If organizations don’t understand and address these underlying - often unconscious - determinants, they’ll struggle to create consistently engaging experiences.įortunately, all people share some fundamental characteristics. There’s a lot of other hidden factors that influence our behavior. We’re not completely rational decision-makers who act solely on cold, hard logic.
This can be tricky, however, as human beings are incredibly complicated. While recognizing and managing the relationship between experiences, emotions, and actions is critical, to forge lasting emotional bonds, organizations also need to understand why people feel and behave the way they do. Behaviors: How a person interacts with an organization, which is heavily influenced by their attitudes.Attitudes: What opinions and sentiments someone holds about the organization.Perceptions: How the person views the experience based on their expectations, which are evaluated against success (whether they could achieve their goal), effort (how easy or hard it was), and emotion (how they felt).Expectations: What a person anticipates will happen during an experience.Experiences: What actually happens to a person during an interaction.Organizations actively need to shape how people process and respond to their experiences by managing the five elements of the Human Experience Cycle. Just recognizing this connection isn’t enough, however.
So if organizations want to drive profitable behaviors, they need to recognize the ways in which people’s experiences affect how they think, feel, and act toward their business. Like whether they purchase more products, recommend the business to friends, or stay late at work. And that experience - whether it’s mundane, transformative, or something in between - is going to generate an emotional response, which in turn will influence their attitudes and inform their future behaviors. This means that whenever someone interacts with an organization, they will have an experience. They can be as boring as responding to a work email or as life-changing as having a child. Understanding the basics of human behaviorĮxperiences are how human beings interface with the world.
#AFFECTUS TRANSLATION FREE#
This means embracing how people actually think and feel, catering to their needs and preferences, and then translating those insights into engaging experiences.įind opportunities to design more compelling experience with our free design worksheet Consequently, neglecting the human-side of XM is a huge and costly mistake.īefore you can effectively manage experiences, however, you must understand the needs and preferences of people across your ecosystem. Everyone who encounters your organization is a person, and how they think and feel about their experiences with your business is going to affect their loyalty to your company and, ultimately, your bottom line. What do these groups have in common? They are all made up of people. Why human behavior is important to XMĬustomers. Understanding human behavior – how and why people act the way they do – can help you design and execute more emotionally engaging experiences. It also belies his claim that there is no difference (nihil interest) between affectio and affectus.Discover why universal human behavior traits are key to a successful XM activation.Įxperience management (XM) is becoming increasingly vital to organizations’ long-term business success. ), indicates that Erasmus embraced a different emotional lexicon when compared with his predecessor(s). Moreover, the fact that Erasmus never follows the Vulgate when it reads either affectio (3 times) or passio (18 times), while he otherwise retains some 60% of the Vulgate’s words overall in the 1535 edition (per de Jonge The Vulgate does not use affectus in the New Testament, while Erasmus uses it over a dozen times, and so a Vulgate purist like Titelmans would have had ample opportunity for criticism. The letter itself contains a defense of the use of affectus in his Latin translation of the New Testament, a choice that had come under attack by the Flemish Franciscan Francis Titelmans in a 1529 work criticizing Erasmus’s Novum Testamentum. The letter to Gilles was written in the context of the publication of one of several apologiae Erasmus wrote in defence of one of his most important works, the very first printed edition of the Greek New Testament with a fresh Latin translation in parallel columns (originally published in 1516 and revised in 1519, 1522, 1527, and 1535). Thus Erasmus of Rotterdam, the prolific and widely influential Dutch humanist, reflects upon the relationship between two key Latin emotion terms in a 1530 letter to his friend Peter Gilles. ‘There is no difference between affectio and affectus, except that Cicero liked the former and Quintilian the latter.’
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