A finite element model of seat cushion indentation with a soft tissue human occupant model

Effective digital human model (DHM) simulation of automotive driver packaging ergonomics, safety and comfort depends on accurate modelling of occupant posture, which is strongly related to the mechanical interaction between human body soft tissue and flexible seat components. This paper presents a finite-element study simulating the deflection of seat cushion foam and supportive seat structures, as well as human buttock and thigh soft tissue when seated. The three-dimensional data used for modelling thigh and buttock geometry were taken on one 95th percentile male subject, representing the bivariate percentiles of the combined hip breadth (seated) and buttock-to-knee length distributions of a selected Australian and US population. A thigh-buttock surface shell based on this data was generated for the analytic model. A 6mm neoprene layer was offset from the shell to account for the compression of body tissue expected through sitting in a seat. The thigh-buttock model is therefore made of two layers, covering thin to moderate thigh and buttock proportions, but not more fleshy sizes. To replicate the effects of skin and fat, the neoprene rubber layer was modelled as a hyperelastic material with viscoelastic behaviour in a Neo-Hookean material model. Finite element (FE) analysis was performed in ANSYS V13 WB (Canonsburg, USA). It is hypothesized that the presented FE simulation delivers a valid result, compared to a standard SAE physical test and the real phenomenon of human-seat indentation. The analytical model is based on the CAD assembly of a Ford Territory seat. The optimized seat frame, suspension and foam pad CAD data were transformed and meshed into FE models and indented by the two layer, soft surface human FE model. Converging results with the least computational effort were achieved for a bonded connection between cushion and seat base as well as cushion and suspension, no separation between neoprene and indenter shell and a frictional connection between cushion pad and neoprene. The result is compared to a previous simulation of an indentation with a hard shell human finite-element model of equal geometry, and to the physical indentation result, which is approached with very high fidelity. We conclude that (a) SAE composite buttock form indentation of a suspended seat cushion can be validly simulated in a FE model of merely similar geometry, but using a two-layer hard/soft structure. (b) Human-seat indentation of a suspended seat cushion can be validly simulated with a simplified human buttock-thigh model for a selected anthropomorphism.

The importance of individual difference : examining anthropomorphic tendency and responses to spokes-characters

Anthropomorphism is a cognitive bias, which occurs when individuals see human characteristics in a non-human agent, object or animal. Anthropomorphism is especially interesting to marketers, because once anthropomorphic bias has been triggered, it can lead to a greater feeling of connectedness to a non-human agent (Tam, Lee and Chao, 2013), the emulation of behaviours (Aggarwal and McGill, 2012) or greater attribution of brand personality and brand liking (Delbaere, McQuarrie and Phillips, 2011). Importantly, research now shows that levels of this tendency vary between individuals (Waytz, Cacioppo and Epley, 2010), but research to date has failed to focus on how anthropomorphic tendency influences individual responses to marketing communications messages. Spokes-characters present an ideal context through which to examine this gap, given that they function as personified brands, designed to trigger consumer anthropomorphic tendency. Further, little is understood about how spokes-characters operate and which consumers will prefer them to their human counterparts. Like anthropomorphic research, much empirical work to date has focused on design and outcomes, examining the sender’s encoding process and the feedback generated, but ignoring the individual decoding process that is so important to understanding individual differences and message effectiveness. The current research employs three experiments using an online survey with stimulus exposure to show that anthropomorphic tendency, personality similarity and spokes-character type all have relevance to the understanding of this complex relationship. Study one and two indicate that while a human spokesperson is still preferred by many, higher levels of anthropomorphic tendency increase likeability of cartoon spokes characters. Study three highlights the importance of personality similarity, which further increases likability. Additional analyses provide key findings concerning the nature of anthropomorphic tendency as an individual difference and trait. This research contributes to a greater understanding of anthropomorphism theory and fills existing gaps in the consumer psychology and marketing communications literature.

The importance of individual difference : examining anthropomorphic tendency and consumer responses to spokes-characters

This thesis comprised a series of online experiments to examine the influence of an individual's level of anthropomorphic tendency on responses to spokes-characters. It finds that an individual's level of anthropomorphic tendency does influence their responses to some types of spokes-characters. Further, those with high anthropomorphic tendency tend towards being younger and more creative in their thinking. This research contributes to anthropomorphic tendency theory; specifically it addresses how this tendency operates in a marketing context and thereby aids practitioners seeking to utilise such characters in achieving positive business outcomes.

I’m friends with Louie the Fly, not Mortein : conceptualising the new brand relationships on social media [Reprint]

Social media offers many opportunities for building brand relationships. One method of fostering relationships is to create a social media presence for the company spokes-character. Anecdotal evidence suggests that such a strategy can be very effective, though empirical research is needed. This paper reviews what is known and highlights a concern, based on analysis of the case of Louie the Fly and Mortein, that consumers may interact with characters as if they were separate to their parent brand. Hence positive associations with the character may not translate into positive brand outcomes. Following discussion, a model is proposed for testing.