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Title

Literature Review in Consumer Neuroscience for Product Design

Author

Chenjie Wang

Uploaded by

Yue Wang on 7/27/2013

Status

not published

Category

Academic Papers

Industry

No specific industry

Content Focus

Customer related

Keywords

Product design, neuroscience, preferences

Abstract

The ultimate goal of design is to meet customer needs. To achieve this goal, it is critical to understand customer’s complete needs and perceived values. The technology and equipment in neuroscience such as functional near-infrared spectroscopy (fNIRS) has been applied as a complementary tool for product designers to identify customer’s unconscious preference and articulated needs. The research progress in consumer neuroscience and neuromarketing has shown that the neuro-imaging technologies are able to identify customer’s cognitive and affective responses to the product or brands through measuring his/her cerebral activities. This sheds light on its potentials of the applications to product design research. This paper review current status of consumer neuroscience for product design practice.

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