Product Emotions: The Way to Captivate Customoers-Mechanical Engineering - Carnegie Mellon University

Tuesday, March 22, 2011

Product Emotions: The Way to Captivate Customoers

Professors Jonathan Cagan and Peter Boatwright, co-directors of the Center for Product Strategy and Innovation, recently published an article in the European Business Review on their research related to Built to Love: Creating Products that Captivate Customers.  Professors Cagan and Boatwright have worked on product and brand strategy with many market leaders and have found that to really connect with customers, emotions must be generated by the product itself, not simply tacked on through advertising.

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