| Abstract |
| This study examined the characteristics of brain`s reaction pattern concerning the preference for product images and compared them with the result of subjects` intuitive evaluation of their preference for the same materials. Two tests were conducted; the first one that calculated comfort properties based on brainwave measurements in order to examine the impression given by the images of products presented separately, one-by-one, and the second one that had subjects evaluate the preference directly by comparing the images of all products simultaneously. The first test was titled ‘Independent Cognitive Response’ and the second test, ‘Relative Cognitive Response’, and their characteristics were as follows. In the ‘Independent Cognitive Response’, the state of emotion was expressed in absolute values based on the comparison with the information accumulated through the subject`s own experience and the feeling expressed as ‘pleasant’ or ‘unpleasant’ persisted as absolute values. In the ‘Relative Cognitive Response’, the state of emotion relative to the information of other images compared in the stage of perceiving the images was expressed, and in this case, the state of emotion described as ‘calm’ or ‘excited’ acted as relative values. |
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| Key Words |
| 제품 이미지, 선호도 평가, 쾌적도, 상대적 가치, product image, preference evaluation, comfort properties, relative value |
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