AUTHOR=Tavares David Ribeiro , Canciglieri Junior Osiris , Guimarães Lia Buarque de Macedo , Rudek Marcelo TITLE=An Ontological Approach of the Cognitive and Affective Product Experience JOURNAL=Frontiers in Neuroergonomics VOLUME=2 YEAR=2021 URL=https://www.frontiersin.org/journals/neuroergonomics/articles/10.3389/fnrgo.2021.602881 DOI=10.3389/fnrgo.2021.602881 ISSN=2673-6195 ABSTRACT=

The cognitive and affective design aims to attract consumers with products and new products that provide innovative experiences with the intense functional and “cognitive” impact such as ease of use, in addition to “affective” impact as the pleasure of consuming. However, it is difficult to anticipate the consumer's preferences and intentionality, because what happens inside his mind, brain, or subjective experience (wishes, needs, and preferences) is not accessible. This study's objective was to propose an ontological and multidisciplinary approach to the cognitive and affective product experience through an explanation framework and a conceptual model. The model was tested, and the preliminary results indicate that the proposal contributes positively to the advance of the explanation, evaluation and translation of the product experience.