International Journal of Affective Engineering
Online ISSN : 2187-5413
ISSN-L : 2187-5413
Original Articles
Causal Relationship between Lighting Conditions and Visual Expectation of Food Products
- A Potential of Memory Color -
Takashi TSUJIMURAHideyoshi YANAGISAWA
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ジャーナル フリー

2015 年 14 巻 4 号 p. 269-277

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A customer's satisfaction of a product depends on prior expectation as well as post experience of the product. Environmental factors such as lighting conditions potentially control the visual expectations of product goodness. Empirical techniques of lighting design have been applied to increase the visual expectation of a product. Although scientific studies on the partial dependence of visual expectation on lighting conditions have been done in various research fields, a cognitive structure of the relationship remains unexplained. In this paper, we propose a hypothetical model related to the effects of lighting conditions on a visual expectation. We applied the model to illustrate a causal structural relationship between lighting conditions and visual expectation of a food product. For the food product application, we hypothesized that memory color and certain visual qualities affected the visual expectation. We successfully constructed the causal structural relationship between lighting parameters and a visual expectation “looks appetizing.”

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© 2015 Japan Society of Kansei Engineering
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