CAJ | 학술논문

为了揭示视觉形象的感性认知规律，采用低唤醒度的事件相关电位（event-related poten-tials，ERP）研究用户对产品意象认知的评价反馈。实验设计了以跑车形态作为启动刺激，并设置了由强至弱的4个匹配等级语义形容词作为检测刺激，分别为相关词、近义模糊词、远相关模糊词和无关词。实验结果表明：无关词和模糊词能够诱发出稳定的N400成分，并且具有相同的头皮分布；近义模糊词在不同唤醒度的评估条件下具有不同的评估结果。研究表明，从视觉认知的神经加工机制出发，ERP能够客观、有效地获取用户对产品意象认知的内隐反馈，这为匹配度进行级别量化、建立产品意象的精确映射评估模型提供了量化指标。
위료게시시각형상적감성인지규률，채용저환성도적사건상관전위（event-related poten-tials，ERP）연구용호대산품의상인지적평개반궤。실험설계료이포차형태작위계동자격，병설치료유강지약적4개필배등급어의형용사작위검측자격，분별위상관사、근의모호사、원상관모호사화무관사。실험결과표명：무관사화모호사능구유발출은정적N400성분，병차구유상동적두피분포；근의모호사재불동환성도적평고조건하구유불동적평고결과。연구표명，종시각인지적신경가공궤제출발，ERP능구객관、유효지획취용호대산품의상인지적내은반궤，저위필배도진행급별양화、건립산품의상적정학영사평고모형제공료양화지표。
In order to explore the perception regulation of visual images,a method using low arousal event-related potentials (ERP)is proposed for assessing the product images cognition of users.The experiment takes the sports car as the prime stimulus and four matching levels of semantic words from a high level to a low level as the target stimulus including the related words,nearly-related vague words,far-related vague words and unrelated words.Experimental results show that the unrelated words and the vague words can elicit a reliable N400 component and have the same scalp distributions. However,the nearly-related vague words in different arousal conditions have different evaluation re-sults.It is shown that,from the neural activity of visual cognition,the ERP can obtain the implicit feedback of product images objectively and effectively.Furthermore,the ERP can provide a quantita-tive index to quantify the level of matching and establish the mapping model of the product images.