臺灣博碩士論文加值系統

本研究以汽車造型設計為主題，探究汽車造型設計與配色應用有不同的情緒感知，提出外觀造型與內室配色，可能造成性別不同的行為認知及腦神經反應。本研究以2011年至2014臺灣販售的A、B兩規格車款，共56台汽車作為樣本來源進行調查，研究目的包含：釐清汽車造型設計的定義與類型；調查汽車外觀造型與內室配色在市場上的應用趨勢；再以EEG腦波實驗方法，分析外觀造型與內室色調對不同性別的情緒感知。

研究結果為：
(1)文獻探討汽車設計在外觀造型、內室設計與配色應用，歸納出外觀造型（矩型車、流線型車、圓型車）與內室配色（淺色調、純色調、暗色調及無彩色調）的架構。經由現況分析發現，市售汽車外觀造型以流線型車（84%）數量最多，接續為矩型車（11%）和圓型車（5%）；汽車內室配色以無彩色調（66%）內室配色數量最多，且多為黑色內室配色，其他依序為淺色調（21%）、暗色調（9%）及純色調（4%）。

(2)實驗結果中，行為數據分析發現，純色調內室配色的注意力、情緒效價與情緒喚起最高，且有顯著差異；女性對淺色調有較大的情緒效價，男性對暗色調及無彩色調有較大情緒喚起，這與ㄧ般性別設計偏好的刻板印象一致；無彩色調內室的注意力、情緒效價與情緒喚起最低，但卻能喚起較高的購買慾。值得一提的是，男性對汽車內室配色(color tones)引起情緒維度及購買慾的表現成正向關係；女性的行為數據結果則出現反向關係。

(3)事件相關電位ERP分析發現，性別與外觀造型雙因子在各波段皆無交互作用，外觀造型的主要效果在各波段無顯著差異，但性別的主要效果在N200、N400與N600有顯著差異。事件相關頻譜擾動ERSP分析發現，性別對外觀造型或內室色調會激大腦活化，前額葉（BA10、BA46）的活化現象誘發與記憶整合相關；前扣帶迴(BA32)的活化現象參與情緒和審美的感知；顳葉(BA22)的活化現象涉及認知理解；頂葉(BA40)的活化現象與訊息熟悉度有關；還有枕葉的活化(BA17)現象反應視覺處理。

This study takes car modeling design as the theme, We investigated whether modeling design and interior color scheme influence consumers’ emotion and brain responses. Surveyed from 2011 to 2014 's A class and B class car in Taiwan,a total of 56 as sample.

After literature reviewing, modeling, the first independent variable, can be divided into three categories by using car outline : rectangle car, round car and streamline car. Color tones , the second independent variable,can be divided into four categories by pccs color system : light color, vivid color, dark color and neutral color.Through the analysis of the status in Taiwan,we found that largest number of modeling are rectangle car (84%) ,followed by the rectangular car (11%) and the round car (5%) , and that largest number of interior color scheme are neutral color (66%) ,followed by light color (21%), dark color (9%) and vivid color (4%).

In the experimental results, the behavioral data analysis showed that the attention, emotion valence and emotion arousal of the vivid color tone were the highest, and there was significant difference. The female had a large emotion valence for the light color, and the male had a large emotion arousal for the dark color and neutral color ; this is consistent with the stereotype of preference for gender preferences.Neutral color had lowest attention, emotion valence and emotion arousal , but it can arouse a higher purchase desire. It is worth mentioning that male on the car interior color caused by emotional dimensions and the purchase desire a positive relationship; female 's behavioral data results are reverse relationship.

Event-related potential (ERP) analysis found that different "gender " have significant difference on N200, N400 and N600. Female on the modeling in the N200, N400 and N600 average amplitude was significantly higher than men, showing that Female have a greater cognitive impact on the car modelingof the conflict. Event-related spectral perturbation (ERSP) analysis indicated that different gender and modelings or different gender and color tones elicited significantly different power in the frontal lobe (BA10,BA46), anterior prefrontal cortex (BA32), temporal lobe (BA22), parietal lobe (BA40) and occipital lobe (BA17).These results demonstrate the role of memory integration, emotion and aesthetic perception, cognitive understanding, familiarity and visual processing.

摘要 I
ABSTRACT II
誌謝 III
目錄 IV
圖目錄 VI
表目錄 VII

第一章：緒論 1
1-1 研究背景與動機 1
1-2 研究目的 2
1-3 研究名詞釋義 3
1-4 研究範圍與限制 4
1-5 研究流程 5

第二章：文獻探討 6
2-1 汽車設計 6
2-1.1 汽車造型設計 8
2-1.2 汽車內室設計 14
2-1.3 汽車配色 16
2-1.4 汽車造型與配色現況 24
2-2 情緒與購買慾 28
2-2.1 情緒維度 28
2-2.2 購買慾 31
2-3 腦波相關研究 33
2-3.1 造型設計相關腦波研究 33
2-3.2 色彩相關腦波研究 34
2-3.3 情緒相關情腦波研究 34

第三章：研究方法 36
3-1 研究架構與假設 36
3-2 實驗設計 38
3-3 分析方法 43

第四章：研究結果與討論 45
4-1 行為數據統計結果與討論 45
4-1.1 注意力 45
4-1.2 情緒效價 48
4-1.3 情緒喚起 52
4-1.4 購買慾 55
4-1.5 行為數據實驗假設驗證與討論 59
4-2 事件相關電位ERP結果 63
4-2.1 N200 63
4-2.2 N400 64
4-2.3 N600 65
4-2.4 ERP討論 66
4-3 事件相關電頻譜位ERSP腦波結果 67
4-3.1 不同外觀造型的ERSP比較 68
4-3.2 不同內室色調的ERSP比較 71
4-3.3 ERSP討論 74

第五章：結論與建議 78
5-1 結論 78
5-2 後續研究建議 80

附錄 81
附錄一： 2011年至2014臺灣地區所生產販售的A、B兩規格車款 81
附錄二：研究假設 91
附錄三：本研究實驗受測者知情同意書 97
參考文獻 104

期刊論文
Adams, R. B., Ambady, N., Macrae, C. N., & Kleck, R. E. (2006). Emotional expressions forecast approach-avoidance behavior. Motivation and emotion, 30(2), 177-186.
Alexander, G. M., Wilcox, T., & Woods, R. (2009). Sex differences in infants’ visual interest in toys. Archives of sexual behavior, 38(3), 427-433.
Atalay, B. (2011). Math and the Mona Lisa: The art and science of Leonardo da Vinci: Smithsonian Institution.
Axmacher, N., Mormann, F., Fernández, G., Cohen, M. X., Elger, C. E., & Fell, J. (2007). Sustained neural activity patterns during working memory in the human medial temporal lobe. The Journal of Neuroscience, 27(29), 7807-7816.
Baird, B., Smallwood, J., Gorgolewski, K. J., & Margulies, D. S. (2013). Medial and lateral networks in anterior prefrontal cortex support metacognitive ability for memory and perception. Journal of Neuroscience, 33(42), 16657-16665.
Bar, M., & Neta, M. (2006). Humans prefer curved visual objects. Psychological science, 17(8), 645-648.
Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169-191.
Bekkedal, M. Y., Rossi, J., & Panksepp, J. (2011). Human brain EEG indices of emotions: delineating responses to affective vocalizations by measuring frontal theta event-related synchronization. Neuroscience & Biobehavioral Reviews, 35(9), 1959-1970.
Bo, W., Bao-Jun, L., Ping, H., & Ming-Liang, S. (2014). Semantic-oriented shape exploration for car styling. Paper presented at the Digital Home (ICDH), 2014 5th International Conference on.
Boccia, M., Barbetti, S., Piccardi, L., Guariglia, C., Ferlazzo, F., Giannini, A. M., & Zaidel, D. (2016). Where does brain neural activation in aesthetic responses to visual art occur? Meta-analytic evidence from neuroimaging studies. Neuroscience & Biobehavioral Reviews, 60, 65-71.
Braver, T. S., & Bongiolatti, S. R. (2002). The role of frontopolar cortex in subgoal processing during working memory. NeuroImage, 15(3), 523-536.
Brodmann, K. (2007). Brodmann's: Localisation in the cerebral cortex: Springer Science & Business Media.
Brown, S., Gao, X., Tisdelle, L., Eickhoff, S. B., & Liotti, M. (2011). Naturalizing aesthetics: brain areas for aesthetic appraisal across sensory modalities. NeuroImage, 58(1), 250-258.
Burgess, P. W., & Wu, H. (2013). Rostral prefrontal cortex (Brodmann area 10) Principles of frontal lobe function (pp. 524-544): Oxford University Press, New York.
Burrus, C. S., Gopinath, R. A., & Guo, H. (1997). Introduction to wavelets and wavelet transforms.
Cano, M. E., Class, Q. A., & Polich, J. (2009). Affective valence, stimulus attributes, and P300: color vs. black/white and normal vs. scrambled images. International Journal of Psychophysiology, 71(1), 17-24.
Cela-Conde, C. J., Ayala, F. J., Munar, E., Maestú, F., Nadal, M., Capó, M. A., . . . Mirasso, C. (2009). Sex-related similarities and differences in the neural correlates of beauty. Proceedings of the National Academy of Sciences, 106(10), 3847-3852.
Chen, X., & Zhao, J. (2007). Research on the Model and Application of Feature-based Automobile Styling. Paper presented at the Computer-Aided Design and Computer Graphics, 2007 10th IEEE International Conference on.
Chen, X., & Zhao, J. (2007, 15-18 Oct. 2007). Research on the Model and Application of Feature-based Automobile Styling. Paper presented at the 2007 10th IEEE International Conference on Computer-Aided Design and Computer Graphics.
Christoff, K., & Gabrieli, J. D. (2000). The frontopolar cortex and human cognition: Evidence for a rostrocaudal hierarchical organization within the human prefrontal cortex. Psychobiology, 28(2), 168-186.
Compton, R. J., Banich, M. T., Mohanty, A., Milham, M. P., Herrington, J., Miller, G. A., . . . Heller, W. (2003). Paying attention to emotion. Cognitive, Affective, & Behavioral Neuroscience, 3(2), 81-96.
Corbetta, M., Miezin, F. M., Dobmeyer, S., Shulman, G. L., & Petersen, S. E. (1991). Selective and divided attention during visual discriminations of shape, color, and speed: functional anatomy by positron emission tomography. The Journal of Neuroscience, 11(8), 2383-2402.
D'Argembeau, A., Stawarczyk, D., Majerus, S., Collette, F., Van der Linden, M., Feyers, D., . . . Salmon, E. (2010). The neural basis of personal goal processing when envisioning future events. Journal of cognitive neuroscience, 22(8), 1701-1713.
Delorme, A., & Makeig, S. (2004). EEGLAB: an open source toolbox for analysis of single-trial EEG dynamics including independent component analysis. Journal of neuroscience methods, 134(1), 9-21.
Dongjiu, Y. (2010, 17-19 Nov. 2010). A study on the factors of automobile styling with preferences of young people in China. Paper presented at the 2010 IEEE 11th International Conference on Computer-Aided Industrial Design & Conceptual Design 1.
Du, X., Qin, Y., Tu, S., Yin, H., Wang, T., Yu, C., & Qiu, J. (2013). Differentiation of stages in joke comprehension: evidence from an ERP study. International Journal of Psychology, 48(2), 149-157.
Ellison, A., Ball, K. L., Moseley, P., Dowsett, J., Smith, D. T., Weis, S., & Lane, A. R. (2014). Functional interaction between right parietal and bilateral frontal cortices during visual search tasks revealed using functional magnetic imaging and transcranial direct current stimulation. PloS one, 9(4), e93767.
Fahma, F., Iftadi, I., & Putri, N. A. (2015). Customer requirement analysis of driver's seat design using Quality Function Deployment (QFD) case study: City car. Paper presented at the Electric Vehicular Technology and Industrial, Mechanical, Electrical and Chemical Engineering (ICEVT & IMECE), 2015 Joint International Conference.
Falk, E. B., Berkman, E. T., & Lieberman, M. D. (2012). From neural responses to population behavior neural focus group predicts population-level media effects. Psychological science, 0956797611434964.
Feisner, E. A. (2006). Colour: How to use colour in art and design: Laurence King Publishing.
Fell, J., Ludowig, E., Staresina, B. P., Wagner, T., Kranz, T., Elger, C. E., & Axmacher, N. (2011). Medial temporal theta/alpha power enhancement precedes successful memory encoding: evidence based on intracranial EEG. The Journal of Neuroscience, 31(14), 5392-5397.
Fortmann‐Roe, S. (2013). Effects of hue, saturation, and brightness on color preference in social networks: Gender‐based color preference on the social networking site Twitter. Color Research & Application, 38(3), 196-202.
Frith, C., & Dolan, R. (1996). The role of the prefrontal cortex in higher cognitive functions. Cognitive brain research, 5(1), 175-181.
Giannakopoulos, X., Karhunen, J., & Oja, E. (1999). An experimental comparison of neural algorithms for independent component analysis and blind separation. International Journal of Neural Systems, 9(02), 99-114.
Gorka, S. M., Phan, K. L., & Shankman, S. A. (2015). Convergence of EEG and fMRI measures of reward anticipation. Biological psychology, 112, 12-19.
Gramann, K., Onton, J., Riccobon, D., Mueller, H. J., Bardins, S., & Makeig, S. (2010). Human brain dynamics accompanying use of egocentric and allocentric reference frames during navigation. Journal of cognitive neuroscience, 22(12), 2836-2849.
Groh-Bordin, C., Zimmer, H. D., & Ecker, U. K. (2006). Has the butcher on the bus dyed his hair? When color changes modulate ERP correlates of familiarity and recollection. NeuroImage, 32(4), 1879-1890.
Guderian, S., Schott, B. H., Richardson-Klavehn, A., & Düzel, E. (2009). Medial temporal theta state before an event predicts episodic encoding success in humans. Proceedings of the National Academy of Sciences, 106(13), 5365-5370.
Güntekin, B., & Basar, E. (2007). Emotional face expressions are differentiated with brain oscillations. International Journal of Psychophysiology, 64(1), 91-100.
Güntekin, B., & Tülay, E. (2014). Event related beta and gamma oscillatory responses during perception of affective pictures. Brain research, 1577, 45-56.
Herabadi, A. G., Verplanken, B., & Van Knippenberg, A. (2009). Consumption experience of impulse buying in Indonesia: Emotional arousal and hedonistic considerations. Asian Journal of Social Psychology, 12(1), 20-31.
Hinrichs, H., & Machleidt, W. (1992). Basic emotions reflected in EEG-coherences. International Journal of Psychophysiology, 13(3), 225-232.
Honkanen, R., Rouhinen, S., Wang, S. H., Palva, J. M., & Palva, S. (2015). Gamma oscillations underlie the maintenance of feature-specific information and the contents of visual working memory. Cerebral Cortex, 25(10), 3788-3801. doi:10.1093/cercor/bhu263
Jian, L., & Liming, F. (2011, 16-18 Dec. 2011). On the BMW auto-body styling design based on automobile brand characteristics. Paper presented at the Proceedings 2011 International Conference on Transportation, Mechanical, and Electrical Engineering (TMEE).
Jinyi, Z., & Chao, W. (2010). A research of train interior color design based on passenger experience. Paper presented at the Computer-Aided Industrial Design & Conceptual Design (CAIDCD), 2010 IEEE 11th International Conference on.
Jung, T.-P., Makeig, S., Humphries, C., Lee, T.-W., Mckeown, M. J., Iragui, V., & Sejnowski, T. J. (2000). Removing electroencephalographic artifacts by blind source separation. Psychophysiology, 37(02), 163-178.
Jutten, C., & Karhunen, J. (2004). Advances in blind source separation (BSS) and independent component analysis (ICA) for nonlinear mixtures. International Journal of Neural Systems, 14(05), 267-292.
Kahneman, D. (2003). Maps of bounded rationality: Psychology for behavioral economics. The American economic review, 93(5), 1449-1475.
Kang, J.-H., Jeong, J. W., Kim, H. T., Kim, S. H., & Kim, S.-P. (2014). Representation of cognitive reappraisal goals in frontal gamma oscillations. PloS one, 9(11), e113375.
Kastl, A. J., & Child, I. L. (1968). Emotional meaning of four typographical variables. Journal of Applied Psychology, 52(6p1), 440.
Kawasaki, M., & Yamaguchi, Y. (2012). Effects of subjective preference of colors on attention-related occipital theta oscillations. NeuroImage, 59(1), 808-814.
Kim, W., Shin, G., Lee, J., Lee, Y., & Yun, M. (2016). Identifying the visual interference by design and tactile properties of leathers using automobile interior. Paper presented at the Industrial Engineering and Engineering Management (IEEM), 2016 IEEE International Conference on.
Kirsch, L. P., Urgesi, C., & Cross, E. S. (2016). Shaping and reshaping the aesthetic brain: Emerging perspectives on the neurobiology of embodied aesthetics. Neuroscience & Biobehavioral Reviews, 62, 56-68.
Knyazev, G. G., Barchard, K. A., Razumnikova, O. M., & Mitrofanova, L. G. (2012). The relationship of positive and negative expressiveness to the processing of emotion information. Scandinavian journal of psychology, 53(3), 206-215.
Kutas, M., & Federmeier, K. D. (2011). Thirty years and counting: Finding meaning in the N400 component of the event related brain potential (ERP). Annual review of psychology, 62, 621.
Lancaster, J. L., Woldorff, M. G., Parsons, L. M., Liotti, M., Freitas, C. S., Rainey, L., . . . Fox, P. T. (2000). Automated Talairach atlas labels for functional brain mapping. Human brain mapping, 10(3), 120-131.
Landwehr, J. R., Labroo, A. A., Ellison, P. C., & Herrmann, A. (2013). Gut Liking for the Ordinary: How Product Design Features Help Predict Car Sales. GfK Marketing Intelligence Review, 5(1), 38-43.
Lang, P., & Bradley, M. M. (2007). The International Affective Picture System (IAPS) in the study of emotion and attention. Handbook of emotion elicitation and assessment, 29.
Lang, P. J., Bradley, M. M., & Cuthbert, B. N. (1997). International affective picture system (IAPS): Technical manual and affective ratings. NIMH Center for the Study of Emotion and Attention, 39-58.
Leder, H., & Carbon, C. C. (2005). Dimensions in appreciation of car interior design. Applied Cognitive Psychology, 19(5), 603-618.
Lengger, P. G., Fischmeister, F. P. S., Leder, H., & Bauer, H. (2007). Functional neuroanatomy of the perception of modern art: A DC–EEG study on the influence of stylistic information on aesthetic experience. Brain research, 1158, 93-102.
Lewis, D. (2013). The Brain Sell: When Science Meets Shopping; How the new mind sciences and the persuasion industry are reading our thoughts, influencing our emotions, and stimulating us to shop: Nicholas Brealey Publishing.
Lin, Y., & Zhang, W. (2004). Aesthetic design for automobile interiors: critical and conceptual framework. Paper presented at the Systems, Man and Cybernetics, 2004 IEEE International Conference on.
Lindsen, J. P., Jones, R., Shimojo, S., & Bhattacharya, J. (2010). Neural components underlying subjective preferential decision making. NeuroImage, 50(4), 1626-1632.
Lu, A., Xu, G., Jin, H., Mo, L., Zhang, J., & Zhang, J. X. (2010). Electrophysiological evidence for effects of color knowledge in object recognition. Neuroscience Letters, 469(3), 405-410.
Luo, Q., Mitchell, D., Cheng, X., Mondillo, K., Mccaffrey, D., Holroyd, T., . . . Blair, J. (2009). Visual awareness, emotion, and gamma band synchronization. Cerebral cortex, 19(8), 1896-1904.
Ma, Q., Wang, X., Dai, S., & Shu, L. (2007). Event-related potential N270 correlates of brand extension. Neuroreport, 18(10), 1031-1034.
Macey, S., & Wardle, G. (2009). H-Point: the fundamentals of car design & packaging: Art Center College of Design.
MacQueen, J. (1967). Some methods for classification and analysis of multivariate observations. Paper presented at the Proceedings of the fifth Berkeley symposium on mathematical statistics and probability.
Maffei, A., Vencato, V., & Angrilli, A. (2015). Sex Differences in Emotional Evaluation of Film Clips: Interaction with Five High Arousal Emotional Categories. PloS one, 10(12), e0145562.
Mallat, S. G. (1989). A theory for multiresolution signal decomposition: the wavelet representation. IEEE Transactions on Pattern Analysis and Machine Intelligence, 11(7), 674-693.
McDonald, J. (2003). A Ghost's Memoir: The Making of Alfred P. Sloan's My Years with General Motors: MIT Press.
Mennella, R., Benvenuti, S. M., Buodo, G., & Palomba, D. (2015). Emotional modulation of alpha asymmetry in dysphoria: results from an emotional imagery task. International Journal of Psychophysiology, 97(2), 113-119.
Müller, M. M., Gruber, T., & Keil, A. (2000). Modulation of induced gamma band activity in the human EEG by attention and visual information processing. International Journal of Psychophysiology, 38(3), 283-299.
Nagamachi, M. (1995). Kansei engineering: a new ergonomic consumer-oriented technology for product development. International Journal of Industrial Ergonomics, 15(1), 3-11.
Nezhad, M., & Kavehnezhad, K. (2013). Choosing the right color: a way to increase sales. International Journal of Asian Social Science, 3(6), 1442-1457.
O'Connor, A. R., Han, S., & Dobbins, I. G. (2010). The inferior parietal lobule and recognition memory: expectancy violation or successful retrieval? The Journal of neuroscience, 30(8), 2924-2934.
Ochsner, K. N., Hughes, B., Robertson, E. R., Cooper, J. C., & Gabrieli, J. D. (2009). Neural systems supporting the control of affective and cognitive conflicts. Journal of cognitive neuroscience, 21(9), 1841-1854.
Olofsson, J. K., Nordin, S., Sequeira, H., & Polich, J. (2008). Affective picture processing: an integrative review of ERP findings. Biological Psychology, 77(3), 247-265.
Oostenveld, R., & Oostendorp, T. F. (2002). Validating the boundary element method for forward and inverse EEG computations in the presence of a hole in the skull. Human Brain Mapping, 17(3), 179-192.
Ortony, A., Norman, D. A., & Revelle, W. (2005). Affect and proto-affect in effective functioning. Who needs emotions, 173-202.
Piron, F. (1993). A comparison of emotional reactions experienced by planned, unplanned and impulse purchasers. Advances in Consumer Research, 20, 341-344.
Platek, S. M., Loughead, J. W., Gur, R. C., Busch, S., Ruparel, K., Phend, N., . . . Langleben, D. D. (2006). Neural substrates for functionally discriminating self‐face from personally familiar faces. Human brain mapping, 27(2), 91-98.
Puccinelli, N. M., Goodstein, R. C., Grewal, D., Price, R., Raghubir, P., & Stewart, D. (2009). Customer experience management in retailing: understanding the buying process. Journal of Retailing, 85(1), 15-30.
Putman, P., van Peer, J., Maimari, I., & van der Werff, S. (2010). EEG theta/beta ratio in relation to fear-modulated response-inhibition, attentional control, and affective traits. Biological psychology, 83(2), 73-78.
Putrevu, S. (2001). Exploring the origins and information processing differences between men and women: Implications for advertisers. Academy of marketing science review, 2001, 1.
Reimann, M., Zaichkowsky, J., Neuhaus, C., Bender, T., & Weber, B. (2010). Aesthetic package design: A behavioral, neural, and psychological investigation. Journal of Consumer Psychology, 20(4), 431-441.
Resnick, L. B. (1987). Education and learning to think: National Academies.
Richard, M.-O., Chebat, J.-C., Yang, Z., & Putrevu, S. (2010). A proposed model of online consumer behavior: Assessing the role of gender. Journal of Business Research, 63(9–10), 926-934.
Rieger, B. (2010). From People's Car to New Beetle: The Transatlantic Journeys of the Volkswagen Beetle. The Journal of American History, 97(1), 91-115.
Rizzolatti, G., & Matelli, M. (2003). Two different streams form the dorsal visual system: anatomy and functions. Experimental brain research, 153(2), 146-157.
Romei, V., Gross, J., & Thut, G. (2010). On the role of prestimulus alpha rhythms over occipito-parietal areas in visual input regulation: correlation or causation? The Journal of Neuroscience, 30(25), 8692-8697.
Rubia, K., Hyde, Z., Halari, R., Giampietro, V., & Smith, A. (2010). Effects of age and sex on developmental neural networks of visual–spatial attention allocation. NeuroImage, 51(2), 817-827.
Schienle, A., Schäfer, A., Stark, R., Walter, B., & Vaitl, D. (2005). Gender differences in the processing of disgust-and fear-inducing pictures: an fMRI study. Neuroreport, 16(3), 277-280.
Schloss, K. B., Strauss, E. D., & Palmer, S. E. (2013). Object color preferences. Color Research & Application, 38(6), 393-411.
Shannon, B. J., & Buckner, R. L. (2004). Functional-anatomic correlates of memory retrieval that suggest nontraditional processing roles for multiple distinct regions within posterior parietal cortex. The Journal of neuroscience, 24(45), 10084-10092.
Shen, Y., Pomeory, C. A., Xi, N., & Chen, Y. (2006). Quantification and verification of automobile interior textures by a high performance tactile-haptic interface. Paper presented at the Intelligent Robots and Systems, 2006 IEEE/RSJ International Conference on.
Silberstein, R. B., & Nield, G. E. (2008). Brain activity correlates of consumer brand choice shift associated with television advertising. International Journal of Advertising, 27(3), 359-380.
Simpson, J., & Weiner, E. S. (1989). Oxford English dictionary online. Oxford: Clarendon Press. Retrieved March, 6, 2008.
Smidts, A. (2003). Kijken in het brein: Over de mogelijkheden van neuromarketing. ERIM Report Series Reference No. EIA-012-MKT.
Soars, B. (2009). Driving sales through shoppers' sense of sound, sight, smell and touch. International Journal of Retail and Distribution Management, 37(3), 286-298.
Solnais, C., Andreu-Perez, J., Sánchez-Fernández, J., & Andréu-Abela, J. (2013). The contribution of neuroscience to consumer research: A conceptual framework and empirical review. Journal of Economic Psychology, 36, 68-81.
Suk, H. J., & Irtel, H. (2010). Emotional response to color across media. Color Research & Application, 35(1), 64-77.
Sullivan, L. H. (1956). The autobiography of an idea (Vol. 281): Courier Corporation.
Sun, L. L., Kong, F. S., & Liu, W. (2015). Customers' perceptual cognition of the visual comfort of automobile seats. Dongbei Daxue Xuebao/Journal of Northeastern University, 36(9), 1331-1336. doi:10.3969/j.issn.1005-3026.2015.09.025
Sun, W., & Sun, P. (2008). Post-Expressionism style in modern car design. Paper presented at the Computer-Aided Industrial Design and Conceptual Design, 2008. CAID/CD 2008. 9th International Conference on.
Takebuchi, S., Nakamura, T., Asami, H., & Amasaka, K. (2010). Creation of automobile exterior color design approach model “A-ACAM”. Paper presented at the Computers and Industrial Engineering (CIE), 2010 40th International Conference on.
Tirmizi, M. A., Kashif-Ur-Rehman, & Saif, M. I. (2009). An empirical study of consumer impulse buying behavior in local markets. European Journal of Scientific Research, 28(4), 522-532.
Vartanian, O., Navarrete, G., Chatterjee, A., Fich, L. B., Leder, H., Modroño, C., . . . Skov, M. (2013). Impact of contour on aesthetic judgments and approach-avoidance decisions in architecture. Proceedings of the National Academy of Sciences, 110(Supplement 2), 10446-10453.
Vartanian, O., & Skov, M. (2014). Neural correlates of viewing paintings: evidence from a quantitative meta-analysis of functional magnetic resonance imaging data. Brain and cognition, 87, 52-56.
Volberg, G., Karmann, A., Birkner, S., & Greenlee, M. W. (2013). Short-and long-range neural synchrony in grapheme–color synesthesia. Journal of cognitive neuroscience, 25(7), 1148-1162.
Von Stein, A., & Sarnthein, J. (2000). Different frequencies for different scales of cortical integration: from local gamma to long range alpha/theta synchronization. International Journal of Psychophysiology, 38(3), 301-313.
Wakata, T., & Saito, M. (2013). The impression of hue in practical color co-ordinate system (PCCS).
Wang, H., & Zhang, N. (2010). The analysis on vehicle color evoked EEG based on ERP method. Paper presented at the Bioinformatics and Biomedical Engineering (iCBBE), 2010 4th International Conference on.
Wei, S., & Ping, S. (2008, 22-25 Nov. 2008). Post-Expressionism style in modern car design. Paper presented at the 2008 9th International Conference on Computer-Aided Industrial Design and Conceptual Design.
Weisgram, E. S., Fulcher, M., & Dinella, L. M. (2014). Pink gives girls permission: Exploring the roles of explicit gender labels and gender-typed colors on preschool children's toy preferences. Journal of Applied Developmental Psychology, 35(5), 401-409.
West, W. C., & Holcomb, P. J. (2002). Event-related potentials during discourse-level semantic integration of complex pictures. Cognitive Brain Research, 13(3), 363-375.
Westerman, S. J., Gardner, P. H., Sutherland, E. J., White, T., Jordan, K., Watts, D., & Wells, S. (2012). Product design: Preference for rounded versus angular design elements. Psychology & Marketing, 29(8), 595-605.
Wu, C. S., Cheng, F. F., & Yen, D. C. (2008). The atmospheric factors of online storefront environment design: an empirical experiment in Taiwan. Information and Management, 45(7), 493-498.
Yadav, H., Jain, R., Shukla, S., Avikal, S., & Mishra, P. (2013). Prioritization of aesthetic attributes of car profile. International Journal of Industrial Ergonomics, 43(4), 296-303.
Yao, X., Hu, H.-y., & Li, J. (2011). Kansei engineering in automotive body-side styling design. Paper presented at the Industrial Engineering and Engineering Management (IE&EM), 2011 IEEE 18Th International Conference on.
Yeh, Y.-c., Lin, C.-W., Hsu, W.-C., Kuo, W.-J., & Chan, Y.-C. (2015). Associated and dissociated neural substrates of aesthetic judgment and aesthetic emotion during the appreciation of everyday designed products. Neuropsychologia, 73, 151-160.
Yong-qiu, L., & Xiao-feng, L. (2014). Design of Car coating system based on PLC. Paper presented at the Advanced Research and Technology in Industry Applications (WARTIA), 2014 IEEE Workshop on.
Zhai, H., Yu, Y., Zhang, W., Chen, G., & Jia, F. (2016). ACC and IPL networks in the perception of the faces of parents during selective tasks. Brain imaging and behavior, 10(4), 1172-1183.
Zhang, Y. L., & Li, Y. (2007). A study of mechanism about mood influencing impulsive buying. Paper presented at the Proceedings of 2006 International Conference on Management Science and Engineering, ICMSE'06 (13th), Lille.
王韋堯, 黃詩珮, & 劉怡寧. (2012). 消費品廣告設計之情緒效價與喚起分析. 設計學報 (Journal of Design), 17(3).
梁靜謙, 李雅雪, 何俊亨, & 陳國祥. (2017). 汽車內裝設計之視覺感性評價及知覺價值探討/An Investigation on the Automotive Interio with the Kansei Evaluation and Perceived Value Dimensions. 感性學報 Journal of Kansei, 4(1), 56-77.
何莉, & 张荣. (2010). 浅谈现代典型汽车内饰设计与改装. 中小企業管理與科技, 2010(12A), 145-145+ 146.
黃宇霞, & 羅躍嘉. (2004). 情緒的 ERP 相關成分與心境障礙的 ERP 變化. 心理科學進展, 12(1), 10-17.
宋武. (2004). 世界现代汽车内饰设计解析. 美苑(6), 32-35.
唐大崙, & 張文瑜. (2005). 臺灣消費者的購買行為探討—從產品價格與色彩的實驗談起. 現代化, 全球化與跨文化傳播] 研討會, 台北.
唐德红, & 谢敏. (2010). A 级女性车内饰设计. 湖北工業大學學報, 25(3), 96-98.

書籍
Hae, K. J. (2016). 色感大躍進：用色彩玩出驚艷好設計. 台北: 博誌.
大山正. (2000). 色彩心理學. 台北市: 牧村圖書有限公司.
朴明焕. (2009). 色 彩 设 计 手 册: 人 民 邮 电 出 版 社.
吳琨祥. (2003). 室內設計槪論. 台北: 全華科技圖書股份有限公司.
林昆範, & 應用美術. (2008). 色彩原論: 全華圖書.
林建煌. (2010). 消費者行為槪論: 林建煌發行.
梁景紅. (2016). 梁景紅談：色彩設計法則. 台北市: 上奇時代
梁景紅、Relen. (2010). Relen的色彩書：設計．配色基礎. 台北: 佳魁資訊.
彭姝樺. (2011). 色彩暗號:關於那些人的顏色學,心裡事. 台北市: 尖端.
曾啟雄. (2002). 色彩的科學與文化 (初版 ed.). 台北縣板橋市: 耶魯國際文化.
黃俊堯. (2011). 行銷管理.
趙侖. (2005). ERP 實驗教程. 天津. 天津社會科學院出版社.
劉惟信. (2001). 汽車設計: 北京市: 清華大學出版社.
鄭國裕, & 林磐聳. (2007). 色彩計劃: 藝風堂.
戴孟宗, & 應用美術. (2011). 現代色彩學: 色彩理論, 感知與應用: 全華圖書.

學位論文
江文生. (2011).汽車的個性—應用產品個性概念於汽車設計之研究.(碩士),國立臺灣科技大學, 台北市.
楊明璋. (2005). 台灣汽車市場色彩趨勢之探討. (碩士), 國立臺灣科技大學, 台北市.
林銘璋. (2009). 動態意象在汽車造形風格影響之探討. (碩士), 國立臺灣科技大學, 台北市.
林瀚. (2008). 原真性與知覺風險的關連性之研究-以快速消費性商品為例. (碩士), 朝陽科技大學.
邱珮華. (2009).集合包裝功能視覺設計之情緒維度與ERP研究 (論文). 國立臺灣科技大學, 台北市.
施皇旭. (2005). 系列車款造形風格演化之研究. (碩士), 國立臺灣科技大學, 台北市.
葉璟慧. (2008). 情緒勞務、衝動性購買行為、工作倦怠與自我監控關係之研究-以服務業前場人員為例. (碩士), 國立中山大學.
黃千容. (2007). 形象商圈文化知覺影響消費者價格敏感度與衝動性購買行為之研究. (碩士), 南台科技大學.
許敬安. (2014). 可愛的造形意象與造形特徵之相關性研究. (碩士), 國立臺灣科技大學, 台北市.
郭令威. (2009). 消費者色彩偏好與產品配色計劃之研究. (碩士), 國立成功大學.
陳怡伶. (2012). 香水瓶包裝設計的感官體驗與情緒認知. (碩士), 國立臺灣科技大學, 台北市.
陳盈君. (2009). 飲品包裝照明設計之 ERP 與情緒維度研究.. (碩士), 國立臺灣科技大學, 台北市.
陳贊仁. (2011). 臺灣 C 級距汽車車側造形設計之探討.. (碩士), 國立臺灣科技大學, 台北市.
康獻章. (2007). 汽車造形局部特徵置換對於感性意象認知之關係研究. (碩士), 國立臺灣科技大學, 台北市.
顏偲如. (2013).紙盒包裝結構造型與商品內容物之適合度研究. (碩士), 國立臺灣科技大學, 台北市.

網路
張中昌. (2015). 男生愛網購3C 女生偏好流行品. Retrieved from http://www.chinatimes.com/newspapers/20151119000276-260208
PPG. (2016). PPG announces most popular automotive colors for 2016 White, neutral colors remain most popular globally. Retrieved from http://corporate.ppg.com/Media/Newsroom/2016/PPG-announces-most-popular-automotive-colors-2016