Abstract
The present study was conducted to provide neuroimaging correlates for neurodesign of automobile for marketing aesthetics, using event-related spectral perturbations (ERSPs) and participant reports. Thirty men and women aged 22–27 years were presented with various 3-dimensional automobile modelling shapes (rectangular, streamlined, and round), which were cross-matched with various interior colour tones (pure hue/vivid, light, and dark tones) in the experimental conditions, i.e., rectangular exterior with a vivid tone interior. The stimuli pairs were to be rated by participants to facilitate our understanding of the emotional dimensions of automotive design qualities. Significant differences were observed in the high gamma band of 80–100 Hz in the left temporal area between the two sexes. Men elicited a stronger high gamma band signals for dark colour tone interiors and rectangular or round automobile modelling designs because of the meaningful and comprehensible signals associated with the mechanisms of working memory. In contrast, women had fewer reactions than men, and elicited higher beta-band dynamics in the anterior cingulate cortex for rectangular automobile modelling design, and higher gamma-band dynamics for light colour tone interiors, which might relate to their higher self-awareness of positive emotional reward.
Highlights
The present study was conducted to provide neuroimaging correlates for neurodesign of automobile for marketing aesthetics, using event-related spectral perturbations (ERSPs) and participant reports
This study considered the perspectives of the modelling/drawing processes in automotive design, i.e., the application of design techniques in creating various automotive categories[23,24]
Males may be more familiar with automotive products, which would lead to a greater perception and stronger brain activities in response to the aesthetics of different automobile modelling or interior colour tones
Summary
The present study was conducted to provide neuroimaging correlates for neurodesign of automobile for marketing aesthetics, using event-related spectral perturbations (ERSPs) and participant reports. Women had fewer reactions than men, and elicited higher beta-band dynamics in the anterior cingulate cortex for rectangular automobile modelling design, and higher gamma-band dynamics for light colour tone interiors, which might relate to their higher self-awareness of positive emotional reward. Females focused on emotional and experiential satisfaction, with a greater emphasis on evaluating information, including identity-related issues, rather than www.nature.com/scientificreports merely product-related content[8]. The present study posits that the different aesthetic factors of product design in different sexes may lead to differences in sensation concern of event-related dynamics in the EEG spectrum. This can be a key exploration of young issue in neurodesign concern of affective and decision neuroscience and biomedical engineering. The features of ‘round’ vehicle modelling included rounded contours and filleting with large curved surfaces, often utilized in the compact or city car category, represented by the Mercedes-Benz Smart (2017) and VW Beetle (2013)
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