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为更客观地获取用户的产品意象数据,应用事件相关电位技术探讨了用户感知意象的思维表征。对154个国际知名品牌中的2 500款汽车造型进行筛选,得到经典车型720款。以16名大学生用户作为被试者,分别从中选择美观、中等和不美观图片各60幅,应用事件相关电位技术测试这些用户在欣赏各类图片时的脑电信号,并应用口语分析法获取其心理活动。结果显示,在第100 ms和第200 ms时,在大脑额叶Fz附近产生了脑电成分N1和P2;在第440 ms和第650~920 ms时,在大脑顶叶Cz,Cp1,Cp2和Pz位置产生了中期成分和晚成分。结果表明:漂亮、独特、协调、流畅、硬朗和简洁是大学生用户感知汽车造型的主要判断标准。在该感知过程中,用户在Cz,Cp1,Cp2及Pz位置的中期成分和晚成分可表征大脑思维,且两种成分的波幅可作为评价产品意象值的重要指标。该研究结果有助于提升产品意象获取手段的客观性,并有望应用于产品造型设计。
In order to obtain the user’s product image data more objectively, we apply the event-related potential technique to explore the thinking representation of the user’s perception image. We screened 2,500 models of 154 internationally renowned brands and got 720 classic models. Sixteen college students were selected as subjects, and sixty (60) images of aesthetics, medium and aesthetics were selected respectively. Event-related potentials were used to test the EEG signals of these users while enjoying various kinds of pictures. Oral analysis Psychological activities. The results showed that at the first 100 ms and the second 200 ms, EEG components N1 and P2 were produced near the frontal Fz of the brain; at the 440th and 650th to 920th ms, Cz, Cp1, Cp2 and The Pz position produces medium-term and late-phase ingredients. The results show that: the beautiful, unique, harmonious, smooth, tough and concise is the main criteria for college students to perceive car styling. In the process of perception, the mid-term and late-phase components of Cz, Cp1, Cp2 and Pz can be used to characterize brain thinking, and the amplitude of the two components can be used as an important index to evaluate the image value of products. The results of this study will help to improve the objectivity of the means of product image acquisition and are expected to be applied to the product design.