Evaluation method, evaluation device, and program

Abstract

To evaluate an emotional value easily.SOLUTION: An evaluation method includes: acquisition of brain waves of an object person when making an alternative decision for an object; and evaluation of an emotional value that the object provides to the object person from the brain waves of the object person.SELECTED DRAWING: Figure 5

Description

[Technical Field]

[0001] The present invention relates to an evaluation method, an evaluation device, and a program. [Background technology]

[0002] Traditionally, when it comes to products such as cosmetics, customers' willingness to purchase is influenced not only by the product's functional value (also called functional value), such as its function, performance, and quality, but also by its emotional value (also called emotional value), such as its sense of luxury. [Prior art documents] [Patent documents]

[0003] [Patent Document 1] Japanese Patent Application Laid-Open No. 2012-18492 Summary of the Invention [Problem to be solved by the invention]

[0004] However, because emotional value is subjective to the customer, evaluating it is not as easy as evaluating functional value. Therefore, there has been a demand for an easy way to evaluate the emotional value that products such as cosmetics provide to customers.

[0005] Therefore, an object of one embodiment of the present invention is to easily evaluate emotional value. [Means for solving the problem]

[0006] An evaluation method according to one embodiment of the present invention includes acquiring electroencephalograms of a subject when discriminating between two limbs of an object, and evaluating the emotional value that the object provides to the subject from the electroencephalograms of the subject. [Effects of the Invention]

[0007] According to the present invention, emotional value can be easily evaluated. [Brief explanation of the drawings]

[0008] [Figure 1] 1 is a diagram illustrating an overall configuration according to an embodiment of the present invention. [Figure 2] 1 is a functional block diagram of an evaluation device according to an embodiment of the present invention. [Figure 3] 10A and 10B are diagrams for explaining discrimination between two limbs of an object according to an embodiment of the present invention. [Figure 4] FIG. 1 is a diagram for explaining ERP components used in evaluating emotional value and use / non-use in one embodiment of the present invention. [Figure 5] 10 is a flowchart of a process for evaluating emotional value according to an embodiment of the present invention. [Figure 6] 1 is a block diagram showing an example of a hardware configuration of an evaluation device according to an embodiment of the present invention. DETAILED DESCRIPTION OF THE INVENTION

[0009] <Terminology> In this specification, the term "object" refers to any product. For example, the object may be a package of cosmetics (e.g., skin care cosmetics, makeup cosmetics, hair care products, body care products, sunscreen, perfume, etc.). The object may also be a package of food or beverage such as a supplement, a cosmetic tool, a beauty device, etc. In this specification, "two-choice discrimination" refers to a method of selecting one of two options. In this specification, "emotional value" refers to the value that an object has on the psychology or mind (e.g., sensibility) of a subject (e.g., the impression that an object gives to a subject). In other words, emotional value differs from the functional value of an object, such as its function, performance, or quality, and is subjective, as felt by each subject. For example, emotional value can be the feeling that an object is expensive or inexpensive.

[0010] Hereinafter, an embodiment of the present invention will be described with reference to the drawings.

[0011] <Overall composition> 1 is a diagram showing the overall configuration of one embodiment of the present invention. An evaluation device 10 evaluates the emotional value that an object provides to a subject 30 based on the electroencephalogram of the subject 30 measured by an electroencephalogram measurement device 20. Each of these will be described below.

[0012] The evaluation device 10 evaluates the emotional value that an object provides to the subject 30. Specifically, the evaluation device 10 acquires the electroencephalogram of the subject 30 when the subject 30 discriminates between two limbs of the object, and evaluates the emotional value that the object provides to the subject 30 from the electroencephalogram of the subject 30. The evaluation device 10 is composed of one or more computers. The evaluation device 10 will be described in detail later with reference to FIG. 2.

[0013] The electroencephalogram measuring device 20 is a device that measures the electroencephalogram of a subject 30.

[0014] <Function block> 2 is a functional block diagram of an evaluation device 10 according to one embodiment of the present invention. The evaluation device 10 can include an electroencephalogram acquisition unit 101, an evaluation unit 102, and a presentation unit 103. The evaluation device 10 can function as the electroencephalogram acquisition unit 101, the evaluation unit 102, and the presentation unit 103 by executing a program.

[0015] The electroencephalogram acquiring unit 101 acquires the electroencephalogram of the subject 30 when discriminating between two limbs of an object. Specifically, the subject 30 discriminates between two limbs of an object by determining to which of two categories the object belongs based on the appearance of the object displayed on the display device of the evaluation device 10.

[0016] The evaluation unit 102 evaluates the emotional value provided to the subject 30 by the object for which the subject 30 has made a two-limb discrimination, from the electroencephalogram of the subject 30 acquired by the electroencephalogram acquisition unit 101. The evaluation unit 102 can also evaluate, from the electroencephalogram of the subject 30 acquired by the electroencephalogram acquisition unit 101, whether or not the subject 30 has used the object.

[0017] The presentation unit 103 presents (for example, displays on the display device of the evaluation device 10) the results of the evaluation by the evaluation unit 102 (that is, the emotional value that each object provides to the subject 30).

[0018] <<Two-leg discrimination of objects>> Here, the two-limb discrimination of an object will be described. The subject 30 discriminates between two limbs of an object by determining to which of two categories the object belongs based on the appearance of the object displayed on the display device of the evaluation device 10. The evaluation device 10 displays one or more objects that belong to one of the two categories. Note that the evaluation device 10 may display the same object multiple times. Hereinafter, a detailed description will be given with reference to FIG. 3.

[0019] FIG. 3 is a diagram for explaining two-limb discrimination of an object according to one embodiment of the present invention. The display device of the evaluation device 10 displays an object (in FIG. 3) belonging to a certain category (for example, a package of a skin care cosmetic product). ), or objects belonging to another category (e.g., lipstick packaging) (see Fig. 3). ) is displayed. The subject 30 uses an operation device or the like of the evaluation device 10 to input which of the two categories (in this example, skin care cosmetic packaging and lipstick packaging) the object belongs to.

[0020] The above is just one example of a category, and it could be a superordinate category and a superordinate category (Example 1), a subordinate category and a subordinate category (Example 2), or a superordinate category and a subordinate category (Example 3), as shown below.

[0021] (Example 1) -Packaging for skin care cosmetics (for example, multiple types of cosmetics such as lotion, emulsion, etc.) and packaging for makeup cosmetics (for example, multiple types of cosmetics such as lipstick, eye shadow, etc.) are used.

[0022] (Example 2) · Packaging for specific skin care cosmetics (e.g., lotion only) and packaging for specific makeup cosmetics (e.g., lipstick only) are used.

[0023] (Example 3) ·Packaging for skin care cosmetics (e.g., multiple types of cosmetics such as lotion, emulsion, etc.) and packaging for specific makeup cosmetics (e.g., lipstick only) are used. ·Packaging for specific skin care cosmetics (e.g., lotion only) and packaging for makeup cosmetics (e.g., multiple types of cosmetics such as lipstick, eye shadow, etc.) are used.

[0024] <<Evaluation>> In one embodiment of the present invention, based on the results of an experiment described below, the emotional value and use / non-use of an object can be evaluated based on components of event-related potentials (ERPs) measured by electroencephalograms. This will be described in detail below with reference to FIG. 4.

[0025] FIG. 4 is a diagram for explaining ERP components used in the evaluation of emotional value and use / non-use according to one embodiment of the present invention.

[0026] <<Evaluation of emotional value>> First, the evaluation of emotional value will be explained.

[0027] [Single Attempt] In one embodiment of the present invention, the evaluation unit 102 can evaluate the emotional value through a single trial analysis, that is, a small number (one) of electroencephalograms from a small number (one person) of subjects are used.

[0028] For example, the evaluation unit 102 can evaluate the emotional value using the MVPA (Multivariate Pattern Analysis) method. By using the MVPA method, it is possible to generate and evaluate an electroencephalogram response model for each individual. Therefore, it is suitable for cases where there are a small number of subjects (one person) and where preferences vary from person to person. Furthermore, when there are multiple subjects (two or more), or when there are a small number of subjects (one person) but the object is presented with stimuli multiple times, it is possible to utilize the average of the ERP component intervals.

[0029] In the case of MVPA, the evaluation unit 102 can perform evaluation based on the responses of the early components of the ERP measured by electroencephalograms, namely, N150 (negative component around 150 ms), N2 (negative component around 200 ms), P300 (positive component around 300 ms), and LPP (late positive component, late positive potential) latency.

[0030] For example, if the subject 30 responds with the early components N150 (negative component around 150 ms) and N2 (negative component around 200 ms) in the electroencephalogram while discriminating between the two limbs of the object, the evaluation unit 102 can determine that the subject 30 has determined that the object is expensive or inexpensive.

[0031] For example, if there is a reaction in the P300 (positive component around 300 ms) and LPP (late positive potential) latency in the electroencephalogram while the subject 30 is discriminating between two limbs, the evaluation unit 102 can determine that the subject 30 has determined that the object is expensive or inexpensive.

[0032] [Summarized Average] In one embodiment of the present invention, the evaluation unit 102 can evaluate the emotional value by averaging multiple electroencephalograms obtained by multiple presentations of stimulus of the object. That is, multiple electroencephalograms obtained by one subject, or multiple subjects by one presentation of stimulus of the object (although this is computationally possible, it is not realistic considering individual differences in electroencephalograms), or electroencephalograms obtained by multiple presentations of stimulus of the object are used.

[0033] In the case of averaging, the evaluation unit 102 can perform evaluation based on the response of the central-parietal N2 (negative component around 200 ms) and the occipital P300 (positive component around 300 ms)-LPP (late positive component, late positive potential) section, which are components of the ERP measured by electroencephalograms.

[0034] For example, if the subject 30 has a large centro-parietal N2 response (negative component around 200 ms) in the electroencephalogram while discriminating between two limbs of the object, the evaluation unit 102 can determine that the subject 30 perceives the object as expensive. Conversely, if the subject 30 has a small centro-parietal N2 response (negative component around 200 ms) in the electroencephalogram while discriminating between two limbs of the object, the evaluation unit 102 can determine that the subject 30 perceives the object as inexpensive.

[0035] For example, if the subject 30 shows a large response in the P300 (positive component around 300 ms)-LPP (late positive component, late positive potential) section of the occipital region in the electroencephalogram while discriminating between two limbs, the evaluation unit 102 can determine that the subject 30 perceives the object as expensive. Conversely, if the subject 30 shows a small response in the P300 (positive component around 300 ms)-LPP (late positive component, late positive potential) section of the occipital region in the electroencephalogram while discriminating between two limbs, the evaluation unit 102 can determine that the subject 30 perceives the object as inexpensive.

[0036] Thus, in one embodiment of the present invention, the subject 30 can objectively evaluate the emotional value that an object provides to the subject (e.g., whether the subject 30 perceives the object as expensive or inexpensive) simply by determining which of two categories the object belongs to based on the appearance of the object.

[0037] <<Evaluation of use / non-use>> [Summarized Average] Next, evaluation of use / non-use will be described. In one embodiment of the present invention, the evaluation unit 102 can evaluate whether or not the subject 30 has used an object by averaging multiple electroencephalograms obtained by presenting stimuli of the object multiple times. In other words, multiple electroencephalograms from a single subject, or electroencephalograms obtained by presenting a single stimulus of the object to multiple subjects (although this is computationally possible, it is not realistic considering individual differences in electroencephalograms), or electroencephalograms obtained by presenting a stimulus of the object multiple times are used.

[0038] For example, if the subject 30 has a large central N2 response (negative component around 200 ms) in the electroencephalogram while discriminating between two limbs of an object, the evaluation unit 102 can determine that the subject 30 has never used that object. Conversely, if the subject 30 has a small central N2 response (negative component around 200 ms) in the electroencephalogram while discriminating between two limbs of an object, the evaluation unit 102 can determine that the subject 30 has used that object.

[0039] For example, if the subject 30 shows a large response in the centro-parietal P300 (positive component around 300 ms)-LPP (late positive component, late positive potential) section in the electroencephalogram while discriminating between two limbs for an object (e.g., an inexpensive product (skin care cosmetics, etc.)), the evaluation unit 102 can determine that the subject 30 has never used that object. Conversely, if the subject 30 shows a small response in the centro-parietal P300 (positive component around 300 ms)-LPP (late positive component, late positive potential) section in the electroencephalogram while discriminating between two limbs for an object (e.g., an inexpensive product (skin care cosmetics, etc.)), the evaluation unit 102 can determine that the subject 30 has used that object.

[0040] Thus, in one embodiment of the present invention, it is also possible to evaluate whether the subject 30 has used the object, thereby determining whether the emotional value of the object is dependent on the subject 30's use.

[0041] For example, if it is evaluated that the subject 30 has never used the object, and that the subject 30 feels that the object is expensive, it can be assumed that the emotional value of the object (in this case, expensive / cheap) does not depend on the use of the subject 30. Such an object is considered to be a product that can appeal to new customers.

[0042] For example, if the subject 30 is evaluated as having used an object and also as perceiving the object as expensive, it can be assumed that the emotional value of the object (in this case, expensive / cheap) depends on the use of the subject 30. Such an object is considered to be a product that can appeal to existing customers (i.e., customers who have already used the product).

[0043] <Method> FIG. 5 is a flowchart of a process for evaluating emotional value according to one embodiment of the present invention.

[0044] In step 101 (S101), the electroencephalogram acquiring section 101 acquires the electroencephalogram of the subject 30 when discriminating between two limbs of an object.

[0045] In step 102 (S102), the evaluation unit 102 evaluates the emotional value that the object provides to the subject 30 from the electroencephalogram of the subject 30 acquired in S101. Note that the evaluation unit 102 can also evaluate, from the electroencephalogram of the subject 30 acquired in S101, whether or not the subject 30 has used the object.

[0046] <Effects> In this way, in one embodiment of the present invention, the subject simply determines which of two categories an object belongs to based on its appearance, and the emotional value and use / non-use of the object can be evaluated from the EEG during the two-way discrimination. Because the brain's response is implicit, it is possible to objectively evaluate what the subject is feeling.

[0047] For example, subjects look carefully at the objects to discriminate between the two options, allowing for highly accurate evaluation. Furthermore, the behavior of looking at an object and discriminating between the two options is similar to the behavior of everyday product selection, making it possible to evaluate the behavior in a natural setting.

[0048] For example, because subjects are only asked to make a two-way discrimination between objects (i.e., they are not directly asked whether they think something is expensive or cheap), it is possible to obtain the subject's implicit perception.

[0049] For example, by comparing various products belonging to the same category, the signal-to-noise ratio of activity reflecting the brain's information processing process is improved, allowing subjects to detect slight differences between the objects, resulting in highly accurate evaluations. By comparing various products, subjects maintain a high level of alertness, are less likely to become sleepy or bored, and are therefore able to evaluate with high accuracy.

[0050] <Experiment> Here, an experiment that discovered a relationship between the ERP components measured from the electroencephalogram of the subject 30 and the emotional value that an object provides to the subject 30 will be described.

[0051] Subjects were asked to discriminate between two limbs for the following objects (1) to (8). In this experiment, each of objects (1) to (8) was displayed 40 times (i.e., 320 two-limb discriminations were performed). Images of objects (1) to (8) were displayed in random order. Each image was displayed for 1 second, with a 1-second interval before the next image was displayed.

[0052] (1) Products that belong to the category of skin care cosmetics, are expensive, and have been used by the subjects. (2) Products that belong to the category of skin care cosmetics, are reasonably priced (not expensive), and have been used by the subjects. (3) Products that belong to the category of skin care cosmetics, are expensive, and have never been used by the subjects. (4) Products that belong to the category of skin care cosmetics, are reasonably priced (not expensive), and have never been used by the subjects. (5) Products that belong to the lipstick category, are expensive, and have been used by the subjects. (6) Products that belong to the lipstick category, are reasonably priced (not expensive), and have been used by the subjects. (7) Lipsticks that are expensive and have never been used by the subjects. (8) Lipsticks that are in the lipstick category, reasonably priced (not expensive), and that the subjects have never used.

[0053] In this experiment, using MVPA (Multivariate Pattern Analysis), differences were found between expensive and common (non-expensive) objects in the early components of the EEG, N150 (negative component around 150 ms) and N2 (negative component around 200 ms), while subjects were making two-pole discriminations between expensive and common (non-expensive) objects. Additionally, using MVPA (Multivariate Pattern Analysis), differences were found between expensive and common (non-expensive) objects in the EEG, P300 (positive component around 300 ms) and LPP (late positive component, late positive potential) latencies, while subjects were making two-pole discriminations between expensive and common (non-expensive) objects.

[0054] In this experiment, by averaging multiple EEG data, it was found that the centro-parietal N2 (negative component around 200 ms) responded strongly in the EEG when the subject was making a two-limb discrimination between expensive lipsticks.Furthermore, by averaging multiple EEG data, it was found that the occipital P300 (positive component around 300 ms)-LPP (late positive component, late positive potential) section responded strongly in the EEG when the subject was making a two-limb discrimination between expensive lipsticks.

[0055] Furthermore, in this experiment, a relationship was found between the ERP components measured by the electroencephalogram of the subject 30 and whether or not the subject 30 had used the object.

[0056] In this experiment, by averaging multiple EEG data, it was found that the central N2 (negative component around 200 ms) responded strongly to skin care cosmetics that the subject had never used in the EEG during two-limb discrimination.Furthermore, by averaging multiple EEG data, it was found that the central-parietal P300 (positive component around 300 ms)-LPP (late positive component, late positive potential) section responded strongly to skin care cosmetics that were of average price (not expensive) and that the subject had never used in the EEG during two-limb discrimination.

[0057] Using the results of such experiments, the evaluation device 10 can evaluate the emotional value that the object provides to the subject 30, or evaluate whether the subject 30 has used the object.

[0058] <Hardware configuration> FIG. 6 is a block diagram showing an example of the hardware configuration of an evaluation device 10 according to one embodiment of the present invention. The evaluation device 10 has a CPU (Central Processing Unit) 1, a ROM (Read Only Memory) 2, and a RAM (Random Access Memory) 3. The CPU 1, ROM 2, and RAM 3 form a so-called computer. The evaluation device 10 may also have an auxiliary storage device 4, a display device 5, an operation device 6, an I / F (Interface) device 7, and a drive device 8. The hardware components of the evaluation device 10 are connected to each other via a bus B.

[0059] The CPU 1 is a computing device that executes various programs installed in the auxiliary storage device 4 .

[0060] The ROM 2 is a non-volatile memory. The ROM 2 functions as a main storage device that stores various programs, data, etc. required for the CPU 1 to execute various programs installed in the auxiliary storage device 4. Specifically, the ROM 2 functions as a main storage device that stores boot programs such as the BIOS (Basic Input / Output System) and the EFI (Extensible Firmware Interface).

[0061] The RAM 3 is a volatile memory such as a DRAM (Dynamic Random Access Memory) or an SRAM (Static Random Access Memory). The RAM 3 functions as a main storage device that provides a working area in which various programs installed in the auxiliary storage device 4 are expanded when executed by the CPU 1.

[0062] The auxiliary storage device 4 is an auxiliary storage device that stores various programs and information used when the various programs are executed.

[0063] The display device 5 is a display device that displays the internal state of the evaluation device 10 and the like.

[0064] The operation device 6 is an input device through which the subject 30 inputs various instructions to the evaluation device 10 .

[0065] The I / F device 7 is a communication device that connects to a network and communicates with other devices.

[0066] The drive device 8 is a device for loading a storage medium 9. The storage medium 9 here includes media that record information optically, electrically, or magnetically, such as CD-ROMs, flexible disks, and magneto-optical disks. The storage medium 9 may also include semiconductor memories that record information electrically, such as EPROMs (Erasable Programmable Read Only Memory) and flash memories.

[0067] The various programs to be installed in the auxiliary storage device 4 are installed, for example, by setting the distributed storage medium 9 in the drive device 8 and reading out the various programs recorded on the storage medium 9 by the drive device 8. Alternatively, the various programs to be installed in the auxiliary storage device 4 may be installed by being downloaded from a network via the I / F device 7.

[0068] Although the examples of the present invention have been described in detail above, the present invention is not limited to the specific embodiments described above, and various modifications and variations are possible within the scope of the gist of the present invention as set forth in the claims. [Explanation of symbols]

[0069] 10 Evaluation equipment 20. Electroencephalogram (EEG) measuring device 30 Target Audience 101 EEG acquisition unit 102 Evaluation Department 103 Presentation section

Claims

1. A method performed by an evaluation device, comprising: acquiring an electroencephalogram of a subject when the subject determines to which of two product types the product belongs based on the appearance of the product; If a response of an event-related potential measured by the subject's electroencephalogram is greater than a first threshold, the subject is evaluated as perceiving the product as expensive; If a response of an event-related potential measured by an electroencephalogram of the subject is smaller than the first threshold, the subject evaluates that the subject perceives the product as inexpensive; Including, The event-related potential response is any of the responses of the early components N150, N2, P300, and LPP latency, the centro-parietal N2, and the occipital P300-LPP interval.

2. The evaluation method according to claim 1 , wherein the product is a cosmetic package.

3. When the evaluation is performed by single-trial analysis, the evaluation is based on the responses of the early components of the event-related potential measured by the electroencephalogram, that is, N150, N2, P300, and LPP latency, 3. The evaluation method according to claim 1, wherein when the evaluation is performed by averaging a plurality of electroencephalograms, the evaluation is based on responses of the centro-parietal N2 and occipital P300-LPP sections, which are components of the event-related potential measured by the electroencephalograms.

4. The evaluation method according to claim 3 , wherein the evaluation is performed by an MVPA.

5. If the response of the event-related potential measured by the electroencephalogram of the subject is greater than a second threshold, the subject is evaluated as having never used the product; If a response of an event-related potential measured by an electroencephalogram of the subject is smaller than the second threshold, the subject is evaluated as having used the product; 2. The evaluation method according to claim 1, wherein the event-related potential response is either a central N2 response or a centro-parietal P300-LPP response.

6. an electroencephalogram acquiring unit that acquires electroencephalograms of a subject when the subject determines which of two product types the product belongs to based on the appearance of the product; If a response of an event-related potential measured by the subject's electroencephalogram is greater than a first threshold, the subject is evaluated as perceiving the product as expensive; an evaluation unit that evaluates that the subject feels that the product is inexpensive when a response of an event-related potential measured from the subject's electroencephalogram is smaller than the first threshold; Equipped with The event-related potential response is any of the responses of the early components N150, N2, P300, LPP latency, the centro-parietal N2, and the occipital P300-LPP interval.

7. Computer an electroencephalogram acquiring unit that acquires electroencephalograms of the subject when the subject determines to which of two product types the product belongs based on the appearance of the product; If a response of an event-related potential measured by the subject's electroencephalogram is greater than a first threshold, the subject is evaluated as perceiving the product as expensive; an evaluation unit that evaluates that the subject perceives the product as inexpensive when a response of an event-related potential measured from the subject's electroencephalogram is smaller than the first threshold value; It functions as The event-related potential response is any of the responses of the early components N150, N2, P300, LPP latency, centro-parietal N2, and occipital P300-LPP interval.

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