What situations trigger intense emotions in automobiles?

Conference ProceedingsDriving involves a variety of events and activities that stimulate emotional experiences. The aim of this investigation was to examine automobile experiences and to identify affective themes. 245 UK-based participants were recruited using a purposive sampling strategy. One study consisted of an online questionnaire which inquired about the automotive experiences which proved most emotionally intense. The second consisted of a simulator based immersive driving experience, followed afterwards by a questionnaire which inquired about the automotive experiences which proved most emotionally intense. Questionnaire responses were clustered into themes using a content analysis method. The study identified 13 major themes and 44 sub-themes. The findings provide guidance regarding the triggers of emotional responses which designers can use to better understand and to improve automotive experiences.Jaguar Land Rover as part of project Automotive Habitat Laboratory (AutoHablab)