The visual categorization of production automotive seats on descriptors of comfort

BACKGROUND: The role of appearance automotive seats on perceived comfort and expectancy has been acknowledged in previous research but it not investigated depth. OBJECTIVE: To identify the effects production seats, based hypothesis that visual design differentiations are affective creating expectations. significance descriptors Sporty, Luxurious Comfortable associated attributes was interest. METHOD: Images from 38 were used an image-based card sorting app (qCard) with a total 24 participants. Participants asked to categorize different seat designs varying 1: least, 9: most for all three descriptors.The resulting data analyzed using hierarchical clustering analysis. RESULTS: results indicated descriptor items significantly differentiated certain attributes. It found Sporty perception integrated headrest angular shapes key. On other hand, Comfort characterised by seating separate rounded back/cushion shapes. CONCLUSIONS: For processes, method enables practical way elements conveying perception.