Enhancing a Car Change Through Emotion: A Mixed Methods Approach

• Mareike Grund, PhD

  Eberhard Karls University of Tübingen

  Author

• Dr. Ingo Totzke

  CARIAD SE

  Author

• Dr. Arnd Engeln

  Stuttgart Media University

  Author

Emotional product attachment comprises multiple dimensions, and the significance of these dimensions can change over time. Cars can evoke a wide range of emotions in their owners, particularly during an event in which an owner changes cars. This may be characterized by user sadness over the loss of the previous car and their memories associated with the car, as well as a pleasant anticipation or uncertainty regarding the upcoming car. Apps may help users to overcome such an emotional dilemma. This study investigates and reports on the impact of prototypical app variants on users’ emotional perception of changing cars. The app variants were explicitly designed to address user memories and pleasure. This study employed a mixed-methods approach, combining qualitative questions and quantitative measurements. The sample consisted of N = 43 participants who exhibited varying levels of emotional attachment to their cars. Our results indicate that the app variants succeeded in their intended goals. A variant focusing on memories stored users’ memories of the car, leading to both facilitating and hindering the emotional handling of the car change. A variant focusing on pleasure stimulated users’ anticipation for the upcoming car, proving to be the most effective strategy to support positive feelings during a car change. Notably, the perceived helpfulness of the app variants was independent of users’ level of emotional attachment.

This study demonstrates that digital interventions can influence emotional attachment to cars, providing new insights into the complex relationship between users and their possessions. The findings have implications for designing user experiences that aim to enhance emotional attachment and long-term use of products like cars.

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1. Mareike Grund, PhD, Eberhard Karls University of Tübingen

   Mareike Grund studied psychology and is earning her PhD at CARIAD SE. She is supervised by the Eberhard Karls University of Tübingen and Stuttgart Media University. Her research focus is the emotional attachment between users and their cars.

2. Dr. Ingo Totzke, CARIAD SE

   Dr. Ingo Totzke is the leader of the UX/UI Team at CARIAD SE's pre-development. His research focuses on user experience for infotainment systems and AI-based car features.

3. Dr. Arnd Engeln, Stuttgart Media University

   Dr. Arnd Engeln is a Professor for Market Research and Advertising Research at Stuttgart Media University. His research focus is user experience, its measurements, and integration into the user-centered design process.