• Asia Marketing Journal
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• 제13권2호
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• pp.99-130
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• 2011

최근, 제품 디자인의 차별화 방법 중 하나로 제품에 명화(名畵)를 차용하는 이른바 '명화 마케팅(masterpiece marketing)'이 각광받고 있다. 본 연구는 시장에서 널리 사용되고 있는 명화 마케팅에 체계적이고 과학적인 방법을 적용하여, 명화에서 유발되는 감정이 제품 속성 평가에 영향을 미치는 중요한 요소임을 밝혀내고자 하였다. 본 연구는 명화가 가지는 본질적 기능인 감상자의 정서 유발에 초점을 맞추어, 차용된 명화에서 유발되는 감정(affect)이 해당 제품 평가에 어떠한 영향을 미치는 가에 대한 가설을 세웠다. 보다 구체적으로 기존 감정 연구에서 제시된 감정의 두 축, 쾌(pleasure), 환기(arousal)의 수준에서 차이가 나는 명화가 각각 제품에 차용되었을 경우, 소비자의 제품 평가에 어떠한 영향을 미치는 가에 대해 제품의 유형(실용재/ 쾌락재)과 각 속성(실용적 속성/ 쾌락적 속성)에 대한 평가의 차이를 통해 살펴보았다. 분석 결과, 긍정 감정을 야기하는 명화에 대한 선호도가 부정감정을 야기하는 명화에 대한 선호도보다 높았으며, 제품 유형에 관계없이 긍정감정을 유발하는 명화를 제품에 차용하였을 경우 부정감정을 유발하는 명화를 제품에 차용했을 때보다 제품태도가 더 높게 나타났다. 또한 이를 바탕으로 명화가 유발하는 감정이 제품태도에 미치는 영향은 명화에 대한 선호도에 의해 매개됨을 밝혀냈다. 감정의 또 다른 한 축인 환기 수준이 높은 명화를 실용재인 우유에 차용했을 경우, 쾌락적 속성에 대한 평가가 높아진 반면, 환기 수준이 낮은 명화를 차용했을 경우에는 실용적 속성에 대한 평가가 높아졌다. 그러나 쾌락재인 초콜릿의 경우 이러한 차이가 발견되지 않아 제품에 차용된 명화에서 유발되는 감정 수준(환기 수준)이 제품 유형에 따라 각각 다른 영향을 미치고 있음을 확인할 수 있었다. 본 연구는 다음과 같은 점에서 의의가 있다. 첫째, 시장에서 널리 사용되고 있는 명화 마케팅에 체계적이고 과학적인 방법을 적용하여, 명화에서 유발되는 감정이 제품 속성 평가에 영향을 미치는 중요한 요소임을 밝혀내었다. 둘째, 긍정/부정 감정에 초점을 두어 진행되었던 기존 연구에서 더 나아가 감정의 또 다른 축인 환기가 제품 속성평가에 차별적인 영향을 미칠 수 있음을 확인하였다.

• 감성과학
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• 제13권4호
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• pp.621-634
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• 2010

본 연구는 영상차원(2D vs. 3D), 영상 시청순서(2D ${\to}$ 3D vs. 3D ${\to}$ 2D), 그리고 설험참가자의 성차에 따라 영상 시청에 따른 주관적 피로감, 재인기억, 그리고 각성 수준에서 어떠한 차이가 있는지 살펴보기 위해 수행되었다. 본 연구의 결과를 요약하면 다음과 같다. 첫째, 주관적 시각피로도는 2D 영상차원에 비해 3D 영상차원에 대해 전반적으로 높게 보고되었고, 특히 3D ${\to}$ 2D의 시청순서 집단에 비해 2D ${\to}$ 3D의 시청순서 집단에서 이러한 차이가 더 뚜렷하였다. 둘째 영상 내용에 대한 정확재인률은 3D ${\to}$ 2D의 시청순서 집단에서만 2D 영상차원에 대한 3D 영상차원의 우세성이 관찰되었고, 특히 시청순서 조건을 통합할 경우 2D 영상차원 조건에서는 여성이, 반면 3D 영상차원 조건에서 남성이 상대적으로 더 높은 정확재인률을 보였다. 셋째, 3D영상이 전반적으로 시청자의 각성 수준을 높이기는 하지만, 이러한 경향은 영상차원 자체보다는 3D 영상과 대비되는 2D 영상에 대한 이전의 시청 경험이 더 유의한 영향을 주는 것으로 관찰되었다.

• 말소리와 음성과학
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• 제6권3호
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• pp.131-138
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• 2014

A close-copy stylization of intonation curve was used for an acoustical analysis of emotional speech. For the analysis, 408 utterances of five emotions (happiness, anger, fear, neutral and sadness) were processed to extract acoustical feature values. The results show that certain pitch point features (pitch point movement time and pitch point distance within a sentence) and sentence level features (pitch range of a final pitch point, pitch range of a sentence and pitch slope of a sentence) are affected by emotions. Pitch point movement time, pitch point distance within a sentence and pitch slope of a sentence show no significant difference between male and female participants. The emotions with high arousal (happiness and anger) are consistently distinguished from the emotion with low arousal (sadness) in terms of these acoustical features. Emotions with higher arousal show steeper pitch slope of a sentence. They have steeper pitch slope at the end of a sentence. They also show wider pitch range of a sentence. The acoustical analysis in this study implies the possibility that the measurement of these acoustical features can be used to cluster and identify emotions of speech.

• 한국의류학회지
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• 제44권1호
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• pp.13-32
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• 2020

This study investigates the multi-dimensional structure of fashion store window creativity and examines its effects on consumer responses. Through an expert evaluation survey, this study proposes that fashion store window creativity involves originality, relevance, and artistry. Two experiments are conducted to test the proposed hypotheses. Consumers' emotional responses to the level of window creativity are collected using psychophysiological and self-report methods. Fashion store window creativity has positive effects on psychophysiological affective responses. When the three dimensions of creativity are specified as explanatory factors of emotional responses, relevance and artistry show positive effects on arousal and pleasure, whereas originality has a negative effect on pleasure. Its effect on attitudes is mediated by arousal and pleasure; in addition, the effect on entering intentions is mediated by arousal. Attitudes toward window display also have a positive effect on entering intentions. This study extends existing research on creativity in marketing into the context of visual merchandising in fashion store windows. Findings provide meaningful implications in that the effects of fashion store window creativity on emotions affect consumer attitudes and behavioral intention. By adopting multiple approaches in the empirical phase of this study, the findings are built on strong reliability and validity.

• 한국감성과학회:학술대회논문집
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• 한국감성과학회 1999년도 춘계학술발표논문집 논문집
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• pp.127-132
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• 1999

Cardiovascular, respiratory and electrodermal responses to acute stress episodes modeled by combined presentation of intense white noise and performance of word recognition task with noise background were studied in 15 college students. Experimental procedure consisted in sessions with white noise, word recognition task presentation with noise background and test with noise background. Recorded physiological variables were analyzed in terms of their sensitivity to detect activation of sympathetic and parasympathetic branches of autonomic nervous system and thus reflect autonomic arousal level during shout-term stress-inducing experimental manipulations. It was shown that performance of effortful mental task with noise background elicited significant physiological responses typical for active coping behavior, namely electrodermal arousal and increased cardiovascular activity. this response profile was more profound as compared to white noise only or attending task in noise background. However, all physiological responses were mostly phasic, without long-term tonic changes, since almost all variables recovered to their initial baseline levels, suggesting that dominant autonomic mechanisms in transient acute stress episodes were of parasympathetic nature (withdrawal in stress with subsequent activation in restoration period), while sympathetic contribution was not long-lasting. Nevertheless, increased number of stressors and their longer exposure may result in higher profile of tonic sympathetic arousal and reduced functional role of vagal mechanisms in autonomic balance regulation.

• 한국의류학회지
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• 제41권2호
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• pp.266-280
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• 2017

This study predicted consumer approach/avoidance behavior through consumer emotional experiences and examined the moderating effect of perceived surprises in the context of digital signage in store environments. A self-administered questionnaire consisted of consumer emotional experience (e.g., pleasure, arousal, and dominance), approach-avoidance behavior and perceived surprise by digital signage. A total of 278 usable responses were obtained from consumers who experienced digital signage at fashion retail stores. The findings support the Mehrabian-Russell model in the context of digital signage. Approach behavior was predicted by pleasure and arousal emotional experience, while avoidance behavior was predicted by dominance. The moderating effect of perceived surprise was also indicated in the effect of emotional experience on approach or avoidance behavior. In the high level of perceived surprise, pleasure and arousal had significant effects on approach behavior, whereas dominance had significant effect on avoidance behavior. This study discussed theoretical and managerial implications for creating emotional experiences and developing strategic store management by utilizing new digital technology within the fashion retail environments.

• 한국조리학회지
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• 제13권4호
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• pp.256-268
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• 2007

This research examines how various dimensions of physical environments influence employees' emotional responses in restaurants, and how these emotional responses, in turn, influence employees' group cohesiveness. The result of empirical research indicates that restaurant physical environments have a significant effect on employees' emotional responses, and that these psychological experiences serve as critical mediators in the physical environment-group cohesiveness relationship in restaurants. However, the effects of physical environ-ments of restaurants on employees' psychological responses varied with the dimensions of physical environ-ments. First, the effect of spatial layout and functionality on pleasure and dominance was significant, not on arousal. Second, ambient factors influence on all dimensions of emotional responses, including the arousal level. In turn, all dimensions of emotional responses have significant effects on employees' group cohesive-ness. Therefore, the result suggests that restaurants should manage(or, improve) their physical environment conditions for inducing employees' positive emotional responses.

• 감성과학
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• 제2권2호
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• pp.37-42
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• 1999

Long-term exposure to loud noise affects performance since it changes arousal level, distracts attention, and also is able to evoke subjective stress accompanied by negative emotional states. The purpose of the study was to analyze dynamics of subjective and physiological variables during a relatively long-lasting (30 min) exposure to white noise (85 dB[A]). Physiological signals were recorded on 15 college students during 30 min of intense auditory stimulation. Autonomic variables, namely skin conductance level , non-specific SCR number, inter-best intervals in ECG, heart rate variability index (HF/LF ratio of HRV), skin temperature, as well as respiration rate were analyzed on 5 min epoch basis. Psychological assessment (subjective rating of stress level) was also repeated every 5 min. Statistical analysis was employed to trace the time course of the dynamics of subjective and autonomic physiological variables and their relationships. Results showed that the intense noise evoked subjective stress as well as associated autonomic nervous system responses. However it was shown that physiological variables endured specific changes in the process of exposure to the loud white noise. Discussed were probable psychophysiological mechanisms mediating reactivity to long-term auditory stimulation of high intensity, namely short-term activation, followed by transient adaptation (with relatively stable autonomic balance) and then a subsequent wave of arousal due to tonic sympathetic dominance.

• 대한불안의학회지
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• 제7권2호
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• pp.113-118
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• 2011

Objectives : The Self-Assessment Manikin (SAM) developed by Bradley and Lang is a non-verbal pictorial assessment tool that measures human emotion and has been widely used. However, the pictures in SAM have not been easy for Korean subjects to understand or relate to. The authors developed a new manikin (Emotional Valence and Arousal Manikin, EVAS) modeling it after Korean faces while modifying and standardizing the SAM. Methods : Forty-one healthy subjects participated in this study. They were asked to rate the emotional valence and level of arousal using both the SAM and EVAS after being exposed to pictures of facial expressions for affective neurosciences-Korean version. The internal consistency of the EVAS and the correlation between EVAS and SAM were examined. Resuts : Internal consistencies of the valence using the EVAS were from 0.63 (surprise) to 0.82 (happiness) and those of the arousal were from 0.90 to 0.95. Correlation coefficients of the valence and arousal between the SAM and EVAS were from 0.61 (both surprise and disgust) to 0.84 (neutral) and from 0.82 (sadness) to 0.94 (fear), respectively. Conclusions : We developed a new manikin (the EVAS) for the Korean population modifying and standardizing the SAM. The EVAS demonstrated a good internal consistency and validity. As such, it can be used in the field of human emotion research.

• 한국응급구조학회지
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• 제11권3호
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• pp.5-15
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• 2007

The purpose of this study was to identity the distribution of post-traumatic stress types and coping methods and to find the relationship between the post-traumatic stress types and the coping methods, for firefighters who experienced in Dea-Gu Subway Fire Disaster. The Subjects of this study were 126 firefighters who experienced Deagu Subway Disaster. Q questionnaire developed by Q-study and coping methods instrument based on that of Folkman & Lazaruswas revised and complemented by Kim Jung Hee was used. Data were analyzed by t-test, ANOVA using SPSS. The results of this study were as follows : 1. The distribution of post-traumatic stress types were 52.4% of Emotional arousal trauma, 34.1% of Trauma experience persistence and 13.5% of Physiological symptom experience. 2. The difference of post-traumatic stress types according to the general characteristics were significantly related to the physical injury(p = .010). 3. The minimum score of coping with post-traumatic stress types was 0.07, the maximum was 2.96 and the mean score was 1.27. 4. The coping methods according to the general characteristics were significantly different at active coping method according to educational level(p = .001), passive coping method according to educational level(p = .003) and passive coping method according to diagnosis(p = 0.20). 5. The mean score of active coping method according types were Emotional arousal trauma(1.505), trauma experience persistance(1.322) and Physiological symptom experience(1.276). The mean score of passive coping method related with types were Emotional arousal trauma(1.328), trauma experience persistance(1.254) and Physiological symptom experience(1.219).