Abstract
The importance of Emotional Engineering is quickly growing because product development is changing from open loop system to closed loop system to cater to the increasing diversification of customers' requirements. The feedback in this closed loop system is nothing other than customers' emotional responses. Big Data and User Experience are getting wide attention these days. They indicate the importance of this feedback and real time feedback is no more a dream but a reality with online monitoring system. But without appropriate strategy, these data will not be used effectively. It is pointed out that if we divide a product into components that relates to emotions and those that do not, we could achieve mass customization and personalization and provide great emotional satisfaction to customers.
