Journal of the Ergonomics Society of Korea (대한인간공학회지)

Ergonomics Society of Korea (대한인간공학회)
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Affective Metaphor of Dimensional Perception

물리적 차원 지각에 대한 감성 메타포

  • Mun, Sung-Chul (Department of Emotion Engineering, Sangmyung University) ;
  • Whang, Min-Cheol (Division of Digital Media, Sangmyung University) ;
  • Lee, Jung-Nyun (Department of Emotion Engineering, Sangmyung University) ;
  • Kim, Jong-Hwa (Department of Emotion Engineering, Sangmyung University) ;
  • Kim, Ji-Hye (Division of Computer Science, Sangmyung University)
  • 문성철 (상명대학교 감성공학과) ;
  • 황민철 (상명대학교 디지털미디어학부) ;
  • 이정년 (상명대학교 감성공학과) ;
  • 김종화 (상명대학교 감성공학과) ;
  • 김지혜 (상명대학교 컴퓨터과학과)
  • Received : 2011.02.01
  • Accepted : 2011.02.09
  • Published : 2011.02.28
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Abstract

Objective: The aim of this study was to investigate the association between conceptual metaphors of affect and physical dimensions. Background: The evidence that affect is unconsciously linked to physical dimensions(e.g., position and color) has been obtained in western cultures. However, in eastern cultures, especially, in Korea, it has been seldom tested. It is indispensable to examine whether or not cultural differences exist for better understanding of the conceptual metaphors. Method: 50 positive and 50 negative words were adopted from previous studies in order to determine the relationship between physical domains and abstract affect. Three hypotheses were tested in this study: (1) Good is up. (2) Good is bright. (3) Good is right(for right-handers). The automatic association between valence(positive vs. negative) and vertical position (up vs. down) was investigated in experiment 1, in which 100 words were randomly presented on either the top or the bottom of a LCD screen and the evaluation time of the presented word was recorded. The unconscious association between valence and color(white and black) was examined in experiment 2, where each word was randomly presented in either white or black. Lastly, we tested whether right-handers tend to associate rightward space with positive ideas and leftward space with negative ideas. Results: Reaction time was faster when words were presented in metaphor congruent domains(e.g., 'positive words on the top, in bright color, and on right space vs. negative words on the bottom, in dark color, and on left region) than when they were shown in metaphor incongruent domains. Conclusion: The results might give the groundwork for various directions in further understanding perception, emotion, and behavior. Application: This study may provide useful points to GUI designers and service developers if further studies enhanced in validity and reliability are followed.

Keywords

References

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