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In an age of increasing complexity, diversification and changes, customers expect services that will cater to their needs and to their tastes. Emotional Engineering describes how their expectations can be satisfied and managed throughout the product life cycle, if greater attention is paid to emotion. Emotion plays a crucial role in value recognition, but it is also important for team working - which extends beyond human-human to human-machine and human-environment - and for enabling us to cope with changeable situations.

Traditional products have been developed without much consideration of context. The value of products, however, is determined in their working contexts. Service is to provide the greatest utility in the current context. Therefore, the twenty-first century is the time to develop services beyond product realization. As emotion is very much multidisciplinary, there are many works in different fields, that are unknown or unfamiliar elsewhere. Emotional Engineering is intended to provide a bird's eye view on its research and applications. This book will help readers to make strategic decisions on how they can go beyond product realization. It is recommended for all pioneers in industry, academia and government, who are trying to create value in partnership with their customers.