A consumer’s emotional response to a product is influenced by cognitive processes, such as memories associated with use of the product and expectations of its performance. Here, we propose a cognitive neural model of Expectology, called PEAM (Prediction - Experience - Appraisal - Memory), as a novel tool that considers consumers’ emotional responses in order to aid in product design. The PEAM model divides cognitive processes associated with product use into 4 phases: prediction, experience, appraisal, and memory. We examined the spatiotemporal changes in brain activity associated with product evaluation and memory during the prediction phase, by obtaining electroencephalograms (EEGs). EEGs of 10 healthy participants with normal or corrected-to-normal vision were recorded while they viewed images of products as well as when they provided a preference rating for each product. Our results revealed significantly increased neural activity in the gamma frequency in the temporal areas, the brain regions where declarative memory is stored, and in the prefrontal area for products that were rated as preferable. Our data suggest that memory is used for product evaluation in the prediction phase. These findings also suggest that activity in these specific brain areas are reliable predictors for product evaluation.
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ASME 2014 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference
August 17–20, 2014
Buffalo, New York, USA
Conference Sponsors:
- Design Engineering Division
- Computers and Information in Engineering Division
ISBN:
978-0-7918-4628-5
PROCEEDINGS PAPER
Neural Mechanisms of Evaluation and Memory of Product
Kazutaka Ueda
Kazutaka Ueda
The University of Tokyo, Tokyo, Japan
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Kazutaka Ueda
The University of Tokyo, Tokyo, Japan
Paper No:
DETC2014-34735, V01AT02A087; 5 pages
Published Online:
January 13, 2015
Citation
Ueda, K. "Neural Mechanisms of Evaluation and Memory of Product." Proceedings of the ASME 2014 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. Volume 1A: 34th Computers and Information in Engineering Conference. Buffalo, New York, USA. August 17–20, 2014. V01AT02A087. ASME. https://doi.org/10.1115/DETC2014-34735
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