Comparison of Kawaii Feelings for Magnets with Different Shapes Between 2007 and Present

Michiko Ohkura, Tipporn Laohakangvalvit

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

In the 21st century, the Kansei/affective values of industrial products are considered very important. In this study, we focus our attention on “kawaii” as a Kansei value for future industrial products. We began our research to analyze kawaii attributes systematically with the aim of constructing kawaii products. “Kawaii” is a Japanese word that has positive meanings such as cute, loveable, and charming. From a survey of cultural studies, we form the following hypothesis: “Japanese men, especially middle-aged and older, tend to dismiss kawaii as an adjective only for living creatures and related figures and characters. On the other hand, Japanese women bestow feelings of kawaii not only on living creatures but also on industrial products.” In order to test this hypothesis, we perform a simple experiment using four differently-shaped magnets: cat-shaped, puzzle-piece-shaped, whale-shaped, and heart-shaped. Twenty Japanese participants (10 males and 10 females) in their early 20s and twenty Japanese participants (10 males and 10 females) in their early 50s serve as volunteers. The kawaii scores for each magnet differ by age and gender, and we verify the above hypothesis. This observation suggests the strong potential of using kawaii in the future. In 2019 and 2020, we repeat this simple experiment employing Japanese males and females in their 20s. The differences and similarities of results between the two experiments show a reduction in gender difference and an increase in the diversity of evaluations by females.

Original languageEnglish
Title of host publicationHuman-Computer Interaction. Theory, Methods and Tools - Thematic Area, HCI 2021, Held as Part of the 23rd HCI International Conference, HCII 2021, Proceedings
EditorsMasaaki Kurosu
PublisherSpringer Science and Business Media Deutschland GmbH
Pages482-493
Number of pages12
ISBN (Print)9783030784614
DOIs
Publication statusPublished - 2021
Externally publishedYes
EventHuman Computer Interaction thematic area of the 23rd International Conference on Human-Computer Interaction, HCII 2021 - Virtual, Online
Duration: 2021 Jul 242021 Jul 29

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume12762 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

ConferenceHuman Computer Interaction thematic area of the 23rd International Conference on Human-Computer Interaction, HCII 2021
CityVirtual, Online
Period21/7/2421/7/29

Keywords

  • Kansei/affective value
  • Kawaii
  • Shape

ASJC Scopus subject areas

  • Theoretical Computer Science
  • Computer Science(all)

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