Meeting Societal Needs: Positive Roles for Emotion

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. Chapter 8, Meeting Societal Needs: Positive Roles for Emotion (14 pages), explores opportunities for developing high-emotion products that address issues of sustainability, health for the aging, social action, and globalization. The authors consider efforts by companies that target an environmental problem, address a specific population group, take social action, or localize a product. They explain the benefits for companies to consider the emotions of societal issues in product and brand strategy.

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