The document discusses understanding and managing customer emotions in a digital business environment. It presents a three-dimensional framework for characterizing emotions along the dimensions of pleasure, arousal, and dominance. This framework can be used to understand customers' emotional paths and how emotions influence their perception of value.

1. VALIT
-­‐
Value
Indicator
Tool
Tunnekokemuksien
mi+aaminen
ja
johtaminen
digitaalisessa
ja
verko+uneessa
liiketoimintaympäristössä
Jari
Jussila
@jjussila
h,p://www.valit.fi

2. 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. 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. 4
Lähde: Jussila et al. 2016

5. Tunteiden
tunnistaminen
Twi,eristä

6. Mitkä
tunteet
leviävät
parhaiten?

7. Mitkä
muu,ajat
parhaiten
seli,ää
korkeita
retwee,aus
määriä?