Four Pleasures

In the 2nd chapter, there is a framework in Designing Pleasurable Products (Jordan, W 2003) that provides a holistic approach to consider when designing a pleasurable product.

1. Physiological Pleasure 
2. Psychological Pleasure
3. Sociological Pleasure
4. Ideological Pleasure

The example of the Calvin Klein underwear will be used to facilitate a summarized explanation:

Physiological Pleasure (physical aspects)

The comfort, fit and quality of a well made underwear are senses that bring satisfaction

Psychological Pleasure (emotional aspect)
The aspect where one will use the product and feel like a ripped Hollywood hunk (all hail Mark Walhberg) when donning the underwear. The underwear is a great example here as it is something felt on the inside. With the advent of brain-washing advertising, underwear these days go beyond being just an undergarment and have evolved into becoming a fashion statement or a symbol of masculinity.

Also the pleasure of purchasing an expensive (branded) product gives the user a sense of making the right decision. Cognitive dissonance—a Phenomenon of searching for evidence that confirms what a person wishes to believe.  

Sociological Pleasure (relationship aspect)
How does it reflect on a person that 'likes' the CK Underwear page on Facebook? Here one would fine pleasure in a sense that he is cultured and trendy, one whom does not just purchase non-labelled underwear (or fashion accessory) for it's pure function or usability benefits.

Ideological Pleasure (values aspect) 
One could have bought branded underwear for possibly the following reasons: 
— CK does not embody slavery in that manufacturing process which appeals to me (maybe?)
— I spend the money on expensive products so my country's economy may prosper
— CK only chooses the types of models I like and that's how sexy models should be


The deliberate note on last point emphasizes that ideology is heavily dependent on the individual. Basically ideology configures ones personal identity and behavior towards life.