Cultural differences in design perceptions of consumer products: a Kansei engineering approach

摘要

National cross-cultural differences can be linked to organisational and manufacturing success or failure; additionally they have been shown to influence design perception, which in turn can impact on product acceptability and marketability in different countries. Participants in Austria, China, India and the United Kingdom completed Kansei Engineering questionnaires to measure affective responses to and perceptions of 8 light dimmer switches. Following univariable and multivariable statistical analysis, both gender and nationality differences were found in single emotional measures and in clusters; these are interpreted in terms of product design attributes that provoke specific emotion. The findings are considered in light of existing knowledge about national cultures and emotions.