This study aims to produce more attractive front grills that matched the design to the customer’s kansei in each nation. In this paper, the visual impression observed in the front grills of Sport Utility Vehicles (SUVs) have been investigated by using 3D computer graphics and compared the effect of design types on the visual impression between Japanese and Thai consumers. Twenty-four front grills from four design types: vertical-lined type, horizontal-lined type, v-shaped type, and mesh type, were created, and four adjectives: ‘special’, ‘luxury’, ‘aggressive’, and ‘advanced’, were selected for this experiment. The visual impression for each front grill was evaluated by Rating Scale method ranging from 0 to 30. As a result, it was clear that the feeling of ‘aggressive’ is improved as the width of straight metallic parts becomes thicker, and mesh type is effective for the feeling of ‘special’ and ‘advanced’ of Thais, for instance. These results will be useful for manufacturers to propose more attractive products that match the preference of local consumers.
In this study, we demonstrated the Specific Health Checkup (SHC) stratification of Metabolic Syndrome (MS), the quantification of the questionnaire data and lifestyle factors by using of the data in 5,423 males examined the SHC in two years (2006, 2007) when SHC was initially started. Based on these data we analyzed the differences in lifestyle habits between Good group (non-MS to non-MS) - Bad group (MS to MS) and Improvement group (MS to non-MS) - Worse group (non-MS to MS) for the state movement from 2006 to 2007, and extracted the characteristics of lifestyle factors specifying MS. As a result, we could grasp the lifestyle habits characterized by the difference between non-MS and MS. In addition, the lifestyle factors that affect the transition between MS and non-MS. It is important for specific health guidance to recognize the existence of lifestyle factors that characterize MS and non-MS to take preventive measures for MS. In the future, we would like to connect our findings to the construction of a health support system that uses big data for specific medical examinations by linking to more accurate health guidance.
Color has long been considered important by both the manufacturing industry and academia because it affects people’s perceptions, emotions, and behaviors. However, the evaluation of purchasing behavior until now has mainly been only in an experimental environment, and there have been concerns that differed from the actual consumer behavior. Therefore, the causal effect of the strong impression of a manufacturer’s brand color on the purchase behavior in the Japanese automobile industry was verified. Covariate was homogenized by propensity score matching based on the online survey, and the causal effect on purchase intention was extracted. As a result, the impression of the brand color had a positive effect on the purchase intention. This effect was estimated to be 5.739 in odds ratio. Commercial brands, logos, emblems, car body colors, dealers, showrooms, and even professional baseball teams were found to be factors that foster brand color.
China has become the world’s second largest economy after recent rapid economic growth. On the other hand, the urbanization of China has aggravating the problems of air pollution, traffic congestion, and the dual structure of urban and rural areas. Therefore, the Chinese government has implementing a policy to revise the efficiency-oriented city planning to the quality-oriented, namely “National new urbanization plan”. We conducted a questionnaire survey on streetscapes in Chengdu, China. In this survey, we asked pedestrians and bicycle users about the streetscape during traffic. We applied AIM (Adaptive Index Model) method  to analyze this survey data. We used the estimated AIM results to score the satisfaction of the streetscape based on “production rules”. As a result, safety was important for each traffic, and street cleanliness and the number of bicycle parking lot was important for cyclists. Moreover, Satisfaction was low in the school district and the vicinity of parks. On the other hand, the streets were highly satisfied in the shopping district.
To evaluate differences between countries/regions, the classical statistical method is by evaluation of individual question items using hypothesis tests. They cannot be used, however, in surveys in that have a response (outcome). Regression analysis is another statistical approach, but cannot be used to evaluate the influencing factors in the difference in response between countries/regions. Here, we focus on statistical methods for finding differences in international comparison data, namely subgroup identification methods. We examine the usefulness of subgroup identification methods using data on streetscape satisfaction from surveys conducted in Tokyo, Japan and Chengdu City, China.
We focused on the feasibility of an EEG based cognitive training to prevent dementia in elderly people. As the first step, we attempted to develop the “Neurotrainer” that utilized the event-related potential (ERP) as a switch to control games. We recorded the ERP data from 11 normal adult subjects, during the oddball task with the game like the flash card using some clip arts, giving the feedback to the players depending on the level of the ERP. All players produced strong ERPs, and performed well at the level of about 82% of success rate. These results suggest that the Neurotrainer could be a good candidate of the cognitive training system, which can be commercialized as the “bSports.”
Though promoting early evacuation has been discussed in many disaster mitigation studies in the literature, late evacuation is still a main issue that we have to overcome. To solve these issues, we discuss about the necessity of a more sophisticated segmentation and effective communication. In this study, we aim to apply methodologies of marketing and consumer behavior to solve the evacuation issues. The Elaboration Likelihood Model (ELM), a representative consumer information processing model, was used for our conceptual framework. In our framework, Motives, Ability and fear emotion arousals were used as variables for segmentation. We found that there is different response tendency in each segment, which lead us to a confirmation that our fear emotion arousal framework using the ELM could explain the overall evacuation behavior. As a result, this study implicates that the theorical studies in marketing and consumer behavior could be applied in the disaster mitigation.
The purpose of this study was to extract visual design elements related to Kansei value by applying principal component analysis (PCA) to color images. A questionnaire survey on impression evaluations for images of various sports shoes was conducted for Japanese and Americans. The shoe images used in the survey were converted to the CIE Lab color system, and by applying PCA to value based on each axis (i.e., the luminance axis, the red-green axis, and the yellow-blue axis), the components of the shoe design could be visualized by the patterns of brightness and color. As a result of factor analysis applied to the rating data, factors with similar interpretation were extracted, while principal patterns of shoe design related to the impression factor were different between regions. This method using PCA is considered to lead to the realization of design direction that matches the user’s characteristics.
The major purpose of this research is to compare the focus points on “kawaii character” between manga creators and readers. In order to find that what does manga creators focus on when they create “kawaii characters”, we interviewed 6 manga creators who are excel at “kawaii characters”. And for the readers, we conducted a survey using the Chi-squared test to find out which part of the characters is the readers most focus on when they judge a character as “kawaii character”. Through the research, we found that when manga creators create “kawaii characters”, they often pay more attention to the characteristic of the characters as the readers often focus on the characters’ faces when they judge a character as “kawaii character”.
By using the objective visual similarity matrix P that is given only to some photo pairs and the image similarity matrix Q that can be calculated automatically for all photo pairs, the visual similarity of the missing parts of P can be predicted. To make Q we use 1000 class classification and semantic segmentation of photos by pre-trained Convolutional Neural Networks (CNNs). Minimizing Kullback-Leibler divergence between two Gaussian distributions with mean 0, covariance matrix P and Q respectively, P can be completed. 200 photos were collected from students at the University of Tokyo and the visual similarity between all photo pairs was measured. 184 photos were also collected from Meiji University students and the visual similarity between photos was not measured. The visual similarity between all 384 photos was predicted by the proposed method.
In facial reconstruction by plastic surgery, masculine and feminine are one of the factors that affect the degree of perfection. It is useful to analyze the characteristics for creating a natural shape as a male or female. In this study, 3D models were created by measuring the facial shapes of Japanese men and women (75 men, 75 women). 100 cross-sectional images of the forehead were made for each person from the 3D model. These images and the gender were used as teaching signals, and the CNN was trained by them. Next, we visualized the characteristics found by the learned CNN using Grad-CAM, and performed curvature analysis on the characteristic parts. As a result, the male characteristic was the swell of superciliary arch and the female characteristic was the roundness of the frontal tuber.
This paper sheds light on gluten-free foods and aims to quantitatively evaluate their package design impressions for enhancing the purchase intentions among potential consumers. 10 package images of gluten-free bread were presented to 109 respondents in Japan. They were asked to evaluate each package impression using semantic differential method with nine adjective pairs, resulting in 107 valid responses. The three-phase data (subjects, samples and adjectives) were obtained from the responses. Factor analysis was performed for principal factors estimation using oblique promax rotation. The results imply that a package design with mature and healthy impression may encourage purchase intention for consumers with prior buying experience of gluten-free foods. On the other hand, a package design with bright and light impression may encourage purchase intention for consumers without the purchase experience. Regardless of the purchase experience, novel package impression may enhance purchase intentions as well.
The purpose of this study is to construct the determination method of relaxation level based on fluctuations of physiological indexes. In the first step, we revealed gradual transition of physiological indexes in the Electrocardiogram and Electroencephalogram during enhancing relaxation in the experiments. In that transition, the heart rate decreases at the beginning, then the alpha wave time content increases and then fall at the end, and the HF (High Frequency) component in the heart rate variability continuously increases. According to this result, we found that the relaxation state could be discriminated into four levels by visually observation. In the second step, we attempted to segment the time series of physiological indexes into plural clusters with the double articulation analysis. Through this process, we built the method to determine the seven levels of relaxation associated with the preceding clusters. In the final step, we verified the validity of this method.