First, notice that they are three forms, not three competing definitions. I think one of the more useful takeaways from this chapter is Block’s distinction between the three forms of emotion.

When testing the emotion elicited by a product or campaign it is useful to break them into physiological responses (EI), spontaneous expressive behavior (EII), and the experience of the consumer (EIII). EI can be tested quite well as you can record physiological responses pretty easily and they aren’t subject to worries such as those with self-reporting. EII is less precise, but given the right environment should be able to be captured in a measurable way. EIII is the most difficult to get at. Self-reporting is problematic for a number of reasons and we can’t measure the consumer’s experience directly.

But I hope that helps you see how the three forms can give us insights on how to measure consumer emotions, i.e. what the metrics we should attend to are when testing a product or campaign.

Best,
Robert

@Jeff Persuasion only works if you’re already motivated to do it. User experience design is about providing the environment for users to do what they already want to do. Having said that, I’m totally controlling your mind right now. Quick, don’t think about an elephant.