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KMID : 1145120190170040441
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Asian Journal of Beauty and Cosmetology
2019 Volume.17 No. 4 p.441 ~ p.453
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Can Wearables Measure Aesthetic Responses to Fashion Products?
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Park Ji-Soo
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Abstract
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Purpose: This study explores the potential of wearables as a new tool for measuring consumer response to products by quantitatively measuring the physiological responses to the aesthetical differences (high vs. low) on the basis of product appearance; we also examine the correlation between physiological measurements and self-reported responses.
Methods: After employing the perfume products as stimulants, we divided them in two groups on the basis of their high and low aesthetic as aspects; furthermore, we randomly assigned participants to one of those two groups. While browsing through the products, participants’ heart rates and galvanic skin responses, on the basis of their perceptions of the perfumes’ aesthetics, were measured with wearables. We also gathered the participants’ responses through self-reported surveys.
Results: Differences in heart rate and heart rate variability in response to perceived aesthetics were not statistically significant. However, we did observe an interaction between product preferences and perceived aesthetics. Products with high aesthetics and personal preferences as revealed through the surveys induced greater heart rate variability: such products also tended to cause more galvanic skin responses. Among the physiological data, skin electro-conductivity was found to have the strongest correlation with the subjective assessment of perceived aesthetics.
Conclusion: We confirmed that physiological responses differ in accordance with the aesthetical levels of product appearance and are consistent with self-reported perceived aesthetics. These results can be expanded to various product groups and employed to perform marketing to consumers.
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KEYWORD
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Aesthetics, Wearables, Heart rate, Galvanic skin response, Physiological response
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