Neural processing of prototypicality and simplicity of product design in forming design preferences

• Erin Cho ,

  Contributed equally to this work with: Erin Cho, Shin-Ae Yoon

  Roles Conceptualization, Data curation, Formal analysis, Supervision, Writing – original draft, Writing – review & editing

  Affiliation School of Fashion and Textiles, The Hong Kong Polytechnic University, Kowloon, Hong Kong

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• Shin-Ae Yoon ,

  Contributed equally to this work with: Erin Cho, Shin-Ae Yoon

  Roles Data curation, Formal analysis, Methodology, Software, Validation, Writing – original draft, Writing – review & editing

  Affiliations Department of Media and Communication, Konkuk University, Seoul, South Korea, Department of Cognitive Science, Yonsei University, Seoul, South Korea

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• Hae-Jeong Park

  Roles Conceptualization, Data curation, Funding acquisition, Investigation, Project administration, Resources, Supervision, Writing – original draft, Writing – review & editing

  * E-mail: parkhj@yonsei.ac.kr

  Affiliations Department of Cognitive Science, Yonsei University, Seoul, South Korea, Department of Nuclear Medicine, Department of Psychiatry, Graduate School of Medical Science, Brain Korea 21 Project, Yonsei University College of Medicine, Seoul, South Korea, Institute of Human Complexity and Systems Science, Center for Systems and Translational Brain Sciences, InYonsei University, Seoul, Republic of Korea

  https://orcid.org/0000-0002-4633-0756

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