Project detail Title: The role of emotions and emotional design in the adoption process of electric cars. Duration: 01/01/2012 - 31/12/2013 Researcher(s): Principal investigator:  De Pelsmacker Patrick Research Team(s): Marketing Abstract: The project investigates the role of emotions in the adoption process of new sustainable products, more specifically electric cars. A conceptual model is developed and tested by means of which existing theoretical frameworks such as the Extended theory of Planned Behaviour can be extended with emotional dimensions. Additionally, consumer responses to different emotions in the design of and advertisements for electric car models of existing car makes are studied.- Website