This paper deals with Kansei evaluation focusing on consumers’ psychological needs and
personal taste. To do so, a preparatory study is conducted beforehand to obtain Kansei data
of the products to be evaluated, in which products are assessed according to Kansei attributes
by means of the semantic differential method and linguistic variables. These Kansei
data are then used to generate Kansei profiles for evaluated products by means of the voting
statistics. As consumers’ preferences on Kansei attributes of products vary from person
to person and target-oriented decision analysis provides a good description of individual
preference, the target-oriented decision analysis has been used and extended to quantify
how well a product meets consumers’ preferences. Due to the vagueness and uncertainty
of consumers’ preferences, three types of fuzzy targets are defined to represent the consumers’
preferences. Considering the priority order of Kansei attributes specified by consumers,
a so-called prioritized scoring aggregation operator is utilized to aggregate the
partial degrees of satisfaction for the evaluated products. As the aesthetic aspect plays a
crucial role in human choice of traditional crafts, an application to evaluate Kanazawa gold
leaf, a traditional craft in Ishikawa, Japan, has also been provided to illustrate how the proposed
model works in practice.