Randy Atkins: Jonathan Cagan, a Carnegie Mellon University mechanical engineer is co-author of the book “Built to Love: Creating Products that Captivate Customers” about adding emotional appeal to products.
Jonathan Cagan: It’s not just delivering functions for people, but it’s also making people feel a certain way.
Randy Atkins: Cagan says you shouldn’t need to tell customers how to feel through advertising. Instead, he helped develop a method of identifying the ideal emotions a company wants associated with a particular product and…
Jonathan Cagan: …once you have that strategy, you can start to create features or touch points, interaction points which engender those emotions in the customer.
Randy Atkins: When those emotional triggers are engineered into a product, Cagan says word-of-mouth will take over. With the National Academy of Engineering, Randy Atkins, WTOP News.