Application of the Emotional S1-S2 Paradigm for Evaluating Kansei Information Using Brain Potentials

In the present study, we investigated whether the emotional S1-S2 paradigm is suitable for the evaluation of kansei information. To this end, we measured stimulus preceding negativity (SPN) and late positive potential (LPP) as components of the event-related potential, examining 1) whether the cue words enhance the SPN relating the anticipation and expectation to upcoming emotional pictures and 2) whether matched combinations of cue words and emotional pictures elicited changes in LPP amplitude. Comparing SPN amplitude suggested that SPN reflected expectation for upcoming pictures evoked by the cue word. The change in LPP amplitude implied that LPP could serve as an index of the correspondence between a kansei word-elicited cognitive representation, and an actual product. These physiological indices have the potential to aid the development of evaluation procedures in kansei engineering.