Affected : Emotionally Engaging Customers in the Digital Age

Intro -- Affected -- Contents -- Foreword -- About the authors -- Preface -- Part I Affecting customers -- Chapter 1 Introducing affect: Creating enduring engagements -- Design thinking -- Affect and companies -- Kodak's missed moment -- Second that emotion -- Defining affect -- The affect effect -- Digital affect -- Chapter 2 Customer drivers: Emotion, affect and the hedonic pursuit -- Emotions 101 -- Emotions and affect -- Cognition, affect and behaviour -- The life of products -- Juicy Salif -- Smart Roadster -- Lipstick phone -- Designing for emotion -- Shannon's model of communication -- Product experiences -- Cognitive appraisals -- Changing the meaning of products -- The digital hedonic affect -- From Nokia to Apple -- The personality of our possessions -- Case Study Cj Hendry: Art through Instagram -- Understanding the art industry -- The artist: Cj Hendry -- Communicating a new meaning -- The rise of Instagram -- Online post analysis -- User response analysis (comments) -- Understanding emotions and behaviours -- Cognition -- Affect -- Behaviour -- The positive and negative #sneakerdead -- Cognition -- Affect -- Behaviour -- Lessons learnt: Designing a digital channel -- Part II Affective companies -- Chapter 3 Digital connections: Stimulus, channels, touchpoints and typologies -- Reebok: How many is too many? -- From traditional to digital -- Impact of digital channels -- Digital touchpoints -- Digital typologies -- Functional typology -- Social typology -- Community typology -- Corporate typology -- Benchmarking within an industry -- Functional and social industries -- Functional and corporate industries -- Selecting the right channel -- Multichannel customer experiences -- Customer engagement through communities -- Culture is key -- Kate Spade: Japan micro-stores -- Homeplus: Future of retail?.