• Journal of the Korean Society of Costume
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• v.39
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• pp.283-299
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• 1998

The present study is to analyze the dimensions of affective responses according to the types of appeal in underwear advertisements and to find out the influences of affective res-ponses on the attitudes toward advertisement and brands. The research has been made by normative-descriptive survey method with the sample of 654 consumers residing in Seoul and Incheon. The data gaathered was analyzed by the methods of means, standard deviation, ANOVA, factor analysis and regression. The result are as follows : 1. There are 4 dimensions of affective responses ; Emotional dimension, Negative dimen-sion, Upbeat-activation dimension and Sexual activation dimension. 2. Affective responses to the advertising were different according to the characteristics of the consumers. According to the consumer's sex, there are significant differences in each dimension of their affective responses. To the sex appeal advertisement, man show higher degree of affective responses in Emotional, Upbeat-activation and Sexual-activation dim-ensions, while women show higher degree of affective responses in Negative dimension. 3. In case of female consumers, there are significant differences in affective responses to the both appeal type of advertisements according to consumer's age. As the age is increasing. Emotional dimension and Sexual-activation dimension are increasing, but Negative dimension is decreasing in the Ads with sex appeal. In particular, the 19∼24s age group shows strong responses in the Emotional dimension, Upbeat-activation dimension and Sexual-activation dimension to Ads with sex appeal, while it shows the lowest affective responses in Negative dimension. It represents the 19-24s age group is the most positive one to the under-wear advertisements with sex appeal. Consequently, it is proved that the Ads with sex appeal focusing on this age group can be one of the most effective advertising plans. 4. The involvement gets higher, Upbeat-ac-tivation dimension and Sexual-activation dimension are increasing both in males and female groups. But Negative dimension is in-creasing in the female consumer group of low involvement. 5. The attitudes toward advertisements and brands are comparatively stronger in the advertisements using sex appeal type. Regardless of types of appeal in the advertisements, there is a significant difference in their attitudes tow-ard Ads between male and female consumer groups. When Ads are sexual, attitudes toward Ads and Brands are stronger in the female consumer group. But males consumers show com-paratively strong attitudes toward the advertis-ements and brands in both types of appeal. 6. The age of consumers doesn't make any significant difference in their attitudes toward advertisements and brands in both types of appeal. 7. According to the involvement level of the consumers, there are significant differences in their attitudes toward advertisements. In the groups of low involvement, the female consumers show more favorite attitudes toward the advertisements with sex appeal, while the male group show more favorite attitudes toward the non-sex appeal advertisement. But there is no significant difference in consumer's attitude toward brands according to the types of appeal of the advertisement. 8. The affective responses of the consumers caused by the underwear advertisements have a respectable influence on their attitudes toward the advertisements and brands. This research represents that the advertisers should try to arise consumer's positive affective responses such as pleasant, happy, cheerful and warm-hearted emotions by the advertisements. Based on the above results of the research, it can be said that the consumer's affective responses have a strong effect not only on their attitudes toward adver-tisements but on those toward attitude toward the brands.

• Science of Emotion and Sensibility
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• v.7 no.1
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• pp.41-49
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• 2004

The affective words on photographic images were analyzed and a model was structured. Based on this model, the effects of color on the affections were studied. In study 1, the photographic images with various materials and techniques were presented and the affective responses are collected. The factor analysis using principal axing method showed that the variance of the affective words could be explained about 42％ by the three factors. These are named positive-negative, dynamic-static, light-heavy, respectively. In study 2, the effects of color on the affections were evaluated on three basic dimensions. Ninety representative color images were converged black-and-white images, and each of 180 images was rated on the three affective scales. The t-test showed that the effects of color are statistically significant on the three affective scales, respectively. The achromatic images were felt more negative, more static, and heavier than chromatic images.

• Research in Community and Public Health Nursing
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• v.20 no.2
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• pp.215-224
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• 2009

Purpose: This study was performed to examine parenting attitude and stress according to personality type in elementary school students' mothers. Methods: The subjects consisted of 206 mothers of students. The measurement instrument was the questionnaire consisting of Korean-version MBTI and PSI test. Data was collected from March 15th to April 15th, 2008. Results: Among personality types by function, ST type was most, occupying 60.2%. Among personality types by temperament, SJ type was most, occupying 59.2%. The score of affective attitude was highest among the parenting attitudes. Parenting attitude was significantly different according to age, education, economic status, number of children, planned pregnancy, factor of stress, and family type. Parenting stress was significantly different according to planned pregnancy and factor of stress. In parenting attitudes by personality types, affective attitude was significantly different. Parenting stress was significantly different according to personality type by function. There was a negative correlation between affective and autonomic attitudes and parenting stress. There was a positive correlation between rejective attitude and parenting stress. Conclusion: It would be essential to provide dynamic developmental programs for increasing the children's social ability, and nursing intervention, education and counseling programs for decreasing parenting stress through understanding mothers' personality type.

• Korean Journal of Human Ecology
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• v.11 no.4
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• pp.357-365
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• 2002

The purpose of this study was to examine the effects of the environmental factors and the family structure on the academic achievements of their children. Among various environmental factors, the family income, the affective relationship between mother and child, and the mother's educational involvement are considered. Total of 164 mothers with children attending elementary school completed the structured questionnaires. The degree of educational involvement of single mothers was lower than that of mothers of both parents families. In order to analyze factors that affect children's academic achievement, the path regression was performed. The family income and the mother-child affective relationship were found to have indirect effects on the academic achievements of elementary school students through maternal involvement in their children's education.

• International Commerce and Information Review
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• v.10 no.2
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• pp.63-87
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• 2008

This study investigates the relationship between perceived system characteristics of Internet shopping mall and loyalty, and examines how perceived website attractiveness and flow play mediating roles between perceived system characteristics of Internet shopping mall and affective commitment in the context of Internet clothing shopping mall. For these purposes, the author developed a structural model which consists of several variables. In this model, perceived system characteristics of Internet shopping mall that consist of such as familiarity, reputation, uniqueness, positive emotion, self-efficacy, and interactivity were proposed to affect the website attractiveness and flow, and in turn, result in higher affective commitment. Thus, perceived website attractiveness and flow were proposed as core mediating variables between perceived mobile service characteristics and affective commitment. To test unidimensionality and nomological validity of the measures of each construct, the author employed scale refinement procedure. The results of reliability test with Cronbach's, and confirmatory factor analysis warranted unidimensionality of the measures for each construct. In addition, nomological validity of the measures was warranted from the result of correlation analysis.

• Journal of The Korean Association For Science Education
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• v.16 no.1
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• pp.97-102
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• 1996

Attitude is considered one of the most important influences on behavior and is defined as an enduring positive or negative feeling about some person, object or issues. The teaching strategies for affective domain are needed to develop the positive attiudes about environments. One of them is to faciliate the involvement of emotional feedback. The purpose of this study was to verify the effects of emotional feedback. Cognitional feedback was carried to control group but cognitional and emotional feedback were carried concurrently to experimental group. By the results, post test scores of experimental group were significantly higher than those of control group about four goals of Environmental Education, respectively. Therefore this strategy is effective to achieve goals of affective domain. Also, emotional feedback is important factor to raise the achievement of cognitive domain, too.

• School Mathematics
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• v.15 no.1
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• pp.61-75
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• 2013

This study analyzed Korean students' affective characteristics in mathematical learning according to school and sex by Factor Analysis and Cognitive Diagnosis Theory. In numerical affective achievements by Factor Analysis, there are mean differences between schools, i.e. elementary school and secondary school. And there are sexual differences within schools and boys show more positive achievement than girls. By Cognitive Diagnosis Theory, I investigated 6 affective attributes' proportions that students achieved according to school and sex. Middle school students' proportion is highest in self-control and anxiety and the attribute that students achieved most in all school is cognizing mathematical value. Boys show higher proportion in self directivity, interest and confidence than girls, but girls show higher proportion in anxiety than boys. In personal profiles, the proportion of students who achieved 5 attributes except anxiety is highest.

• Journal of the Korean Institute of Landscape Architecture
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• v.45 no.4
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• pp.35-44
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• 2017

This study intends to analyze the structural relationships among the servicescape of theme park, the affective image and the place dependence of visitors, one of the most important factors of place attachment. For this purpose, this study selects Lotte World in Seoul as a study site and conducts a questionnaire survey focused on visitors who visited the site previously. The results of an exploratory factor analysis, confirmatory factor analysis and structural equation method show that esthetics and amenity factors among servicescape of theme park affect the attractiveness and comfortableness of the affective image of visitors positively, and two factors of visitors' affective image also affect the their place dependence positively. Tourism planners or landscape designers can consider these useful servicescape elements of theme park as important planning and managing factors in order to improve the images of theme parks and the level of place attachment.

• The Journal of the Convergence on Culture Technology
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• v.5 no.3
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• pp.139-145
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• 2019

This study investigates the factors of job stress from working environment of employees' in the IT relative industry and explore its effects on both job involvement and affective commitment. 15 companies and individuals(IT freelancers) working in Seoul and Gyeonggi Provence were chosen for this study. Data were collected for 4 weeks from May 27 to June 28, 2019. A total of 400 employees' were attended in this research and finally 352 samples were used for the empirical analysis. The result of this study showed that 'role ambiguity' factor and 'role conflict' factor among the job stress factors influence on job involvement. Moreover, all factors(overload, role ambiguity, role conflict) among job stress influence on affective commitment.

• Journal of the Korean Society of Food Culture
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• v.25 no.6
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• pp.764-769
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• 2010

The aim of this study was to examine how customers perceive storytelling at a real local restaurant and to understand how consumption reflects their evaluation by understanding their values. Participants received information from a real local restaurant in the Gangneung area to examine the effects of storytelling and to evaluate their affective attitudes towards local restaurant stories, word-of-mouth intentions, and purchasing intentions using a seven-point Likert scale. A total of 310 consumers were used. A factor analysis was performed to identify consumption value characteristics and factor structure, which consisted economic value, emotional value, and epistemic value. To test whether local restaurant consumers could be classified into homogenous groups based on their consumption values, a three cluster solution was selected, and a Kmeans cluster analysis was performed. As a result, three groups were identified and labeled appropriate for their scores based on each of the consumption values; emotional value-oriented consumers to cluster 1, epistemic value-oriented consumers to cluster 2, and economic value-oriented consumers to cluster 3. An analysis of variance was used to examine the differences in the affective attitudes towards storytelling at the local restaurant, purchasing intentions, and word-of-mouth intentions across the three clusters. The epistemic value-oriented consumers had the highest score for all three variables. In contrast, economic value-oriented consumers had the lowest scores for the three variables. A regression analysis revealed that affective attitudes towards storytelling were significantly affected by these three consumption values. It also showed that positive affective attitudes towards storytelling were associated with higher purchasing intention and word-of-mouth. The significance of this study was to show how customers perceive storytelling at a real restaurant and reflect on their evaluation by understanding their consumption values. As a result, this study examined the potential power of storytelling as an effective marketing communication tool for local restaurants.