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Quantification of Customer Perception on Airplane Cabin Lighting Design Based on Cumulative Prospect Theory

[+] Author Affiliations
Feng Zhou, Jianxin (Roger) Jiao

Georgia Institute of Technology, Atlanta, GA

Paper No. DETC2013-13624, pp. V004T05A009; 9 pages
  • ASME 2013 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference
  • Volume 4: 18th Design for Manufacturing and the Life Cycle Conference; 2013 ASME/IEEE International Conference on Mechatronic and Embedded Systems and Applications
  • Portland, Oregon, USA, August 4–7, 2013
  • Conference Sponsors: Design Engineering Division, Computers and Information in Engineering Division
  • ISBN: 978-0-7918-5591-1
  • Copyright © 2013 by ASME


This paper aims to develop quantitative models of customer perception on products and/or services. Prevailing methods often deal with this issue using utility theory, which uses normative models to make rational decisions without considering affective factors. This paper takes another perspective using cumulative prospect theory through how human users’ subjective experience impacts their choice behavior under uncertainty. Toward this end, quantitative measure of customer perception based on cumulative prospect theory and affective influence in terms of parameter shaping based on hierarchical Bayesian model with Markov chain Monte Carlo is proposed. A case study of airplane cabin lighting design is presented to show the potential and feasibility of the proposed method.

Copyright © 2013 by ASME
Topics: Design , Aircraft



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