Customer's satisfaction is a critical factor to a product's success and identifying key affective response factors, which customers mainly perceive, is critical to satisfy customers. This study aims to identify the key affective response factor for the evaluation of passenger car interior material using affective design methods. Related variables of satisfaction consisting of 10 affective response variables associated with look-and-feel and touch feel of a surface material were systematically identified through literature survey, customer reviews, and expert opinions. 30 users and 30 designers evaluated 41 different crash pad samples using a questionnaire survey with 7-point semantic differential scale and 100-point magnitude estimation scale. Based on the survey results, ‘softness’ was identified as the key affective response factor of satisfaction for car crash pad. Also, the relationship between softness and its related engineering variables was identified and modeled. It is expected that the results could suggest the suitable combinations of material properties for the maximum appeal and satisfaction of the user.
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