• Journal of Digital Convergence
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• v.13 no.6
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• pp.141-150
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• 2015

This study examined the negative influence of ambiguity on the attitude toward ads by using mediating variable, perceived interpretation difficulty. It also tested the moderating effect of thinking style between ambiguity and perceived interpretation difficulty. In results, we found as follows. 1) Perceived interpretation difficulty is higher in case of higher ambiguity than lower one. 2) The influence of ambiguity on perceived interpretation difficulty is moderated by thinking style. 3) Attitude toward ads is more unfavorable in higher perceived interpretation difficulty than lower one. The results of this study may provide the implications that ambiguity ads using digital convergence media has to be connected to positive attitude for being successful and marketing staffs must consider thinking style as a key success factor to establish global advertising strategy.

• Journal of the Korean earth science society
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• v.22 no.6
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• pp.469-479
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• 2001

This study investigated the trends in the number of applicants and mean score and applicants’ responses on the test items of Earth Science in the College Scholastic Ability Test (CSAT) implemented for 3 years (1999-2001). The percentage of applicants of science track were 43.14% in 1995, but reduced through 29.5% in 2001 to 26.92% in 2002 CSAT For elective subject, about 22% of science track students applied to Earth Science II which ranked third to Biology II and Chemistry II. In 1999, test items were developed to have the expected difficulty 40 ${\sim}$ 59% (6 items) to 60 ${\sim}$ 79% (10 items). But in 2001 every 16 items were developed to have difficulty 60 ${\sim}$ 79%, which was caused by the policy of so called ‘easy CSAT’. Thus the mean score of ‘Earth Science II’ was increased from 50.26 in 1999 through 64.47 in 2000, to 67.58 in 2001. Applicants were generally very good at solving test items focusing on process skills only and familar items but poor at solving test items related to the motion of the earth and planets and sea wave, especially items calling two or more concepts. Thus special measures to cope with the decrease in applicants of science track should be provided. And it is recommended to develop test items with wider range of difficulty and to reduce test items calling process skills only. And special consideration should be given to teaching the content area with poor achievement and high actual difficulty compared to the expected.