Abstract
The aim of this study was to obtain findings to utilize behavioral observational data, in order to design effective atmospheres and situations. Correlations between the sense of relaxation and tension felt by models (information senders) during bridal fashion shows and their atmosphere felt by observers (information receivers) were examined. The sense of relaxation and tension felt by models were assessed using physiological data, such as facial skin surface temperature, the heart rate index, and utterance (typed-text) data. Observers' assessments of the atmosphere created by the model were collected by using free description (typed-text) data. The results indicated a difference between the sense of relaxation and tension that was actually felt by models and observers' assessment. It was found that the observers assessed the models' atmosphere based on their movements and external appearances, by correspondence analysis of the above observers' data.
