Applying event-related potentials to measure consumer preferences for apparel products

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dc.contributor.author Oh, Keunyoung
dc.contributor.author Choi, Ji Hye
dc.date 2018-10-21T03:40:36.000
dc.date.accessioned 2020-06-30T05:39:47Z
dc.date.available 2020-06-30T05:39:47Z
dc.date.issued 2017-01-01
dc.description.abstract <p>By analyzing ERP waveforms generated by sensory and cognitive processing of external stimuli, the researchers attempted to observe how consumers respond emotionally to apparel products and to explain why they responded as they did. In this research, ERPs were applied to explore consumers' subconscious, real-time emotional responses to apparel products. Overall, the favored shirts produced more enhanced ERP amplitude at the FZ, CA, and PZ site than the less favored shirts supporting the hypothesis. As this shows, the P3 and LPP components can be evoked by emotional visual stimuli. More positive-going ERP waves are associated with favorable and pleasant responses to the visual stimuli. Apparel companies would be able to utilize this ERP technique especially the P3 and LPP component to verify consumer preferences.</p>
dc.identifier archive/lib.dr.iastate.edu/itaa_proceedings/2017/posters/35/
dc.identifier.articleid 1974
dc.identifier.contextkey 11601704
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2017/posters/35
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/51697
dc.relation.ispartofseries International Textile and Apparel Association (ITAA) Annual Conference Proceedings
dc.source.bitstream archive/lib.dr.iastate.edu/itaa_proceedings/2017/posters/35/CB_Oh_Consumer_20Preference_20in_20ERPs.pdf|||Fri Jan 14 23:44:06 UTC 2022
dc.subject.disciplines Fashion Business
dc.subject.disciplines Fashion Design
dc.subject.disciplines Fiber, Textile, and Weaving Arts
dc.title Applying event-related potentials to measure consumer preferences for apparel products
dc.type event
dc.type.genre event
dspace.entity.type Publication
relation.isSeriesOfPublication 5d0f3f8c-2190-47b2-bb58-b59e2d1740d5
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