A conceptual framework for emotional response of product with ACT-R cognitive architecture

Sungjin Park, Rohae Myung

Research output: Chapter in Book/Report/Conference proceedingConference contribution

2 Citations (Scopus)

Abstract

This article proposes a conceptual framework that describes emotional decision making of a product considering the existing structure of Adaptive Control of Thought-Rational (ACT-R). The main proposition of this framework is to explore how emotions are evoked by a product and how emotional words and purchase intention are activated. The process starts when a customer perceives the design features of a product. After the perception of design features, associated emotions are implicitly determined by the appraisal elements such as the Pleasure-Arousal-Dominance (PAD). To describe this implicit appraisal process, an appraisal module which generates PAD values of the current emotional states is required to be added to ACT-R. The above two stages are replicated until all design features which a consumer is interested in are evaluated and the average PAD values are turned over to the next stage. Subsequently, the emotional word which has the highest activation value based on similarity with PAD values is retrieved from a declarative memory. Finally, as a comprehensive result of the emotions evoked by all design features, purchase intention is activated in a goal module.

Original languageEnglish
Title of host publicationProceedings of the Human Factors and Ergonomics Society 56th Annual Meeting, HFES 2012
Pages1020-1024
Number of pages5
DOIs
Publication statusPublished - 2012
EventProceedings of the Human Factors and Ergonomics Society 56th Annual Meeting, HFES 2012 - Boston, MA, United States
Duration: 2012 Oct 222012 Oct 26

Publication series

NameProceedings of the Human Factors and Ergonomics Society
ISSN (Print)1071-1813

Other

OtherProceedings of the Human Factors and Ergonomics Society 56th Annual Meeting, HFES 2012
CountryUnited States
CityBoston, MA
Period12/10/2212/10/26

ASJC Scopus subject areas

  • Human Factors and Ergonomics

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  • Cite this

    Park, S., & Myung, R. (2012). A conceptual framework for emotional response of product with ACT-R cognitive architecture. In Proceedings of the Human Factors and Ergonomics Society 56th Annual Meeting, HFES 2012 (pp. 1020-1024). (Proceedings of the Human Factors and Ergonomics Society). https://doi.org/10.1177/1071181312561213