Memória P&D Design

10º Congresso Brasileiro de Pesquisa e Desenvolvimento em Design

UFMA — São Luís (MA)

Outubro/2012

Design de Triggers Emocionais para Experiências Gastronômicas

Designing Emotional Triggers for Food Experiences

Ricardo Akiyoshi
Filipe Campelo Xavier da Costa

Como citar

Akiyoshi, Ricardo; Costa, Filipe Campelo Xavier da; "Design de Triggers Emocionais para Experiências Gastronômicas", p. 1847-1858. In: CONGRESSO BRASILEIRO DE PESQUISA E DESENVOLVIMENTO EM DESIGN, 10., 2012, São Luís. Anais [...]. São Luís: EDUFMA, 2012

Resumo

Este artigo visa o estudo de reações emocionais provocadas através da quebra de expectativas em experiências gastronômicas. Através de um experimento foram avaliados 60 usuários, divididos em dois grupos (controle e experimental), no qual manipulamos a variável sabor. Apresentamos uma “falsa uva” para o grupo experimental e uvas reais para o grupo de controle. Verificamos que emoções positivas foram mais intensas e significativas para o grupo experimental. As informações coletadas sugerem que projetos voltados à gastronomia e, orientados através do Design possam constituir-se como interessantes aliados na busca pela inovação no desenvolvimento de novos produtos e serviços.
Palavras-chave:

design emocional, gastronomia, triggers emocionais

Abstract

In this paper we studied the emotional reactions resultant from the incongruence of expectations in food experiences. Throughout one experiment in which we interviewed 60 users, we manipulated the variable taste presenting a “fake grape” for the experimental group and real grapes for the control group. Our findings show that intense positive emotional responses were triggered by working with the expectancy, assimilation/contrast of each individual.
Keywords:

emotional design, gastronomy, emotional triggers

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