The framework of product affection

This paper introduces a conceptual framework for the process underlying emotional responses that result from the perception of products. The framework distinguishes different kinds of product affection on the basis of emotional psychology. Accordingly, the product affection is divided into three levels: the reflection emotional level, the basic emotional level, the emotional senior level. By revealing the characteristics of the various levels of product affective, the framework can be used to finding the inter-connected between the three levels, discovering some controllable factors in design process and constructing a ¿three-dimensional product affective¿ in the end. Expecting our research can act a small role added to the existing theory of design psychology .The model can be used to help the designer and students to grasp the mixed character of product emotions.