UNDERSTANDING THE NATURE OF DEEP IMPRESSIONS BY ANALYZING THE STRUCTURE OF VIRTUAL IMPRESSION NETWORKS
We focus on deep impressions, which defined as the impressions that are related to the deep feelings towards a product and lie under the surface impressions. We aim at understanding the nature of preference that an individual may have with regard to a product. For that purpose, we developed a method for constructing ‘virtual impression networks’ and analyzed the structure. As the result, the difference appeared between the structural characteristics of ‘like’ and ‘dislike’ networks. We suggest that the understanding of the deep impressions may be the clue in understanding human preference.