FOREWORD
Emotion: we experience it, we feel it, it affects us, it moves us. Our memories, our relationships, our decisions are all infused with emotion. Emotion is central to our lives as humans, which include not only our families and friends and those close to us but also the many people we interact with every day in the services we use. In the service economy, and more importantly in the new concept of the experience economy, the role of emotion is becoming increasingly recognized as a critical aspect of these interactions and indeed very often comprises the core of the value we receive. Consider the care of a doctor, the helpfulness of a sales assistant, the welcome of a waiter, the adrenaline thrill of a theme park ride, or the poignancy ...
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