ABSTRACT
This chapter focuses on examining the research traditions in design and emotions, followed by a review of the approaches for designing emotion-laden products. It examines the significance of the present study for motorbike design. The role of emotions specific to design innovation in motorbikes was studied in detail. The cognitive structure of emotions proposed by Ortony, Clore, and Collins and the structural theory developed by De Rivera explained the structure of emotions on the basis of subject-object interaction and the subject-object relationship, respectively. The research traditions in designing for humans in general and emotions in particular have encouraged researchers across the world to investigate the role of emotions in design of products. The literature on market segmentation supports the applicability of the social-cultural segmentation of biking in India. The literature has emphasized the importance of emotions in motorbike design and the significance of the present study for motorbike industry.
