ABSTRACT
This paper is a review of relevant theories and research on how childhood memories influence product experience and describes a study in which childhood heroes, cartoon characters, and the attributes of desirable products are explored. It includes sections on positive emotions, human physiognomy and associated emotions, emotional role of products in consumers’ life, research on pleasure in product use and the power of comics. The main purpose of this paper is to present an overview of the theoretical framework of the study to widen the debate as to the merit of such research and possible means to improve the research methodology.
