Expectation Design Based on User’s Cognitive Process

<jats:p>In today’s market, points of contact between users and products now extend to pre-product release situations such as rollout events. In order to design an attractive product that exceeds users’ expectations, it is necessary to take into account a set of cognitive processes associated with the user experience, such as product expectations and the memories of product-related experiences that led to the formation of these expectations. This study aimed to model the situation surrounding users’ expectations and to elucidate the mechanisms regulating these expectations. To do so, situations in which expectations arise were experimentally reproduced, participants predicted their future emotions based on emotional valence and probability of occurrence, and a hypothetical model was verified. Furthermore, focusing on participants’ feelings of self-efficacy formed by past experiences and their subjective view of the probability of events occurring as regulating parameters of future emotional states, it was found that they are connected to changes in emotional valence when predicting emotions.</jats:p>