Abstract
The aim of this paper is to examine the following arguments: 1) Products embedded with cultural elements have a greater chance to evoke a consumer’s pleasure response than ones without; 2) A consumer perceiving the meaning of a cultural product in advance has a greater chance to evoke his/her pleasure than the one without perceiving; 3) Electromyography (EMG) is able to objectively assess consumers’ pleasure evoked by a product. In this paper, EMG signal activity was collected as women (n=60) were exposed to three different stimuli. The results revealed that a product with cultural elements, (e.g. pictographic patterns) has a greater chance to evoke participants’ pleasure than the one without. It also demonstrated that a consumer, perceiving a product’s cultural meaning ahead of time have a stronger pleasure response than those without perceiving the meaning advance. The result shows that pleasant products are able to elicit greater activity over zygomaticus major.
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Wu, TY. (2011). Product Pleasure Enhancement: Cultural Elements Make Significant Difference. In: Stephanidis, C. (eds) HCI International 2011 – Posters’ Extended Abstracts. HCI 2011. Communications in Computer and Information Science, vol 173. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-22098-2_50
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DOI: https://doi.org/10.1007/978-3-642-22098-2_50
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