Natural wood is generally perceived as expensive, while wood-based boards are cheap, but research has yet to definitively explain why these two materials receive such disparate evaluations. This study aimed to uncover the reasons for this phenomenon by proposing an emotion-driven approach to material research. We collected ten types of natural wood and artificial boards as experimental samples and tested 20 subjects' subjective evaluations of the samples and physiological indicators (electroencephalography and electrodermal activity).