This study is the first stage of a research program aimed at understanding differences in how people process 2D and 3D automotive stimuli, using psychophysiological tools such as galvanic skin response (GSR), eye tracking, electroencephalography (EEG), and facial expressions coding, along with respondent ratings. The current study uses just one measure, eye tracking, and one stimulus format, 2D realistic renderings of vehicles, to reveal where people expect to find information about brand and other industry-relevant topics, such as sportiness. The eye-gaze data showed differences in the percentage of fixation time that people spent on different views of cars while evaluating the “Brand” and the degree to which they looked “Sporty/Conservative”, “Calm/Exciting”, and “Basic/Luxurious”. The results of this work can give designers insights on where they can invest their design efforts when considering brand and styling cues.
Skip Nav Destination
ASME 2016 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference
August 21–24, 2016
Charlotte, North Carolina, USA
Conference Sponsors:
- Design Engineering Division
- Computers and Information in Engineering Division
ISBN:
978-0-7918-5019-0
PROCEEDINGS PAPER
Evaluations That Matter: Customer Preferences Using Industry-Based Evaluations and Eye-Gaze Data
Priya Seshadri,
Priya Seshadri
Purdue University, West Lafayette, IN
Search for other works by this author on:
Jaykishan Bhatia,
Jaykishan Bhatia
Purdue University, West Lafayette, IN
Search for other works by this author on:
Jeffrey Hartley,
Jeffrey Hartley
General Motors, Warren, MI
Search for other works by this author on:
Tahira Reid
Tahira Reid
Purdue University, West Lafayette, IN
Search for other works by this author on:
Priya Seshadri
Purdue University, West Lafayette, IN
Youyi Bi
Purdue University, West Lafayette, IN
Jaykishan Bhatia
Purdue University, West Lafayette, IN
Ross Simons
General Motors, Warren, MI
Jeffrey Hartley
General Motors, Warren, MI
Tahira Reid
Purdue University, West Lafayette, IN
Paper No:
DETC2016-60293, V007T06A047; 12 pages
Published Online:
December 5, 2016
Citation
Seshadri, P, Bi, Y, Bhatia, J, Simons, R, Hartley, J, & Reid, T. "Evaluations That Matter: Customer Preferences Using Industry-Based Evaluations and Eye-Gaze Data." Proceedings of the ASME 2016 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. Volume 7: 28th International Conference on Design Theory and Methodology. Charlotte, North Carolina, USA. August 21–24, 2016. V007T06A047. ASME. https://doi.org/10.1115/DETC2016-60293
Download citation file:
45
Views
Related Proceedings Papers
Related Articles
Vehicle Crash Mechanics
Appl. Mech. Rev (September,2003)
High-Density Transcranial Direct Current Stimulation (HD-tDCS): Hardware Interface
J. Med. Devices (June,2009)
Wireless Point-of-Care Diagnosis for Sleep Disorder With Dry Nanowire Electrodes
J. Nanotechnol. Eng. Med (August,2010)
Related Chapters
Interactive Virtual Prototyping for Improving the Design of Consumer Products
Advances in Computers and Information in Engineering Research, Volume 1
Chapter 1 | Background
Guidelines for the Selection and Training of Sensory Panel Members
Pricing and Bidding Strategies
Natural Negotiation for Engineers and Technical Professionals