2021 年 5 巻 2 号 p. 2_111-2_120
Perceptual value always affect loyalty, especially emotional effect. Therefore, it is worth clarifying how emotions work. This study verified the effectiveness by a series of tests of 12 prototypes that were designed based on the framework of diachronic opposite emotions. (1) EEG and SD tests were adopted to verify sampling validity. (2) Paired sample T-test before-and-after product use was subjected to compare the response to various methods combinations. And, (3) regression analysis was performed to establish formulas describing the effects of the opposite emotions on satisfaction and perceived product innovativeness. The results revealed the following: (1) Amazement emotion before use simultaneously perceived innovativeness and satisfaction. (2) Happiness emotion after use also simultaneously increased satisfaction and perceived innovativeness. (3) Most design methods exerted significant effect and few exerted moderate effect. The effects could be strengthened by adjusting the target level of opposite emotions and even integrated into more marketing skills.
