* Design Perceptual Awareness Lab (D:PAL), The Department of Design, National Taiwan University of Science and Technology (Taiwan Tech), No. 43, Sec. 4, Keelung Road, Taipei 10607, Taiwan.
† Design Perceptual Awareness Lab (D:PAL), Taiwan Building Technology Center, National Taiwan University of Science and Technology (Taiwan Tech), No. 43, Sec. 4, Keelung Road, Taipei 10607, Taiwan.
Int J Neural Syst. 2018 Apr;28(3):1750030. doi: 10.1142/S0129065717500307. Epub 2017 Apr 28.
Affective engineering aims to improve service/product design by translating the customer's psychological feelings. Award-winning advertisements (AAs) were selected on the basis of the professional standards that consider creativity as a prerequisite. However, it is unknown if AA is related to satisfactory advertising performance among customers or only to the experts' viewpoints towards the advertisements. This issue in the field of affective engineering and design merits in-depth evaluation. We recruited 30 subjects and performed an electroencephalography (EEG) experiment while watching AAs and non-AAs (NAAs). The event-related potential (ERP) data showed that AAs evoked larger positive potentials 250-1400 [Formula: see text]ms after stimulus onset, particularly in the right fronto-temporal regions. The behavioral results were consistent with the professional recognition given to AAs by experts. The perceived levels of creativity and "product-like" quality were higher for the AAs than for the NAAs. Event-related spectral perturbation (ERSP) analysis further revealed statistically significant differences in the theta, alpha, beta, and gamma band activity in the right fronto-temporal regions between the AAs and NAAs. Our results confirm that EEG features from the time/frequency domains can differentiate affective responses to AAs at a neural circuit level, and provide scientific evidence to support the identification of AAs.
情感工程旨在通过翻译客户的心理感受来改进服务/产品设计。获奖广告 (AA) 是根据考虑创意为前提的专业标准选择的。然而，尚不清楚 AA 是否与客户对广告的满意程度有关，还是仅与专家对广告的看法有关。这一情感工程和设计领域的问题值得深入评估。我们招募了 30 名被试，在观看 AA 和非 AA (NAA) 时进行了脑电图 (EEG) 实验。事件相关电位 (ERP) 数据显示，AA 在刺激后 250-1400 [Formula: see text]ms 时引起更大的正电位，特别是在右额颞区。行为结果与专家对 AA 的专业认可一致。AA 的感知创造力和“产品样”质量水平高于 NAA。事件相关频谱微扰 (ERSP) 分析进一步揭示了 AA 和 NAA 之间右额颞区theta、alpha、beta 和 gamma 频段活动的统计学显著差异。我们的结果证实，时间/频率域的 EEG 特征可以在神经回路水平上区分对 AA 的情感反应，并为识别 AA 提供科学依据。
