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Applying Fuzzy Analytic Hierarchy Process to Evaluate the Emotional Perception of Cultural and Creative Products

Po-Ying Chu , Li-Chieh Chen , Wei-Sheng Yu , Shaio-Chung Chan

In order to promote product identity in the global market, many companies had used the strategy of associating products with cultural features. Since it was recognized that the image of such kinds of products plays an important role of its success, it is essential to evaluate alternative design solutions based on the emotional response of target users. Although some literature had indicated that there were different levels or categories of emotion, no specific hierarchy of criteria had been developed for evaluating the emotional responses of cultural and creative products. Therefore, the objective of this research is to develop a systematic approach for decision making at the stage of conceptual design. In order to construct the hierarchy of emotion, the authors conducted survey on relevant literature and collected data from interviewing experienced professors and designers. In addition, since the developed criteria tended to be vague, the fuzzy AHP approach was employed to obtain the overall ratings of design alternatives. Furthermore, this approach was demonstrated using a case study related to designing cultural and creative products in Keelung City, a northern harbor in Taiwan. The results showed that this approach not only provided a structured way of decomposing a complex decision-making problem but also avoid using crisp scores while translate the voice of customers in evaluating concepts at early design stage.


Cultural and Creative Industry, emotional design, Fuzzy AHP (FAHP)