“…Lim, Donaldson, Jung, Kunz, Royer, Ramlingingam, Thirmaran, and Stolterman were successful in demonstrating that some direct correlations exist between certain qualities and certain emotional responses. 53 However, their study asked participants to provide examples of products they either liked or disliked; these products were then matched to a series of descriptive words belonging to each level of cognition. The issue with this approach is that visceral response is inherently fleeting; it is an instantaneous and momentary judgment that cannot be reproduced at a later stage in an interview.…”