A Study of Kansei Evaluation for Purchasing Evaluation and Brain Waves in Melon on a Regional Brand Creating

Abstract

The structure of the complex interaction affects “feeling of comfort” in melon. In the regional melon is branding, “desire to purchase” is important in Kansei evaluation. The purpose of this research is to make clear the relation “brain waves” and “desire to purchase” by analyzing the results of Kansei evaluation in regional melon. Because the complex interaction with evaluations is influenced by the characteristic to Melon, and the trend of purchasing evaluations is different, it is necessary to analyze the interaction with Principal Component Analysis, Graphical Modeling, measuring of brain waves, and Discriminant Analysis. The sample is different four kinds of regional melon and on the hammering test. The results suggest that the structural analysis with Graphical Modeling, measuring of brain waves, and Discriminant Analysis is useful in creation of regional branding.