Chapter 7 Emotion: Logical Decision Making Meets Its Match

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Emotion: Logical Decision Making Meets Its Match

Up until now, we’ve treated everyone like they are perfectly rational and make sound decisions every time. While I’m sure that applies in your case (not!), most of us systematically deviate from logic, and often use mental shortcuts. When overwhelmed, we default to heuristics and end up “satisficing”—picking an option that is easy to recall and seems about right, rather than using careful decision making.

As product designers, I want you to think about all the emotions that are critical to product and service design (see Figure 7-1). This does mean considering the emotions and emotional qualities that are evoked as a ...

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