Tuesday, June 14, 2011
Product Emotion Research Uncovers New Insights on Smoking Cessation
The ubiquitous act of lighting up is addictive and overpowering, but not impossible to kick. At least that’s the consensus from the Product Emotion Research class that studied the challenges of quitting smoking for GlaxoSmithKline’s (GSK) Consumer Health Care unit. The class is based on the book Built to Love - Creating Products that Captivate Customers by Professors Jonathan Cagan and Peter Boatwright. To track and quantify smoking behavior, CMU students developed a dynamic model of emotions and needs that included nicotine cessation and behavior modification.
Last year, CMU students tackled the issue of weight loss, which like smoking is a major health issue in the U.S. So at the same time that they learn research methods in the Master of Product Development Program course, students get the thrill of working for social good. Excerpted from the CIT Press Release.