An EEG Study of Car Modeling Design

• Main Authors: Tsai-Miau Ke, 柯采妙
• Other Authors: Regina W.Y. Wang
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/h9jsf6

碩士 === 國立臺灣科技大學 === 設計系 === 105 === This study takes car modeling design as the theme, We investigated whether modeling design and interior color scheme influence consumers’ emotion and brain responses. Surveyed from 2011 to 2014 's A class and B class car in Taiwan,a total of 56 as sample. After literature reviewing, modeling, the first independent variable, can be divided into three categories by using car outline : rectangle car, round car and streamline car. Color tones , the second independent variable,can be divided into four categories by pccs color system : light color, vivid color, dark color and neutral color.Through the analysis of the status in Taiwan,we found that largest number of modeling are rectangle car (84%) ,followed by the rectangular car (11%) and the round car (5%) , and that largest number of interior color scheme are neutral color (66%) ,followed by light color (21%), dark color (9%) and vivid color (4%). In the experimental results, the behavioral data analysis showed that the attention, emotion valence and emotion arousal of the vivid color tone were the highest, and there was significant difference. The female had a large emotion valence for the light color, and the male had a large emotion arousal for the dark color and neutral color ; this is consistent with the stereotype of preference for gender preferences.Neutral color had lowest attention, emotion valence and emotion arousal , but it can arouse a higher purchase desire. It is worth mentioning that male on the car interior color caused by emotional dimensions and the purchase desire a positive relationship; female 's behavioral data results are reverse relationship. Event-related potential (ERP) analysis found that different "gender " have significant difference on N200, N400 and N600. Female on the modeling in the N200, N400 and N600 average amplitude was significantly higher than men, showing that Female have a greater cognitive impact on the car modelingof the conflict. Event-related spectral perturbation (ERSP) analysis indicated that different gender and modelings or different gender and color tones elicited significantly different power in the frontal lobe (BA10,BA46), anterior prefrontal cortex (BA32), temporal lobe (BA22), parietal lobe (BA40) and occipital lobe (BA17).These results demonstrate the role of memory integration, emotion and aesthetic perception, cognitive understanding, familiarity and visual processing.