Aligning physical elements with persons' attitude: an approach using Rasch measurement theory

Affective engineering uses mathematical models to convert the information obtained from persons' attitude to physical elements into an ergonomic design. However, applications in the domain have not in many cases met measurement assumptions. This paper proposes a novel approach based on Rasch measurement theory to overcome the problem. The research demonstrates that if data fit the model, further variables can be added to a scale. An empirical study was designed to determine the range of compliance where consumers could obtain an impression of a moisturizer cream when touching some product containers. Persons, variables and stimulus objects were parameterised independently on a linear continuum. The results showed that a calibrated scale preserves comparability although incorporating further variables.