| Summary: | 碩士 === 國立臺灣科技大學 === 設計研究所 === 97 === In this study, we are discussing the subject of “functional visual designs in multi-packs”, and exploring the relations among “emotion dimension”, “buying desire”, and “event-related potentials”. The purposes of the study are (1) to find out the design trend on “handle relativity association” and “product relativity association” of functional visual designs in multi-packs for in-market alcoholic drinks; (2) to find out the influence of “handle relativity association” and “product relativity association” of functional visual designs in multi-packs on consumer emotions like “valence”, “arousal”, and “buying desire”; (3) to find out the influence of “handle
relativity association” and “product relativity association” of functional visual designs in multi-packs on the amplitude of consumer’s event-related potentials (ERP); (4) to explore the relationship between design trend of functional visual designs in multi-packs and consumer’s cognition for “emotion dimension” as well as between that and “buying desire”; (5) to explore the consistence between consumer’s mental “emotion dimension” and physiological “event-related potentials”. Conducted by means of survey and experiment, our study is divided into three stages. Stage 1 is “A survey of functional visual design trend in multi-packs”, stage 2 “A survey of emotion dimension”, and stage 3 “ERP experiment”. We found in the study that
(1) After referring to previous documents and the survey in stage 1, “handle relativity association” and “product relativity association” of functional visual designs in multi-packs are proposed as independent variables. “Handle relativity association” can be divided into “physical handle, semi-concealed handle, and disguised handle”, while “product relativity association” into “product physicality, product contents, and product property”. Among them, “semi-concealed handle” combined with “product physicality” is the design trend at the present day. “Disguised handle” combined with “product
physicality”, “product contents”, or “product property” is in the minority.
(2) The survey result in stage 2 shows that consumer’s emotion dimension and buying desire are under no influence while in “handle relativity association”; emotion dimension and buying desire show “positive correlation” to product relativity association while in “product
relativity association”. The higher the association (product physicality), creating positive valence and high arousal, the higher the buying desire; the lower the association (product property), creating negative valence and medium arousal, the lower the buying desire.
(3) Comparison between the survey results of stages 1 and 2 shows that while in handle relativity association, the designer is fond of disguised handle (semi-concealed handle), inconsistent with consumer’s preference (physical handle); while in product relativity association, the designer’s idea is consistent with consumer’s preference (product physicality). The current design trend is still able to meet the public’s preference. However, the “physical handle” with “product physicality” that best arouses consumer’s positive
emotion and high buying desire is quite rare in the market, which means there is still a possibility that the designer makes “design difference” from the design trend.
(4) The experiment result in stage 3 shows that for consumer’s handle relativity association on waveband N100, the lower the association (disguised handle), the greater the resulted amplitude of ERP will be, and more obvious activation will occur in the “left and center” of the brain; on wavebands P200 & SW, the higher the association (physical handle), the greater the resulted amplitude of ERP will be. For consumer’s product relativity
association on waveband N100, the lower the association (product property), the greater the resulted amplitude of ERP will be, and more obvious activation will occur in the “center” of the brain; after waveband P200, the higher the association (product physicality), the greater the resulted amplitude of ERP will be. For the two above-mentioned variables, activation of the brain on all wavebands goes gradually from frontal lobe to parietal lobe.
(5) Comparison between the survey result of stage 2 and experiment result of stage 3 shows that while in “handle relativity association”, consumer’s “emotion dimension” is inconsistent with ERP amplitude. While in “product relativity association”, consumer’s “emotion dimension” is positively correlated to ERP amplitude, which acknowledges that the survey result conforms to consumer’s physiological ERP reaction.
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