| Abstract |
| The purpose of this study is to investigate whether the appropriateness of gustatory features in product design affect product evaluation and accompanied response by using functional magnetic resonance imaging(fMRI). Through the pilot survey, we categorized the product designs into two groups based on the level of the appropriateness. The total of 40 product designs were selected as the experimental stimuli. 15 right-handed participants(mean age = 23.33, SD = 1.7) were scanned with 3T MRI machine(ISOL Tech, Oxford OR63). The experimental stimuli were passively presented inside the scanner. In post scanning session, participants were asked to measure their preference and buying intention to the product designs. The results show that both the preference and buying intention were significantly higher for the high appropriateness condition compared to those of low appropriateness designs. Caudate nucleus and putamen, areas related to the positive reward such as monetary acquisition showed greater activation in response to the designs of high appropriateness condition, compared to the low appropriateness designs. |
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| Key Words |
| 공감각 제품디자인, 미상핵, 뇌섬엽, gustatory feature in multi-sensory product design, fMRI, Caudate nucleus, putamen |
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