The Difference of User Perception between Similarity and Dissimilarity Judgments
- Cite this paper as:
- Sun MX., Hsu CH., Chuang MC. (2013) The Difference of User Perception between Similarity and Dissimilarity Judgments. In: Rau P.L.P. (eds) Cross-Cultural Design. Cultural Differences in Everyday Life. CCD 2013. Lecture Notes in Computer Science, vol 8024. Springer, Berlin, Heidelberg
The similarity and dissimilarity is a corresponding relationship which is the base of cognitive judgments. The main purpose of this paper is to study the user perception by using similarity judgments. In this study, fifteen innovative products are used as the stimuli which divided into three groups: global, creative and local products. A total of 139 student volunteers participated in the various phases of the study. The feature measures are used to collect data under three different experiments: similarity judgment by random, similarity judgment by order, and dissimilarity judgment by random. In addition, the paper proposed an approach to confirm the effectiveness of collecting data. Then, MDS analysis was used to explore the difference of user perception between similarity and dissimilarity judgments. The results provide designers with a valuable reference for designing innovative products.
Keywordsmultidimensional scaling INDSCAL similarity dissimilarity product design
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