David Ribeiro Tavares, Osiris Canciglieri Junior, Lia Buarque de Macedo Guimarães, Marcelo Rudek
Understanding consumer cognitive and affective needs is a complex and tricky challenge for consumer studies. Creating and defining product attributes that meet the consumers' personal wishes and needs in different contexts is a challenge that demands new perspectives because there are mismatches between the objective of companies and the consumer's objective, which indicates the need for products to become increasingly consumer-oriented. Product design approaches aim to bring the product and consumer closer together. The objective of this study is to investigate the application of the cognitive and affective needs of the consumer in product design through a systematic review of the literature of publications carried out in the last 20 years. This article selects research carried out in the specific area of cognitive and affective product design and defines the state of the art of the main areas, challenges, and trends. The conclusion that was reached is that cognitive approaches have been updated, are more associated with technology, and so are focused and oriented toward the ease and friendliness of the product. In contrast, affective approaches are older and focus on the quality of life, satisfaction, pleasure, and friendliness of the product. This review indicates that the emotional focus of change for cognitive complexity is due to an understanding of the affective and emotional subjectivity of the consumers and how they can translate these requirements into product attributes. These approaches seem to lose their strength or preference in the areas of design and engineering for more rational and logical cognitive applications, and therefore are more statistically verifiable. Advances in neuroscience are focused on applications in marketing and consumer psychology and some cognitive and affective product designs.
