Elliott Hedman

Abstract

We piloted a new mechanism to measure physiological arousal (frustration, anxiety, excitement, etc.) in an observational setting. As a proof of concept, mothers’ arousal was measured while they played a new board game (Monopoly). Some points of tension (times when a parent felt the players were becoming disengaged with the game) corresponded with an increase in arousal. From this work, we were able to suggest future design changes that would allow Hasbro to make a more calming experience and create less tension with their board game instructions. This paper shows the usefulness of measuring physiological arousal when attempting to understand emotional responses to a company’s product or service.