Neural Dynamics of Processing Probability Weight and Monetary Magnitude in the Evaluation of a Risky Reward

Risky decision-making involves risky reward valuation, choice, and feedback processes. However, the temporal dynamics of risky reward processing are not well understood. Using event-related brain potential, we investigated the neural correlates of probability weight and money magnitude in the evaluation of a risky reward. In this study, each risky choice consisted of two risky options, which were presented serially to separate decision-making and option evaluation processes. The early P200 component reflected the process of probability weight, not money magnitude. The medial frontal negativity (MFN) reflected both probability weight and money magnitude processes. The late positive potential (LPP) only reflected the process of probability weight. These results demonstrate distinct temporal dynamics for probability weight and money magnitude processes when evaluating a risky outcome, providing a better understanding of the possible mechanism underlying risky reward processing

A quantitative aesthetic measurement method for product appearance design

Product appearance is one of the crucial factors that influence consumers’ purchase decisions. The attractiveness of product appearance is mainly determined by the inherent aesthetics of the design composition related to the arrangement of visual design elements. Hence, it is critical to study and improve the arrangement of visual design elements for product appearance design. Strategies that apply aesthetic design principles to assist designers in effectively arranging visual design elements are widely acknowledged in both academia and industry. However, applying aesthetic design principles relies heavily on the designer’s perception and experience, while it is rather challenging for novice designers. Meanwhile, it is hard to measure and quantify design aesthetics in designing artefacts when designers refer to existing successful designs. In this regard, this study aims to introduce a method that assists designers in applying aesthetic design principles to improve the attractiveness of product appearance. Furthermore, formulas for aesthetic measurement based on aesthetic design principles are also developed, and it makes an early attempt to provide quantified aesthetic measurements of design artefacts. A case study on camera design was conducted to demonstrate the merits of the proposed method where the improved strategies for the camera appearance design offer insights for concept generation in product appearance design based on aesthetic design principles