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題名：包裝設計前後與搭配嗅覺刺激對腦波影響之研究
書刊名：科技學刊. 人文社會類
作者：陳俊宏 引用關係／李貴連 引用關係／嚴貞 引用關係
作者(外文)：Chen, Chun-hung／Lee, Kuei-lien／Yen, Jen
出版日期：2013
卷期：22:1
頁次：頁51-63
主題關鍵詞：腦波；腦電圖；包裝設計；嗅覺；視覺；Brainwaves；Electroencephalography；EEG；Package design；Olfactory；Visual
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:1
  • 點閱點閱:57
本研究以觀看包裝設計前、包裝設計後與包裝設計後搭配嗅覺刺激之實驗，進行視覺與嗅覺感官對於腦波變化之探索性研究。研究從專家焦點團體訪談評選出米包裝設計前後之作品為本實驗樣本。實驗因子共有三種不同型式之樣本，分別是「米包裝設計前之樣本」、「米包裝設計後之樣本」與「搭配嗅覺之米包裝設計後樣本」，受試者採取隨機決定實驗組合之方式進行實驗。運用腦波圖譜 (EEG)，蒐集不同樣本的腦波資料，共有 30位受測者 (男、女生各 15位)，每款樣本實驗時間皆為三分鐘，作為不同實驗樣本之腦波對照。研究結果顯示：搭配嗅覺刺激欣賞包裝設計作品之腦波呈現漸趨活化的狀態，經由統計分析顯示，包裝設計前、包裝設計後欣賞，以及搭配嗅覺刺激之包裝設計後欣賞，三樣本間具有顯著差異；包裝設計前欣賞與包裝設計後加入嗅覺刺激呈現顯著差異 (p＝.001)；包裝設計後欣賞與包裝設計後加入嗅覺刺激有顯著差異 (p＝.001)。而包裝設計前欣賞與包裝設計後欣賞兩者間沒有顯著差異 (p＝.774)，意味著整體在包裝設計前、後單純欣賞時，多數受測者腦波活化程度差異不顯著。而男性與女性間所有樣本的腦波變化不顯著，未達研究假設男性與女性受測者腦波變化會有所差異之預期。
This study explores visual and olfactory stimuli. For the experiment, pre-and post-packaging design samples were selected by a focus group interview. This study randomly divided 30 participants (15 men and 15 women) into groups that observed the original packaging design, the refined packaging design, and the refined design combined with olfactory aids. The experimental procedure was conducted for 3 min. Additionally, electroencephalograms (EEGs) were employed to record changes in the participants’ brainwaves during the experiment. We found that brainwave changes were only significant among participants who viewed contrasting samples; that is, the original packaging design and the refined design combined with olfactory aids (p＝.001) and the refined packaging design and the refined design combined with olfactory aids (p＝.001). Changes in the participants’ brainwaves were non-significant when viewing the original packaging design and the refined packaging design (p＝.774). The results also indicated that the difference between genders on brainwave variations was non-significant.
期刊論文
1.Bone, P.、Jantrania, S.(1992)。Olfaction as a cue for product quality。Marketing Letters，3(7)，289-296。  new window
2.Bosmans, Anick(2006)。Scents and sensibility: When do (In) congruent ambient scents influence product evaluations?。Journal of Marketing，70(3)，32-43。  new window
3.Haas, L. F.(2003)。Hans Berger (1873-1941), Richard Caton (1842-1926), and electroencephalography。Journal of Neurology Neurosurgery and Psychiatry，74(1)。  new window
4.John, S. M.、Jun, K.、Yasuo, T.(1992)。White matter lesion in the elderly。Journal of the Neurological Sciences，110(1/2)。  new window
5.Lorig, T. S.、Herman, K. B.、Schwartz, G. E.、Cain, W. S.(1990)。EEG activity during administration of low-concentration odors。Bulletin of the Psychonomic Society，28(5)，405-408。  new window
6.Parkes, L. M.、Marsman, J. C.、Oxley, D. C.、Goulermas, J. Y.、Wuerger, S. M.(2009)。Multivoxel fMRI analysis of color tuning in human primary visual cortex。Journal of Vision，9(1)，1-13。  new window
7.Pruehsner, W. R.、Liebler, C. M.、Rodriguez-Campos, F.、Enderle, J. D.(2003)。The eye tracker system-A system to measure and record saccadic eye movements。Biomed Sci Instrum，39，208-213。  new window
8.Raichle, M. E.(1994)。Images of the Mind: Studies with modern imaging techniques。Annual Review of Psychology，45，333-356。  new window
9.Wolpaw, J.、McFarland, D.、Neat, G.、Forneris, C.(1991)。An EEG-based brain-computer interface for cursor control。Electroencephalography and clinical neurophysiology，78(3)，252-259。  new window
10.Wolpin, M.、Weinstein, C.(1983)。Visual imagery and olfactory stimulation。Journal of Mental Imagery，7(1)，63-73。  new window
11.Zelano, C.、Bensafi, M.、Porter, J.、Mainland, J.、Johnson, B.、Bremner, E.、Telles, C.、Khan, R.、Sobel, N.(2005)。Attentional modulation in human primary olfactory cortex。Nature Neuroscience，8，114-120。  new window
12.Cuthbert, Bruce N.、Schupp, Harald T.、Bradley, Margaret M.、Birbaumer, Niels、Lang, Peter J.(2000)。Brain potentials in affective picture processing: covariation with autonomic arousal and affective report。Biological Psychology，52(2)，95-111。  new window
13.Fukuzumi, S.、Yamazaki, T.、Kamijo, K.、Hayashi, Y.(1998)。Physiological and Psychological Evaluation for Visual Display Colour Readability: A Visual Evoked Potential Study and a Subjective Evaluation Study。Ergonomics，41，89-108。  new window
14.趙侖(2004)。ERP 實驗教程。  延伸查詢new window
會議論文
1.Lee, Kuei-Lien、Chen, Chun-Hung、Yen, Jen(2011)。Analysis of the effect of tactile stimulation on the brain waves。2011 IDA Congress Taipei Education Conference。Taiwan。  new window
研究報告
1.陳俊宏(1997)。色彩與味覺嗅覺之共感覺研究 (計畫編號：NSC87-2415-H-224-002)。  延伸查詢new window
學位論文
1.陳建宇(2004)。生醫訊號小波分析及疊紋量測系統(博士論文)。國立中央大學。  延伸查詢new window
2.陳美香(2005)。呈現介面與亮度對比對認知（記憶與概念形成）績效之影響與腦波反應(博士論文)。國立臺灣科技大學。new window  延伸查詢new window
圖書
1.Piet, V.、Anton, V. A.、Hans, D. V.、洪慧娟(2001)。嗅覺符碼：記憶和慾望的語言。臺北：商周。  延伸查詢new window
2.久保田競、張淑懿(1986)。頭腦手冊。臺北：牛頓。  延伸查詢new window
3.溫佑君(2010)。溫式效應。臺北：大田。  延伸查詢new window
4.Roger, B.、Yepsin, Jr.、溫淑真(1990)。如何增進腦力。臺北：牛頓。  延伸查詢new window
5.Avery, G.(2008)。What the nose knows: The science of scent in everyday life。New York, NY：CROWN Publishers。  new window
6.Gilbert, A. N.(2008)。What the Nose Knows: The Science of Scent in Everyday life。New York：Crown Publishers。  new window
7.Larry, R. S.、Eric, R. K.(1999)。Memory: From mind to molecules。New York：Scientific American Library。  new window
8.Les, F.、Jim, R.(2007)。The open-focus brain: Harnessing the power of attention to heal mind and body。Boston, MA：Trumpeter Books。  new window
9.Lyall, W.(2001)。Jacobson's Organ: And the remarkable nature of smell。New York：Plume Book。  new window
10.Herz, Rachel(2007)。The scent of desire: Discovering our enigmatic sense of smell。New York：Harpercollins Publishers。  new window
11.Selame, B. H.、Selame, J.(1988)。The company image: Building your identity and influence in the marketplace。New York, NY：John Wiley and Sons。  new window
12.Wise, A.(1995)。The high-performance mind: Mastering brainwaves for insight, healing, and creativity。New York：Putnam。  new window
13.Lindstrom, M.(2005)。Brand sense: How to build powerful brands through touch, taste, smell, sight and sound。New York：Free Press。  new window
14.Ackerman, D.(1990)。A Natural History of the Senses。New York：Random House。  new window
15.陳俊宏、楊東民(1998)。視覺傳達設計概論。全華科技圖書股份有限公司。  延伸查詢new window
其他
1.夏嘉玲(20070206)。手機有味道挑逗你的嗅覺。  延伸查詢new window
2.Joel(20070116)。氣味引領品牌行銷，http://brandcafe.blogspot.com/2007/01/blog-post_17.html。  new window
3.Swasy, A.(19891011)。Sales lost their vim? Try repackaging。  new window
圖書論文
1.Ray, W. J.(1990)。Cacioppo。The electrocortical system. Principles of Psychophysiology。Cambridge：New York：Cambridge University Press：Cambridge University Press。  new window
 
 
 
 
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