Currently, technology is an interesting and expanding field for social and consumer research. Conversely, standard consumer researches, academic marketing studies, economics or sociology fall short of representing theories and perspectives that ties technology and human needs. New technological opportunities not only create changes in appearance and functionalities of products but it also creates change on user expectations and behaviors, which is mainly emotionally driven. Needs and emotions lead people to make judgments about what they would prefer to keep around themselves. This characteristic of human beings forces them to choose among variants and to involve in the design process. Selecting among variants means designing of the environment. In the study of design, the idea of consumer participation offered new horizons to design.
This paper focuses on new perspectives to combine technology and human beings and aims to provide theoretical contribution and strategic information to the designers, progresses through a discussion of the conceptual framework with a review of the relevant literature. Initial attempt involves investigating user experiences created and shaped through technology and how to deliberately design those.
Keywords: Emotions and Design; User Experience; Product Experience; Technology.
As a result of the introduction of new technologies in consumer electronics, analog TV shifted from a mere viewing experience to a personalized digital TV experience where users are encouraged to interact. The application of these new technologies not only create changes in physical appearance and adding more functionalities to TVs but it also shifts user expectations, which are mainly emotionally driven. The initial attempt of this study is to determine which emotions are involved in smart TV preference and why those particular emotions are aroused. In other words, this study aims to discover the link among contents, activities and user interaction as well as the relationship between triggered emotions and user expectations. By doing so, it analyses user emotions and expectations towards a dream TV. The primary data is collected towards semi-structured in-depth interviews. The results show that Smartness, High quality, Personalization, Functionality and Appearance are the key features that meet the expectations towards TV experience. User-friendliness, compatibleness, enjoyableness, awareness, novel-interactions, self-defense smart software and voice remote are the consequent expectations. All these expectations arise from different underlying emotional tendencies. With its initial attempt to propose guidelines for designers, this study suggests that for designing a smart TV that meets user expectations, its design should enable smart interaction that simplifies managing task (Smartness), high quality of picture and sound to enable innovative continuous experience (High quality), supporting not missing any content of interest and filter unwanted ones (Personalization), utilize all kinds of usage comfortably (Functionality), and should have an aesthetic look, even seamless design that fits any possible environment (Appearance).
Al though the word globalisation gi ves the impression as a uni fied whole, serious cul tural differences from country to country could not be ignored. To point out, there is a homogeneous worl d cul ture in toda y's condi tions tha t ma y not be very a ccura te. .Cultural differences a re especiall y more i mporta nt for brands pla cing international ads . For exa mple, white is known to be associa ted wi th dea th i n Asia, whereas i t is associa ted with heal th and cleanliness in Europe. Therefore, the success of the ad is dependent on the appropriate message according to the country where the ad is published. Global advertising concept, whi ch gained importance with the globalisation, loses the dis tinction of being the current ad types for businesses opera ting in the international a rena toda y. As a result, advertising has entered the glocal concept. Glocalisation is deri ved from a combination of words , global (global) and local (local). This paper exa mines globalisation, cul tural concepts, gl obal and local advertising by inves tiga ting the phenomenon with the Coca -Cola brand.
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