Emotional Responses to Products

In the last decade the number of studies aimed at investigating emotional responses to product has exploded. This chapter aims at presenting the current state of emotions research in product and packaging development with a focus on their contribution for an emotion-driven product formulation, product design and optimization, considering all the different aspects of the product, from its intrinsic sensory qualities to the packaging and branding. The available tools to measure consumer emotions will be presented with a specific focus on self-reports. Methodological issues in using questionnaires will be discussed in details, providing suggestions for questionnaire development for a single- or multi-country study. The impacts of emotions on expectations in consumer experience of a product will be discussed and a case study about the use of emotion in product development will be presented.