• 대한산업공학회지
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• 제39권1호
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• pp.73-77
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• 2013

Affective quality is considered one of the most influential factors for the competitive power of consumer products. Since the human affective response is very abstract and comprehensive, it is very difficult to understand and manipulate the Affective Quality in scientific method. This study suggested the three-level hierarchical structure of the human affection according to the human affective response process, and subdivided the Affective Quality into three subordinate concepts such as 'Organoleptic Quality', 'Affective Quality Factor' and 'Overall Affective Quality.' Also the categories of adjectives which used to express the human affections for the three levels of affective structure were suggested. The results of this study could be used as a frame of systematic approach method to the Affective Quality.

• International Journal of Contents
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• 제16권3호
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• pp.51-65
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• 2020

Narratives arouse diverse and rich affective responses to recipients, and this is one of the reasons why narratives are universal and popular. Computational studies on narratives have established a formal model or system of the affective response based on the theory in psychology or media research, and have analyzed or generated a narrative that can evoke a specific affective response. In this paper, we propose a new computational model that can detect the affective response expected to appear in the narrative based on the narrative agent's knowledge. First, we designed a narrative representation model that can elaborately express the event structure and the agent's knowledge as well. Additionally, an analysis method was proposed to detect the three affective responses and the related situational information. Then, we validated the model through a case study about an actual movie narrative. Through the case study, we confirmed that the model captures the affective responses of the audience. The proposed model can be effectively used for the narrative analysis and the creation that must consider the affective responses of the recipient.

• Asia pacific journal of information systems
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• 제28권1호
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• pp.61-74
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• 2018

Meeting, Incentive travel, Convention, Exhibition (MICE) industries recently introduced new information systems, such as the exhibition guide system (EGS), to keep pace with Smart MICE and maximize the effect of exhibition performance. We investigate how persuasive EGS can affect the EGS acceptance of attendees via cognitive and affective response. We analyzed data from 442 EGS users at an exhibition. We found that information accuracy, information relevance, and source credibility were predictors of cognitive response. Source credibility had a significant effect on affective response. Furthermore, cognitive response was found to be a positive predictor of affective response and EGS acceptance. We also found affective response is a predictor of EGS acceptance. The theoretical and practical implications of the study were presented based on the results.

• 대한인간공학회지
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• 제31권6호
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• pp.793-800
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• 2012

Objective: This study investigated the problems that could be faced with when engineers try to improve the affective quality using the DMAIC model. Background: Affective quality is considered one of the most influential factors for the competitive power of consumer products and many engineers make effort to improve the affective quality. Since the Six Sigma process is effective and wide-used method for quality improvement, it can also be used to improve the affective quality. However six sigma tools cannot be directly used for affective quality because of the subjective and qualitative characteristics of the human affection. Method: Investigate the goals, processes and key factors of DMAIC model and find the difficulties to use six sigma tools for the affective quality. Results: Most of the problems arise from measuring and quantifying the human affective response level and understanding the relationship between the human affective factors. Conclusion: Both the protocol for measuring human affection and the monitoring system to find the affective response change for the product or service are required. Application: The results of this study could be helpful for the engineers not specialized in ergonomics to improve the affective quality in systematic approach.

• 한국의류학회지
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• 제23권7호
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• pp.953-964
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• 1999

The purpose of this study was to analyze the effectiveness of negative appeal ads taking social problems as their themes. Two social problem ad themes concerning abortion and drug addiction were selected as stimulus. Questionnaires consisted of questions about affective response cognitive evaluation consumer's characteristics(sex, clothing involvement social problem involvement) and the ad and brand attitudes They were distributed to 200 high school students in Seoul. Results were : 1 The affective response consisted of 4 dimensions(negative inactivating activating positive) and the cognitive evaluation had 3 dimensions(utility·persuasive power creativity awareness) 2. Creativity and awareness dimensions and the ad attitude had positive influence on the brand attitude for the abortion theme ad,. Creativity dimension and consumer's clothing involvement had positive influence on the brand attitude for the drug addiction theme ad . Especially the affective response had no significant influence on the brand attitude. This result suggests that in case of negative appeal ads the affective response does not necessarily degrade the brand attitude while positive cognitive evaluation on creativity and awareness of the could influence the brand attitude favorably through raising attention to the brand resulting in high effectiveness of the ad.

• Asia Marketing Journal
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• 제18권1호
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• pp.37-53
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• 2016

The purpose of this study is to show that the effectiveness of utilitarian versus hedonic attributefocused advertisement on product evaluation depends on the arousal level of positive emotion, and to explore mediation effect of cognitive response to utilitarian attribute-focused advertisement and affective response to hedonic attribute-focused advertisement on the effectiveness of utilitarian versus hedonic attribute-focused advertisement. This research employs a 2 (arousal level: mild vs. elevated) × 2 (advertisement type: utilitarian vs. hedonic) between-subjects design, and 200 undergraduate students participate in the experiment, in which there are 50 students at each experimental group. The results of ANCOVA with positive emotion level as a covariate on advertised product evaluation show significant interaction effect of arousal level and advertisement type, and no effect of positive emotional level. Both of the mediation effects of the cognitive response and those of the affective response are significant. Participants under mild (elevated) arousal of positive emotion more positively evaluate the product in utilitarian (hedonic) attribute-focused advertisement. The positive effect of utilitarian (hedonic) attributefocused advertisement on product evaluation is partially mediated by cognitive (affective) response to the advertisement when consumers are under the mild (elevated) arousal of positive emotion. The results of this study show that advertisers should use utilitarian (hedonic) attribute-focused advertisement to consumers under the mild (elevated) arousal of ambient positive emotion, which should be searched by exploring what kind of event they have experienced.

• 유통과학연구
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• 제13권5호
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• pp.61-70
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• 2015

Purpose - This study investigates whether the effectiveness of self trait-advertisement versus communion-focused advertisement on product evaluations depends on a type of pride felt as ambient emotion. It also explores whether the mediating roles of cognitive and affective response to the effect of the advertisement type on product evaluation are moderated by types of pride such as hubristic pride or authentic pride. Research Design, Data, and Methodology - This research uses a restaurant service as the experimental object and employs a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) between-subjects design, with cognitive response and affective response as within-subject. Each experimental group consisted of 40 undergraduate students assigned to participate in the experiment. One questionnaire from the authentic pride and self-trait focused advertisement group and two questionnaires from the hubristic pride and communion-focused advertisement group were removed due to answer errors, resulting in a participant number of 157. The author conducts a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) ANOVA on advertised product evaluations, and to better understand the interaction effects, also conducts separate analysis of the hubristic and the authentic pride groups. Additionally, the study conducts mediated moderation analysis to check the mediation role difference of the cognitive response and the affective response to each advertisement on the interaction effects on product evaluations between the hubristic and the authentic pride groups. Results - The findings indicate that participants in the hubristic pride group more positively evaluate the product in self-trait focused advertisement, whereas participants in the authentic pride group more positively evaluate the product in communion-focused advertisements. In addition, the mediating role of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation is partially moderated by the pride type. However, the mediating role of affective response on the positive interaction effect of advertisement type and pride type on the product evaluation is not moderated by the pride type. Conclusions - The results of this study contribute to advertisement theory development by exploring interaction effects of ambient pride type and advertisement type on product evaluation, as well as to the theory of consumer behavior by exploring how pride type moderates the mediating roles of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation. From the perspective of the current research, advertisers should research what kinds of events consumers have experienced to increase the effectiveness of their advertisements, and use self-trait advertisements when consumers are grouped under ambient hubristic pride, and use communion-focused advertisements when consumers are grouped under ambient authentic pride. However, future research is necessary to discover the reasons why the mediating role of affective response to advertisements in the interaction effects of pride type and advertisement type on product evaluation is not moderated by pride type.

• 한국수학교육학회지시리즈D:수학교육연구
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• 제5권1호
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• pp.59-75
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• 2001

This paper reports an investigation of problem solving activities of students at university level students. The study focused on the cognitive-metacognitive and affective activities appeared in problem solving process. The cognitive-metacognitive framework was used to analyzed and categorize the written response and free response of interviews probing the students\\` cognitive-metacognitive activities. Affective factors were assessed by administering the problem solving survey (Carlson, The emergence of students\\` problem solving behavior, 1999). This study provide an insight for the design of problem solving instruction by identifying cognitive, metacognitive and affective characteristics of the students\\` problem solving behaviors. The results report that the metacognitive factor were significantly related to problem solving performance interacting with both cognitive and affective factors.

• 한국주거학회:학술대회논문집
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• 한국주거학회 2003년도 정기총회 및 추계학술대회
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• pp.313-318
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• 2003

The purpose of this study is to investigate the correlation between the affective responses and residents' satisfaction in apartment housing estates. This study was conducted to empirically identify the effect of physical contents of apartment buildings on the affective response and satisfaction of residents. The area for evaluation was limited to four apartment buildings in Daegu, and the subjects for evaluation were also limited to a group of residents living at the four apartment buildings. SPSSWIN, a statistical program was used for analysis.

• 한국감성과학회:학술대회논문집
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• 한국감성과학회 2000년도 춘계 학술대회 및 국제 감성공학 심포지움 논문집 Proceeding of the 2000 Spring Conference of KOSES and International Sensibility Ergonomics Symposium
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• pp.290-300
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• 2000

One of the most important topics in attentional and emotional modulation of cardiac responses is time course of cardiac chronotropic response. The reason lies in dual innervation of heart, which leads to occurrence of several phases of cardiac response during exposure to affective stimuli, determined by the balance of sympathetic and parasympathetic influences. Cardiac chronotropic reactivity thus represents quite effective measure capable to trace the moment when attending and orienting processes (i.e., sensory intake of stimulus) prime relevant behavioral response (ile., emotion with approach or avoidance tendencies). The aim of this study was to find the time course of heart rate (HR) responses typical for negative (disgust, surprise, fear, anger) and positive (happiness, pleasant erotic) affective pictures and to identify cardiac response dissociation for emotions with different action tendencies such as "approach" (surprise, anger, happiness) and "avoidance" (fear, sadness, disgust). Forty college students participated in this study where cardiac responses to slides from IAPS intended to evoke basic emotions (surprise, fear, anger, sadness, disgust, happiness, pleasant-erotic). Inter-beat intervals of HR were analyzed on every 10 sec basis during 60 sec long exposure to affective visual stimuli. Obtained results demonstrated that differentiation was observed at the very first 10s of exposure (anger-fear, surprise-sad, surprise-erotic, surprise-happiness paris), reaching the peak of dissociation at 30s (same pairs plus surprise-disgust and surprise-fear) and was still effective for some pairs (surprise-erotic, surprise-sad) even at 50s and 60s. discussed are potential cardiac autonomic mechanisms underlying attention and emotion processes evoked by affective stimulation and theoretical considerations implicated to understand the role of differential cardiac reactivity in the behavioral context (e.g., approach-avoidance tendencies, orienting-defense responses).