TY - GEN
T1 - Evaluations that matter
T2 - ASME 2016 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, IDETC/CIE 2016
AU - Seshadri, Priya
AU - Simons, Ross
AU - Bi, Youyi
AU - Hartley, Jeffrey
AU - Bhatia, Jaykishan
AU - Reid, Tahira
N1 - Publisher Copyright:
Copyright © 2016 by ASME.
PY - 2016
Y1 - 2016
N2 - This study is the first stage of a research program aimed at understanding differences in how people process 2D and 3D automotive stimuli, using psychophysiological tools such as galvanic skin response (GSR), eye tracking, electroencephalography (EEG), and facial expressions coding, along with respondent ratings. The current study uses just one measure, eye tracking, and one stimulus format, 2D realistic renderings of vehicles, to reveal where people expect to find information about brand and other industry-relevant topics, such as sportiness. The eye-gaze data showed differences in the percentage of fixation time that people spent on different views of cars while evaluating the "Brand" and the degree to which they looked "Sporty/Conservative", "Calm/Exciting", and "Basic/Luxurious". The results of this work can give designers insights on where they can invest their design efforts when considering brand and styling cues.
AB - This study is the first stage of a research program aimed at understanding differences in how people process 2D and 3D automotive stimuli, using psychophysiological tools such as galvanic skin response (GSR), eye tracking, electroencephalography (EEG), and facial expressions coding, along with respondent ratings. The current study uses just one measure, eye tracking, and one stimulus format, 2D realistic renderings of vehicles, to reveal where people expect to find information about brand and other industry-relevant topics, such as sportiness. The eye-gaze data showed differences in the percentage of fixation time that people spent on different views of cars while evaluating the "Brand" and the degree to which they looked "Sporty/Conservative", "Calm/Exciting", and "Basic/Luxurious". The results of this work can give designers insights on where they can invest their design efforts when considering brand and styling cues.
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U2 - 10.1115/DETC201660293
DO - 10.1115/DETC201660293
M3 - Conference contribution
AN - SCOPUS:85007369676
T3 - Proceedings of the ASME Design Engineering Technical Conference
BT - 28th International Conference on Design Theory and Methodology
PB - American Society of Mechanical Engineers (ASME)
Y2 - 21 August 2016 through 24 August 2016
ER -