2015 Volume 62 Issue 3 Pages 3_57-3_66
Classification of product appearances can help determine the style of product design and market orientation. In the present study, rational and emotional adjectives were extracted from literature review, and the chairs, more than a hundred years old, were used as product samples to create questions for the pretest, ultimately, there were 24 converged questions. 15 chairs were used to develop the norm for the official testing. 292 valid questionnaires were conducted. Results showed: academic major was the only variable that produced significant difference out of the three variables in the participants. Chairs that bring on emotional cognition had higher overall assessments than those with rational construct. The aesthetic condition is the form that makes the consumer feel safe and comfortable, while using material features to produce elegant, intricate, and holistic forms; forms that approximate the human posture are more likely to be emotionally cognized.
