Application of the labeled magnitude scale in Kansei research

Abstract

This study intended to construct a labeled magnitude scale based on Kansei researches so that data with ratio-level can be retrieved easily and further extensive analysis can be conducted. In this study, scale derivation was generated based on the research of Green et al.[8] 32 subjects, include 23 male and 9 female, average age of 24.6 yrs with design education background, participated in the experiment. 19 car samples and 5 Kansei phrases were used in the experiment. Results showed that the intensity indicators were significantly different in the experiment (F1,137=.122,p=.727). But subjects in the experiment gave rating in different ways to each Kansei phrases (Kansei phrases intensity indicators, F20,2952=3.55,p=.00). This may due to the status quo bias of subjects. Comparisons with OPUS (Oral Pleasantness /Unpleasant scale) [9] and CALM (Comfort Affective Labeled Magnitude) [5] showed similar orders of intersity indicators but different maximum magnitude in each scales. © 2009 Springer Berlin Heidelberg.