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Noted Professor of Psychology at the University of Toronto,
Gerald Cupchik studies the psychology of emotion and
aesthetics. His work in cognitive and psychodynamic
responses to perfume and liquor advertising tells us
something about the creator and the viewer. His keynote
topic, The Design of Emotion, asks us both to listen
to our bodies and awaken our minds’ eyes. How do the
mind and body interact? Gerald lays out some of his
theories about designers and the tools and instruments
they use to foster adaptation, and discusses the roles
mass culture and society play in the world of the designer.
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