基于消费者心理认知的服装情感评价

Evaluation of clothing emotion based on customer's psychological cognition

以服装的外部设计元素和消费者的情绪作为主要研究对象,以基本情绪理论、心理学知识以及情绪维度理论、情感化设计知识为理论参考,在对情绪产生的心理机制进行分析的基础上,将情绪的各种认知评价方法进行分析研究,并从数量化和图形化角度对服装情绪的定量研究进行深入分析,并讨论这些方法的有效性和适用性,为服装诱发消费者情绪的评价方法选择提供参考。通过综合分析发现,考虑到外部设计主要负责表征低阶情绪,不涉及深层次的情绪认知加工,因此就消费者对服装外部设计的情感体验而言,图形化量表的自我报告方式是较适宜的情绪测量的方案。

The external design elements and human emotions were selected as the research object. Basic emotional theory and psychological knowledge, emotional dimensionality and emotional design were used as the theoretical references. Based on the analyses of mental mechanism of the occurrence of emotion, various cognitive methods of emotion were studied, and the quantitative research further deeply analyzed from verbal self-report and visual self-report. The effectiveness and applicability of these methods were also discussed. All of these results could provide reference for selection of emotional evaluation. External design was mainly responsible for representing low order emotion instead of deeper emotional processing. Therefore, through the comprehensive analysis it could find that, for the consumers＇ emotions to external designs, visual self-report was the most suitable method for emotion measurement.