ABSTRACT
This chapter confirms the research premise and proposes an emotion-centered research framework for product styling. The research proposed that the bread-and-butter biking, travel-and-comfort biking, social-networking biking, dexterous and exploratory biking, and high-esteem biking segments can be differentiated on the basis of the associated emotive needs for biking and emotive quality of biking. An emotion-centered model divides motorbike ownership experiences in India into five biking segments and illustrates the differences in the emotive needs and emotive quality associated with each biking segment. The difference in the emotive quality of different biking segments is also associated to the difference in biker's and bike's personality in each segment. The developed model and design method together represent an emotion-centered research framework for design innovation that can potentially be applied to diverse product categories that are categorized by cultural segments. The model and design method explained earlier together represent an emotion-centered research framework for product styling and design innovation.
