Conference article

This paper presents a review and comparison between the model of cognitive structure of emotions (also known as OCC) and the dimensional circumplex of core affect for consumer products. The numbers of emotion types in each emotion group of OCC is compared and associated to those of circumplex of product emotion. Prospect-based group represents the highest number of emotions in the circumplex followed by well-being; Fortune-of-others; and well-being/attribution-compound group. Considering that the addressed circumplex originally targeted emotions generated by products’ appearances and the prominent presence of prospect-based and well-being emotions on the circumplex; it is concluded that people judge the personal benefits of using products (consequences of events for self; in OCC terms) by their appearance. That is also confirmed by the eminent representation of attraction emotions on the circumplex; demonstrating the effect of visual aesthetics (as a product aspect) on attraction. Some of the differences between the two models were also established. It is asserted that OCC model uncovers the antecedents of emotions subscribing to the adapting function of emotions as a coping mechanism with the world while dimensional model is concerned with describing the nature of emotions and their dimensions. The significance of each model for the design practice is therefore determined by the design purpose in addressing emotions and the context of use.

Emotion; OCC model; Circumplex of core affect; dimensional model