How does car seat appearance influence perceived comfort

Tugra Erol, Cyriel Diels, James Shippen, Dale Richards, Chris Johnson

Research output: Contribution to conferencePaperpeer-review

7 Citations (Scopus)


Automotive seat comfort has become a major aspect in differentiation and customisation amongst competitors in a highly saturated automotive market. Unlike discomfort, the concept of comfort is regarded a highly subjective and multi-faceted phenomenon. This paper describes an experimental study to explore the differences in the perception of comfort brought about by the mere manipulation of the visual appearance in otherwise two identical automotive seats. In particular it will investigate the hypothesised underlying mechanisms related to the concepts of product personality and affective responses, thereby proposing a theoretical model. In addition, as hypothesised the results showed significant gender effect where by female participants were found to be considerably more sensitive to the impact of visual appearance on comfort. The results are discussed in the context of potential underlying mechanisms relating visual appearance to aesthetics, emotion, and product personality and user image. Suggestions for future studies are provided with regards to visual design parameters and their effect on the perception of automotive seat comfort.
Original languageEnglish
Number of pages9
Publication statusPublished - 2016
Event10th International Conference on Design & Emotion - Amsterdam, Netherlands
Duration: 27 Sept 201630 Sept 2016


Conference10th International Conference on Design & Emotion

Bibliographical note

The full text is available from:


  • Automotive seat
  • Comfort experience
  • Product appearance
  • Product personality
  • Self-congruence
  • seat comfort


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