Kansei/Affective value creation and its application to decision making

The primary purpose of this paper is to show the role of Kansei/Affective engineering and to discuss its application to the decision making. The concept of Kansei/Affective value creation is an essential tool for the decision making, for example, in the field of the marketing, It is shown that the Kansei/Affective information provides an important role for the decision making. Some illustrative examples are shown to demonstrate the effect of Kansei information.