CHAPTER 6Products, Emotions, and NeedsLove, Hate, or Blah?

Despite the fact that we humans pride ourselves on our cognitive abilities, we are heavily, if not dominantly, influenced by emotion when assessing the quality of a product. Although we separate cognition and emotion for convenience in discussing them, they are not independent of each other. At one time people tended to treat cognition and emotion as separate and perhaps conflicting human motivations. In 1956 Benjamin Bloom chaired a group of educators who identified three separate domains of learning: the cognitive (mental skills—evaluation, analysis, comprehension, recollection, synthesis), the affective (growth in feelings or emotional areas—values, motivation, attitudes, stereotypes, ...

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