This model was proposed by Patrick W. Jordan (2000). This alternative affective model focuses more on pleasurable aspects of our interactions with products. This model considers all of the potential benefits that a product can deliver. Based on the framework of Lionel Tiger (1992) about pleasure, pleasure model proposes four conceptually distinct types of pleasure. These are:

1. Physio-pleasure
2. Socio-pleasure
3. Psycho-pleasure
4. Ideo-pleasure

Physio-pleasure is related with bodily aspects which are connected to sensory experiences about product e.g. tactual pleasure of holding a mobile phone while making calls. Socio-pleasure refers to the enjoyments derived from relationships with others. Products can facilitate the social interactions in different ways. For example, a coffee maker provides a service which may be act as a central focus of attraction of small social gathering a ‘Coffee evening’. Psycho-pleasure is associated with cognitive and emotional reactions. A product may need a particular level of cognitive load to use it and the product attributes/ interaction style may elicit emotional response based on the experience about the product. Psyco-pleasure is similar to the ones Norman talks about at the behavioral level. Ideo-pleasure refers to people’s values and is analogous to the reflective level of Norman’s model. For example, a product made up of biodegradable materials is associated with value of environmental responsibilities. Similar to ‘Maslow’s hierarchy of needs’, Jordan (2000) also highlighted about a hierarchy of consumer needs. In this hierarchy Jordan placed pleasure in the third level after usability and functionality according to user’s priority. According to Jordan, while consumers/ users are taking purchase decision, they are more concerned about functionality, then usability and next to pleasure when functionality and usability of many products are same.

Though this model does not able to explain how pleasures happen in biological and behavioral level, but it helps designers to think about expression of different kind of pleasure through product attributes/ interaction styles. This model does not prescribe how to incorporate pleasure related product attributes with complete set of pleasures. Designers may take challenges in future to design their products which will reflect the whole set of pleasure through a single product.