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What is Emotional Design in Malaysian Car Purchases about?

This paper presents a conceptual framework emphasizing the importance of emotional design in the Malaysian automotive industry, particularly for national car makers Proton and Perodua. It identifies the lack of emotional attachment among Malaysian consumers towards national cars and argues that enhancing emotional and perceptual elements in car design can positively influence purchasing behavior. The study integrates literature on emotional design and consumer psychology to propose a model that aligns with

Author

Prasanna Halbe

Language

EN