Product Emotion Strategy

Built to Love: Creating Products That Captivate Customers is a 10-chapter book published in 2010 by Berrett-Koehler Publishers, Inc. and written by Peter Boatwright, Associate Professor of Marketing at the Tepper School of Business, and Jonathan Cagan, the George Tallman and Florence Barrett Ladd Professor in the Department of Mechanical Engineering at Carnegie Mellon University. The authors explain how and why evoking an emotional connection with the customer enables certain products to enjoy market success. They explore key concepts around high-emotion products and present research that proves the value of emotion in product success. Drawing on numerous real-world examples, including an extended case study of Navistar, they outline a model for creating high-emotion products in three phases: identify emotional opportunity, develop a product strategy, and transfer strategy into product features. They provide practical guidance and insight for managers. In Chapter 6, Product Emotion Strategy (20 pages), the authors present a three-step model for creating high-emotion products. The first step is to determine the emotions that the product can produce. The second step is to develop a strategy to produce those emotions. The third step is to take that strategy and make it a reality through the production process. The authors outline 16 core categories of positive emotions that motivate customers and show why a successful strategy requires a solid understanding of the customer. They also explain "eMap" as a tool for creating an emotion strategy in a five-step process, with real world examples from Navistar Corporation, DesignAdvance Systems, and RedZone Robotics.

• Consumer behavior
• Product development
• Strategic positioning
• Brand management
• Psychology and neuroscience
• Innovation