Individual Difference Analysis in Impression Evaluation of the Appearance Colors of Cellular Phones

概要

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Individual differences in impressions created by the color of cellular phones were investigated. In the study, participants were asked to evaluate the appearance of cellular phones of 16 different body colors by using the Semantic Differential (SD) method. Three-mode individual difference analysis model TUCKER 2 was used for the analysis. The results indicated that there were three types of impressions: masculine-feminine, gorgeous-staid, and evaluation. We used hierarchical cluster analysis for examining individual differences in impressions and separated the participants into three groups. Results of comparing individual evaluation structures in each group identified differences in color impression structures of cellular phones between the groups. In addition, it revealed that the color preference differences among the groups were related to some of Value-Intention Scale subscores that assess value-intending mental acts based on Spranger's classification of values.