Affected

Glossary of key terms

Affect: what we feel. ‘Affect’ is used to describe the topics of emotions, feelings and moods collectively, triggering a bodily response.

Affect eliciting conditions: a list of affective states described through the conditions they produce, synthesised from Desmet.¹

Affective state classification: a process of analysing a company’s value proposition into a digital hedonic rhetoric code.

Behaviour: what we do. Behaviour is the choice of action triggered by affect.

Behavioural reactions: the actions one engages in when experiencing a change in core affect.

Cognition: what we think, thoughts and evaluations.

Company strategy: more than a signal of quality; it’s a way to communicate intangibles, for example, passion or excitement.

Design experience: goes beyond usability and requires treating the user holistically as a feeling, thinking, active person.

Digital affect: what is evoked when a customer consumes, interacts or has contact with a company’s digital stimulus.

Digital Affect Framework: the overarching theoretical framework constructed and presented in the book.

Digital channel: a collective term to describe technology-based platforms that use the internet to connect with customers, provide a range of different content and purposes, and facilitate communication with a range of different levels of interaction.

Digital hedonic rhetoric: the outcome of affective state classification. It is used to identify the affect of a company’s value proposition to ...