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URN etd-0212119-105627 Statistics This thesis had been viewed 49 times. Download 0 times. Author Chang-li Pao Author's Email Address No Public. Department Industrial Design Year 2018 Semester 1 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 90 Title Emotional-Aesthetics Values and Cognition Effects of Smart Watch and Traditional Watch Design Features Keyword emotional dimension visual features design elements watch design event-related potential event-related potential watch design design elements visual features emotional dimension Abstract In recent years, consumers have begun to demand emotional values from products in addition to functionality. Because emotional factors exert considerable influence on consumers’ decision-making process when purchasing a product, this study aimed to determine consumers’ purchasing motivations. Because creating emotional demand is the main focus of their product design, this study targeted watches to explore the effects of design features on emotions. Furthermore, correlations between design features and emotions were investigated; said investigation was complemented by analysis of objective emotional responses manifested in brain waves. This study comprised two stages of experiments. In the first stage, senior product designers were invited to categorize and screen 360 watch designs to establish emotional term data, among which representative samples were chosen on the basis of essential features. The resultant emotional terms were then applied in a questionnaire assessing the affective responses of 30 participants toward watches. An electroencephalogram machine was used in the second stage of the experiment to track the late positive component (LPC) amplitudes and brain responses of 16 participants with design proficiency; the results are indicated in event-related potentials (ERPs). This study discovered that angular (e.g., triangle) or unique (e.g., barrel-shaped) watch designs lefts an uncoordinated impression and thus stimulated negative feelings among participants. Even though such designs are arguably more fascinating and modern, participants still preferred conventional round or rectangular watch designs. Because of the existing memory of past visual features, the participants were prone to generate higher LPC amplitudes and experience positive emotions when exposed to conventional watch designs. This study studied brainwaves to objectively assess and demonstrate the cognition bias problem in subjective questionnaires. Significant ERP effects could indeed be elicited by design features of watches that resonate with emotions. The findings of this study may facilitate the integration of ERP assessment tools into other topics or research involving design. In addition, the combination of various design elements compiled by this study may be used as design parameters in digital model innovations that target design factors capable of affecting human emotions to propose systematic emotional designs. Advisor Committee Chao-Yang Yang - advisor
Ching-Yi Wang - advisor
Ming-Huang Lin - co-chair
Files Date of Defense 2018-03-28 Date of Submission 2019-02-13