1. Studying Emotion Slides available at http://Anat.Rafaeli.Net 1 Qualitative and Field Methods Anat Rafaeli Technion Israel Institute of Technology http://Anat.Rafaeli.Net

2. Studying Emotion Slides available at http://Anat.Rafaeli.Net 2 Qualitative Methods for Studying Emotion Why? Why? Who? Who? When? When? How? How?

3. Studying Emotion Slides available at http://Anat.Rafaeli.Net 3 Presumed Outline of Study of Artifact Impact Symbolism Management Passengers General Public Constituents Artifact Issue Image Why?

4. Studying Emotion Slides available at http://Anat.Rafaeli.Net 4 Interview Protocol Interview Protocol 1. Have you seen the green buses? What do you think about this color? 2. If you were asked to redesign the buses, what would you suggest? Why? 3. Is there anything else you would like to tell us about the color? 4. To what extent do you use public transportation? Do you ride buses?

5. Studying Emotion Slides available at http://Anat.Rafaeli.Net 5 Table 1: Themes in data

6. Studying Emotion Slides available at http://Anat.Rafaeli.Net 6 Emotion in data Total appearance Valence Emotion Term 24% Positive Joyful, calm, restful, good, happy, arousing, fun, peaceful, strong, pleasant. 76% Negative Repulsive, disgust, fear, awful, irritation, evil, stress, worry, anxiety, revulsion, unpleasant, melancholic appalling, heavy, shame, fury, bad vibes, bad feeling, bad energy, depressing. 100% Total

7. Studying Emotion Slides available at http://Anat.Rafaeli.Net 7 Emotion is toward artifact AND toward organization ! Emotion toward what?

8. Studying Emotion Slides available at http://Anat.Rafaeli.Net 8 Symbolism Organization Customers Others Constituents Artifact Organization al Image Issue s Greenwash Corruption Labor relations Customer service Instrumentality Aesthetics Employees EMOTION

9. Studying Emotion Slides available at http://Anat.Rafaeli.Net 9 Difficult Language Dependent Time Why Not? Process Unclear Messy Confusin g Too Easy to Collect Data

10. Studying Emotion Slides available at http://Anat.Rafaeli.Net 10 Students? Students? Every One? Every One? Utility Utility Who?

11. Studying Emotion Slides available at http://Anat.Rafaeli.Net 11 Coding is a nightmare! Coding is a nightmare! KISS? KISS? How?

12. Studying Emotion Slides available at http://Anat.Rafaeli.Net 12 Results Angry customer perceived as having higher probability for compensation Equalprobabilities Greg for sure 432 1 0 -2-3-4 David David has higher probability Greg Angry Calm

13. Studying Emotion Slides available at http://Anat.Rafaeli.Net 13 Reliability Reliability Validity Validity Utility Utility How?

14. Studying Emotion Slides available at http://Anat.Rafaeli.Net 14 Combine methods Combine methods When all else fails – read! When all else fails – read! Seek assistance from other people Seek assistance from other people Keep as much data as possible Keep as much data as possible Let go of bad ideas Let go of bad ideas Suggestions

15. Studying Emotion Slides available at http://Anat.Rafaeli.Net 15