A SOUND-BASED PROTOCOL TO STUDY THE EMOTIONS ELICITED BY PRODUCT APPEARANCE

DS 68-7: Proceedings of the 18th International Conference on Engineering Design (ICED 11), Impacting Society through Engineering Design, Vol. 7: Human Behaviour in Design, Lyngby/Copenhagen, Denmark, 15.-19.08.2011

Year: 2011
Editor: Culley, S.J.; Hicks, B.J.; McAloone, T.C.; Howard, T.J. & Badke-Schaub, P.
Author: LU, Weihua; PETIOT, Jef
Section: Human Behaviour in Design
Page(s): 170-181

Abstract

Emotions influence how a customer interacts with the product. To be able to instill emotional value in product design, the understanding of user emotion and the measure of emotions are interesting challenges. Several measuring methods use visual stimuli as assessment scale. Until recently, hearing was an ill-explored part for emotion measurement. This paper describes a new protocol based on sounds for eliciting user emotion. The method uses a set of sounds and association tests, made by a panel of participants. The same objects, cars pictures, were evaluated by two user-tests based on both this new protocol and a classical protocol, the Semantic Differential. We describe in the paper the main stages of the new method, and we compare the results with the Semantic Differential Method using Principal Component Analysis and Generalized Procrustes Analysis. The new protocol seems to be a useful means to collect the intuitive emotion of users

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