Appraisal

The first feature, the underlying appraisal, is the cognitive component of the emotion. Emotions are always responses to stimuli (i.e., something happens) that have some personal relevance. This personal relevance is determined in an appraisal or sense evaluation of the extent to which the stimulus has an impact on one’s well-being (Arnold, 1960). Different emotions are evoked by different appraisals. Sadness, for example, is evoked by an appraised “irrevocable loss,” and anger is evoked by an appraised “demeaning offence against me and mine” (Lazarus, 1991, p. 122).

Arousal

The second feature is arousal, which is the bodily component of the emotion (Scherer, 2005). Arousal can best be seen as the level of physical activation associated with the emotion. Different emotions are associated with different arousal levels (Watson & Tellegen, 1985). Some emotions are active, such as surprise and euphoria, and others are calm, such as relaxation and dreaminess.

Thought-action tendency

The third feature, the thought-action tendency, is the motivational component of the emotion. Emotions come with an urge or tendency to act and think in a particular way in reaction to the situation that evokes the emotion (Frijda, 1986; Fredrickson, 1998). Different emotions stimulate different tendencies. Examples are the urge to explore in the case of fascination, the urge to flee in the case of fear, the urge to play in the case of joy, or the urge to constantly think about the other person when seriously in love

Because folks want to own certain feelings...

AND WE NEVER FORGET FEELINGS. EVER.

(1) Object-focus

Products are objects that we perceive – see, touch, taste, hear, and feel. Because perceiving an object is an event in itself, products as such can elicit emotions. In this case, the emotion is evoked by the product’s appearance. Appearance is used here in the broad sense of the word, involving not only visual appearance but also taste, tactile quality, sound, and fragrance. An individual can, for example, love a product for its beautiful design. Or one can be curious about a novel product, fascinated by a complicated product, or feel sympathetic towards a broken-down product.

(2) Meaning-focus

Emotions can also be experienced in response to some object, person, or event that is associated with or symbolized by a product. Examples are: admiring the designer of an innovative product (in this case the object of the emotion is the designer), or loving a product because it reminds you of someone you love (in this case the object of the emotion is the loved one). Designed objects often represent or symbolise intangible values or beliefs. Some products are deliberately designed with that intention, such as spiritual and religious objects, tokens, mementos, souvenirs, keepsakes, talismans, and mascots. In other cases, products are not intentionally designed to represent values or beliefs, but acquire their symbolic value during the course of user-product interactions. Products can become symbols during their lifespan. Examples are a backpack that has been used for many journeys, a gift from a loved one, or something that was inherited from a family member.

(3) Interaction-focus

We interact with products with the purpose of fulfilling needs or achieving goals. This could be to drill a hole in a wall, to listen to music, to cook a meal, etc. The interaction (e.g., with the drill or the music player) can evoke positive emotions. In this case, the emotion is evoked by how the product responds to the user when he/she is using it. For example, the product might be easy to use or complicated and challenging. It can behave unexpectedly or predictably. This “quality of interaction” can evoke all kinds of emotions. For example, one can become energized by using a product that requires physical effort, one can experience joy when a product is unexpectedly easy to use, or one can feel pride by being able to operate a complicated product.

(4) Activity-focus

Products are used to enable or facilitate all kinds of activities. Products are instruments that are used to “get something done” in some situation. Individuals will respond emotionally to these activities because they have concerns related to the activities. The emotion is not directed toward the product, but the product does play a role because it enables the individual to engage in the activity that evokes the emotion. For example, one can be excited about making a hiking trip in the snow (which is facilitated by a warm coat), one can enjoy making drawings (which is facilitated by a pen), or one can be satisfied with a stack of clean laundry (which is facilitated by a washing machine).

In many cases, users do not have deliberate emotional intentions when using a product. In these cases, the emotions are “side-effects.” In other cases, users do have a deliberate intention to affect their emotions by using a product. Examples are computer games, massage chairs, and motorcycles. We use computer games because they amuse us, sit in massage chairs because they relax us, ride motorcycles because they excite us. Note that a special type of emotions are those that are related to anticipated usage or anticipated consequences of usage. When seeing a product, people anticipate what it will be like to use or own the product. One can therefore desire a sailboat because one anticipates that it will provide pleasurable Sunday afternoons of sailing. Or one can experience hope in response to a mobile phone because one anticipates that it will support one’s social life.

(5) Self-focus

Products are used in a social context. We use products in our interactions with other people (e.g., communication devices and gifts), and the products that we use and own are part of our social identity. We can be emotional about ourselves; our identity or behaviour is affected by owning or using products. As was proposed by Belk (1988), products are extensions of their owners, and they affect an individual’s self-perception and how he or she is perceived by others. People are emotional about who they are and how others perceive them, and thus also about the effects of their products on their identity. For example, a high-quality baby buggy enables someone to be a good parent, crayons enable someone to be a creative person, and a sports car enables someone to be free-spirited.

(6) Other-focus

In this case, the emotion is evoked by other people. Interactions with other people are influenced or facilitated by products. We are emotional about the things that people do and the things that they do to us. For example, we can admire someone for their skill in using a complicated product or solving a complex puzzle. Or, we can enjoy talking to a friend (facilitated by a phone), be surprised by a kind birthday message (facilitated by a birthday card), or be relieved when someone helps us find the way (facilitated by a foldable city map).

• "Write a hit Kindle book" sounds more ridiculous each day.
• I've got all those Clear notes and nowhere to put them until now.
• I just have all this art on this zetabook.
• What, wait for Skip and Erin to start clicking? Those stickers are gone. Fuck.
• Become a rock guitarist?

What the fuck else are you going to do???

How will society6 help Unamerican come back right now?

My mugs let you engage in specific fun activities.

My mug is an extension of your hand, my t-shirts actually beaming from your chest.

I want a mug too.

http://metanotes.com/user/sri/society6/

Unamerican represents and symbolizes intangible values and beliefs, becoming more intense with each use. My stuff lets you achieve the goal of getting emotions going. Using this mug makes you feel happy. You will be surprised and delighted by how well this works.

WANT

My mugs evoke emotions. Folks can never forget these emotions. They want to own these pleasurable emotions. Using the mug each time will make them feel that emotion.