• Asia Marketing Journal
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• v.3 no.4
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• pp.38-58
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• 2001

본 연구는 소비자들이 제품을 평가하는 과정에서 각 유형의 단서정보들이 평가과정에 어떻게 영향을 주는지를 살펴 봄으로써, 이론적으로는 정보단서와 관련하여 소비자의 제품평가 및 판단과정을 설명하는 기본적인 틀을 제시하고, 이를 통해 기업의 마케팅 및 광고전략에 대한 관리적 시사점을 제공하였다. 본 연구에서 이용된 단서의 유형은 외재적 단서(extrinsic cues)와 내재적 단서(intrinsic cues)를 이용하였다(Olson 1972; Olson and Jacoby 1973). 분석결과에 따르면 비전문가의 경우 내재적 단서는 제품평가에 영향을 미치지 못하지만 외재적 단서는 제품평가를 좀 더 우호적으로 수행하는 역할을 하였다. 이와는 달리 전문가는 외재적 단서가 아닌 내재적 단서가 제품평가에 영향을 미치는 것으로 나타났다. 그리고 전문가는 내재적 단서 관련 사고를 더 많이 하며 강한 내재적 단서에 접근 가능할수록 그 성향이 증가하나 비전문가의 경우에는 외재적 단서 관련 사고를 더 많이 함으로써 외재적 단서를 더 많이 처리한다. 그러나 비전문가는 전문가와는 달리 외재적 단서의 강도가 단서 관련 사고의 수를 증가시키지는 않는 것을 알 수 있다. 또한 전문가는 내재적 단서관련사고의 우호성이, 반대로 비전문가는 외재적 단서관련사고의 우호성이 제품평가에 미치는 영향을 매개하는 것으로 나타났다. 이러한 연구결과는 소비자의 제품평가과정에서 단서의 효과에 따른 영향을 제시해주는 유용한 개념적인 틀이 될 것이며 향후 연구에서 다양한 확장연구가 필요할 것이다.

• Korean Journal of Cognitive Science
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• v.34 no.2
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• pp.85-110
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• 2023

The gaze cueing effect appears as detecting a target rapidly and accurately when the direction of others' gaze corresponds with the location of the visual target. The gaze cue can be affected by the orientation of the face. The gaze cueing effect is strong when the face is presented upright, but the effect has only been observed in some studies when the face is presented inverted(e.g., Tipples, 2005). This study aimed to examine whether the gaze can operate as a cue to guide attention with upright faces, and to add variables that can affect the gaze cue, such as the orientation of the face, the orientation of the background, and a time interval between the gaze cue and the target(SOA). Furthermore, it systematically manipulated these variables to explore whether the gaze cueing effect can be observed under the various conditions. The results showed a significant gaze cueing effect even on the inverted face, contrasting with previous studies. These findings were consistently observed when the background stimulus was absent(Experiment 1) and present(Experiments 2 and 3). However, there was no significant interaction in the orientations between the face and the background. Moreover, in the short SOA(150 ms), we found a significant gaze cueing effect in conditions of every face and background orientation, whereas there was no significant gaze cueing effect in the long SOA(1000 ms). By presenting a consistent observation of the gaze cueing effect under the short SOA(150ms) even in the inverted faces, the results of this study pose questions about the reliability and repeatability of previous studies that did not report significant results of gaze cueing effects in that faces. Furthermore, our results are meaningful in providing additional evidence that attention can be guided toward the direction of the gaze even in various directions of the face and background.

• Korean Journal of Cognitive Science
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• v.34 no.1
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• pp.1-20
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• 2023

In this study, we examined the effects of spatial attention in Hangul word recognition depending on visual factors. The visual complexity of words (Experiment 1) and contrast (Experiment 2) were manipulated to examine whether the effect of spatial attention differs depending on visual quality. Participants responded to words with and without codas in experiment 1 and words in high-contrast and low-contrast conditions in experiment 2. The effects of spatial attention were investigated by calculating the difference in performance between the condition where spatial cues were given at the target location (valid trial) and the condition where the spatial cues were not given at the target location (invalid trial) as the cuing effects. As a result, the cuing effects were similar depending on the complexity of the words. It indicates that the effects of spatial attention were not different across the visual complexity conditions. The cuing effects were greater in the low-contrast condition than in the high-contrast condition. The greater effect of spatial attention when the contrast is low was explained as a mechanism of signal enhancement.

• Korean Journal of Cognitive Science
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• v.15 no.3
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• pp.25-33
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• 2004

Two experiments were conducted to investigate the effects of two syntactic cues in pronoun referential resolution: number cue (plural or singular) and gender cue (unambiguous or ambiguous). Using self-paced sentence reading task for pronoun sentences and lexical decision task for antecedents, Experiment 1 showed that the reading time of a plural pronoun ('they') was faster than a singular pronoun ('he' or 'she'), but the lexical decision time did not differ with a number cue and a Bender cue. In Experiment 2, using RSVP for pronoun sentences and lexical decision task for antecedents, the results showed that the lexical decision time differed for a gender cue only. These results suggested that the syntactic cues of a pronoun influenced strongly on referential resolution in discourse comprehension.

• Science of Emotion and Sensibility
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• v.21 no.2
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• pp.73-88
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• 2018

The present study examined how processing features of visual information near the hand would affect task switching. Recent studies reported enhanced cognitive control of visual information presented the near hands. To investigate the enhancement of cognitive control based on the relationship between hand proximity and attention, we implemented 2 experiments. In the task switching performance experiment, the hand proximity effect depended on modality of cue and target. The first experiment showed that stimuli near the hand received greater cognitive control than stimuli far from the hand, resulting in smaller switch cost. The result could rule out the feature-binding problem, which identifies reduced switch cost as the cause instead of hand proximity. Our results show that hand proximity actually reduced switch cost. In the second experiment, we examined the effects of hand nearness, modality, and their interaction on switch cost. In task switching, the target was always visual, and the cue was presented either visually or auditorily. In addition, we manipulated the cue-target interval to observe the preparation effect of cue. The results showed that a visual cue near the hand reduced switch cost by shortening task preparation time. Also, modality switching between an auditory cue and visual target was remarkable in a hand-near condition. The results for the visual cue could be interpreted as a benefit of rapid visual attention orienting. On the other hand, the results for the auditory cue could be interpreted as the cost of interference of modality switching by slower attentional disengagement of stimuli near the hands. Finally, modulation of switch cost by attention induced by hand nearness was discussed.

• Journal of Digital Convergence
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• v.16 no.11
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• pp.281-288
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• 2018

The current study examined the moderating effect of visual cues in eWOM on the relationship between perceived risk and purchase intention. Specifically, the study tested the different directions of the moderating effect in positive and negative eWOM. Two studies from a 2 (perceived risk: high vs. low) by 2 (visual cue: presence vs. absence) experimental design were used with online subjects. Findings from study 1 (n=123) supported that visual cues in positive eWOM help to reduce the negative effect of perceived risk on purchase intention. However, study 2 (n=122) showed that visual cues in negative eWOM intensify the negative effect of perceived risk on purchase intention. The findings demonstrated that visual cues in eWOM influence consumers' decision under high risk conditions. We discussed findings of this study how visual cues in positive and negative eWOM can be strategically managed for new online sellers.

• 한국HCI학회:학술대회논문집
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• 2008.02b
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• pp.501-506
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• 2008

본 연구에서는 가상현실을 이용한 단서노출치료가 흡연자의 니코틴 갈망수준을 감소시키는지를 알아보았다. 이를 위하여 8명의 흡연청소년을 대상으로 6회기의 가상환경 단서노출치료를 실시하였다. 또한 단서노출치료 실시전과 후에 흡연관련 사진과 중립사진을 제시하는 동안 참가자들의 뇌를 기능성 자기공명영상장치(fMRI)로 측정하였다. 그 결과 단서노출실시 전에는 prefrontal cortex(PFC), Anterior cingulate gyrus(ACC) 영역을 비롯한 7개의 영역이 활성화되었고, 단서노출치료 후에는 right middle frontal gyrus, right uncus, left medial frontal gyrus, right fusiform gyrus, 그리고 right superior frontal gyrus 영역이 활성화되었다. 단서노출치료 전과 후의 비교에 서는 PFC가 관찰되었다. 본 연구의 결과로 흡연자의 흡연 갈망은 감소되었으며, 가상현실단서노출치료는 흡연자들 뿐 아니라 여러 물질의존자들의 치료에 유용한 방법이 될 것이라는 것을 시사한다.

• Proceedings of the Korean Society for Cognitive Science Conference
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• 2000.05a
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• pp.292-296
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• 2000

뇌손상에 기인하는 한글 난독증의 어휘처리 양상을 분석하여 한글정보처리의 특성을 알아보고자 하였다. 피험자 PSK의 한글 어휘처리에서 특히 주목되는 점은 단어의 음독은 가능하나, 비단어의 음독은 불가능하였다는 것이다. PSK의 한글 어휘처리는, 자소-음소변환(grapheme-phoneme conversion)경로가 선택적으로 손상되어, 심성어휘집(mental lexicon)의 발음정보를 이용하는 직접경로에 의해서 이루어진다고 판단된다. 읽기(reading)와 그림명명(picture naming)에서 나타난 오류들에 대하여, 음운적 단서(phonological cueing)를 제시하였다. 그 결과, 읽기 수행에서는 단서 주기 효과가 나타나지 않았으나 그림명명에서는 수행상의 향상이 나타났다. 또한, 1음절어의 읽기 수행에서는 규칙효과가 나타나지 않았으나 2음절어의 읽기 수행에서는 빈도와 규칙성의 상호작용이 나타났다. 이것은, PSK의 1음절어와 2음절어에 대한 읽기 수행이 상이한 경로에서 이루어질 가능성을 시사한다.

• Annual Conference on Human and Language Technology
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• 1990.11a
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• pp.112-119
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• 1990

본 연구에서는 글이해시의 참조관계 처리과정에서 맥락이 어떤 역할을 하며 다른 통사단서와는 어떤 관계를 갖는지를 대명사 해결을 중심으로 조사했다. 실험 1에서는 대용어 문장의 국소적 맥락에 의한 촉진효과가 관찰되었다. 그러나 맥락과 통사단서간의 상호작용으로 맥락 촉진효과는 통사적 명료조건에서보다는 애매조건에서 더 강하게 나타났다. 실험 2에서는 국소적 맥락정보가 없더라도 선행글의 전체주제적 맥락정보가 촉진제 역할을 하는 것으로 밝혀졌다. 또한 전체주의적 맥락이 주어지는 경우 글의 표면구조적 특성에 따른 위치효과가 나타나지 않았다. 즉 두 개의 실험을 통해 대명사 해결에 미치는 통사단서의 효과가 일부 지지되었으며, 특히 맥락효과는 국소적, 총체적 수준에서 모두 일관되게 입증되었다.

• Korean Journal of Cognitive Science
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• v.27 no.1
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• pp.1-25
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• 2016

The present study investigated the effect size of attention and consciousness on change detection. We confirmed the effect size of consciousness by comparing the condition which combined attention and consciousness and the condition of attention without consciousness. Then, we confirmed the effect size of attention by comparing the condition of attention without consciousness and the control condition which excluded attention and consciousness. For this purpose, change detection task and continuous flash suppression (CFS) were used. CFS renders a highly visible image invisible. In CFS, one eye is presented with a static stimulus, while the other eye is presented with a series of rapidly changing stimuli, such as mondrian patterns. The result is that the static stimulus becomes suppressed from conscious awareness by the stimuli presented in the other eye. We used a customized device with smartphone and google cardboard instead of stereoscope to trigger CFS. In Experiment 1-1, we reenacted some study to validate our experimental setup. Our experimental setup produced the duration of stimulus suppression that were similar to those of preceding research. In Experiment 1-2, we reenacted a study for attention without consciousness using an customized device. The results showed that attention without consciousness more strongly work as a cue. We think that it is reasonable to use CFS treatment employing smartphone and google cardboard for a follow-up study. In Experiment 2, when performing the change detection task, we measured the effect size of consciousness and attention by manipulating the consciousness level of cue. We used the method in which everything but the variable of interest kept being fixed. That way, the difference this independent variable makes to the action of the entire system can be isolated. We found that there was significant difference of correct response rate on change detection performance among different consciousness level of cue. In this study, we investigated that not only the role of attention and consciousness were different also we were able to estimated the effect size.