Ohira Hideki, Hirao Naoyasu
Department of Psychology, Nagoya University Nagoya, Japan.
Research Center, Shiseido Co. Ltd. Yokohama, Japan.
Front Psychol. 2015 Feb 9;6:103. doi: 10.3389/fpsyg.2015.00103. eCollection 2015.
We analyzed skin conductance response (SCR) as a psychophysiological index to evaluate affective aspects of consumer preferences for cosmetic products. To examine the test-retest reliability of association between preferences and SCR, we asked 33 female volunteers to complete two experimental sessions approximately 1 year apart. The participants indicated their preferences in a typical paired comparison task by choosing the better option from a combination of two products among four products. We measured anticipatory SCR prior to expressions of the preferences. We found that the mean amplitude of the SCR elicited by the preferred products was significantly larger than that elicited by the non-preferred products. The participants' preferences and corresponding SCR patterns were well preserved at the second session 1 year later. Our results supported cumulating findings that SCR is a useful index of consumer preferences that has future potential, both in laboratory and marketing settings.
我们分析了皮肤电传导反应（SCR）这一心理生理指标，以评估消费者对化妆品偏好的情感方面。为检验偏好与SCR之间关联的重测信度，我们让33名女性志愿者在大约相隔1年的时间里完成两个实验环节。参与者在典型的配对比较任务中，通过从四种产品中的两种产品组合中选择更好的选项来表明自己的偏好。我们在偏好表达之前测量预期SCR。我们发现，偏好产品引发的SCR平均幅度显著大于非偏好产品引发的幅度。1年后的第二个环节中，参与者的偏好和相应的SCR模式得到了很好的保留。我们的结果支持了越来越多的研究发现，即SCR是消费者偏好的一个有用指标，在实验室和营销环境中都具有未来潜力。
