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Volume 35, Issue 4 (2025)
IJAUP 2025, 35(4) |
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Dasmeh A, Koleini Mamaghani N, Hassani Abharian P. A Study on Improving Kansei Engineering Precision through Implicit Association Test. IJAUP 2025; 35 (4)
URL: http://ijaup.iust.ac.ir/article-1-948-en.html
URL: http://ijaup.iust.ac.ir/article-1-948-en.html
1- Human Development, Max Planck Institute, Berlin, Germany
2- Industrial Design Department, School of Architecture and Environmental Design, Iran University of Science and Technology (IUST), Tehran, Iran ,koleini@iust.ac.ir
3- Department of Cognitive Psychology and Rehabilitation, Institute for Cognitive Science Studies, Tehran, Iran
2- Industrial Design Department, School of Architecture and Environmental Design, Iran University of Science and Technology (IUST), Tehran, Iran ,
3- Department of Cognitive Psychology and Rehabilitation, Institute for Cognitive Science Studies, Tehran, Iran
Abstract:
Background: In Kansei Engineering, measuring user emotions often relies on self-report methods, which can be biased and imprecise. The Implicit Association Test (IAT) offers a more objective way to assess emotions that are implicitly and non-consciously expressed. Aim: This study investigates whether the IAT can serve as a precise and less biased tool for measuring affective responses in Kansei Engineering. Methods: We developed a software platform to record participants’ reaction times (n=16) as they categorized product stimuli (reception chairs, n=9) with Kansei-related words. Faster responses were assumed to indicate stronger or more confident opinions, providing a potential metric for emotional intensity. Results: The data revealed a W-shaped distribution of reaction scores, with high concentrations at both extremes and in the middle. This deviates from the expected normal distribution, indicating that participants tended to hold either strong or neutral opinions, while moderate opinions were rare. This pattern emerged through an implicit cognitive measure rather than self-reporting, suggesting it reflects underlying cognitive mechanisms. Conclusion: This finding aligns with the "gap instinct," which posits that humans tend to dichotomize their experiences to reduce cognitive load. The results indicate that the IAT offers a valuable tool for enhancing the measurement of affective responses in Kansei Engineering by capturing these implicit, underlying cognitive tendencies
Type of Study: Research Paper |
Subject:
Industrial design
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