The design features of ambiguous semantic products and objective cognitive responses of different semantic distance in an emotional sense

• Main Authors: Chung, Yu-Jen, 鍾雨蓁
• Other Authors: Wang, Ching-Yi
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/56679419183987114078

碩士 === 亞洲大學 === 創意商品設計學系 === 104 === In design research, researchers usually use the semantic differential of bipolar type adjectives to investigate people’s feelings in the process of shaping products, for example, modern versus traditional and simple versus complex. However, many cases of design products obviously convey feelings with ambiguous meanings. For example, vintage car’s appearance may include traditional and modern aspects, implying ambiguous meanings at the same time. Most research surveying the feelings related to products employ subjective questionnaire surveys at present; there is a distinct lack of objective surveys. Therefore, our research uses four semantic dimensions: sensibility, novelty, contemporaneity and complexity. The aim was to use the standard deviation of semantic differential to sieve the products’ photos for different semantic distance. With electroencephalography, we recorded Event-related Potentials and detected stimuli of different semantic distance, including: consistent, ambiguous, and inconsistent paired combination. Moreover, we surveyed the N400 element’s effect of semantic priming and recorded reaction times of the brain as well as amplitude. The results of our research reveal that the reaction times of consistent are greater than they are for inconsistent in the aspect of behavior reaction; reaction times are close between ambiguous and inconsistent; reaction time of consistent is much quicker than it is for inconsistent; and the reaction time of ambiguous is as fast as it is for consistent. For brainwaves, the N400 effect prospectively in the hindbrain right side can be found for the combination of inconsistent; the combination of consistent has less N4000 effect in the hindbrain left side, and doesn’t show the N400 effect. Although combination of inconsistent and ambiguous do show the N400 effect, their semantic sublexical processing differs in the brain. In our research, we presume that the N400 effect of inconsistent acts as a stimulus toward the negative before and after the choroid, and the effect of ambiguous is two-way positive within the semantic realm. From the above consequence, we can know that while questionnaires in the past surveyed people’s subjective feelings, physiological brainwaves can detect people’s mental feelings objectively. Therefore, in order to survey products’ ambiguous semantics in the future, we can use brainwaves as our objective accessibility to people’s semantic reactions.