The Study of Cognitive and Pleasure Response to Cultural Products Towards Different Cultural Consumers

The study of cognitive and pleasure response to the cultural products towards different cultural consumers Products nowadays are not merely things; they are objects that can make people happy or angry, proud or ashamed, secure or anxious (Marzano, 1998). Consumers required a product not only having a good function and comfortable ergonomics, but also having a pleasure value when using. As known, a product with pleasure has a better chance success in a competitive market. Therefore, taking advantage of culture value in global market, a product with local appeal appears to be very important to enhance the cultural meaning (Lin, 2007), which can add emotional value to the product and hence is becoming an important component for the development of a successful product (Marzano, 2000; Desmet, 2001). Particularly, Taiwan aboriginal culture is a very unique and abundant resource. It is hence to be worth to have a further study in this particular culture towards design aspect. In academic research area, there are more and more research focus on emotional design and cultural product recently. Jordan (2000) first identifies four pleasure characteristics and Norman (2004) develops three levels of product emotions. In sum, this research, according to prior two theories, concluds three pleasurable characteristics: appearance pleasure, interactive pleasure and reflective pleasure. Due to the limitation of this research, it focuses on appearance and reflective pleasure, while the behavior level is ignored. In the experiment, both physiological and psychological assessments are used for measuring product emotion. Regarding to physiological tool, MP 150, Biopac equipment is employed to test EMG and EEG, while Chang and Wu’s (2009) pleasure scale and Russel’s (1980) pleasure-displeasure, arousal-sleeping two dimensions scale are used in the test. It is expected to have sixty subjects totally to participant experiment including 30 aboriginal students from Chang Gung institute or Ming-Chi institute of technology, while another 30 are ordinary participants. The aim to accomplish in this research are 1) Developing three stimuli through a workshop in the base of prior research material, field trip observation and interview. 2) Compared the emotional response difference between aboriginal and ordinal participants in cognition difference. 3) Compared the emotional response difference between aboriginal and ordinal participants towards cultural product.

Project ID:PE10007-1362
External Project ID:NSC100-2410-H182-022