tunnekokemuksien mittaaminen ja johtaminen
TRANSCRIPT
VALIT -‐ Value Indicator Tool
Tunnekokemuksien mi+aaminen ja johtaminen digitaalisessa ja
verko+uneessa liiketoimintaympäristössä
Jari Jussila @jjussila h,p://www.valit.fi
Tavoi,eena ymmärtää asiakkaan tunnepolkua
• In the phases the customer travels through an emo@onal path.
– Before the transac@on and in addi@on to the value expecta@ons the customer has an pre-‐exis@ng emo@onal state.
– During the transac@on the customer gets emo@onal experiences.
– A=er the transac@on the customer is leD with an emo@onal state.
– Emo@onal experiences vary along e.g. with their soma@c intensity, dura@on, direc@on and controllability (cf. emo@ons, feelings and moods).
– Emo@onal experiences can be described and measured with three main dimensions: pleasure, arousal and dominance.
• In addi@on to the sacrifices and benefits the emo@onal states and experiences in the emo@onal path have an effect on the customer perceived value.
• The value percep@on process is therefore “emo@onally charged”.
3-‐ulo,einen viitekehys tunteiden hahmo,amiseen
(intensitee@n ja mielly,ävyyden lisäksi hallinnan ulo,uvuus) • Varia@ons in pleasure, arousal and dominance should universally cons@tute the common core of human emo@onal experiences.
• In a general level, pleasure refers to the degree to which an individual feels good, happy, or sa@sfied. Similarly, arousal refers to the degree to which an individual feels excited, s@mulated, alert, or ac@ve. Dominance, in turn, refers to the degree to which an individual feels in control of, or free to act.
• According to these three sets, a three-‐dimensional space can be formed to capture the core: pleasure-‐displeasure, arousal-‐nonarousal, and dominance-‐submissiveness.
1: P+A+ Ela4on D+ Excitement in a sense of pleasant excitement under one’s own control 5: P+A+ D-‐ Suspense in a sense of pleasant excitement beyond one’s own control 2: P+A-‐ Serenity D+ Contentment in a sense of relaxa@on on one’s own terms 6: P+A-‐ D-‐ Drowsiness in a sense of pleasant sleepiness without one’s own control 3: P-‐A-‐ Lethargy D+ Laziness in a sense of indolence (reluctance to take ac@on) 7: P-‐A-‐ D-‐ Dejec@on in a sense of total gloominess 4: P-‐A+ Tension D+ Stress in a sense of unpleasant responsibility 8: P-‐A+ D-‐ Irrita@on in a sense of anger beyond one’s control
4 Lähde: Jussila et al. 2016
Tunteiden tunnistaminen Twi,eristä
Distressed
Hos4le
Sleepy
Sa4sfied
Excited
Exuberant
Lazy
Angry Curious
Thrilled
Serene
Calm
Dejected
Defiant
Anxious
Droopy
Gloomy
Tranquil
Content
Elated
Astonished
Unconcerned
Indolent
Bewildered
P+A+D+
Distressed
Hos4le
Sleepy
Sa4sfied
Excited
Exuberant
Lazy
Angry Curious
Thrilled
Serene
Calm
Dejected
Defiant
Anxious
Droopy
Gloomy
Tranquil
Content
Elated
Astonished
Unconcerned
Indolent
Bewildered
P+A+D+
Distressed
Hos4le
Sleepy
Sa4sfied
Excited
Exuberant
Lazy
Angry Curious
Thrilled
Serene
Calm
Dejected
Defiant
Anxious
Droopy
Gloomy
Tranquil
Content
Elated
Astonished
Unconcerned
Indolent
Bewildered
P+A+D+
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