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The role of appearance of automotive seats on perceived comfort and comfort expectancy has been acknowledged in previous research but it has not been investigated in depth. To identify the effects of the appearance of production automotive seats, based on the hypothesis that visual design differentiations are affective in creating comfort expectations. The significance of the descriptors Sporty, Luxurious and Comfortable and the associated visual design attributes was of interest. Images from 38 automotive production seats were used in a
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