Przeglądaj Business Model Innovation - A Concept Between Organizational Renewal and Industry Transformation, 2015, vol. 11, issue 1 wg Autor "Wrigley, Cara"
(Nowy Sacz School of Business – National-Louis University, 2015) Straker, Karla; Wrigley, Cara
Designers have become aware of the importance of creating strong emotional
experiences intertwined with new tangible products for the past decade, however an
increased interest from firms has emerged in developing new service and business
models as complimentary forms of emotion-driven innovation. This interdisciplinary
study draws from the psychological sciences – theory of emotion – and the
management sciences – business model literature to introduce this new innovation
agenda. The term visceral hedonic rhetoric (VHR) is defined as the properties of a
product, (and in this paper service and business model extensions) that persuasively
induce the pursuit of pleasure at an instinctual level of cognition. This research
paper lays the foundation for VHR beyond a product setting, presenting the results
from an empirical study where organizations explored the possibilities for VHR in
the context of their business. The results found that firms currently believe VHR is
perceived in either their product and/or services they provide. Implications suggest
shifting perspective surrounding the use of VHR across a firm’s business model design
in order to influence the outcomes of their product and/or service design, resulting in
an overall stronger emotional connection with the customer.