The UK’s European university CO328 Emotions in HCI Marek Grześ 10 th December 2015
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The UK’s European university
CO328Emotions in HCI
Marek Grześ10th December 2015
Motivation
Page 2 Emotions in HCI
● “If we were to follow Norman's prescription, our design would all be usable―but they would also be ugly”
Motivation
Page 3 Emotions in HCI
● “If we were to follow Norman's prescription, our design would all be usable―but they would also be ugly”
Motivation
Page 4 Emotions in HCI
● “If we were to follow Norman's prescription, our design would all be usable―but they would also be ugly”
● “I argue that the emotional side of design may be more critical to product's success than its practical elements.”
Interaction Framework and Interactive Cycle
[Franz J. Kurfess / Dix et al.]
Core
System User
Interface
Input
Output
Task
Presenta
tionObservation
Interface
Page 6
● Yvonne Rogers, Helen Sharp, and Jenny Preece (2015) Interaction Design: Beyond Human - Computer Interaction, 4th Edition. Wiley. Chapter 5.
Emotions in HCI
Interface
Page 7
● Yvonne Rogers, Helen Sharp, and Jenny Preece (2015) Interaction Design: Beyond Human - Computer Interaction, 4th Edition. Wiley. Chapter 5.
● Importance of emotional interaction
Emotions in HCI
Interface
Page 8
● Yvonne Rogers, Helen Sharp, and Jenny Preece (2015) Interaction Design: Beyond Human - Computer Interaction, 4th Edition. Wiley. Chapter 5.
● Importance of emotional interaction
● Emotional design model
Emotions in HCI
Interface
Page 9
● Yvonne Rogers, Helen Sharp, and Jenny Preece (2015) Interaction Design: Beyond Human - Computer Interaction, 4th Edition. Wiley. Chapter 5.
● Importance of emotional interaction
● Emotional design model
● Colour, icons, sounds, graphical elements vs. emotional state
Emotions in HCI
Interface
Page 10
● Yvonne Rogers, Helen Sharp, and Jenny Preece (2015) Interaction Design: Beyond Human - Computer Interaction, 4th Edition. Wiley. Chapter 5.
● Importance of emotional interaction
● Emotional design model
● Colour, icons, sounds, graphical elements vs. emotional state
● Friendly interfaces vs. annoying interfaces
Emotions in HCI
Interface
Page 11
● Yvonne Rogers, Helen Sharp, and Jenny Preece (2015) Interaction Design: Beyond Human - Computer Interaction, 4th Edition. Wiley. Chapter 5.
● Importance of emotional interaction
● Emotional design model
● Colour, icons, sounds, graphical elements vs. emotional state
● Friendly interfaces vs. annoying interfaces
● Gimmicks
Emotions in HCI
Interface
Page 12
● Yvonne Rogers, Helen Sharp, and Jenny Preece (2015) Interaction Design: Beyond Human - Computer Interaction, 4th Edition. Wiley. Chapter 5.
● Importance of emotional interaction
● Emotional design model
● Colour, icons, sounds, graphical elements vs. emotional state
● Friendly interfaces vs. annoying interfaces
● Gimmicks
● Error messages
Emotions in HCI
Interface
Page 13
● Yvonne Rogers, Helen Sharp, and Jenny Preece (2015) Interaction Design: Beyond Human - Computer Interaction, 4th Edition. Wiley. Chapter 5.
● Importance of emotional interaction
● Emotional design model
● Colour, icons, sounds, graphical elements vs. emotional state
● Friendly interfaces vs. annoying interfaces
● Gimmicks
● Error messages
● Anthropomorphism, virtual characters
Emotions in HCI
Interface
Page 14
● Yvonne Rogers, Helen Sharp, and Jenny Preece (2015) Interaction Design: Beyond Human - Computer Interaction, 4th Edition. Wiley. Chapter 5.
● Importance of emotional interaction
● Emotional design model
● Colour, icons, sounds, graphical elements vs. emotional state
● Friendly interfaces vs. annoying interfaces
● Gimmicks
● Error messages
● Anthropomorphism, virtual characters
● Persuasive technologies and behavioural change
Emotions in HCI
Interaction Framework and Interactive Cycle
[Franz J. Kurfess / Dix et al.]
Core
System User
Interface
Input
Output
Task
Presenta
tionObservation
System ↔ Interface
Page 16
● Persuasive technology and behaviour change– Health behaviour change
– Advertising
– Energy reduction
Emotions in HCI
System ↔ Interface
Page 17
● Chatbots– Kik Messenger
Emotions in HCI
System ↔ Interface
Page 18
● Computer games– Player matching
– Improve satisfaction
Emotions in HCI
Affect Control Theory
Page 19 Emotions in HCI
Emotions and Affect
Page 20
● Affect is the general term for the judgemental system, whether conscious or sub-conscious
● Emotion is a conscious experience of affect; emotion is a quick cognitive assessment
● The uneasy feeling one might experience, without knowing why, is affect
Emotions in HCI
Denotative Meaning of Objects
Page 21 Emotions in HCI
A Tree
Page 22 Emotions in HCI
A Tree
Page 23
● Green
Emotions in HCI
A Tree
Page 24
● Green
● Large
Emotions in HCI
A Tree
Page 25
● Green
● Large
● Heavy
Emotions in HCI
A Tree
Page 26
● Green
● Large
● Heavy
● Soothing
Emotions in HCI
A Lady
Page 27 Emotions in HCI
A Lady
Page 28
● Beautiful
Emotions in HCI
A Lady
Page 29
● Beautiful
● Calm
Emotions in HCI
A Lady
Page 30
● Beautiful
● Calm
● Intelligent
Emotions in HCI
A Lady
Page 31
● Beautiful
● Calm
● Intelligent
● Powerful
Emotions in HCI
Fire
Page 32 Emotions in HCI
Fire
Page 33
● Red
Emotions in HCI
Fire
Page 34
● Red
● Hot
Emotions in HCI
Fire
Page 35
● Red
● Hot
● Powerful
Emotions in HCI
Fire
Page 36
● Red
● Hot
● Powerful
● Arousing
Emotions in HCI
Page 37
Greed……….…………...Red
Calm………………… Noisy
Small………………… Large
Soothing…….….………...Arousing
Light………………...Heavy
Unintelligent…….…..…………...Intelligent
Cold…………….……...Hot
Powerless…………………….Powerful
Emotions in HCI
Semantic Differential (Osgood et al. 1957)
Page 38
● A tree is …
Greed……….…………...Red
Calm………………… Noisy
Small………………… Large
Soothing…….….………...Arousing
Light………………...Heavy
Unintelligent…….…..…………...Intelligent
Cold…………….……...Hot
Powerless…………………….Powerful
Emotions in HCI
Semantic Differential (Osgood et al. 1957)
Page 39
● A tree is …
Greed……….…………...Red
Calm………………… Noisy
Small………………… Large
Soothing…….….………...Arousing
Light………………...Heavy
Unintelligent…….…..…………...Intelligent
Cold…………….……...Hot
Powerless…………………….Powerful
Emotions in HCI
Principal Components
Page 40 Emotions in HCI
The Dimensionality of Meaning (Osgood et al. 1957)
Page 41
● On average, 50% of variation in semantic differential ratings can be explained by three principal components:
good, nice.……...bad, awful
strong, powerful………weak, powerless
active, excited………passive, calm
● This finding was confirmed in hundreds, if not thousands of studies in at least 40 different languages and cultures.
Emotions in HCI
The Dimensionality of Meaning (Osgood et al. 1957)
Page 42 Emotions in HCI
Affective Meaning (Osgood 1962)
Page 43
● Re-interpretation: affective as opposed to denotative meaning.
● EPA: Evaluation, Potency, Activity as fundamental and universal dimensions of affective meaning
good, nice.……...bad, awful
strong, powerful………weak, powerless
active, excited………passive, calm
● Emotions and language are strongly related
Emotions in HCI
Affective Meaning (Osgood 1962)
Page 44
● Re-interpretation: affective as opposed to denotative meaning.
● EPA: Evaluation, Potency, Activity as fundamental and universal dimensions of affective meaning
good, nice.……...bad, awful
strong, powerful………weak, powerless
active, excited………passive, calm
● Emotions and language are strongly related
Emotions in HCI
Evaluation
PotencyActivity
Primary Emotions in the Affective Space
Page 45 Emotions in HCI
The World of Emotions
Page 46 Emotions in HCI
“…evaluation, potency, activity are not simply dimensions of words, but they are the hidden language, the affective Rosetta stone that allows the mind and the body to communicate...”
(Clore & Pappas, 2007)
Datasets
Page 47
● Culture and language-specific sentiment repositories, i.e. datasets with thousands of concepts with empirical EPA ratings
– Identities
– Behaviours
– Traits
– Emotions
– Settings
● Empirical base for
– Computer models of interaction and emotion
– Sentiment analysis
– Providing software with cultural knowledge Emotions in HCI
EPA – Example
Page 48 Emotions in HCI
EPA – Colours
Page 49 Emotions in HCI
EPA – Products
Page 50 Emotions in HCI
EPA – Names
Page 51 Emotions in HCI
Control
Page 52 Emotions in HCI
Balance
Page 53 Emotions in HCI
Balance
Page 54
Incoherent representations motivate corrective actions
Emotions in HCI
Balance
Page 55
Incoherent representations motivate corrective actions
Emotions in HCI
Affect Control Theory
Page 56 Emotions in HCI
Impression Formation
Page 57 Emotions in HCI
Evaluation
Potency
Activity
unpleasant
powerless
calming
pleasant
powerful
exciting
neutral slightlyslightly quitequite extremelyextremely infinitelyinfinitely
neutral slightlyslightly quitequite extremelyextremely infinitelyinfinitely
neutral slightlyslightly quitequite extremelyextremely infinitelyinfinitely
a mother (2.9 / 1.5 / 0.6)
Fundamental Sentiments
Impression Formation
Page 58 Emotions in HCI
Evaluation
Potency
Activity
unpleasant
powerless
calming
pleasant
powerful
exciting
neutral slightlyslightly quitequite extremelyextremely infinitelyinfinitely
neutral slightlyslightly quitequite extremelyextremely infinitelyinfinitely
neutral slightlyslightly quitequite extremelyextremely infinitelyinfinitely
a mother (2.9 / 1.5 / 0.6)
A mother beats a child. (-1.0 / 3.5 / 2.2)
Transient Sentiments vs. Fundamental Sentiments
Deflection = (Transient - Fundamental)2
Page 59 Emotions in HCI
Evaluation
Potency
Activity
unpleasant
powerless
calming
pleasant
powerful
exciting
neutral slightlyslightly quitequite extremelyextremely infinitelyinfinitely
neutral slightlyslightly quitequite extremelyextremely infinitelyinfinitely
neutral slightlyslightly quitequite extremelyextremely infinitelyinfinitely
a mother (2.9 / 1.5 / 0.6)
A mother beats a child. (-1.0 / 3.5 / 2.2)
Deflection = (Transient - Fundamental)2
Page 60 Emotions in HCI
Evaluation
Potency
Activity
unpleasant
powerless
calming
pleasant
powerful
exciting
neutral slightlyslightly quitequite extremelyextremely infinitelyinfinitely
neutral slightlyslightly quitequite extremelyextremely infinitelyinfinitely
neutral slightlyslightly quitequite extremelyextremely infinitelyinfinitely
a mother (2.9 / 1.5 / 0.6)
A mother beats a child. (-1.0 / 3.5 / 2.2)
Deflections and Control
Page 61 Emotions in HCI
● The basic idea of affect control theory can be stated in terms of deflections
Deflections and Control
Page 62 Emotions in HCI
● The basic idea of affect control theory can be stated in terms of deflections
● An individual selects a behaviour that produces the minimum deflections for concepts involved in the action
Deflections and Control
Page 63 Emotions in HCI
● The basic idea of affect control theory can be stated in terms of deflections
● An individual selects a behaviour that produces the minimum deflections for concepts involved in the action
● Minimization of deflections is described by equations derived with calculus from empirical impression-formation equations
Control Model
Page 64 Emotions in HCI
EPA scale
Linguistic concepts Linguistic concepts
Current situation
Future behaviour
Simulations
Page 65
● http://www.indiana.edu/~socpsy/ACT/download.html
Emotions in HCI
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Sources
Page 75
● Osgood, C.E., Suci, G., & Tannenbaum, P. (1957) The measurement of meaning. Urbana, IL: University of Illinois Press
● Osgood, Charles E. Studies on the generality of affective meaning systems. American Psychologist, Vol 17(1), Jan 1962, 10-28.
● Tobias Schroeder and Jesse Hoey. Affect Control Theory Lectures.https://cs.uwaterloo.ca/~jhoey/teaching/cs886-affect/
● Gerald L. Clore and Jesse Pappas. The Affective Regulation of Social Interaction. Soc Psychol Q. 2007 Dec; 70(4): 333–339.
● David R. Heise Expressive Order: Confirming Sentiments in Social Actions, Springer-Verlag, NY, 2007.
● http://www.indiana.edu/~socpsy/ACT/download.html
Emotions in HCI
THE UK’S EUROPEAN UNIVERSITY
www.kent.ac.uk
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