Why do people want what they want? This question has fascinated researchers in design field, and continues to motivate them today. Preference has been addressed as an important theme in design whereas Preference Mechanism has not been well explained. This study shows the relationship between Preference Mechanism and product evaluation values using automotive images. This study investigates if reconciled-preference shows the same results in various Reality Sets (one product image, separated product image). Reconciled-preference images are prepared through item screening reflecting
Subjective Preference (like-dislike). In this experiment, two types of stimuli are used as
Reality Sets: (1) car-front images as
Uninominal Reality Sets (2) car-front-side images as
Binominal Reality Sets. Twenty university students participated in the experiment. The results show that while
Uninominal Reality Sets shows a statistical significant difference not only between
Subjective Preference and aesthetic, but also between
Subjective Preference and pleasure;
Binominal Reality Sets shows a statistical significant difference between
Subjective Preference and preference. It is worth noticing that
Reality Sets affect product evaluation. It gives a perspective to understand what makes people modify their preferences in product evaluation.
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