• 한국학교보건학회지
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• 제12권1호
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• pp.149-167
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• 1999

To investigate the actual conditions of smoking in middle and high school students in Chinan County, I used a sturctured questionnaire for 1,579 students attending twelve middle-high schools from December 1, 1998 to December 20, 1998. I collected and data correlated the using an $SPSS-PC^+$ 1. The smoking rate of middle-high schoo1 students in Chinan County was 17.9%, relatively high. This smoking rate was different according to the gender, grade, religion, and economic situation. In mals, high school students, non-religious, students low income family students, the smoking rate was higher. The smoking rate of high school students was almost the same as the smoking rate of adults, generally higher than that of foreign teenagers. Because the smoking rat of studinets in the third grade of middle school and in the first grade of high School was six times higher, increased education should be conducted during this time in an attempt to curb the sudden increase of the smoking rate. The smoking rate of girl students was 5.0%; this has increased mor than three times from ten years ago. Consequently, counter measures should be taken against the smoking of female students as well as juvenile smoking in general. In addition, the smoking rate of middle-high school students showed interesting differences when correnated with enviornmental factors. Students with low grades, who are not satisfied with school life, who don't have both parents, who have uncaring parents who nare too strict or too arbitary, who have smoking parents, or who have experienced smoking commonly smoked. Therefore, to lower the smoking rate we should improve the school environment, improve a student's interest in school life. And parents or siblings should lead by example and quit smoking at home. Schools should educate students more effectively concerning the harmful effects of smoking and create an accurate understanding of its dancers. From the beginning, we should teach students never ever to touch cigaretts. 2. The surve discovered that most students started out of curiosity, or solicitantion from friends or elders at middle school, and had been smoking one to five cigarettes for more than a year. They obtained cigarettes at stores and most of them have friends who smoke. As a result anti-smoking education should be conducted at elementary schools prior to middle school. More than 95% of the teenagers who smoke had friends who smote and smoked out of curiosity or the recommendation of elders. Thus, we must focus on teenagers who smoke in group, rather than individually. Fuyrthermore, the strict application of the regulation of tobacco sales as well as tobacco cooperation from retailers are needed. While students did not show any mood or academic achievement difference after beginning smoking, 58.1% of the students a health situdation that was worse. Juvenile smoking is more harmful to the juvenile than adult smoking is to the adult. This should be focused on in an anti-smoking campaign. 3. Students who smoke hada more positive attitude toward smoking than students who don't smoke. Students who smoke had a tendency to have a nuetral position and are not concerned about smoking compared to non-smoking students. The survey showed that the great number of students had a nuetral position. Because this nuetrality may increase Juvenile smoking, education that provides an exact understanding of smoking should be performed to build the correct attidude toward smoking. 4. Middle school students smoke when angry, gloomy, anxious, a lone and when they have some problems to solve, on when they feel inconveniened in other wores, they smoke to reliver stress. They also smok due to addiction. Because smoking is not a praetical method to relieve stress, a program which helps to acquire positive relief stress should be provided to help reduce smoking. 5. About 65% of students who smoke want to quit smoking because of health problem, 78% of them have tried mor than once to quit but failed due to weak will power and peer pressure from friends who smoke. Juvenile smoking is group, oriented. Thus, the program that advances less smoking will be the one that focuseds on groups. 6. As for advice to students who want to quit smoking, "persuasion" was used most commonly, followed by a "presentation on how to quit smoking". Another method were severe punishment. About 70% of the students wanted the anti-smoking guide at school. 7. Most students (73.5%) had a position that more anti-smoking education at school is needed. Obriously, then, anti-smoking education at middle-high schools should be reinfoced. Although the education which explains the harmful influence of tobacco is known as an efficient way prevent smoking; it does not influence students who already smoke. Therefore, for students who smoke, multi-dimensional approaches must be attempted that include physical training, phychokogical approache, consultation and discussion, medical chek-ups, audio-visual education technigues, and professonal instructors, in addition, because smoking students have more negative on lukewarm attitude to anti-smoking education anti-smoking education should be conducted through a communicative style by dedicated teachers who care about students. In order to increase the effectiveness of this program.

• 만화애니메이션 연구
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• 통권40호
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• pp.477-496
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• 2015

사람의 이미지 감성인식은 각기 다른 성향으로 표현된다. 현재는 감성인식을 객관적으로 평가하려는 감성컴퓨팅 연구가 활발하게 연구되고 있다. 그렇지만 기존의 감성컴퓨팅 연구는 실행에 많은 문제점을 갖고 있다. 첫째, 감성인식 면에서 비객관적이고, 부정확하다. 둘째, 감성인식의 상관관계가 불명확한 점이다. 그리하여 본 연구의 필요성으로 이미지 감성의 규칙성을 실험하여 감성컴퓨팅 방식으로 제어하고자 한다. 또한 본 연구의 목적으로 감성인식을 숫자화하고, 객관화하는 이미지 감성컴퓨팅 시스템 방식을 적용하고, 사람의 감성과의 유사 정도를 비교한다. 이미지 감성컴퓨팅 시스템의 주요 특징은 감성인식을 숫자화 된 디지털 형식으로 계산한다. 그리고 감성컴퓨팅의 연구배경은 감성을 디지털화하는 James A. Russell의 핵심 효과(Core Affect)를 활용한다. 핵심 감성으로 쾌정도(X축)인 쾌와 불쾌, 긴장도(Y축)인 긴장과 이완의 감성축이고, 감성컴퓨팅 연구에 적용한다. 감성축은 연관된 대표감성으로 아주 기쁜, 흥분, 의기양양, 행복한, 자족, 고요한, 여유로운, 조용한, 피곤한, 무기력한, 우울한, 슬픈, 화가 난, 스트레스, 불안, 긴장된 감성의 16개로 구분하여 감성컴퓨팅에 적용한다. 본 연구의 과정은 이미지 감성컴퓨팅 계산식의 핵심인 색채 요소를 활용하여 색상, 명도, 채도를 감성속성요소로 적용한다. 감성속성요소는 중요도인 가중치를 적용하여 비율을 계산하고, 쾌정도(X축)와 긴장도(Y축)의 감성점수로 측정한다. 다시 교차된 감성점을 바탕으로 감성원으로 확장하고, 포함된 대표감성크기로 상위 5위인 주요대표감성으로 선별한다. 또한 사람의 이미지 감성을 16개 대표감성점수로 측정하고, 상위 5위의 대표감성으로 구분한다. 연구결과 감성컴퓨팅의 주요대표감성과 사람의 감성인식의 주요대표 감성을 비교하여 일치하는 대표감성수에 따라 감성의 유사 정도를 검증한다. 감성컴퓨팅 유사성 실험 결과 주요대표감성의 평균 일치율은 51%이고, 2.5개의 대표감성이 사람의 감성인식과 일치했다. 본 연구를 통해 감성컴퓨팅 계산 방식과 사람 감성인식의 유사 정도를 측정했고, 감성계산식의 객관적인 평가기준을 제시했다. 향후 연구에서는 좀 더 높은 일치율 향상의 방안과 감성계산식의 가중치 연구가 유지되어야 할 것이다.

• 대한간호학회지
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• 제28권4호
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• pp.1047-1059
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• 1998

Senile Dementia is one of the dispositional mental disorder which has been known to the world since Hippocratic age. It has become a wide-spread social problem all over the world because of chronic disease processes and the demands of dependent care for several years as well as improbability of treatment of it at the causal level. Essentially, life styles of the older generation differ from those of the younger generation. While the fomer is used to the patriarchal system and the spirit of filial piet and respect, the latter is pragmatized and individualized under the effects of the Western material civilization. These differences between the two generations cause conflict between family members. In particular, the pain and conflict of care-givers who take care of a totally dependent dementia patient not only is inciting to the collapse of the family union, but is expanding into a serious social problem. According to this practical difficulty, this study has tried to compare dementia care-givers' experiences inter-culturally and to help set up more proper nursing interventions, describing and explaining them through ethnographies by participant observation and in-depth interviews that enable seeing them in a more close, honest and certain way. It also tries to provide a theoetical model of nusing care for dementia patients which is proper to Korean culture. This study is composed of 12 participants (4 males, 8 females) whose ages range from 37-71 years. The relations of patients are 5 spouses(3 husbands, 2 wives), 4 daughters-in-law, 2 daughters, and 1 son-in-law. The following are the care-givers' meaning of experiences that results of the study shows. The first is "psychological conflict". It contains the minds of getting angry, reproaching, being driven to dispair, blaming oneself, giving up lives, and being afraid, hopeless, and resigned. The second is "physical, social and psychological pressure" . At this stage, care-givers are shown to be under stress of both body and soul for the lack of freedom and tiredness. They also feel constraint because they hardly cope with the care and live through others' eyes. The third is "isolation". It makes the relationship of patient care-giver to be estranged, without understanding each other. They, also, experience indifference such as being upset and left alone. The forth is "acceptance" They gradually have compassion, bear up and then adapt themselves to the circumstances they are in. The fifth is "love". Now they learn to reward the other with love. It is also shown that this stage contains the process of winning others' recognition. The final is "hope". In this stage they really want situations to go smoothly and hope everything will be O.K. These consequences enable us to summarize the principles of cue experience such as, in the early stage, negative response such as physical·psychological confusion, pain and conflict are primary. Then the stage of acceptance emerges. It is an initial positive response phase when care-givers may admit their situations. As time passes by a positive response stage emerges. At last they have love and hope. Three stages we noted above : however, there are never consistent situations. Rather it gradually comes into the stage of acceptance, repeating continuous conflict, pressure and isolation. If any interest and understanding of families or the support of surrounding society lack, it will again be converted to negative responses sooner or later. Otherwise, positive responses like hope and love can be encouraged if the family and the surroundings give active aids and understanding. After all, the principles of dementia care experiences neither stay at any stage, nor develop from negative stages to positive stages steadily. They are cycling systems in which negative responses and positive responses are constantly being converted. I would like to suggest the following based on the above conclusions : First, the systematic and planned education of dementia should be performed in order to enhance public relations. Second, a special medical treatment center which deals with dementia, under government's charge, should be managed. Third, the various studies approaching dementia care experiences result in the development of more reasonable and useful nursing guidelines.

• 한국보건간호학회지
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• 제13권1호
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• pp.97-113
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• 1999

To investigate the actual condition of the adult-smoking in Chinan County. I used self-reporting questionnaires among 923 residents living in nine districts selected at random among the sites of eleven eup-myons from December 28. 1998 to January 6. 1999. collected data and analyized using SPSS. The smoking rate of adults in Chinan County was $36.9\%$. There was a significant difference in smoking rate according to the age. gender, education and job among general characteristics. The smoking rate in group of above 40s was about $40\%$ and that of the male took $55.5\%$ which was higher than that of female and the smoking rate of the people having high-school education was the highest$(46.2\%)$. With regard to the career. the smoking rate of the farmers ranked first$(46.1\%)$. Therefore anti-smoking business for smokers should be focused on above 40 years old, males. people having high school education and farmers. As the result of the survey of smoking habits of 340 people who smoke currently, the average smoking begining age was 21.8 and $81.5\%$ among them was between 16-25 years old. $4.4\%$ was under 15. during around the elementary school. Most motives to smoke were as followed; curiosity or taste$(33.6\%)$, relief of stress $(31.2\%)$, peer presure$(26.5\%)$ And considering the amount of the cigarette which is smoked per day, the case which is less than a pack of cigarettes was highest as $75.5\%$ and the people who smoke over one pack of cigarettes took $24.5\%$. As for the kind of tobacco which is smoked, how to smoke and the desire for the smoking, most case was toxin was moderate$(47.8\%)$ or mild$(46.9\%)$. shallowly$(49.0\%)$ or deeply$(46.3\%)$ and under stress$(33.4\%)$. after meals$(27.8\%)$, during drink$(15.7\%)$ and so on. The highest point marked among the factors of smoking motives was 'the reduce of negative emotion' $(3.27\pm1.00)$. followed by 'uncomfortable habits' $(2.87\pm1.02)$, 'addiction' $(2.84\pm1.06)$. 'habit' $(2.74\pm1.12)$. 'pleasure' $(2.70\pm1.04)$. 'stimulus' $(2.59\pm.90)$, 'sensation-exercise satisfaction' $(2.42\pm.97)$. Smokers smoke to reduce the negative emotions when angry in most common case. depressed. anxious. uncomfortable. lone. ashamed or embarrased. and intend to solve the certain problem. etc. Other motives are uncomfortable habit. addiction. habit. pleasure and the pursuit of stimulus. The level of nicotine dependence of adults m Chinan County was 10.57 which amount to 'high' wholly. As the resulf of the level of nicotine dependence score. the people who are low in the level of nicotine was $33.5\%$. the people who are high was $48.2\%$. very high was $18.4\%$. The approach for anti-smoking for smokers should be conducted differently according to the level of the nicotine. For the people who are in low level of nicotin dependence the prohibition of the smoking should be guided through the approach to foster strong will. for those who are in 'high' by acquiring proper method for the prohibition of smoking. and for those who are 'very high' the anti-smoking should be induced by providing proper program because of the possibility of the suffer from abstinence syndrome. The difference of the level of nicotine with the general characteristics of the objects had not statistically significant difference. The difference of the level of nicotine dependence accompanied by smoking habit had statistically significant difference according to the amount of smoke, the kind of tobacos. smoke inhale habit. In other words, the group of heavy smokers had higher level of the nicotine dependence than that of the light smokers relatively and the group which smoke strong taboaco has higher level of nicotine than that of which smoke mild or moderate. And the group of smokers who smoke deeply has higher level of nicotine than that who smoke shallowly or nonswallow. Aa a result of the analysis of the correlation between smoking motive factors and the level of nicotine, there was the indication that people who smoke for the decrease of the negative emotion. habit, pleasure. stimulus. sensation-exercise satisfaction had high level of the nicotine dependence. As the result of the anti-smoking will of smokers. $65.0\%$ of them had prohibition of smoking will. $29.3\%$ had no will to quit smoke. The most important reason for anti-smoking was health. $67.9\%$ had experience to try to quit smoke and the biggest reason to fail to quit smoking was the lack of the will power to keep anti-smoking. $52.8\%$ of them were advised to stop smoking from their spouses or children. only $2.8\%$ were by medical. The people who have the opinion to need anti-smoking education were $69.6\%$. Therefore when the business for the hygine of the mouth for adult is set. it should be centered on the people who have intention of prohibition of the smoking and help to quit smoking by way of other affirmative counter-program not smoking under stress.

• 만화애니메이션 연구
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• 통권36호
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• pp.669-702
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• 2014

오늘날 한국 현대미술에서 '만화이미지'는 작가의 '페르소나'의 역할과 예술적 담론을 위한 '텍스트'로 활용되며, 대중과 예술의 교두보 역할을 하고 있다. 본 연구는 한국 현대미술에서 '만화 이미지'의 차용이 어떻게 이루어졌으며, 그것이 갖고 있는 시대적 맥락은 무엇인지 살펴보기 위해 이동기의 <아토마우스>를 중심으로 고찰하였다. 이동기의 <아토마우스>는 한국 현대미술에서 최초로 등장한 만화 캐릭터이며, 하위문화가 하나의 예술로서 인정받는 상징성을 획득하고 있다. 본 논문은 이동기의 개인전 '<스모킹>展(2006), <버블>展(2008), <더블비전>展(2008), <불확실의 정원>展(2012), <성난 얼굴로 돌아보지마>展(2013),'을 중심으로 <아토마우스>의 변화가 시대적으로 어떤 맥락을 갖고 있는지 읽어내려 하였다. '팝의 결핍'의 시대에 아토마우스가 태어났으며, '팝의 과잉'의 시대에 변화를 시도하였고, '네오팝의 정착'과 함께 아토마우스의 행보가 끝이 났다. 작가의 무의식에서 출발한 아토마우스는 '미국과 일본' 문화에 영향을 받고 있던 대한민국의 '정체성', 하위문화가 하나의 예술로서 인정받는 '상징성'이 읽혀지며 당시 한국 팝아트를 대표하는 아이콘으로 부상하였다. 그 후 작가의 고민과 성찰이 담기면서 '페르소나'의 역할로 용도가 변경되며, 추상과 구상의 세계를 연결하는 도구로 활용된다. 종국에 가서는 자신의 손으로 창조물을 제거하며 페르소나와 얼터에고의 경계에서 <아토마우스>의 행보를 종료시킨다. 이동기가 <아토마우스>를 창조하고 변화시키는 과정은 한 개인의 작가론을 떠나 한국 현대미술사에서 팝아트의 출발과 성장이 담겨있었다. <아토마우스>는 공공미술의 형태로 지하철 벽면에 그려지는가 하면 다양한 매체와의 콜라보레이션을 통해 대중과의 호흡을 시도하였다. '만화 캐릭터'가 원래 가지고 있던 '상품성'을 십분 활용하며 순수 예술을 일반 대중에게 한발 가까이 다가서게 하였다. 이동기의 <아토마우스>는 하위문화를 고급예술의 영역에 올려놓음과 동시에, 고급예술의 문턱을 낮추었다. 이번 연구를 통해 패러디와 오마주 사이에서 어색하게 시작된 이동기의 <아토마우스>가 오늘날 한국 현대미술계에 어떤 위치에 있는지 확인할 수 있었다.

• 정신신체의학
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• 제24권1호
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• pp.102-108
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• 2016

연구목적 조현병 환자의 흔한 신경인지적 결함 중 대표적인 것으로 재인 기억의 손상을 들 수 있다. 또한 조현병 환자에게서는 일반인에게 관찰되는 정서 자극에 대한 기억 증진 현상이 명확하게 나타나지 않는다. 한편, 기억 검사 시행 전 양측성 안구운동을 수행할 경우 일반적인 재인 기억뿐만 아니라 정서가를 가진 자극에 대한 기억이 보다 향상되는 것으로 알려져 있다. 본 연구에서는 이러한 양측성 안구운동의 기억 향상 효과가 조현병 환자에게서도 나타나는지를 알아보고자 하였다. 방 법 조현병 환자 21명이 연구에 참여하였다. 참여자들은 일주일 간격으로 두 번 분노 표정 혹은 무표정을 보이는 얼굴 사진들을 학습한 후 양측성 안구운동 혹은 안구 고정 조건을 무작위 순서로 거쳐 이전에 학습한 사진에 대한 재인 과제를 시행하였다. 양측성 안구운동 여부 및 얼굴 사진 표정 차이에 따른 인식 정확도, 반응 편향성, 정답 반응 시간의 차이를 이원 반복측정 분산분석을 사용하여 분석하였다. 결 과 조현병 환자는 양측성 안구운동을 시행한 경우 그렇지 않은 경우에 비해 통계적으로 유의미하게 얼굴 재인 과제에서 정답 반응 시간이 단축되었고(F=5.812, p<0.05), 반응 편향성이 완화되었다(F=10.366, p<0.01). 조현병 환자가 얼굴 재인 과제 수행 시 양측성 안구운동 조건과 얼굴 자극 표정 조건 간의 상호작용은 통계적으로 유의미하지 않았다. 결 론 본 연구 결과는 양측성 안구운동이 조현병 환자의 일반적인 재인 기억 능력을 촉진시킬 수 있으나 정서 자극의 처리를 보다 촉진시키지는 못함을 보여준다. 향후 신경생리학적 혹은 신경영상학적 검사 등의 추가 연구를 통해 이러한 기억 촉진 효과의 생물학적 기전을 밝혀야 할 것이다.

• 대중서사연구
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• 제26권1호
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• pp.243-277
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• 2020

본 논문은 브라이언 N. 두채니(Brian N. Duchaney)의 『공포의 불꽃: 테크놀로지, 사회, 호러영화 The Spark of Fear: Technology, Society and the Horror Film』(2015)를 중심으로 호러영화의 사회문화사를 테크놀로지라는 키워드로 고찰한다. 영화장르에서 테크놀로지와 가장 밀접한 관계를 갖고 있는 장르는 SF이다. 이에 반해 호러는 테크놀로지와 반대되는 자연/초자연으로 주로 설명되어 왔다. 이런 점에서 『공포의 불꽃』이 호러영화의 역사를 테크놀로지에 대한 (반)작용으로 설명하는 것은 주목할 만하다. 고딕 소설의 영향 하에서 제작된 초기 호러영화는 산업자본주의가 야기한 테크놀로지에 대한 두려움을 반영한다. 예를 들어 <프랑켄슈타인 Frankenstein>(1931)에서 성난 군중들은 테크놀로지의 산물인 괴물을 가혹하게 린치하는데, 이는 테크놀로지가 주는 이질감과 공포에서 비롯한 행동이다. 이 군중행동은 또한 대공황 시기 산업자본주의에 의해 소외된 대중의 봉기를 연상시킨다. 전후 호황기에 등장한 SF호러 영화들에서 외계인으로 상징되는 타자들은 전후 미국의 번영의 가치를 파괴하는 존재이다. 이 때 번영은 교외화에 따른 중산층의 삶과 관련되며, 그들은 TV, 냉장고 등 생활 테크놀로지에 둘러싸여 순응주의적 삶을 살아간다. 베트남전 시대에 호러영화는 고립과 폐쇄의 공간인 집을 무대로 반문화 세대인 아이들을 악마화한다. 여기에서 공포는 테크놀로지의 완전한 부재에서 발생한다. 1980년대 이후 비디오, 인터넷, 스마트폰 등의 미디어는 외부세계와의 연결을 강화했지만 우리가 통제하지 못하는 또 하나의 외부 영향력이 되었다. 9.11 이후 호러 영화에 만연하는 '파운드-풋티지'와 '고문 포르노'는 관음/감시와 노출/전시의 테크놀로지가 포화 상태에 이르렀음을 드러낸다. 이런 점에서 『공포의 불꽃』은 테크놀로지 진보에 대한 기대와 공포가 우리의 일상적 삶과 불가분의 관계가 되고 있는 오늘날 시의적절한 통찰을 제공한다.

• Child Health Nursing Research
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• 제2권1호
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• pp.93-111
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• 1996

The purpose of the study is to identify the lived experience of mothers who have children with cerebral palsy in order to understand their agony. Moreover, the result of study was to find some nursing intervention for disabled children and their mothers. For this purpose, ten mothers who are willing to cooperate with this research were selected at random from those who have children with the cerebral palsy, currently using the municipal facilities for the handicapped with cerebral malfunction. Data collection was done from October 4, 1994 th December 31, 1994. The data were collected by asking the mothers mentioned above with some unstructured open-ended questions, recorded on the tapes with permission by the interviewee in order to prevent missing of the interviewed contents. These collected data have been substantiated and properly analyzed on the basis of phenomenological approach initiated by Colaizzi's method. The results and validity are proved to be credible by means of the individual checking of the interviewed mothers. The results of this study are as follows : 1. When the mother is first informed of the diagnosis of cerebral palsy on her child, she usually misses the crucial timing needed for proper treatment of the child's disorder because she is notified through the doctor's indifference and his apparently inactive, matter-of-fact attitude. At first she suspects the doctor's diagnosis and tries to attribute it to the unknown cause from a certain genetic problem and then she quickly wants to deny the whole situation that her child is really suffering from the cerebral palsy. The reality is too much for her to accept as it is and she would not believe her child is abnormal. Therefore, she even attempts depend on the power of God for its solution. 2. The mother, who goes thorough this kind of uncommon experiences, is totally devoted to the treatment and care of the child and completely ignores her own life and happiness. At the same time, she feels sorry for her other normal children she believes having not enough care and concern. Also, she feels sorry for the sick child when the child's brothers or sisters show special concern for the patient out of sympathy. It is sorry and not satisfied for her that the child is growing with abnormality and neighbor other around have inappropriate attitudes. Likewise, she is discontent with her husband's lack of concern about the child's treatment. She believes that the health care system in this society isn't fulfilling its due purpose. In the state of her utmost distress and anxiety, she always feels the need of competent consultants, and is angry about that her child is treated as an abnormal being, she is trying to hide the child from other people and to make him or her disappear, if possible. Although she doesn't have harmonious relation with her husband, she id happy when he shows his affection for the child and she feels relieved and thankful when the relatives don't mention about the child's condition Since the child's overall status of health is continuously in unstable conditions, requiring her all-time readiness for an emergency, she feels guilty of her child's illness toward the fEmily members as if it was her own fault to have borne such an abnormal child and she feels responsible for the child morally and financially if necessary Because her life is centered on taking care of the child, she cannot afford to enjoy her own life and happiness. She is a lonely mother, fatigued, with no proper relationship with other people around her. With this sense of guilt and responsibility as a mother of an unusual disease, she has no choice but to grieve her destiny from which she is not allowed to escape. 3. Nevertheless, the mother with the child suffering from the cerebral palsy does not easily give up the hope of getting her child cured and she believes that in the long run, though slower than hoped, her abnormal son or daughter will be eventually cured to become a normal sibling someday. This kind of hope is sustained by the mother's strong faith coming from observing the progress of other similar children getting better. Sometimes she is encouraged to have this faith by other mothers who share the same painful experiences, believing that her child will improve even more rapidly than others with the same palsy. Full of hope, she painstakingly waits for the child's healing. Moreover, she plans to have another child. she thinks that the patient child's brothers and sisters only can truly understand and look after the patients. However, when she notices that the progress of other children under the treatment does not look so hopeful, she is distressed by the thoughts that her child may never get well. Too, she is worried that the patient's brother or sister will be born as the same invalid with the cerebral disease. She is discouraged to have another baby as much as she is encouraged to. She is also troubled by the thought that in case she has another baby, she will have to be forced. to neglect the patient child, especially when she does have an extra hand or some reliable person to help her with taking care of the patient.

• 마케팅과학연구
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• 제19권2호
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• pp.68-79
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• 2009

The interplay between hedonic and utilitarian attributes has assumed special significance in recent years; it has been proposed that consumption offerings should be viewed as experiences that stimulate both cognitions and feelings rather than as mere products or services. This research builds on previous work on hedonic versus utilitarian benefits, regulatory focus theory, customer satisfaction to address two question: (1) Is the shopping goal at the point of purchase different from the shopping value? and (2) Is the customer loyalty after the use different from the shopping value and shopping goal? We surveyed 345 peoples those who have bought the electronic-goods within 6 months. This research dealt with the shopping value which is consisted of 2 types, hedonic and utilitarian. Those who pursue the hedonic shopping value may prefer the pleasure of purchasing experience to the product itself. They tend to prefer atmosphere, arousal of the shopping experience. Consistent with previous research, we use the term "hedonic" to refer to their aesthetic, experiential and enjoyment-related value. On the contrary, Those who pursue the utilitarian shopping value may prefer the reasonable buying. It may be more functional. Consistent with previous research, we use the term "utilitarian" to refer to the functional, instrumental, and practical value of consumption offerings. Holbrook(1999) notes that consumer value is an experience that results from the consumption of such benefits. In the context of cell phones for example, the phone's battery life and sound volume are utilitarian benefits, whereas aesthetic appeal from its shape and color are hedonic benefits. Likewise, in the case of a car, fuel economics and safety are utilitarian benefits whereas the sunroof and the luxurious interior are hedonic benefits. The shopping goals are consisted of the promotion focus goal and the prevention focus goal, based on the self-regulatory focus theory. The promotion focus is characterized into focusing ideal self because they are oriented to wishes and vision. The promotion focused individuals are tend to be more risk taking. They are more sensitive to hope and achievement. On the contrary, the prevention focused individuals are characterized into focusing the responsibilities because they are oriented to safety. The prevention focused individuals are tend to be more risk avoiding. We wanted to test the relation among the shopping value, shopping goal and customer loyalty. Customers show the positive or negative feelings comparing with the expectation level which customers have at the point of the purchase. If the result were bigger than the expectation, customers may feel positive feeling such as delight or satisfaction and they would want to share their feelings with other people. And they want to buy those products again in the future time. There is converging evidence that the types of goals consumers expect to be fulfilled by the utilitarian dimension of a product are different from those they seek from the hedonic dimension (Chernev 2004). Specifically, whereas consumers expect the fulfillment of product prevention goals on the utilitarian dimension, they expect the fulfillment of promotion goals on the hedonic dimension (Chernev 2004; Chitturi, Raghunathan, and Majahan 2007; Higgins 1997, 2001) According to the regulatory focus theory, prevention goals are those that ought to be met. Fulfillment of prevention goals in the context of product consumption eliminates or significantly reduces the probability of a painful experience, thus making consumers experience emotions that result from fulfillment of prevention goals such as confidence and securities. On the contrary, fulfillment of promotion goals are those that a person aspires to meet, such as "looking cool" or "being sophisticated." Fulfillment of promotion goals in the context of product consumption significantly increases the probability of a pleasurable experience, thus enabling consumers to experience emotions that result from the fulfillment of promotion goals. The proposed conceptual framework captures that the relationships among hedonic versus utilitarian shopping values and promotion versus prevention shopping goals respectively. An analysis of the consequence of the fulfillment and frustration of utilitarian and hedonic value is theoretically worthwhile. It is also substantively relevant because it helps predict post-consumption behavior such as the promotion versus prevention shopping goals orientation. Because our primary goal is to understand how the post consumption feelings influence the variable customer loyalty: word of mouth (Jacoby and Chestnut 1978). This research result is that the utilitarian shopping value gives the positive influence to both of the promotion and prevention goal. However the influence to the prevention goal is stronger. On the contrary, hedonic shopping value gives influence to the promotion focus goal only. Additionally, both of the promotion and prevention goal show the positive relation with customer loyalty. However, the positive relation with promotion goal and customer loyalty is much stronger. The promotion focus goal gives the influence to the customer loyalty. On the contrary, the prevention focus goal relates at the low level of relation with customer loyalty than that of the promotion goal. It could be explained that it is apt to get framed the compliment of people into 'gain-non gain' situation. As the result, for those who have the promotion focus are motivated to deliver their own feeling to other people eagerly. Conversely the prevention focused individual are more sensitive to the 'loss-non loss' situation. The research result is consistent with pre-existent researches. There is a conceptual parallel between necessities-needs-utilitarian benefits and luxuries-wants-hedonic benefits (Chernev 2004; Chitturi, Raghunathan and Majaha 2007; Higginns 1997; Kivetz and Simonson 2002b). In addition, Maslow's hierarchy of needs and the precedence principle contends luxuries-wants-hedonic benefits higher than necessities-needs-utilitarian benefits. Chitturi, Raghunathan and Majaha (2007) show that consumers are focused more on the utilitarian benefits than on the hedonic benefits of a product until their minimum expectation of fulfilling prevention goals are met. Furthermore, a utilitarian benefit is a promise of a certain level of functionality by the manufacturer or the retailer. When the promise is not fulfilled, customers blame the retailer and/or the manufacturer. When negative feelings are attributable to an entity, customers feel angry. However in the case of hedonic benefit, the customer, not the manufacturer, determines at the time of purchase whether the product is stylish and attractive. Under such circumstances, customers are more likely to blame themselves than the manufacturer if their friends do not find the product stylish and attractive. Therefore, not meeting minimum utilitarian expectations of functionality generates a much more intense negative feelings, such as anger than a less intense feeling such as disappointment or dissatisfactions. The additional multi group analysis of this research shows the same result. Those who are unsatisfactory customers who have the prevention focused goal shows higher relation with WOM, comparing with satisfactory customers. The research findings in this article could have significant implication for the personal selling fields to increase the effectiveness and the efficiency of the sales such that they can develop the sales presentation strategy for the customers. For those who are the hedonic customers may be apt to show more interest to the promotion goal. Therefore it may work to strengthen the design, style or new technology of the products to the hedonic customers. On the contrary for the utilitarian customers, it may work to strengthen the price competitiveness. On the basis of the result from our studies, we demonstrated a correspondence among hedonic versus utilitarian and promotion versus prevention goal, WOM. Similarly, we also found evidence of the moderator effects of satisfaction after use, between the prevention goal and WOM. Even though the prevention goal has the low level of relation to WOM, those who are not satisfied show higher relation to WOM. The relation between the prevention goal and WOM is significantly different according to the satisfaction versus unsatisfaction. In addition, improving the promotion emotions of cheerfulness and excitement and the prevention emotion of confidence and security will further improve customer loyalty. A related potential further research could be to examine whether hedonic versus utilitarian, promotion versus prevention goals improve customer loyalty for services as well. Under the budget and time constraints, designers and managers are often compelling to choose among various attributes. If there is no budget or time constraints, perhaps the best solution is to maximize both hedonic and utilitarian dimension of benefits. However, they have to make trad-off process between various attributes. For the designers and managers have to keep in mind that without hedonic benefit satisfaction of the product it may hard to lead the customers to the customer loyalty.