Influence of visual sensitivities to consumer purchase motivation, and its cross-culture comparison

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In this research, it was quantitatively investigated what kinds of texture, impression and emotion given by human's visual sensitivity are, and how much would have contributed to consumer purchase activities. While studying the texture, impression and emotion, we found that we can objectively measure the impression induced by colours, gloss and etc., through instrumental and statistical techniques. With the evaluation of the measuring method, we found the sensuous characteristics of the things used in our daily life and living environments. For example, we found that the appearances of cloths are changed with viewing angles and can be evaluated using reflectance and lightness measured by a multi-angle spectrophotometer. Moreover, in the study of purchase activities, we conducted some experiments and questionnaire surveys for knowing the influence of visual sensitivity to consumer purchase activities. The visual sensitivities for shape and colour affect consumer purchase activities.