Shared sensory experience : a design strategy for dissemination : a thesis presented in partial fulfillment of the requirements for the degree of Master of Design at Massey University, Wellington, New Zealand

This study explores the theory of emotional contagion and then offers insights as to
\nhow communication designers could practically apply aspects of this theory to a communication
\ncampaign. Schoenewolf (1990) describes emotional contagion as “a process in which a
\nperson or group influences the emotions or behavior of another person or group through the
\nconscious or unconscious induction of emotion states and behavioral attitudes” (p. 50). A significant
\naspect of this theory involves joint consumption. This suggests that an experience
\nof an event differs when more than one person is involved. Ramanathan and McGill’s (2007)
\nrecent study suggests that a stronger positive or negative evaluation of a shared experience
\nis achieved through the creation of emotional contagion. When considering this, an opportunity
\nexists to establish recommendations for the design industry to employ in order to enhance
\nan audience’s response. In order to be successful in constructing a pertinent strategy
\nit is critical to consider the way in which people perceive experiences; central to this theme
\nare the five senses.
\nResearch into the five senses which include sight, sound, smell, touch and taste,
\nindicates the significant impact over an individuals’ emotions and decision making process.
\nTo date the human senses have been largely neglected within the design industry due to
\nconventional use of mainstream media. Through using non-traditional media, participants
\ncould be connected on a more sensory level through means of interactive involvement.
\nFrom a holistic perspective the overarching methodology will be that of research
\nfor design (Frayling, 1993, as cited in Downtown, 2003). The emphasis will therefore be on
\nproviding insights and ideas as to how the design industry could, through non-traditional
\nmedia, embrace emotional contagion.
\nSupporting methods will be a combination of the following:
\n1. Case studies. These will include an analysis of precedents
\n2. A self generated design campaign. The focus will be tourism. This has been chosen
\nbecause of its experiential and shared nature.

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