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Consumer Visual and Affective Bias for Soothing Dolls

Author

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  • Yu-Hsiu Chu

    (Department of Physical Therapy, Graduate Institute of Rehabilitation Science, China Medical University, Taichung 406040, Taiwan
    These authors contributed equally to this work.)

  • Li-Wei Chou

    (Department of Physical Therapy, Graduate Institute of Rehabilitation Science, China Medical University, Taichung 406040, Taiwan
    Department of Physical Medicine and Rehabilitation, Asia University Hospital, Asia University, Taichung 413505, Taiwan
    Department of Physical Medicine and Rehabilitation, China Medical University Hospital, Taichung 404332, Taiwan
    These authors contributed equally to this work.)

  • He-Hui Lin

    (Department of Digital Media Design, Asia University, Taichung 413505, Taiwan
    These authors contributed equally to this work.)

  • Kang-Ming Chang

    (Department of Digital Media Design, Asia University, Taichung 413505, Taiwan
    Department of Computer Science and Information Engineering, Asia University, Taichung 413505, Taiwan
    Department of Medical Research, China Medical University Hospital, China Medical University, Taichung 406040, Taiwan)

Abstract

Soothing dolls are becoming increasingly popular in a society with a lot of physical and mental stress. Many products are also combined with soothing dolls to stimulate consumers’ desire for impulse buying. However, there is no research on the relationship between consumers’ purchasing behavior, consumers’ preference for soothing dolls, and visual preference. The purpose of this study was to examine the possible factors that affect the emotional and visual preferences of soothing dolls. Two local stores’ sales lists were used to extract three different types of dolls. The 2D and 3D versions of these three dolls were used. Subjective emotional preferences were examined by the self-assessment manikin (SAM) scale, with 5-point Likert scales for valence and arousal factors. An eye tracker was used to examine visual preferences, both before and after positive/negative emotion stimulation by the International Affective Picture System (IAPS). There were 37 subjects involved, with an age range of 20–28 years. The experimental results show that the average valence/arousal scores for 2D/3D dolls were (3.80, 3.74) and (2.65, 2.68), respectively. There was no statistical difference, but both 2D and 3D pictures had high valence scores. Eye tracker analysis revealed no gaze difference in visual preference between 2D and 3D dolls. After negative emotional picture stimulation, the observation time of the left-side doll decreased from 2.307 (std 0.905) to 1.947 (std 1.038) seconds, p < 0.001; and that of the right-side picture increased from 1.898 (std 0.907) to 2.252 (std 1.046) seconds, p < 0.001. The average observation time ratio of the eye on the 3D doll was 40.6%, higher than that on the 2D doll (34.3%, p = 0.02). Soothing dolls may be beneficial for emotion relaxation. Soothing dolls always have high valence features according to the SAM evaluation’s measurement. Moreover, this study proposes a novel research model using an eye-tracker and the SAM for the SOR framework.

Suggested Citation

  • Yu-Hsiu Chu & Li-Wei Chou & He-Hui Lin & Kang-Ming Chang, 2023. "Consumer Visual and Affective Bias for Soothing Dolls," IJERPH, MDPI, vol. 20(3), pages 1-12, January.
    • Handle: RePEc:gam:jijerp:v:20:y:2023:i:3:p:2396-:d:1050521
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    References listed on IDEAS

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