We find ourselves shifting from material to immaterial, as a society. People now value experience over things, buying memories over products.
Embedded intelligence: objects creating idea spaces, for example, places where you can/ are likely to think. Rational vs. emotional thought are not two different things, but two modes of the same thing.
Emotion is a label that we apply AFTER we experienced something, says a theoretician (I’m so bad with names!), e.g. after we see a bear and feel threatened, we label bear correctly. This theory is controversial, and here’s one proof that beyond the physical stimuli and nervous system answer, the context makes a huge difference: the high bridge study (1974), made to support the two-factor theory of emotion.
Male students were asked to cross a shabby bridge over a deep gorge into the arms of a nice lady. She would ask them serious questions on how they felt during their crossing, start flirting with them unannounced, and hand out her phone number. When she was on the other side of the bridge, answers were mainly about anxiety, and about a quarter of the guys called her. When she was positioned in the middle of the bridge, the answers revolved around thrilling, and half the students called her afterwards.
He applies the MDA model presented earlier by Robin Hunicke to non-game products and builds a counter-intuitive two-factor design theory: incite, then imprint. More here [PDF], as it wasn’t properly detailed today, I feel.