Affective preference measurement of product appearance based on event-related potentials
Affective preference measurement of product appearance based on event-related potentials
复制标题
基于事件相关电位的产品外观情感偏好测量
DOI：
10.1007/s10111-018-0463-5
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发表时间：
2018-05-01
影响因子：
2.6
通讯作者：
Ding, Yi
中科院分区：
文献类型：
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作者：
Guo, Fu;Wang, Xue-shuang;Ding, Yi
产品外观对用户的购买决策起着重要的作用，而产品外观引发的情感是微妙的，强度低，不易获得。事件相关电位（ERPs）能够反映人的心理活动，有效地识别大脑情感过程的特点。本研究以事件相关电位和情感设计理论为基础，对加湿器外观的情感偏好进行测量。首先，通过多维尺度分析和聚类分析筛选出加湿器图片作为实验刺激。在情感偏好测量实验中，被试被要求通过鼠标点击（左、中、右）判断加湿器图片的情感偏好水平（喜欢、中性、不喜欢），同时记录脑电信号。ERPs结果显示，额叶和中央N1、额叶、额叶-中央和中央晚正电位可以作为衡量被试对加湿器外观的情感偏好的指标。因此，被试对加湿器外观的情感偏好程度可以用事件相关电位来测量。实验结果可用于指导产品设计，在产品开发阶段通过测量不同原型的大脑活动可以大致推断出用户偏好或不偏好哪一个。
The product appearance plays an important role in users' purchase decision, while the emotions elicited by the product appearance are subtle, low intensity and not easy to obtain. Event-related potentials (ERPs) can reflect people's psychological activities and effectively identify the characteristics of brain's affective process. In the present study, the affective preference measurement of humidifier appearance was conducted based on the theory of affective design and event-related potentials. Firstly, the collected humidifier pictures were screened to be the experimental stimuli through multidimensional scaling analysis and cluster analysis. During the affective preference measurement experiment, the participants were asked to judge the affective preference level (liked vs. neutral vs. disliked) of humidifier pictures with the mouse button clicking (left, middle, right), and the electroencephalograph signals were recorded at the same time. ERPs results showed that the frontal and central N1 and frontal, frontal-central and central late positive potential can be taken as the indexes to measure participants' affective preference of humidifier appearance. In conclusion, the participants' affective preference level of humidifier appearance can be measured by ERPs. The experiment results can be used to guide product design, by measuring the brain activities of different prototypes at the phase of product development we can roughly infer which one is the user preferred or not preferred.