Virtual Impression Networks for Capturing Deep Impressions
In this study, we focus on deep impressions, which are defined as the impressions that are related to deep feelings towards a product and lie under surface impressions. In order to capture the nature of deep impressions, we developed a method for constructing “virtual impression networks,” which involve the notions of “structure” and “inexplicit impressions”, using a semantic network. This paper, in particular, aims at understanding the manner in which people form impressions of preference. Our results indicated that it is possible to explain the difference between feelings of “like” and “dislike” using several indicators in the network theory of virtual impression networks. The process of forming the impressions of “like” is shown to differ from that of “dislike” at a deep impression level.
KeywordsShort Path Target Object Cluster Coefficient Semantic Network Abstract Word
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