A Study on Consumers’ Emotions Evoked by Product Semantics
This study investigates consumers’ emotions elicited by a product with different levels of semantics and their neural responses. Event-related potentials (ERPs) were used to collect emotional signals. As stimuli, products were distinguished into three Semantics categories (i.e. icon, index, and symbol) of possible referential associations.
KeywordsProducts Semantics Emotion Event-related potentials (ERPs)
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