Emotion by Design: Creative Leadership Lessons from a Life at Nike

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Röttger-Rössler, Birgitt (2004): Die kulturelle Modellierung des Gefühls. Ein Beitrag zur Theorie und Methodik ethnologischer Emotionsforschung anhand indonesischer Fallstudien. Münster: Lit. Lench HC, Flores SA, Bench SW. Discrete emotions predict changes in cognition, judgment, experience, behavior, and physiology: A meta-analysis of experimental emotion elicitations. Psychol Bull. 2011; 137: 834–55. pmid:21766999 Velasco C, Bond A. Personal relevance is an important dimension for visceral reactivity in emotional imagery. Cogn Emot. 1998; 12: 231–42. It sounds counterintuitive: surely the sheer number of people makes social interaction more likely. While this may be true superficially, the kind of meaningful social interactions that are crucial for mental health do not come easily in cities. Social isolation is now recognised by urban authorities as a major risk factor for many illnesses. Is it possible to design against it, to build in a way that encourages connection?

For over 27 years, Greg held marketing, design, and innovation leadership roles at NIKE, including time as the brand’s CMO. In his most recent role as NIKE’s Vice President of Global Brand Innovation, he led teams tasked with envisioning the future of storytelling and consumer experiences for the brand.Studies in psychology ( Metcalfe and Mischel, 1999) and neuroscience ( Dolcos et al., 2011) proposed that cognition and emotion processes are operated at two separate but interacting systems: (i) the “cool cognitive system” is hippocampus-based that is associated with emotionally neutral cognitive functions as well as cognitive controls; and (ii) the “hot emotional system” is amygdala-based that responsible for emotional processing and responses toward unconditioned emotional stimuli such as appetitive and fear-evoking conditions. In addition, an early view of a dorsal/ventral stream distinction was commonly reported between both systems. The dorsal stream encompasses the dorsolateral prefrontal cortex (DLPFC) and lateral parietal cortex, which are involved in the cool system for active maintenance of controlled processes such as cognitive performance and the pursuit of goal-relevant information in working memory (WM) amidst interference. In contrast, the hot system involves the ventral neural system, including the amygdala, ventrolateral prefrontal cortex (VLPFC) and medial prefrontal cortex (mPFC) as well as orbitofrontal (OFC) and occipito-temporal cortex (OTC), all of which encompass emotional processing systems ( Dolcos et al., 2011). Nonetheless, recent investigations claim that distinct cognitive and emotional neural systems are not separated but are deeply integrated and contain evidence of mediation and modulation ( Dolcos et al., 2011; Okon-Singer et al., 2015). Consequently, emotions are now thought to influence the formation of a hippocampal-dependent memory system ( Pessoa, 2008), exerting a long-term impact on learning and memory. In other words, although cognitive and affective processes can be independently conceptualized, it is not surprising that emotions powerfully modify cognitive appraisals and memory processes and vice versa. The innate emotional systems interact with higher brain systems and probably no an emotional state that is free of cognitive ramifications. If cortical functions were evolutionarily built upon the pre-existing subcortical foundations, it provides behavioral flexibility ( Panksepp, 1998).

In their work titled “The role of affect and proto-affect in effective functioning” (2004), researchers and prominent usability experts Don Norman, Andrew Ortony, and William Revelle paved the way towards one of the most well-known approaches to emotion and design. Their three-level model of emotional design offers a new perspective when assessing and considering the design process. Norman et al.'s model emphasizes the importance of emotion to the user experience—taking the less well-trodden route of focusing on how the user feels when interacting with a product, as opposed to the usability considerations, which tend to dominate our thinking. Each of the layers of this model refers to a particular type of processing, and for each of these tiers or levels there is a corresponding area of design. Here, we shall concentrate on the highest tier of the emotional design model: reflective processing. For over two decades, he was a major strategic and creative influence for Nike at every major global sporting event, for the launches of NIKE’s signature products and innovations, and for the building of the brands of its athletes.Gerrard-Hesse A, Spies K, Hesse FW. Experimental inductions of emotional states and their effectiveness: a review. Br J Psychol. 1994; 85: 55–78. Wouters, Cas (1999): Informalisierung. Norbert Elias′ Zivilisationstheorie und Zivilisationsprozesse im 20. Jahrhundert. Wiesbaden: Westdeutscher Verlag. Rosenberg E. L., & Ekman P. Coherence between expressive and experiential systems in emotion. Cogn Emot. 1994; 8: 201–229. He went further to propose seven primary emotional systems/prototype emotional states, namely SEEKING, RAGE, FEAR, LUST, CARE, PANIC/GRIEF, and PLAY that represent basic foundations for living and learning. Brilliant . . . Hoffman draws on a lifetime of experience at Nike to reveal how any team can make brand connections stronger' Nir Eyal, author of Hooked

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Leary, Mark R. (2003): The Self and Emotion. The Role of Self-Reflection in the Generation and Regulation of Affective Experience. In: Richard J. Davidson/ Klaus R. Scherer/ H. Hill Goldsmith (Hrsg.), Handbook of Affective Sciences. Oxford: Oxford University Press, S. 773–786. Rastetter, Daniela (2001): Emotionsarbeit. Betriebliche Steuerung und individuelles Erleben. In: Georg Schreyögg/ Jörg Sydow (Hrsg.), Emotionen und Management. Managementforschung 11. Wiesbaden: Gabler, S. 111–134. Silvestrini N, Gendolla GHE. Mood effects on autonomic activity in mood regulation. Psychophysiology. 2007; 44: 650–9. pmid:17532804 Bradley MM, Lang PJ. The International Affective Pictures Systems (IAPS) in the study of emotion and attention. In: Cohan JA, Allen JB, editors. Handbook of emotion elicitation and assessment New York, NY: Oxford University Press2007. p. 29–46.

Product Emotion Measurement Instrument

As discussed above, evidence indicates the neural mechanisms underlying the emotional processing of valence and arousal involve the amygdala and PFC, where the amygdala responds to emotionally arousing stimuli and the PFC responds to the emotional valence of non-arousing stimuli. We have thus far primarily discussed studies examining neural mechanisms underlying the processing of emotional images. However, recent neuroimaging studies have investigated a wider range of visual emotional stimuli. These include words ( Sharot et al., 2004), pictures ( Dolcos et al., 2005; Weymar et al., 2011), film clips ( Cahill et al., 1996), and faces ( González-Roldan et al., 2011), to investigate neural correlates of emotional processing and the impact of emotion on subsequent memory. These studies provided useful supplemental information for future research on emotional effects of educational multimedia content (combination of words and pictures), an increasingly widespread channel for teaching and learning. Below is a list of reflective operations which influence the decisions we make and the emotional attachments we form with the things in our environment: