• Science of Emotion and Sensibility
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• v.13 no.1
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• pp.21-32
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• 2010

This study investigated the effects of contiguity and reading mode on cognitive load factors measured by Galvanic Skin Response(GSR). In this study two experimental conditions were imposed to participants to measure cognitive load with the high contiguity picture and low contiguity picture. Thirty-four college students participated to this experiment(experiment group=17, control group=17), and spilt-plot factorial design was applied to control individual difference in galvanic skin response. Tasks of this experiment were reading and summary. The dependent variables were skin conductance response, and perceived difficulty. The independent variables were the degree of contiguity of visual material(high contiguity vs. low contiguity). The major result of this study was identification of a significant difference of GSR with low contiguity condition. Indeed it was identified that more complex reading condition required more cognitive loads. This finding supported that different cognitive process might require different amounts of cognitive loads. For the further research, this study discussed the validity of applying physiological signals to assess cognitive loads and relationships the associated affective reactions.

• Science of Emotion and Sensibility
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• v.9 no.4
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• pp.331-339
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• 2006

PPL(Product Placement) of visual media can change the purchasing behavior of College students. This study aimed to investigate the differences in consumer's conception about PPL among college students and to analyze the relationship between the PPL conception ant fashion innovation/fashion sensitivity of students, resulting into their real purchasing behavior. We surveyed to about 189 college students living near Seoul, with questionnaire about PPL conception, purchase of PPL clothing, satisfaction on PPL clothing, fashion innovation, opinion about PPL, PPL apparel brand to recall, etc. According to dichotomy of college students by fashion innovation, as higher fashion innovative they were, they paid more attention on PPL clothing while watching TV or movie, and they also could recall more PPL apparel brands, and they purchased more PPL clothing. While the students with low fashion innovation had references from the opinion of friends or around people when purchasing their clothing, the students with high fashion innovation did from fashion magazine or PPL clothing. The students who thought that PPL was important and effective on clothing purchasing behavior, answered that their preference to PPL bran4, to the company, and to the product had increased positively, but not to the actor/actress.

• Science of Emotion and Sensibility
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• v.10 no.3
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• pp.419-431
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• 2007

The college students selected by random sampling were classified into several groups by their cosmetic impulse buying pattern, personality characteristics, and self-image that cause them. Their life styles, cosmetic impulse buying pattern, personality characteristics, and self-image were the subjects of comparative analysis. The results of this research can be summarized as follows. The lifestyles of college women are classified into seven styles; the style faithful to intellectual self, the style to participate actively in society, the style to pursue western value, the style to prefer decorating life, the style to pursue sound value, the passive others-oriented style and the style to pursue traditional life. Among them, the style faithful to intellectual self and the style to participate actively in society, and the style to pursue western value are shown to be important dimensions. When these lifestyles are classified, they are classified into the sound western-oriented style, the style to pursue conservative intelligence, the style to pursue active decoration, and the style to pursue traditional life. The western-oriented style and pursue active decoration style were more impulse buying orientated. But the pursue conservative intelligence style and pursue traditional life style showed quite different tendencies. These personality characteristics and self-image were supposd to contribute to their impulse buying.

• Science of Emotion and Sensibility
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• v.15 no.1
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• pp.47-56
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• 2012

The purpose of this study is to test the effect of pedagogical agent realism and expertise on persona effect. There were two perspectives of the pedagogical agents' social interaction. Self-identification hypothesis argues that complexity of agent image is better to increase social interaction. Subjective identification insists that simplified image is more helpful to facilitate social interaction. However, from the cognitive load theory perspective, learners' expertise can be a major factor to determine persona effect. Sixty-eight college students (male=19 and female=49) participated. The independent variables were the degree of realism of pedagogical agent (detailed vs. simplified image) and the expertise (high prior knowledge group vs. low prior knowledge group). The dependant variables were comprehension test and the agent persona instrument (API). There was no significant difference in comprehension test score; however, there were significant interaction effect on the most constructs of API: 1) facilitating of learning, 2) credible, and 3) human-like. The follow-up analysis of simple main effect revealed that high expertise group showed significantly higher perception of the three construct with high realism of pedagogical agent. The results of study show that learners' expertise plays a key role of perception of persona effect.

• Science of Emotion and Sensibility
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• v.24 no.1
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• pp.45-58
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• 2021

Aggressive behavior triggered by the tendency to become angry is generating various social problems. To combat these various social issues, it is important to recognize the role that empathy plays in preventing those with trait-anger from becoming aggressive. More specifically, the hypothesis that empathic concern and perspective taking would mitigate the association between trait-anger and aggression was examined through this study. 329 college students participated in a survey containing questions related to trait-anger, aggression, empathic concern and perspective taking. The results showed that empathic concern moderated the association between trait-anger and aggression, whereas perspective taking did not. That is, those who are emotionally empathetic do not act aggressively easily even if their trait-anger is high; while those who are cognitively empathetic struggle to reduce the likelihood of their trait-anger leading to aggressive behavior. The result of this study indicates that emotional empathy was more useful than cognitive empathy in preventing those with trait-anger leading to aggressive behaviors. The implications, limitations and future directions of this study were also considered and presented as well.

• Science of Emotion and Sensibility
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• v.25 no.3
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• pp.63-76
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• 2022

Consumers of web novels read online reviews in order to decrease uncertainty when purchasing a web novel. This study examines the types of messages (factual or evaluative) that consumers find more useful and verifies the moderating effect of individual analytical decision-making style levels on differences in usefulness evaluation. Based on the tendency to acquire objective information, the usefulness of factual online reviews was expected to be higher in the context of buying experience goods, such as a web novel. Levels of analytical decision-making styles, which were classified based on individual perception, are also expected to affect the usefulness evaluation of reviews. Experiments 1 and 2 were repeatedly conducted to examine whether consumers think factual reviews are more useful than evaluative reviews. In particular, Experiment 2 was conducted to simulate the circumstance of selecting a romance web novel and demonstrated that reviews have a significant effect on messages and decision-making styles. The interaction effect between analytical decision-making style levels and review message types was also confirmed in Experiment 2. The results of this study can help researchers and marketers comprehend the behavioral patterns of web novel readers when evaluating reviews and consuming experience goods.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.11 no.2
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• pp.197-205
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• 2016

This study is intended to look into the effects of project leader's core competencies(intellectual ability, management ability, emotional ability) on the Critical success factors(job satisfaction, organizational commitment, group cohesion) of project by environmental variables of organization. The results of this study were summarized as follows. First, the intellectual ability, management ability and emotional ability had a significant effect on the job satisfaction, organizational commitment and group cohesion. Second, the functional organization and project organization had a partial effect on project leader's core competencies. But the individual-centered organization had no moderating effect. For the project organization, all intellectual ability, management ability and emotional ability had a moderating effect on the organizational commitment. Consequently, project leader's core competencies are mechanisms to improve the job satisfaction, organizational commitment and group cohesion, and they have a different moderating effect according to the type of organization.

• The Journal of the Korea Contents Association
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• v.13 no.10
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• pp.71-81
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• 2013

Facial expressions decide an image for the individual, and the ability to interpret emotion from facial expressions is the core of human relations, hence recognizing emotion through facial expression is important enough to change attitude and decisions between individuals within social relations. Children with unstable attachment development, seniors, autistic group, ADHD children and depression group showed low performance results in facial expression recognizing ability tasks, and active interventions with such groups anticipates possibilities of prevention and therapeutic effects for psychological disabilities. The quantified figures that show detailed change in position of lips, eyes and cheeks anticipates for possible applications in diverse fields such as human sensibility ergonomics, korean culture and art contents, therapeutical and educational applications to overcome psychological disabilities and as methods of non-verbal communication in the globalizing multicultural society to overcome cultural differences.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2007.05a
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• pp.132-135
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• 2007

본 연구에서는 브랜드 개성이 제품의 개성을 판단하는데 영향을 미치는가에 대하여 설문을 통해 살펴보았다. 동일한 제품에 대하여 개성이 상이한 브랜드가 적용되었을 경우 제품의 개성을 판단함에 있어 브랜드 개성의 특성이 반영되는지 여부를 확인하고자 하였다. 설문을 위하여 두 켤레의 신발을 준비하였으며 각각은 상징적인 측면이 강조된 여성용 하이힐 제품과 기능적인 측면이 강조된 운동화로 구성하였다. 각 제품에 대하여 명품브랜드(Versace), 일반 상용 브랜드(독일: C&A, 한국: 밀리오레), 그리고 브랜드가 부착되지 않은 총 6장의 사진을 준비하였다. 실험에 앞서 별도의 피험자들이 상기 사용된 브랜드들에 대하여 "frohlich/유쾌함(cheerful)", "ehrlich/정직함(honest)", "provokativ/도발적인(provocative)"의 형용사로 평가를 하였다. 본 실험에서는 실험참여자에게 각 신발들의 3가지 사진 중 무작위로 선정된 사진을 한 장씩 보여주고, 각각에 대해 브랜드 측정에 사용했던 동일한 평가항목을 이용하여 평가하도록 했다. 더불어, 본 연구는 개인주의 문화권에 비하여 집단주의 문화권에서 브랜드의 영향이 더 두드러지게 나타나는 지를 알아보기 위하여 독일의 만하임대학(Universitaet Mannheim)과 한국의 한국과학기술원(KAIST) 학생들을 위주로 설문을 실시하여 문화적 차이에 따른 브랜드 영향력을 비교하고자 하였다. 실험결과에서는 독일과 한국 모두에서 브랜드 개성이 제품 개성에 유의한 영향을 미치지 않는 것으로 나타났으나, 브랜드 개성이 제품의 기능적 측면(가격)에는 영향을 미치는 것으로 나타났다(p<.001).

• Science of Emotion and Sensibility
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• v.21 no.3
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• pp.103-114
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• 2018

The Scale of Positive and Negative Experience (SPANE) is a newly developed emotional scale to measure well-being that was designed to overcome the limitations of the previous emotional scales (Diener et al., 2010). It comprises 12 items that measure positive and negative emotional experiences, including general (e.g., positive, negative) and specific (e.g., joyful, sad) items. It also reflects all levels of arousal. This study examined the factor structure and gender invariance of the Korean version of the SPANE. For this purpose, responses to the scale of a sample of 551 Korean college students (276 males and 275 females) were analyzed. The results exhibited high internal consistency reliability and construct validity for a Korean population. Furthermore, the configural, metric, and scalar invariance of the SPANE held across gender. These results suggest that the Korean version of the SPANE is a valid scale for measuring the emotional experiences of Korean students, and it is appropriate to use in future studies of gender difference in emotional well-being.