Emotional intelligence measures for concept car design in Malaysia
Malaysia introduces several National Plans and Policies from an Industrial Design perspective as an effort for The Agenda 2030 on Sustainable Development Goals (SDGs) such as the Industry4WRD, National Transport Policy (NTP), and National Automotive Policy (NAP). All these policies emphasize sma...
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| Format: | Thesis |
| Language: | English |
| Published: |
2023
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/120689/ http://psasir.upm.edu.my/id/eprint/120689/1/120689.pdf |
| Summary: | Malaysia introduces several National Plans and Policies from an Industrial
Design perspective as an effort for The Agenda 2030 on Sustainable
Development Goals (SDGs) such as the Industry4WRD, National Transport
Policy (NTP), and National Automotive Policy (NAP). All these policies
emphasize smart culture and human well-being by adapting technology to
human nature. High technology versus human value has become the main issue
for the Malaysia Road Safety Plan (MRSP) since the fatality rate still concerning
due to contemplating between technology usage and relying on smart
technology during driving to combat these issues or otherwise. The exploration
of this matter may be seen through Concept Car Design (CCD), with Artificial
Intelligence (AI) implementation in the automotive industry beginning to
introduce innovations like voice command and face recognition making futuristic
concept cars growing rapidly. These cars are positioned as Emotional
Intelligence (EI) cars, smart enough to understand user emotions, safe, and
more convenient mobility experience. However, whether these concepts are
viable is still extensively unexplored. Hence, the study aims to identify EI
measures for CCD in Malaysia. Two phases of research design were proposed
in this study. In Phase One, the Repertory Grid Technique (RGT) was used to
understand how ten automotive designers perceive EI by comparing six of the
selected concept cars (elements) and successfully elicited ten bipolar poles
(constructs) of AI and EI. It was then rated with a scale of one to five in the grid
form and analyzed using OpenRepGrid to explore the descriptive statistics,
correlations, root mean square, and the visualization plot of the elements and
constructs. As the results, EI measures on BMW Concept (M=3.4; SD=1.71),
MINI Concept (M=3.0; SD=1.76), and Rolls Royce Concept (M=3.0; SD=2.11)
presented the highest mean of (n=10) and all positively correlated (r = 0.96),
extruded Emotional Intelligence with Conceptual Images, More Informative,
Simple Interaction, Homelike, High Autonomous, Multipurpose Drive, Luxury,
User-Friendly Application, and Leisure. The continuation of the study used these
three elements of the concept cars as stimuli in Phase Two of the
Electroencephalogram (EEG) and Virtual Reality (VR) experiment. The
experiment purposely analyzes the emotions of twenty subjects on CCD using
sixteen channels of brain signal while using VR which consists of Video One
(Current car accident experience) and Video Two (Concept Car - EI measures).
MATLAB with the Mel Frequency Cepstral Coefficients (MFCC) for feature
extraction and Multilayer Perception (MLP) as classifier used to analyze the
Valence and Arousal emotions (Happy, Calm Fear, Sad). Most subjects started
with negative emotions and turned positive after experiencing Video Two on the
concept car. The results show the need for EI exploration and conclude EI
measures as EI=User Experience (UX) + User Interface (UI) that create
emotional connection, adapt user emotion, and enable better interaction are
things to consider for EI measures for CCD in Malaysia. Indirectly, this
contributes to the Next Generation Vehicle NAP National Plan and the future
bridge of multidisciplinary studies to embark on life and emotion concerns. |
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