Ordinal logistic regression for affective product design

Affective product design, which focuses on customers’ affective responses and aspirations, is arousing attention increasingly. This paper draws on ordinal logistic regression to deal with affective product design, mapping from designer domain to customer domain. It takes a designer’s perspective and facilitates the handling of affective information and assists the designers to make trade-off decisions. Specifically, ten generic affective dimensions of truck cab design were identified. Ordinal logistic regression and weighted ordinal logistic regression were applied to discover the quantitative relations between design elements and customer affective needs. A case study of Volvo truck cab design was also reported.