Conference article

The use of category scales on self-report questionnaires in Kansei Engineering can be subject to biases and errors. In this research, the use of Rasch analysis of paired comparisons of products to derive linear measurement of affective response is tested. Four pieces of confectioneries and twelve evaluative statements measuring the dimension of specialness that was validated in previous researches were used. A computer-based self-report system presented one hundred and fifty-seven participants with pictures of pairs of confectionery and the evaluative statements in all combinations, and the participants were asked to indicate which confectionery satisfied the statement best. The analysis demonstrates the viability of using Rasch analysis to obtain measures of affective response from paired comparisons, that people find it easier to make paired comparisons compared with evaluating products separately against Likert statements, but that in this case the fit of the data to the Rasch model is very poor.

Paired comparison, Affective Engineering and Rasch Model