• Science of Emotion and Sensibility
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• v.18 no.4
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• pp.87-98
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• 2015

As SPA brands are growing in Korean apparel markets, they are extending their well-established brands into new markets (i.e., SPA brand extensions). To investigate psychological mechanism underlying SPA brand extensions, this study conceptually proposed such consumer information processing of SPA brand extensions as (1) perception of similarity between SPA brand extensions and their original brands and (2) evaluations on the SPA brand extensions (i.e., attitude and purchase intent). For hypothetical SPA brand extensions (high, moderate and low similarity conditions), perceived similarity was measured by using a eye-tracker and evaluations were assessed by using a self-reported questionnaire. The results reveal that the amount of external information searching for SPA brand extensions was larger in the following order: moderate, low and high similarity conditions. The depth of SPA brand information processing was also deeper in the same order. Evaluations on SPA brand extensions were higher in high and moderate similarity conditions than in low similarity condition. The findings suggest that the evaluations are affected by perceived similarity and the amount of cognitive efforts in processing SPA brand extensions.

• Science of Emotion and Sensibility
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• v.21 no.4
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• pp.25-36
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• 2018

Nowadays, it is hard to imagine one's life without smart phones or the internet. Furthermore, not only do people form groups offline, but also online. Based on the cognitive dissonance theory, there have been many studies about how an offline group's initiation affects attitudes toward the group. However, there has not been a study about how an online group's initiation can affect attitudes toward the group. Therefore, this study aims to find out how cognitive dissonance aroused by initiation affects the attitudes toward the online community, which represents groups that are formed online. In addition, this study examined how perceived similarity affects changes in attitude aroused by cognitive dissonance. Participants were assigned to a group in three ways as follows: without a registration process, with a simple registration process, and/or with a complex registration process. Perceived similarity was calculated by the difference between the current body mass index (BMI) and the target BMI of the participant. Attitudes toward the online group were measured by perceived source credibility, perceived information quality, satisfaction, information usefulness, and continuance intention. Contrary to the cognitive dissonance theory, the results showed that when applied to offline social groups, there were conflicting results. There were cases where there was no difference in the evaluation between initiation conditions. However, other cases showed that groups with the most complex registration process were found to have the worst evaluation. People were more favorable toward the group when the perceived similarity was larger. Interestingly, people who had higher perceived similarity had more positive attitudes toward the groups that had been assigned with a registration process compared to the group formed without a registration process. Conversely, people with lower perceived similarity had more positive attitudes toward the group when there was no initiation process. Online communities may use the results of this study to design more suitable registration processes for their communities.

• Phonetics and Speech Sciences
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• v.12 no.1
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• pp.11-17
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• 2020

Non-tonal language speakers may have difficulty learning second language lexical tones. In the present study, we explored this issue with Korean-speaking learners of Mandarin Chinese (i.e., non-tonal first language speakers) by examining their perception and production of Mandarin lexical tones. In the perception experiment, the Korean learners were asked to listen to the tone of each stimulus and assign it to one of four Mandarin lexical tones using the response keys; in the production experiment, the learners provided speech production data for the lexical tones and then their productions were identified by native listeners of Mandarin Chinese. Our results showed that the Korean learners of Mandarin Chinese had difficulty in perceptually distinguishing Tone 2 and Tone 3, with the most frequent production error being the mispronunciation of Tone 3 as Tone 2. We also investigated whether unfamiliar non-native phonemes (i.e., Chinese phonemes) that do not exist in the native language phonemic inventory (i.e., Korean) may hinder the processing of the non-native lexical tones. We found no evidence for such effects, neither for the perception nor for the production of the tones.

• Journal of Digital Convergence
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• v.14 no.6
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• pp.133-142
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• 2016

The purpose of this study is to test the effects of brand image and product similarity with the original on the attitude toward the counterfeit of prestige brand. Especially this study is focused on the moderating effect of perceived bland globalness (PBG) and the influence of the original attitude on the counterfeit one. The results of this study are as follows 1) brand image has a positive impact on the counterfeit attitude as well as the original one. And symbolic image is more positive than functional image on the both of them. 2)The moderating effect of PBG appeared between brand image and attitude. Namely, there is no statistical difference according to PBG in the effect of brand image on the original attitude. But the effect of brand image on the counterfeit attitude is higher in case of high PBG. 3) Product similarity of the counterfeit with the original has a positive impact on only the counterfeit attitude. And the similarity of perceived quality is more positive than appearance similarity on the counterfeit attitude. 4) The original attitude has a positive impact on the counterfeit one.

• Journal of Convergence for Information Technology
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• v.9 no.4
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• pp.59-67
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• 2019

Most of the prior researches in brand extension evaluation have utilized purchase intention as a n effective variable to assess the effectiveness of brand extensions. In contrast, the author proposes that trial intention is to better predict consumers' behavioral response in the newly launched brand extension markets where relate to high risk and uncertainty. Furthermore, the study explores the effects of attitude toward parent brand and consumers' characteristics (perceived similarity and consumption experience) on trial intention of brand extensions. In order to achieve the purpose of the study, the data collection was conducted for actual consumers who had experience using parent brand products. This study employed experiment and questionnaire survey and collected data of 186 was analyzed using clustering analysis and regression analysis. The main results are as follows. First, attitude toward parent brand has a positive effect on trial intention of the extensions. Second, perceived similarity and consumption experience of parent brand have moderating effects on the relation of attitude toward parent brand and trial intention of brand extensions. The results provide that both industry and academic researchers with a guide to process trial intention of brand extension from a comprehensive perspective.

• Asia Marketing Journal
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• v.7 no.2
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• pp.1-22
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• 2005

This paper reports on a study testing a model of relationship quality in the context of new versus mature export-import relationships. The model posits that perceived similarity, relationship performance, and opportunism predict relationship quality, moderated by relationship duration. The model also posits relationship quality affects commitment. A survey of importers with regard to their relationships with foreign exporters was conducted to test the model. It has been found that perceived similarity has a significant effect on relationship quality at the early stage of the relationship, but not at the later stage of the relationship. It also has been found that relationship performance and opportunism have significant influence on relationship quality. Regardless of relationship duration, the study results provided good support for our model. Theoretical and managerial implications of the study results are discussed.

• Journal of Gifted/Talented Education
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• v.26 no.1
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• pp.37-51
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• 2016

This study examined the friendship expectation that science-gifted and non-gifted elementary students perceived in gifted class and regular class. In 233 science-gifted elementary students and 329 non-gifted elementary students, we measured the friendship expectation that sub-domains were intimacy, ability similarity, and morality. The results of this study were as follows: First, according to the results of comparing the friendship expectations of science-gifted and non-gifted students at the regular class, there was statistically significant intergroup difference in the sub-domains of intimacy and morality, but there was no significant difference in the sub-domain of ability similarity. Second, according to the results of comparing the friendship expectations of science-gifted at the gifted class and at the regular class, there was statistically significant difference in the sub-domain of intimacy, but there was no significant difference in the sub-domains of morality and ability similarity. Based the results, the implications to understand the friendship of the science gifted elementary students were suggested in depth.

• Journal of Digital Convergence
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• v.20 no.5
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• pp.741-749
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• 2022

The purpose of this study is to find out what kind of media perception can be experienced by the audience when artificial intelligence technology meets art, where new technologies are invented one after another. Among the artificial intelligence works, I selected works that stand out in relation to perception and investigated what kind of media perception the audience experiences when artificial intelligence technology meets art. By examining the characteristics of machine hallucinations, uncanny, and artificial empathy with the media perception of artificial intelligence art, these perceptions were ultimately identified as aura perception within family resemblance. In the future, artificial intelligence technology will develop further and artists will not stop experimenting with them. It is expected that the works created by artists will expand the audience's perceptual experience while providing new experiences to the audience.

• 한국HCI학회:학술대회논문집
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• 2006.02b
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• pp.721-726
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• 2006

인터넷 게시판을 통한 커뮤니케이션에서는 상호작용의 결과물이 지속적으로 남아 있어, 상호작용의 당사자뿐 아니라 나중에 참여하는 다른 이용자들의 게시판에 대한 지각에도 영향을 미치게 된다. 따라서 인터넷 게시판에서의 이용자들 간의 상호작용은 게시판의 기술적 형식이나 주제뿐 아니라 게시판에 있는 기존 이용자들의 메시지를 읽고 받은 인상에 따라서도 달라질 수 있다. 본 연구에서는 게시판의 익명성과 메시지의 전문성을 독립변인으로 한 $2{\times}2$ 실험설계에 따라 가상적 CMC 상황에서 피험자들이 영화 리뷰 게시판의 글을 읽도록 하였다. 게시판 기존 이용자 집단에 대해 받은 인상의 긍정성, 모호성, 전문성, 피험자 자신과의 지각된 유사성 및 해당 게시판에 대한 참여의사를 측정하였다. 결과, 전문성이 높은 메시지를 읽은 피험자들은 게시판의 기존 이용자들이 보다 전문적이라는 인상을 받았으며, 해당 게시판에 참여하고자 하는 의사를 더 많이 표시했다. 또한 기존 이용자들에 대한 인상의 긍정성과 유사성, 참여의사 사이에는 상관관계가 있었다. 이 결과는 인터넷 게시판 이용이 기술적 요인뿐만 아니라 게시판의 기존 이용자 집단에 대한 인상에 따라서도 달라질 수 있음을 시사한다.

• Proceedings of the Korean Society for Cognitive Science Conference
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• 2005.05a
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• pp.239-243
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• 2005

랩 음악은 음악의 특성과 발화 언어의 특성을 가지고 있으며 음악적 특징을 가진 시와도 공통점을 가진다. 이러한 유사성을 근거로 Eminem이라는 랩 가수의 freestyle음악을 음성분석 프로그램을 사용하여 분석하였다. 대상 음악이 즉석적인 발화였음에도 불구하고 각운 부분에서의 피치(pitch)와 리듬은 매우 유사한 값을 보였다. 분석 결과에서 보여준 약간의 차이 값은 인간의 지각 능력과 성향을 고려하여 봤을 때 같은 피치(pitch) 같은 리듬으로 지각하기에 충분하다고 결론 내렸다.