Decision-Making for Product Form Image Based on ET-EEG Technology

The use of neurophysiological data to acquire product image avoids the inherent subjectivity in the empirical design process. In this paper, we use eye tracking–electroencephalography (ET-EEG) to study mapping among user behaviour, eye movements, EEG features and image decisions in the process of product form cognition. First, we designed an ET-EEG experiment using hair dryer stimuli, with morphology rated on a Likert scale. Then, ET-EEG data were categorized according to image category: “unambiguous (matching)”, “unambiguous (mismatching)”, “ambiguous (positive)”, or “ambiguous (negative)”. Finally, the behavioural data, eye movement indicators, and event-related potentials (ERPs) were analysed to parse the cognitive features. The behavioural, ET and ERP data were highly consistent, and their values increased as the cognition resources devoted to decision-making increased. ET-EEG physiological data thus objectively and effectively reflected users’ image cognition of products, providing theoretical support for design research on the origin of cognition.