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Find helpful customer reviews and review ratings for Emotional Design: Why We Love (or Hate) Everyday Things at Amazon.com. By Ruchi Thukral 08/28/2020 Amazon has been revolutionary in more ways than one and has pioneered change right from the way businesses work to consumer behavior – love it, hate it, you can’t live without it, and certainly not in a pandemic! In Emotional Design: Why we love (or hate) everyday things, Don Norman (a prominent academic in the field of cognitive science, design, and usability engineering) distinguishes between three aspects, or levels, of the emotional system (i.e. get them help and support. To encourage people to buy from you, use the following emotional trigger examples in your advertising: 1. Jon Madison, Senior Design Technologist for Amazon Search, is a photography and music aficionado. Free Shipping. 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