Article | KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13 | Analysis of Common Cognition of Impression among Japanese Fonts and Tea Beverage Packaging Link�ping University Electronic Press Conference Proceedings
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Title:
Analysis of Common Cognition of Impression among Japanese Fonts and Tea Beverage Packaging
Author:
Shioko Mukai: Chiba University, Rikkyo University, Japan
Download:
Full text (pdf)
Year:
2014
Conference:
KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13
Issue:
100
Article no.:
126
Pages:
1509-1519
No. of pages:
11
Publication type:
Abstract and Fulltext
Published:
2014-06-11
ISBN:
978-91-7519-276-5
Series:
Linköping Electronic Conference Proceedings
ISSN (print):
1650-3686
ISSN (online):
1650-3740
Publisher:
Linköping University Electronic Press; Linköpings universitet


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The purpose of the present paper was to investigate the influence of various cognitions regarding package design on consumer behavior. In considering cognitions concerning product preference; we focused on commonalities between impressions of packaging components; especially typeface design and product characteristics. In Study 1; we developed a scale for evaluating the impression of Japanese fonts using the semantic differential method. Exploratory factor analysis indicated that our scale has three subscales: Activity; Aesthetic preference and Legibility. The results revealed that our factor; “Aesthetic preference;” was similar to the “Evaluating” factor in a prior sca- le. In Study 2; we conducted the principal examination using the scale developed in Study 1. Participants (N = 303) responded to a questionnaire that included 12 pairs of adjectives on a 7-point scale to determine their impressions of four kinds of Japanese fonts and four kinds of tea beverages. Structural equation modeling indicated that there was a partial scalar invariance; with two items having differential item functioning for the evaluation of impressions between Japanese fonts and tea beverages. These findings indicate that people have common cognitions of impressions regarding the shape of typeface design and product characteristics.

Keywords: Typeface Design; Product Characteristics; Semantic Differential Method; Commonality; Simultaneous Analysis of Several Groups.

KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13

Author:
Shioko Mukai
Title:
Analysis of Common Cognition of Impression among Japanese Fonts and Tea Beverage Packaging
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KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13

Author:
Shioko Mukai
Title:
Analysis of Common Cognition of Impression among Japanese Fonts and Tea Beverage Packaging
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