Understanding the Role of Emotions in the Evaluation Process of Baby Strollers by Expectant Mothers

Abstract

The aim of this study is to determine the emotional effects of contemporary stroller designs. Today a wide spectrum of baby stroller designs with a high degree of multi-functionality is available in the market to respond complicated needs of expectant mothers. During the product selection process, primary users, are able to analyze the multi-functional nature of various baby stroller designs without the ability of a real trial because of serious health risks for the baby. The appearance of the product can be the primary hidden factor in the final selection decision. Therefore, this study aims to find which design features affect the emotions of expectant mothers, whom are the primary users of these products, and which product features may affect the purchasing decision. By examining the relationship between emotions and product features; it was aimed to make guiding determinations that can be used in the design, production and marketing stages.