Psychophysiological measurement of KANDO as a concept for creating products

Abstract

The purpose of this article was to innovate the concept of “KANDO” for product development in industrial activity. Summarizing the history of the product concept in Japan, “KANDO” was proposed as a new concept inevitably. “KANDO” is the Japanese everyday term of intense emotional state that could be evoked by surprising-, impressive-, exciting-, and/or thrilling experiences. We hypothesized the process of “KANDO” as shown in Figure 1; i.e., (1) indifference, (2) passive attention, (3) active attention, (4) recognition / internal attention, (5) evocation of emotion, and (6) experience of “KANDO”. As some stages in this hypothetical process might be indexed by physiological response measure as shown in Figure 1, we can assess “KANDO” directly by means of psychophysiological technique established in past one decades. (Japanese Journal of Physiological Psychology and Psychophysiology, 24 (1) : 49-56, 2006.)View full abstract