An Ontological Approach of the Cognitive and Affective Product Experience

Abstract

The cognitive and affective design aims to attract consumers with products and new products that provide innovative experiences with the intense functional and “cognitive” impact such as ease of use, in addition to “affective” impact as the pleasure of consuming. However, it is difficult to anticipate the consumer's preferences and intentionality, because what happens inside his mind, brain, or subjective experience (wishes, needs, and preferences) is not accessible. This study's objective was to propose an ontological and multidisciplinary approach to the cognitive and affective product experience through an explanation framework and a conceptual model. The model was tested, and the preliminary results indicate that the proposal contributes positively to the advance of the explanation, evaluation and translation of the product experience.

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“…Trata-se de um produto que tem como fim (funcionalidade) educacional a facilidade de uso, mas também o impacto afetivo, como foi demostrado pelo questionário da subseção 3. O design de novos produtos AVAs (além de seu potencial de Arquitetura Pedagógica) poderiam considerar, de forma mais pertinente, a relação "produto e consumidor" por meio de um planejamento de abordagem ontológica da experiência cognitiva e afetiva (TAVARES et al, 2021).…”