'The algebra of emotions in concept development & optimization ' Howard Moskowitz Moskowitz Jacobs Inc. Samuel Rabino Northeastern University Jacqueline Beckley The Understanding & Insight Group Why emotions in concepts? The changing focus
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'The algebra of emotions in concept development & optimization'
Moskowitz Jacobs Inc.
The Understanding & Insight Group
So..what did we find?
Can we find responses to ‘emotion’ elements
What about segments (groups of like-minded people)
What about individual people
Emotion as a person/stimulus emergent response
Looking for emotions in segments
Maybe we can divide respondents into ‘homogeneous groups’
And .. Maybe one of these groups really responds (resonates) to emotion!!!
It must be at the individual person level
Let’s look at one element (e.g., C1) .. A reward as a snack or a treat
Do people who are positive to this emotion element also respond positively to other emotion elements?
Respondents positive to C1 tend to be slightly positive to other emotion elements
Respondents negative to C1 tend to be slightly negative to other emotion elements”