Importance of Preference Mechanism in Product Evaluation

DS 74: Proceedings of the 14th International Conference on Engineering & Product Design Education (E&PDE12) Design Education for Future Wellbeing, Antwerp, Belguim, 06-07.9.2012

Year: 2012
Editor: Lyndon Buck, Geert Frateur, William Ion, Chris McMahon, Chris Baelus, Guido De Grande, Stijn Verwulgen
Author: Kim, SuKyoung; Cho, Youngil; Niki, Kazuhisa; Yamanaka, Toshimasa
Series: E&PDE
Institution: 1: University of Tsukuba, Japan; 2: Hiroshima Kokusai Gakuin University, Japan; 3: National Institute of Advanced Industrial Science and Technology, Japan
Section: Ideas to Market in Design Education
Page(s): 787-792
ISBN: 978-1-904670-36-0


This study is on preference mechanism in product evaluation using automotive images. The aim of this study is at understanding preference mechanism. For the purpose, the authors investigate the relation between Subjective Preference (Like-Dislike) and product evaluation considering not only various factors of product (e.g. various views and lightness of products), but also Reality Sets (Uninominal-Binominal). Thirty university students recruited from University of Tsukuba. Semantic Differential method is used as product evaluation. Evaluation values are preference, aesthetic, and pleasure that showed the significances in the previous preference mechanism study. Car-front-face, car-side, car-multi-aspect, and combinations of car front & side were used as stimulus. Subjects were participated in both Item Screening and Evaluation. The aim of Item Screening is at selecting experiment stimuli reflecting Subjective Preference. The screened images were reconciliated per subject. The subjects evaluated the reconciliated stimuli. The results show: Subjective Preference is related to product evaluation independently in Uninominal Reality Sets, even though considering variations of Subjective Preference, whereas Subjective Preference is related to product evaluation dependently in Binominal Reality Sets.

Keywords: Intuition, holistic view impression and affective decision


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