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Table of Contents

Foreword ix About the authors xi Preface xiii Part I: Affecting customers 1 Chapter 1 Introducing affect: Creating enduring engagements 3 Chapter 2 Customer drivers: Emotion, affect and the hedonic pursuit 21 Case Study: Cj Hendry: Art through Instagram 47 Part II: Affective companies 65 Chapter 3 Digital connections: Stimulus, channels, touchpoints and typologies 67 Chapter 4 Digital business: Success in a virtual world 95 Case Study: Falling in Burberry Love 113 Part III: Affective strategy 129 Chapter 5 Designing affect: The Digital Affect Framework 131 Case Study: Affect in the aviation industry 151 Chapter 6 Managing affect: Digital strategy in the real world 169 Final thoughts 191 Appendix A A (very) brief history of emotions 193 Appendix B Digital Affect Framework canvas 197 Appendix C Typologies and touchpoints index 201 Glossary of key terms 207 Personal reflections and acknowledgements 211 References 213 Endnotes 217 Index 219

About the Author

Dr Cara Wrigley and Dr Karla Straker are design researchers who work with businesses to help them better connect with their customers. Forming the Design Innovation research group at the University of Sydney, Australia, they research the value that design holds in business specifically through the creation of strategies to design business models that lead to emotive customer engagement.

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