Abstract
In order to development of product, evaluation or decision of the likes and dislikes is important. However, objective evaluation of likes and dislikes is difficult, because the conventional method of the investigation was subjective. We got a hypothesis that objective evaluation of the likes and dislikes by an observation of the prefrontal area is possible. We had an experiment by the subjects from 11 years old to 40 years old. We show the images of nine colors to the subjects on LCD display as stimulus. We observed the activity of prefrontal area when the subjects watched images which is quantity of oxyhemoglobin by NIRS. Furthermore, we had a questionnaire about subjective order of the likes and dislikes of colors. As the result of the experiment, we found that the activity of prefrontal area increased after stimulus was shown. In this time, we also found that the activity of the prefrontal area changed if colors were different. Especially, in 80% of the subjects, when the subject dislikes the activity was higher than when the subject likes. As the result of the study, we consider that objective evaluation of the likes and dislikes is possible, using NIRS.
