基于脑电探究外观特征对产品识别的影响

Investigation on Effect of Appearance Characteristics on Product Identity Based on EEG

摘要:

采取行为实验和脑电实验相结合的方法，分析产品外观特征元素（形状、颜色、材质）及其熟悉度（低、中、高）对产品识别的影响。脑电实验前，通过问卷获取被试的主观评价数据，进行实验假设。脑电实验采用经典的“学习?再认”范式，实验材料为3（形状、颜色、材质）×3（低、中、高）混合设计。结果表明：低和高熟悉度的颜色特征、低熟悉度的形状特征以及高熟悉度的材质特征能够有效提高产品的识别度。

Abstract:

A combination of behavioral and electroencephalogram (EEG) experiments was adopted to analyze the effect of appearance characteristics (shape, color, material) and its familiarity (low, medium, high) on product identity. Before the experiment，subjective evaluation data from participants were obtained through questionnaires and hypotheses were proposed. The EEG experiment is based on the classic learning-recognition paradigm，with the experimental materials of 3(shape, color, material)×3(low, medium, high) hybrid design. The results show that low and high familiar color characteristics, low familiar shape characteristics, and high familiar material characteristics can enhance product identification degree.