...We take pride in them, not necessarily because we are showing off our wealth or status, but because of the meanings they bring to your lives (P 6).
...A favorite object is a symbol, setting up a positive frame of mind, a reminder of pleasant memories, or sometimes an expression of one’s self (P 6).
....My studies of emotion,....... suggest that these human attributes result from three different levels of the brain: the automatic, prewired layer, called the visceral level; the part that contains the brain processes that control everyday behavior, known as the behavioral level; and the contemplative part of the brain, or the reflective level (P21).
With positive affect, you are more likely to see the forest than the trees, to prefer the big picture and not to concentrate upon details. On the other hand, when you are sad or anxious, feeling negative affect, you are more likely to see the trees before the forest, the details before the big picture (P26).
Product designers and marketing executives know that wants can often be more powerful than needs in determining the success of a product (P 43).
In many domains, the emphasis should be on content, not on the skill of using the device, so ease of use should be stressed. Where content matters, the user should not have to spend time mastering the device, but rather should be able to devote time and effort toward mastering the content, enjoying the presentations, and exploring the domain (P 43).
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