26
S. J. Zafarmand
attitude toward such a cultural/traditional object might have no drastic change in
these two lifecycle stages.
2.5.2 Comparison
In order to compare the results of this research and the previous one (Zafarmand
et al. 2011), namely the trends of Kansei evolution over the lifecycle stages of the
products between the Iranian and Japanese subjects, as there is a symmetric similarity between the axes directions names in the graphs derived from the Iranian and
Japanese subjects, the format of graphs derived from Japanese subjects’ responses
is considered the base. Accordingly, the axes’ directions in the resulting graphs of
Iranian subjects are adapted to the same order as the directions of the graphs of
Japanese subjects. For this purpose, first, the Iranian subjects’ output dimensions of
X and Y axes are multiplied by “−1” and then, these two axes are replaced with
each other. The adapted graphs of Iranian subjects’ Kansei evolution over the lifecycle stages of their products are shown in Fig. 2.3, in which the trends of Japanese
subjects’ Kansei evolution over their products are kept in the background into gray.
As the first axis, namely X, is defined on the basis of the eingenvector resulted
from QT3 analysis, and since eigenvalues indicate the significancy, the most significant trends of users Kansei evolution over their products’ life in Iran and Japan
are respectively, ‘Pleasance–Pain’ and ‘Passive Affection–Active Emotion’. Such
a point may imply that the Iranian users’ responded Kansei words regarding their
products have mostly an evaluative theme, whereas the Japanese users’ responded
Kansei words regarding their products have mostly a descriptive nature. In order to
more clearly present the general trends of users’ Kansei evolution over their short
and long life products’ lifecycle stages, these trends beside the directions of ‘Active
Emotion–Passive Affection’/‘Pleasance–Pain’ (X–Y) and ‘Active Emotion–Passive
Affection’/‘Subjectivity–Objectivity’ (X–Z) are separately shown in Figs. 2.4 and 2.5.
In general, it seems users feel pleasure at the start of using their products, as they
have gained somethings, and suffer or experience emotional pain at the end of their
product lifetime, as they have last some values, regardless to the context and the
product type.
As Fig. 2.4 shows, the general trend of users’ Kansei evolution over their products’
lifecycle stages tends to be laid in the ‘Pleasure–Passive Affection’ area or the 2nd
quarter of the X–Y graph regarding the long-lived product like handicraft, whereas
such a trend regarding the short-lived product like mobile phone tends to be laid in
the ‘Pain-Active Emotion’ area or the 4th quarter of the X–Y graph. The amount of
pleasure experienced during the product lifetime has seemingly direct relation with
the length of the product life.
When considering the product type, however, the users may experience some
doubts and problems when purchasing their cars or mobile phone as well as some
troubles or problems at the first stages of use until they become accustomed to the
operation and function of their cars or mobile phone. That is why the users’ Kansei
S. J. Zafarmand
attitude toward such a cultural/traditional object might have no drastic change in
these two lifecycle stages.
2.5.2 Comparison
In order to compare the results of this research and the previous one (Zafarmand
et al. 2011), namely the trends of Kansei evolution over the lifecycle stages of the
products between the Iranian and Japanese subjects, as there is a symmetric similarity between the axes directions names in the graphs derived from the Iranian and
Japanese subjects, the format of graphs derived from Japanese subjects’ responses
is considered the base. Accordingly, the axes’ directions in the resulting graphs of
Iranian subjects are adapted to the same order as the directions of the graphs of
Japanese subjects. For this purpose, first, the Iranian subjects’ output dimensions of
X and Y axes are multiplied by “−1” and then, these two axes are replaced with
each other. The adapted graphs of Iranian subjects’ Kansei evolution over the lifecycle stages of their products are shown in Fig. 2.3, in which the trends of Japanese
subjects’ Kansei evolution over their products are kept in the background into gray.
As the first axis, namely X, is defined on the basis of the eingenvector resulted
from QT3 analysis, and since eigenvalues indicate the significancy, the most significant trends of users Kansei evolution over their products’ life in Iran and Japan
are respectively, ‘Pleasance–Pain’ and ‘Passive Affection–Active Emotion’. Such
a point may imply that the Iranian users’ responded Kansei words regarding their
products have mostly an evaluative theme, whereas the Japanese users’ responded
Kansei words regarding their products have mostly a descriptive nature. In order to
more clearly present the general trends of users’ Kansei evolution over their short
and long life products’ lifecycle stages, these trends beside the directions of ‘Active
Emotion–Passive Affection’/‘Pleasance–Pain’ (X–Y) and ‘Active Emotion–Passive
Affection’/‘Subjectivity–Objectivity’ (X–Z) are separately shown in Figs. 2.4 and 2.5.
In general, it seems users feel pleasure at the start of using their products, as they
have gained somethings, and suffer or experience emotional pain at the end of their
product lifetime, as they have last some values, regardless to the context and the
product type.
As Fig. 2.4 shows, the general trend of users’ Kansei evolution over their products’
lifecycle stages tends to be laid in the ‘Pleasure–Passive Affection’ area or the 2nd
quarter of the X–Y graph regarding the long-lived product like handicraft, whereas
such a trend regarding the short-lived product like mobile phone tends to be laid in
the ‘Pain-Active Emotion’ area or the 4th quarter of the X–Y graph. The amount of
pleasure experienced during the product lifetime has seemingly direct relation with
the length of the product life.
When considering the product type, however, the users may experience some
doubts and problems when purchasing their cars or mobile phone as well as some
troubles or problems at the first stages of use until they become accustomed to the
operation and function of their cars or mobile phone. That is why the users’ Kansei