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Understand Emotion Using Semiotics (Rachel Lawes)

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Presentation by Rachel Lawes, Lawes Consulting, at the 20 June 2019 CX Emotion conference (http://cx-emotion.com).

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Understand Emotion Using Semiotics (Rachel Lawes)

  1. 1. 1 T H E S E M I OT I C S O F E M OT I O N D R R AC H E L L AW ES FO R C X E M OT I O N T H E C U S T O M E R E X P E R I E N C E C O N F E R E N C E F O R M A R K E T E R S , 2 0 J U N E 2 0 1 9 , L O N D O N 9 : 4 0 A M – 1 0 : 0 5 A M
  2. 2. 2 SEMIOTICS DECODES SIGNS & SYMBOLS
  3. 3. 3 SIGNS ARETHE BUILDING BLOCKS OF REALITY EXPERIENCE IS A CULTURAL PRODUCT
  4. 4. 4 WHAT IF EMOTION IS NOT SOMETHING YOU FEEL INSIDE?
  5. 5. 5 WHAT IF EMOTION ISA KIND OF PERFORMANCE?
  6. 6. 6 HAPPY
  7. 7. 7 “she wants to appear like she has a happy, normal family” “their child’s happiness should come above that” Social functions of ‘happy’ • a sign of normality • a responsibility, to oneself and others • a kind of achievement
  8. 8. 8 SAD
  9. 9. 9 “I feel sad” “actually, I am devastated” Social functions of ‘sad’ • sad is acceptable because it’s not an extreme emotion • sadness incurs more support, less disapproval“you will have down days”
  10. 10. 10 DISGUSTED
  11. 11. 11 Social functions of ‘disgusted’ • Without disgust, there might not be any Twitter • A highly enjoyable state • Finality: I won’t be talked around
  12. 12. 12 LOVE
  13. 13. 13 Social functions of ‘love’ • Highly aspirational & performative • Yearning for restraint, approval • Needs the validation of observers
  14. 14. 14 CUSTOMER EXPERIENCE
  15. 15. 15 GIVE CUSTOMERS OPPORTUNITIESTO PERFORM EMOTION • chances to react • photo opps • shareable moments
  16. 16. 16 Dr Rachel Lawes tel: +44 (0)7939 020 466 email: rachel@lawes-consulting.co.uk Twitter, Instagram: @drrachellawes LinkedIn: Dr Rachel Lawes

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