality, because what happens inside his mind, brain, or subjective experience (wishes, needs, and preferences) is not accessible. This study's objective was to propose an ontological and multidisciplinary approach to the cognitive and affective product experience through an explanation framework and a conceptual model. The model was tested, and the preliminary results indicate that the proposal contributes positively to the advance of the explanation, evaluation and translation of the product experience.
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