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This paper seeks to deal with affective design of waiting areas (servicescapes) and has twofold aims. The first, is to explore affective values for waiting areas. The second, is to identify interactions between physical design attributes and affective values.

This study included a free association method for data collection, applying Kansei engineering methodology to extract design solutions relating to specific feelings. The study was undertaken at six primary health centres in Östergötland County, Sweden. In total, 88 participants (60 patients and 28 staff) were interviewed.

The selected waiting areas show significant differences for their perceived affective qualities. The most desired feeling for creating affective values is found to be “calm”. The core design attributes contributing to this feeling are privacy, colours, child play‐areas and green plants. Good design of lighting, seating arrangements and a low sound level are also important design attributes to give a more complete design solution.

The study provides useful insights for understanding affective needs in servicescapes, and it provides design suggestions. The results have not been analysed separately for gender or different age groups.

The paper proposes a framework model to be applied when dealing with affective values in servicescapes.

This paper makes an original contribution to understand affective values towards the physical environment in servicescape design. It offers a methodology to study complex environments with many alternative design solutions using limited resources. Moreover, this study uses a combination of a free association method and Rough Sets theory in affective design.

Focusing on small- and medium-sized enterprises (SMEs), which are characterized by resource restrictions, this paper aims to explore consumer segment profiles by considering demographic, personality and creativity traits to determine whether consumers with different profiles exhibit distinct affective reactions to different logo design types (organic, cultural and abstract).

This exploratory study incorporates recent methodological developments, such as the novel response style correction method, to account for response style effects in evaluations of affect toward logo design. In separate analyses, respondents are segmented according to response style–corrected logo affect and personality and creativity items. The segmentation analysis relies on reduced k-means, a joint dimension and cluster analysis method, which accounts for dependencies between items while maximizing between-cluster variability. A total of 866 respondents from the Iberian Peninsula (Portugal: n = 543; Spain: n = 323) participated.

Based on a study using unknown logos (proxy for lower levels of budget communication, characteristics of SMEs), results reveal that there are three segments of consumers based on their affective response toward logo design: logo design insensitives, cultural logo dislikers and organic logo lovers. These segments are associated with different personality traits, creativity and biological sex (although biological sex is not a discriminant variable).

The decision not to control logos by color, to increase external validity, could limit the study’s internal validity if this aspect interacts with relevant study variables. Nevertheless, the empirical evidence can be used to further test associations between consumer profiles and responses to logo design.

Findings highlight the relevance of considering complex profile segments, combining demographics, psychographics and creativity to predict affective consumer responses to brand logo design. This research provides guidelines for SMEs when choosing or modifying their logo design to appeal to different consumer segments.

This study provides managers of SMEs (less present nowadays in empirical studies) with evidence suggesting that complex customer profiles help to understand differences in affective responses to natural logo designs. Furthermore, it relies on the use of a novel methodological development that improves the accuracy of the exploratory study developed.

Unique product design is a highlight of sustainable branding. The purpose of this paper is to investigate whether product design affects customers’ psychological responses (i.e. cognitive and affective responses) to smartphones, and, in turn, affects their brand loyalty (i.e. attitudinal and behavioral brand loyalty), further advancing the knowledge of product design and brand management.

This work used survey data from 456 Taiwanese with experience using smartphone. Structural equation modeling was employed to test the proposed model and hypotheses.

The results indicate that the product design significantly affects both cognitive response and affective response, which, in turn, significantly affect both attitudinal brand loyalty and behavioral brand loyalty. The findings also suggest that the moderating effect of product involvement on the relationship between product design and affective response is statistically significant, although it does not positively and significantly moderate the link between product design and cognitive response.

This study has two main limitations. First, this study was conducted in the context of smartphones, thus potentially constraining the generalization of the results to other industries. Second, the data in this study were obtained from a cross-sectional design.

These findings can permit companies to generate more brand loyalty in their customers and guide their management of assets and marketing activities.

This paper presents new insights into the nature and importance of product design in brand value.

In the modern era, the significance of product design has increased because customers’ priorities in the evaluation of products have changed from product price to product design. Companies consider product design to be one of the most important sources of competitive advantage and standards for evaluating their performance. Therefore, the purpose of this study is to develop and validate a new scale to measure product design along with its dimensions.

An extensive literature review and consumer interviews and surveys were conducted to generate an initial item pool. Exploratory factor analysis was used to reduce the initial item pool, and confirmatory factor analysis was performed for measurement validation. A total of four separate studies were conducted for the conceptualization and operationalization of a product design scale.

Using data from three samples, the authors develop and validate a new scale to measure product design along affective, cognitive, ergonomic and reflective dimensions. Furthermore, the results provide strong evidence of the reliability, discriminant validity, measurement invariance and nomological validity of the four product design dimensions. Finally, the effects of these product design dimensions on harmonious and obsessive brand passion were assessed. The results show that the affective and reflective dimensions appear to be prominent for capturing the obsessive brand passion, whereas the cognitive and ergonomic dimensions are capable of increasing harmonious brand passion.

This is the first study that develops and validates the measurement of product design as a four-dimensional construct that can be transferred to a scale and applied across a wide range of product categories.

This paper aims to study how logo design characteristics influence consumer response. Based on an in-depth literature review on consumer responses to logo design, the authors included in this research one fundamental dimension of logo design, namely, naturalness and investigated the influence of the different types of natural logo designs on affective response.

In total, 96 logos were selected as design stimuli. The logos were previously classified, according to the naturalness of the logo design, as having an abstract, cultural or organic design. Responses were gathered through a survey in Portugal, including two studies with 220 participants.

Results show that naturalness is an essential logo design element which significantly influences consumer affective responses to the logo, and that natural logos are clearly preferred to abstract logos. Additionally, this research indicates that, within natural logos, organic designs are favored over cultural designs.

The findings presented suggest that affect toward unknown organic logos is at the same level as affect toward well-known abstract logos. This is a relevant finding from a managerial point of view, as familiarity, an essential cognitive response toward the brand that has a cost for the firm, can be replaced cost-free with unknown organic logos.

This paper is a first exploration of responses to different types of natural logo design. The results should guide managers in selecting or modifying logo designs for achieving a positive affective response.

The purpose of this paper is to interpret aspects of education for sustainability in relation to educational theories of the affective domain (values, attitudes and behaviours) and suggest how the use of these theories, and relevant experience, in other educational areas could benefit education for sustainability.

An analysis based on a literature review of relevant educational endeavours in affective learning.

This paper suggests that most teaching and assessment in higher education focus on cogitative skills of knowledge and understanding rather than on affective outcomes of values, attitudes and behaviours. Some areas of higher education, however, have effectively pursued affective outcomes and these use particular learning and teaching activities to do so. Key issues for consideration include assessing outcomes and evaluating courses, providing academic credit for affective outcomes, key roles for role models and designing realistic and acceptable learning outcomes in the affective domain.

Educators for sustainability could use this relevant theoretical underpinning and experience gained in other areas of education to address the impact of their own learner‐support activities.

Educators have traditionally been reluctant to pursue affective learning outcomes but often programmes of study simply fail to identify and describe their legitimate aims in these terms. This paper emphasises the application of a relevant theoretical underpinning to support educators' legitimate aspirations for affective learning outcomes. It will also help these educators to reflect on how the use of these approaches accords with the liberal traditions of higher education.

The article contributes to affective ethnography focussing on the fluidity of organizational spacing. Through the concept of affective space, it highlights those elements that are ephemeral and elusive – like affect, aesthetics, atmosphere, intensity, moods – and proposes to explore affect as spatialized and space as affective.

Fluidity is proposed as a conceptual lens that sits at the conjunction of space and affect, highlighting both the movement in time and space, and the mutable relationships that the capacity of affecting and being affected weaves. It experiments with “writing differently” in affective ethnography, thus performing the space of representation of affective space.

The article enriches the alternative to a conceptualization of organizations as stable entities, considering organizing in its spatial fluidity and in being a fragmented, affective and dispersed phenomenon.

The article's writing is an example of intertextuality constructed through five praxiographic stories that illustrate the multiple fluidity of affective spacing in terms of temporal fluidity, fluidity of boundaries, of participation, of the object of practice, and atmospheric fluidity.

The purpose of the paper is to present and discuss the Kansei engineering (KE) methodology, and to reflect on the future development of KE. The paper presents a model of the KE methodology and illustrates how this model was applied on a simple example which all may understand – design of a new chocolate bar.

The research methodology is a combination of desk research (literature analysis), data collection, data analysis, reflections and model building.

The paper suggests a structural model as a possible expanded framework for future Kansei/affective engineering research studies. According to the model profound affection is a result of the following six enabler factors: sensing experience; emotional experiences (Kansei); behavioural experiences/action; social experiences/interactions and relations; spiritual experiences/moral, ethics; intellectual experiences/cognition.

The paper defines “Profound affection” as a very comprehensive state, which is a result of a combination of sensing, intellectual/cognitive, emotional, social, behavioural and spiritual experiences. “Profound affection” is not only a result of sensing or emotional experiences.

This paper aims to answer these questions: “Is the public adopting energy-saving and water-saving facilities because they want to save energy and water in their psychological perception?”, “Is it convenient to use energy-saving and water-saving facilities?”, “If the inductive design of energy-saving and water-saving facilities attracts the public’s interest, the public is it more willing to install energy-saving and water-saving facilities in a widespread manner?” and “Can inductive energy-saving and water-saving facilities be introduced into the smart manufacturing system of manufacturing industries that require a lot of water to effectively save water and save costs for the company?”.

This paper aims to investigate the attitudes of employees toward using energy-saving and water-saving facilities by constructing a questionnaire based on the ABC (Affect, Behavior, Cognition) model to survey the attitudes of employees from the Southern and Eastern of Taiwan and establishing a structural equation modeling (SEM) to examine the relationship between affect, behavior and cognition while using energy-saving and water-saving facilities.

There are some findings in this paper that the affective design have a strongly significant positive impact for using energy-saving and water-saving facility in the proposed model. People are willing to use energy-saving and water-saving facilities but are more willing to adopt those energy-saving and water-saving products of smart designs, as those take into account the emotional factors. The critical factor for the public to adopt energy-saving and water-saving facilities is smart design, which incorporates emotional elements.

There are still some limitations of this study that the ABC model can only be used as a psychological discussion, and the development and design of related facilities still needs to be jointly developed with professionals in related technical fields. The introduction of induction water supply facilities needs to be considered while the company introduces the design of the smart manufacturing system. Therefore, professionals related to induction water supply should participate in the planning at the initial stage of the company's concept of introducing the smart manufacturing system.

On the practical side, based on preliminary research conclusions, this study proposes to introduce inductive water supply into smart manufacturing systems for manufacturing companies that require a lot of water in their manufacturing processes. In practice, the company can actually save a lot of water, thereby saving costs and reducing waste water discharge.

The results of this study show that the public has a cognition of energy-saving and water-saving. However, there is a Chinese proverb that “easy to know and hard to do”, when actually using facilities, convenience is an important consideration for public. Smart facilities of energy-saving and water-saving, in addition to the benefits of energy-saving and water-saving, it is easy to use, and interacts with users through inductive water supply, which can more emotionally attract people's willingness to use.

This study found that smart facilities, which can more emotionally attract people's willingness to use. On the academic side, this study proves that using the ABC theory to explore the public’s psychological affective, behavior and cognition response to the use of facilities is a very suitable method. On the practical side, based on preliminary research conclusions, this study proposes to introduce inductive water supply into smart manufacturing systems for manufacturing companies that require a lot of water in their manufacturing processes. In practice, the company can actually save a lot of water, thereby saving costs and reducing waste water discharge.

The purpose of this paper is to utilize the spontaneous brain potentials as an index to quantifying the consumers’ inner emotions, and propose an objective method to obtain the clothing recognitions of consumers by only monitoring brain activities.

Different styles of men’s casual jacket were studied as a case. The research included four phases: first, stimuli samples were constructed by clustering algorithm. Second, self-report for the perception of stimuli samples were recorded by self-assessment manikin. Third, real-time brain potentials while viewing stimuli samples were recorded and analyzed. Finally, the output data were compared with the classical research achievements of visual evoked emotional ERPs to examine the effectiveness.

The results indicated significant difference in main effect of different emotional categories which was identified a corresponding relationship between the emotional trigger and the emotional reaction, of which the early components were the typical components that provided the major physiology characteristics for emotional fashion design. The middle components could be used as the assist reference indexes. The negative stimuli were first noticed because its shorter processing times and larger amplitudes. The comparison confirmed that the proposed method was capable of quantifying cognitive activities of consumers by only monitoring brain activities and then transferred the analyzed data to the design references.

The results quantifying the qualities of consumers’ emotional preference for men’ casual jackets based on the neural mechanism of human brain, which could eliminate the systematic biases associated with the uses of words and semantic comprehension in self-report methods. The proposed method may help to enrich and complete the sentimental fashion design for the cognitive experience of consumer oriented. Moreover, it also could be beneficial to optimize design process and improve efficiency and core competitiveness for clothing producers.