2021 年 5 巻 1 号 p. 1_67-1_76
Product design usually utilizes different elements to attract consumers' attention. However, the application of "opposite" features to stimulate consumers' opposite-emotions in experience can highlight the product and amaze consumers more effectively. Therefore, this study (1) utilized the diachronic opposition emotion events to carry out the proximity matrix data, then (2) clusters the data to obtain an events relationship dendrogram, finally (3) obtains the framework from the interpretation of the dendrogram. According to design techniques extracted from the structural framework of diachronic opposite emotions, there are (1) two emotional stimulation points could choose from, four effects can be created, and eight skills can be applied to the product innovation for designers, and (2) in the product user experience, the generated opposite emotions, thereby, create a sense of innovation, enhancing consumers' preference to the product, which can further influence their purchase decisions and brand loyalty.