Built to Love
IN THIS SUMMARY
In Built to Love by Peter Boatwright and Jonathan Kagan, product emotions are defined as personal feelings invoked by a specific brand, service, or product. For the most part, individuals purchase items for two reasons: because of what the product does for them (product functions), and how the product makes them feel (product emotions). Product emotions must be deliberately planned and designed in the same way that the actual product or service is planned and designed. A product emotion strategy is a succinct and organized set of emotions that an individual feels when interacting with a particular product or service.