ABSTRACT
This chapter presents the results obtained for three case studies in the clothing product domain (baby, children’s and women clothing), where the influence between the emotional dimension of the product design and the purchase decision is studied. The weight of the emotional dimension of the product design in the purchase intention was significantly different for each clothing domain, being relevant for the baby and children’s domain but poor for the women’s. The results obtained for the three case studies presented, highlighted the differences between the effect of the emotional dimension of product design in purchase decision for different clothing domains. Personal style or values should be taken into consideration for future applications of affective design tools in this subdomain. In this women’s clothing domain, affective design tools could be used in the direction of fitting the emotional content promoted by the product design of a company to a specific personal style or set of values.
