A comparison of product preference and visual behaviour for product representations

D.R. Boa, B. Hicks, A. Nassehi

Research output: Chapter in Book/Report/Conference proceedingChapter

4 Citations (Scopus)

Abstract

It is critical to understand how the means of representing a product can affect an individual's preference for it. This paper investigates the effect of varying a product's representation on an individual's preference for it. Five buildings, cars and electrical appliances were shown to 20 individuals as sketches, renders and photos. Individuals rated their preference for the product/artefact in the representation after a fixed viewing time. To provide additional context to the participant's preference, and to investigate if they perceived them differently, eye tracking was used to record their gaze as they inspected the representations. One of the 15 groups of representations showed a significant change in preference by the participants across the representations. Ten of the 15 groups of representations showed significant difference in engagement for a limited proportion of the regions in the stimuli images. This suggests that the process of viewing a product is independent of the means of representation and that a sketch is sufficient for an individual to form a consistent opinion of a product.
Original languageEnglish
Title of host publicationProceedings of the International Conference on Engineering Design, ICED
Pages487-496
Number of pages10
Volume7 DS75-07
Publication statusPublished - 1 Jan 2013

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Boa, D. R., Hicks, B., & Nassehi, A. (2013). A comparison of product preference and visual behaviour for product representations. In Proceedings of the International Conference on Engineering Design, ICED (Vol. 7 DS75-07, pp. 487-496)