Abstract
A consumer's emotional response to a product is influenced by cognitive processes associated with the consumer experience, such as memories associated with the use of a product. We propose a cognitive neural model of user experience, the PEAM (Prediction - Experience - Appraisal - Memory) model, as a tool to aid in product design. We examined the spatiotemporal changes in brain activity associated with product evaluation and memory, using electroencephalograms (EEGs). The EEGs (25 electrode sites of the extended 10-20 system) of 10 healthy participants were recorded while the participants viewed images of products (e.g., bicycle, watch, and chair) followed by a preference rating, and while performing a recognition memory task for products. Our result showed that significant increases in gamma activity in the temporal areas during evaluating predict subsequent recognition. The finding suggest that the activity in temporal area is a predictor for recognition memory of products.
Published Version
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