Effect of Driving Sound of Electric Vehicle on Product Attractiveness
Abstract Product sounds are an effective means of communicating product features. However, the existing research on electric vehicle (EV) driving sounds has focused on noise reduction and pedestrian safety. Discussions from the perspective of improving product attractiveness and creating value are l...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Springer Nature
2023-06-01
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| Series: | Human-Centric Intelligent Systems |
| Subjects: | |
| Online Access: | https://doi.org/10.1007/s44230-023-00030-6 |
| _version_ | 1797636811754831872 |
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| author | Takumi Kato Ryuji Yokote |
| author_facet | Takumi Kato Ryuji Yokote |
| author_sort | Takumi Kato |
| collection | DOAJ |
| description | Abstract Product sounds are an effective means of communicating product features. However, the existing research on electric vehicle (EV) driving sounds has focused on noise reduction and pedestrian safety. Discussions from the perspective of improving product attractiveness and creating value are lacking. This study examined the effects of the driving sounds of gasoline-powered vehicles and EVs in the Japanese automobile market using randomized controlled trials. For verification, we prepared four types of cars with three types of driving sounds (gasoline-powered engines, gasoline-powered sports engines, and EV motors) for 12 movies. This makes it possible to evaluate the effects of the driving sounds equally. As a result, we clarified that the driving sound of EVs enhances the evaluation of product attractiveness compared to the sound of gasoline-powered sports vehicles. This result implies that practitioners should be aware that recent consumers tend to be more attracted to EVs than gasoline-powered vehicles. Consumers have a beautiful and sophisticated impression of the EV category and electrified future. The results confirm that consumers find the engine of a sports car confusing but find the quietness of EV attractive. The trend toward a higher evaluation of EV motors is more pronounced among younger generations and men. Therefore, although products that restore loud engine noise, despite EVs, exist, the concern is that the direction that companies should aim for is different. This study goes beyond noise reduction and safety assurance and demonstrates the importance of sound design that conveys attractiveness. |
| first_indexed | 2024-03-11T12:40:29Z |
| format | Article |
| id | doaj.art-46b46f7436ae4dfe95d93779236d9724 |
| institution | Directory Open Access Journal |
| issn | 2667-1336 |
| language | English |
| last_indexed | 2024-03-11T12:40:29Z |
| publishDate | 2023-06-01 |
| publisher | Springer Nature |
| record_format | Article |
| series | Human-Centric Intelligent Systems |
| spelling | doaj.art-46b46f7436ae4dfe95d93779236d97242023-11-05T12:20:21ZengSpringer NatureHuman-Centric Intelligent Systems2667-13362023-06-013341642410.1007/s44230-023-00030-6Effect of Driving Sound of Electric Vehicle on Product AttractivenessTakumi Kato0Ryuji Yokote1School of Commerce, Meiji UniversityAutomobile Operations, Monozukuri Center, Honda Motor Co., LtdAbstract Product sounds are an effective means of communicating product features. However, the existing research on electric vehicle (EV) driving sounds has focused on noise reduction and pedestrian safety. Discussions from the perspective of improving product attractiveness and creating value are lacking. This study examined the effects of the driving sounds of gasoline-powered vehicles and EVs in the Japanese automobile market using randomized controlled trials. For verification, we prepared four types of cars with three types of driving sounds (gasoline-powered engines, gasoline-powered sports engines, and EV motors) for 12 movies. This makes it possible to evaluate the effects of the driving sounds equally. As a result, we clarified that the driving sound of EVs enhances the evaluation of product attractiveness compared to the sound of gasoline-powered sports vehicles. This result implies that practitioners should be aware that recent consumers tend to be more attracted to EVs than gasoline-powered vehicles. Consumers have a beautiful and sophisticated impression of the EV category and electrified future. The results confirm that consumers find the engine of a sports car confusing but find the quietness of EV attractive. The trend toward a higher evaluation of EV motors is more pronounced among younger generations and men. Therefore, although products that restore loud engine noise, despite EVs, exist, the concern is that the direction that companies should aim for is different. This study goes beyond noise reduction and safety assurance and demonstrates the importance of sound design that conveys attractiveness.https://doi.org/10.1007/s44230-023-00030-6Sensory marketingFive sensesEVProduct soundRandomized controlled trial |
| spellingShingle | Takumi Kato Ryuji Yokote Effect of Driving Sound of Electric Vehicle on Product Attractiveness Human-Centric Intelligent Systems Sensory marketing Five senses EV Product sound Randomized controlled trial |
| title | Effect of Driving Sound of Electric Vehicle on Product Attractiveness |
| title_full | Effect of Driving Sound of Electric Vehicle on Product Attractiveness |
| title_fullStr | Effect of Driving Sound of Electric Vehicle on Product Attractiveness |
| title_full_unstemmed | Effect of Driving Sound of Electric Vehicle on Product Attractiveness |
| title_short | Effect of Driving Sound of Electric Vehicle on Product Attractiveness |
| title_sort | effect of driving sound of electric vehicle on product attractiveness |
| topic | Sensory marketing Five senses EV Product sound Randomized controlled trial |
| url | https://doi.org/10.1007/s44230-023-00030-6 |
| work_keys_str_mv | AT takumikato effectofdrivingsoundofelectricvehicleonproductattractiveness AT ryujiyokote effectofdrivingsoundofelectricvehicleonproductattractiveness |