眼动联合脑电技术的产品形态感性认知特性研究

Analyzing Perceptual Cognitive Characteristics of Product Forms with Eye-tracking and Electroencephalogram Techniques

为产品感性形态设计的认知特征提供客观生理层面的深入剖析。运用眼动、脑电技术,以家用充电桩形态为刺激对象,基于语义差异量表设计并实施眼-脑感性认知实验,并记录被试“极‘不符合’、有点‘不符合’、‘不确定是否符合’、有点‘符合’、极‘符合’用户感性期望”5种感性认知结果下的眼-脑生理信息,剖析认知特性。研究结果表明:在产品形态极“符合”用户感性期望时,被试行为反应时最短,首次注视时间最少,且能产生中央-顶区联合皮层和顶区较强烈的P 3、LPP波幅。在产品形态极“不符合”用户感性期望时,被试行为反应时、首次注视时间增加,后颞N 2成分幅值最大;在产品形态“不确定”是否符合用户感性期望时,被试中央区产生的N 4波幅增大。从感性意象认知的神经加工机制出发,行为、眼-脑生理信息均能客观有效区分用户不同感性意象的认知状态,视觉、脑认知特性可为设计提供认知本源性的底层支持。

The cognitive characteristics of the perceptual product form were analyzed and designed on the objective physiological level.The experiments on the cognitive characteristics,combined with eye-tracking(ET)and electroencephalogram(EEG),were designed and carried out with the household charging piles′forms as the stimulation.The results were collected wirelessly with the experiments on cognitive characteristics.The E-prime programming was used to measure the eye fixation time under the five perceptual cognitive characteristics:extremely“non-conforming”,a little“non-conforming”,“uncertain”,a little“conforming”and extremely“conforming”.The results show that when the product form is extremely“conforming”to the subject′s cognitive characteristics,the response time is shorter and the first fixation time is reduced.The product form can produce stronger P 3 and LPP amplitudes in the central-parietal area associated with cortex and the parietal area.For the“non-conforming”cognitive characteristic,the subject′s behavioral response time and first fixation time increase,and the amplitude of the N 2 component in the posterior temporal area increases.When the product form is“uncertain”whether it meets the subject′s perceptual cognition,the subject′s N 4 wave amplitude generated in the central brain area increases.The analysis of the neural processing mechanism of perceptual image cognition,the behavior,ET and EEG data can objectively and effectively reflect the cognitive process of the user′s perceptual image and provide cognitive support for the design.