Decision theoretic modeling of affective and cognitive needs for product experience engineering: key issues and a conceptual framework

Abstract

User experience (UX) design plays a critical role in product experience engineering. To create a theoretical foundation of UX design, it is imperative to develop mathematical and computational models for elicitation, quantification, evaluation and reasoning of affective-cognitive needs that are inherent in the fulfillment of user experience. This paper explores the key research issues for understanding how human users' subjective experience and affective prediction impact their choice behavior under uncertainty. A conceptual framework is envisioned by extending prospect theory in the field of behavioral economics to the modeling of user experience choice behavior, in which inference of affective influence is enacted through the shape parameters of prospect value functions.

Review of the use of neurophysiological and biometric measures in experimental design research

“…The inclusion of concepts from affective engineering (Balters and Steinert, 2017), emotional and Kansei engineering (Hsu et al ., 2017; Zhao et al ., 2017), so as to foster emotional design (Triberti et al ., 2017) or beauty through design (Khalighy et al ., 2015). The support of traditional methods by opening up new avenues in the understanding of usability (Hill and Bohil, 2016), user-product interaction (Jenkins et al ., 2009; Balters and Steinert, 2017; Mussgnug et al ., 2017), user experience (Mussgnug et al ., 2014; Jiao et al ., 2017), and user intent (Yang et al ., 2016). These are supposed to play an increasing role in design, for instance due to the growing emphasis attributed to human-centered design.The evaluation and benchmark of new products and designs by means of unconscious feedback (Abdipour et al ., 2016), the individuation of points and determinants of attraction (Zhang et al ., 2014; Georgiev et al ., 2017), or the understanding of the psychology of customers (Wang et al ., 2011).…”

“…The support of traditional methods by opening up new avenues in the understanding of usability (Hill and Bohil, 2016), user-product interaction (Jenkins et al ., 2009; Balters and Steinert, 2017; Mussgnug et al ., 2017), user experience (Mussgnug et al ., 2014; Jiao et al ., 2017), and user intent (Yang et al ., 2016). These are supposed to play an increasing role in design, for instance due to the growing emphasis attributed to human-centered design.…”

An Ontological Approach of the Cognitive and Affective Product Experience

“…Rational thinking affects feelings, and affective thinking influences cognition, which is why these phenomena are inseparable. Jiao et al (2017) attested that the connection between consumer intentions and decisions leads to the recent consensus on affective and cognitive integration in product evaluations. This connection is a complex problem because new methods require different areas of knowledge.…”

Emotional Design

“…Affect and cognition have been treated as independent entities (Zajonc, 1980). However, studies have shown that affect and cognition are highly interrelated and should be integrated (Jiao, Zhou, & Chu, 2017). For example, Kahneman (2003) pointed out that there were two systems for decision making, i.e., the analytic system (i.e., the cognitive system) and the experiential system (i.e., the affective system).…”