Perceived Quality in the Automotive Industry: Do Car Exterior and Interior Color Combinations Have an Impact?
Since in the automotive field colors play an important role, the present study tried to answer the following questions: is the perceived quality (PQ) of the vehicle interior color different after visually exploring the car body color? If so, how? Here, exploiting immersive virtual reality simulation...
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| Format: | Article |
| Language: | English |
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MDPI AG
2024-08-01
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| Series: | Applied System Innovation |
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| Online Access: | https://www.mdpi.com/2571-5577/7/5/79 |
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| author | Giuseppina Tovillo Mariachiara Rapuano Alessandro Milite Gennaro Ruggiero |
| author_facet | Giuseppina Tovillo Mariachiara Rapuano Alessandro Milite Gennaro Ruggiero |
| author_sort | Giuseppina Tovillo |
| collection | DOAJ |
| description | Since in the automotive field colors play an important role, the present study tried to answer the following questions: is the perceived quality (PQ) of the vehicle interior color different after visually exploring the car body color? If so, how? Here, exploiting immersive virtual reality simulations and eye-tracking technology, participants were asked to visually explore an unbranded car in different exterior/interior color combinations and rate its PQ. Fixation duration (time eyes are fixed on a target) was considered as an implicit measure of visual attention allocation while PQ evaluations were considered as explicit measures of individual preferences for car colors. As for eye-tracking data, the results showed that white and red car exteriors affected the attention to interiors with the fixation duration being longer for gray than black interiors. Moreover, the subjective evaluations of car PQ predicted eye-tracking patterns: as the negative evaluation increased, the fixation duration on car interiors also increased. Overall, these preliminary results suggested the need to further explore the relationship between PQ and attentional/motivational processing as well as the role of subjective aesthetic preferences for color combinations in the automotive field. |
| format | Article |
| id | doaj-art-685e2bee46e54a9cb266f2cb3e731828 |
| institution | OA Journals |
| issn | 2571-5577 |
| language | English |
| publishDate | 2024-08-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Applied System Innovation |
| spelling | doaj-art-685e2bee46e54a9cb266f2cb3e7318282025-08-20T02:11:01ZengMDPI AGApplied System Innovation2571-55772024-08-01757910.3390/asi7050079Perceived Quality in the Automotive Industry: Do Car Exterior and Interior Color Combinations Have an Impact?Giuseppina Tovillo0Mariachiara Rapuano1Alessandro Milite2Gennaro Ruggiero3Laboratory of Cognitive Science and Immersive Virtual Reality, CS-IVR, Department of Psychology, University of Campania “Luigi Vanvitelli”, Viale Ellittico, 31, 81100 Caserta, ItalyLaboratory of Cognitive Science and Immersive Virtual Reality, CS-IVR, Department of Psychology, University of Campania “Luigi Vanvitelli”, Viale Ellittico, 31, 81100 Caserta, ItalyLaboratory of Cognitive Science and Immersive Virtual Reality, CS-IVR, Department of Psychology, University of Campania “Luigi Vanvitelli”, Viale Ellittico, 31, 81100 Caserta, ItalyLaboratory of Cognitive Science and Immersive Virtual Reality, CS-IVR, Department of Psychology, University of Campania “Luigi Vanvitelli”, Viale Ellittico, 31, 81100 Caserta, ItalySince in the automotive field colors play an important role, the present study tried to answer the following questions: is the perceived quality (PQ) of the vehicle interior color different after visually exploring the car body color? If so, how? Here, exploiting immersive virtual reality simulations and eye-tracking technology, participants were asked to visually explore an unbranded car in different exterior/interior color combinations and rate its PQ. Fixation duration (time eyes are fixed on a target) was considered as an implicit measure of visual attention allocation while PQ evaluations were considered as explicit measures of individual preferences for car colors. As for eye-tracking data, the results showed that white and red car exteriors affected the attention to interiors with the fixation duration being longer for gray than black interiors. Moreover, the subjective evaluations of car PQ predicted eye-tracking patterns: as the negative evaluation increased, the fixation duration on car interiors also increased. Overall, these preliminary results suggested the need to further explore the relationship between PQ and attentional/motivational processing as well as the role of subjective aesthetic preferences for color combinations in the automotive field.https://www.mdpi.com/2571-5577/7/5/79perceived qualitycar color combinationsautomotiveimmersive virtual realityeye-tracking |
| spellingShingle | Giuseppina Tovillo Mariachiara Rapuano Alessandro Milite Gennaro Ruggiero Perceived Quality in the Automotive Industry: Do Car Exterior and Interior Color Combinations Have an Impact? Applied System Innovation perceived quality car color combinations automotive immersive virtual reality eye-tracking |
| title | Perceived Quality in the Automotive Industry: Do Car Exterior and Interior Color Combinations Have an Impact? |
| title_full | Perceived Quality in the Automotive Industry: Do Car Exterior and Interior Color Combinations Have an Impact? |
| title_fullStr | Perceived Quality in the Automotive Industry: Do Car Exterior and Interior Color Combinations Have an Impact? |
| title_full_unstemmed | Perceived Quality in the Automotive Industry: Do Car Exterior and Interior Color Combinations Have an Impact? |
| title_short | Perceived Quality in the Automotive Industry: Do Car Exterior and Interior Color Combinations Have an Impact? |
| title_sort | perceived quality in the automotive industry do car exterior and interior color combinations have an impact |
| topic | perceived quality car color combinations automotive immersive virtual reality eye-tracking |
| url | https://www.mdpi.com/2571-5577/7/5/79 |
| work_keys_str_mv | AT giuseppinatovillo perceivedqualityintheautomotiveindustrydocarexteriorandinteriorcolorcombinationshaveanimpact AT mariachiararapuano perceivedqualityintheautomotiveindustrydocarexteriorandinteriorcolorcombinationshaveanimpact AT alessandromilite perceivedqualityintheautomotiveindustrydocarexteriorandinteriorcolorcombinationshaveanimpact AT gennaroruggiero perceivedqualityintheautomotiveindustrydocarexteriorandinteriorcolorcombinationshaveanimpact |