Abstract
A customer's emotional and Kansei responses to products are influenced by cognitive processes, such as their memories of the experience of using the product and their expectations of the product's performance. Here, we propose a cognitive, neural model of Expectology, as a framework to provide designers with a novel methodology for designing products that takes into consideration the emotional responses of customers. The model (the PEAM model) divides the cognitive processes of product use into four phases: a prediction phase (e.g., expectation, decision-making), experience phase (e.g., sensation, operation), appraisal phase (e.g., cognitive appraisal, Kansei response), and a memory phase (e.g., memory, learning).
