A Study on Using EEG to Measure the Cognitive Differences between Likert Scale and Semantic Differential Scale

• Main Authors: Yu-Hua Huang, 黃于華
• Other Authors: 吳錦波
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/zq7z98

碩士 === 淡江大學 === 資訊管理學系碩士班 === 104 === Over the past decade, cognitive neuroscience has gener- ated many advances in the basic understanding of information processing, decision making, and behavior by directly and objectively measuring the brain activity that underlies various decision-making, cognitive, amd emotional. Currently, there are many studies of likert scales and semantic differential scales applied in IS research.Chin(2008) used TAM to campare likert scales to semantic differential scales,but there is none of scale research combine with cognitive neuroscience.Therefore, the study combined with cognitive neuroscience,used EEG to measure users’ brainwave activity during answered likert sacles and semantic differntial scales. Analyzing brainwave with ERPs, investigating cognitive differences with P300.The study found there are cognitive differnces between likert scales and semantic differential scales,and likert scales have lager P300 amplitudes than semantic differential scales.