A Systematic Literature Review of Consumers' Cognitive-Affective Needs in Product Design From 1999 to 2019

Abstract

Understanding consumer cognitive and affective needs is a complex and tricky challenge for consumer studies. Creating and defining product attributes that meet the consumers' personal wishes and needs in different contexts is a challenge that demands new perspectives because there are mismatches between the objective of companies and the consumer's objective, which indicates the need for products to become increasingly consumer-oriented. Product design approaches aim to bring the product and consumer closer together. The objective of this study is to investigate the application of the cognitive and affective needs of the consumer in product design through a systematic review of the literature of publications carried out in the last 20 years. This article selects research carried out in the specific area of cognitive and affective product design and defines the state of the art of the main areas, challenges, and trends. The conclusion that was reached is that cognitive approaches have been updated, are more associated with technology, and so are focused and oriented toward the ease and friendliness of the product. In contrast, affective approaches are older and focus on the quality of life, satisfaction, pleasure, and friendliness of the product. This review indicates that the emotional focus of change for cognitive complexity is due to an understanding of the affective and emotional subjectivity of the consumers and how they can translate these requirements into product attributes. These approaches seem to lose their strength or preference in the areas of design and engineering for more rational and logical cognitive applications, and therefore are more statistically verifiable. Advances in neuroscience are focused on applications in marketing and consumer psychology and some cognitive and affective product designs.

Neurotechnologies for design product in the Economy of Transformation

“…In product design there are several cognitive-affective aspects to take into account (Tavares et al, 2021). When a product meets a consumer Fig.…”

“…It is our opinion that design and architecture should always consider the abovementioned model (Tavares et al, 2021) of interaction between product and consumer/user; listen to his feedback, suggestions, but also reactions and behaviours he is not always aware of. Usually, the opinion that the user expresses verbally when using a product is only the tip of the iceberg, hiding non-verbal behaviours that can give important information about the user-experience of the product/instrument/environment.…”

A Conceptual Model for Factors Influencing Purchase Intention of Cosmetic Products

“…This matter would be worrisome, especially for marketers, as it would pose a challenge in motivating customers to make purchases. One challenge that arises is the misalignment between corporate aims and customer objectives, which calls for a shift in viewpoint and a greater emphasis on consumer-oriented products (Tavares et al, 2021). The issue of how marketers may convert this challenge into product-specific characteristics remains unresolved, as this approach seems to be diminishing in its effectiveness or popularity in product design and marketing (Tavares et al, 2021).…”

“…One challenge that arises is the misalignment between corporate aims and customer objectives, which calls for a shift in viewpoint and a greater emphasis on consumer-oriented products (Tavares et al, 2021). The issue of how marketers may convert this challenge into product-specific characteristics remains unresolved, as this approach seems to be diminishing in its effectiveness or popularity in product design and marketing (Tavares et al, 2021). Tavares et al (2021) emphasized the necessity for improved predictive models to comprehend the significant indicator of product features and forecast customers' purchasing intention and purchase decisions.…”

Systematic Literature Reviews in Kansei Engineering for Product Design—A Comparative Study from 1995 to 2020

“…Products can provoke multiple simultaneous emotions in the user, some of which may even be contradictory. This, combined with the personal differences that each designer can bring to the development of their professional activity [ 11 ], makes it necessary to provide guidance on the best typology or the one most used by other professionals with more experience, if this helps to develop the work with a higher guarantee of success.…”