A Study on Consumers’ Emotions Evoked by Product Semantics

  • Che-Jue Wu
  • Tyan-Yu Wu
  • Jean-Lon Chen
Part of the Communications in Computer and Information Science book series (CCIS, volume 373)

Abstract

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.

Keywords

Products Semantics Emotion Event-related potentials (ERPs) 

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Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  • Che-Jue Wu
    • 1
  • Tyan-Yu Wu
    • 1
  • Jean-Lon Chen
    • 1
  1. 1.Chang Gung UniversityTaiwan

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