Cognitive and neural mechanisms underlying Kansei response to products

2018 Fiscal Year Final Research Report

• Project/Area Number: 15K00374
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Kansei informatics
• Research Institution: The University of Tokyo
• Principal Investigator: Ueda Kazutaka 東京大学, 大学院工学系研究科(工学部), 講師 (10403594)
• Project Period (FY): 2015-04-01 – 2019-03-31
• Keywords: 感性 / 製品 / 認知 / 脳機能計測

Outline of Final Research Achievements

We examined a series of cognitive information processing of a user’s product evaluation from the perspective of cognitive neuroscience, by subjectivity and use of a physiological index. Based on the new cognitive model that describes the user's expectations regarding the product and emotional response after its use, we conducted experiments to verify the formation of expectations and to evaluate aesthetic sensitivity. Analysis of the information processing concerning the generation and maintenance of expectation and aesthetic sensitivity was conducted by subjective evaluation experiment and electroencephalogram (EEG) measurements, and the user’s product evaluation structure was clarified. Moreover, an EEG-based quantitative evaluation method was developed for examining the cognitive information processing related to product evaluation.

Free Research Field

認知神経科学

Academic Significance and Societal Importance of the Research Achievements

今日の多種多様な製品が競合した状況において，ユーザの期待を満たすだけでなく，期待を超えるような魅力的な製品を設計するためには，製品に対するユーザの感性などの直接的な評価過程と併せて，製品に対する期待など製品体験に関わる一連の認知過程を考慮に入れる必要がある．本研究課題により，製品評価に関わる一連の顕在的・潜在的認知情報処理過程を明らかにし，新たな設計理論，手法の構築への道筋をつけることができた．