Abstract
Information other than object appraisal is not presented in kansei evaluation experiments. However, in actual consumer activities, consumers are also influenced by external information (stimuli) other than the image that the product itself holds, and finally arrive at the decision to purchase the item. In this study, for the purpose of analyzing the influence that the presentation of price has on kansei evaluation, we conducted kansei evaluation experiments with accessories that use Kanazawa gold leaf, one of the traditional crafts of Ishikawa prefecture, and compared the data on the kansei evaluation of the object on which the price was displayed to that of objects on which the cost was not displayed. On average, we was able to observe the relation of price in the kansei word of “expensive-looking ⇔ accessible” and that the presentation of value may partially influence the kansei evaluation. In the correspondence analysis, the compared results showed a change in the relationship between kansei words and object appraisal (accessories).
