• 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.

• 무역학회지
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• 제46권5호
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• pp.99-113
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• 2021

This study aims to analyze the effect of product information quality and source credibility on product arousal in fresh food website. Despite fresh food websites are selling products with various feature, prior studies have focused on consumer behavior for fresh food website characteristics or specific products without considering the feature of the products. Consumers' attitudes, beliefs, and behaviors vary depending on the feature of the product. In other words, depending on the category of product, the decision making process that consumers purchase products can be differ. So, we classify products considering the feature of these products to examine the effect of information quality and source credibility on product arousal into experience goods and search goods. We surveyed 288 consumers having experience of purchase in fresh food website and verified the hypothesis through One-way ANOVA by classifying the information quality and the source credibility as high level and low level. As a result, there was a difference in product arousal according to the product information quality level and the source credibility level for each product category exposed to the fresh food website. In experience goods, source credibility have a more important effect on product arousal than product information quality, and in search goods, product information quality have a more important effect on product arousal than source credibility.

• 대한의용생체공학회:의공학회지
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• 제18권1호
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• pp.79-86
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• 1997

This paper describes the development of portable arousal measurement and analysis system. Skin impedance change which responds to the change of arousal level was detected by the three elctrode constant current method and separated into two components(SIR, SIL). Relationship between Nz, IRI and arousal level was studied and criteria of arousal level control was decided by the sleep study. Measured data with and without warning signal were compared and analyzed.

• 한국게임학회 논문지
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• 제11권4호
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• pp.127-142
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• 2011

본 연구는 폭력성 게임 내에서 사실적인 묘사(선혈 색, 비명 소리, 일인칭 시점) 방식이 사용자 각성(arousal), 현존감(presence), 그리고 게임 내에서의 사건 장소에 대한 기억력(memory)에 미치는 영향력을 테스트 하였다. 또한 사용자가 느끼는 현존감과 각성의 관계도 분석되었는데, 최신 3D 슈팅 게임인 CounterStrike를 변형시켜 실험을 진행하였다. 실험 결과, 사실적인 선혈(붉은색)과 소리(날카로운 비명)는 사용자의 경험 정도에 관계없이 각성 정도를 증대시키는 것으로 나타났으며, 각성 정도는 사용자의 현존감과 유의미한 상관 관계를 보여주었다. 특히, 현존감의 세부 요인인 관여도(engagement)는 기억력을 높이는데 가장 결정적인 역할을 하였으며, 각성과 기억력을 매개하는 변수인 것으로 분석되었다. 그러나, 일인칭 시점은 각성에는 영향을 주지 않았으며 관여도에 부적인 영향을 주는 것으로 나타났다.

• 아동학회지
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• 제2권
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• pp.31-39
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• 1981

Despite evidence from adults that stimulus incongruity increased arousal level, there have been no published reports demonstrating this relationship with children. Therefore, the present study was done to 1) investigate the relationship between the introduction of stimulus incongruity and children's arousal level, using the GSR as an index of arousal; 2) determine whether age difference among subjects would affect the magnitude of the effect of incongruity on GSR ; and 3) determine the feasility of using the GSR with young children, particularly when manipulating a variable considered to involve only modest increase in arousal. The results were: 1) The incongrous outcome of two brief stories increased the arousal level of the subjects in the present study 2) The effect was related primarily in the GSR arousal scores of adult subjects. The smaller or nonexistent reactions to incongruity by the children represent essentially new results, as little or previous research exists involving the arousal level of young children to visual or auditorily presented stimuli. Several possibilities regarding the failure of the incongruity to generate arousal in the young children were considered Methodolog both in using GSR as an index of arousal level and in developing visual or audio stimuli involving incongruity was discussed.

• 한국의류학회지
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• 제46권2호
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• pp.349-366
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• 2022

The purpose of this study was to reveal the influence of consumers' Hanbok involvement and arousal seeking tendency on their Hanbok preference and purchasing behavior. The survey subjects were male and female consumers ranging in age from teens to those in their fifties. An online survey was conducted, and 627 people were analyzed. Version 26.0 of SPSS was used to perform a t-test as well as frequency, correlation, factor, reliability, and regression analyses. As a result, both Hanbok involvement and arousal seeking tendency derived four factors each. All four factors of Hanbok involvement had a significant effect on Hanbok preference. Two factors of arousal seeking tendency had a significant effect on Hanbok preference. Hanbok preference had a partially significant effect on Hanbok purchasing behavior. Hanbok involvement and arousal seeking tendency had a partially significant impact on Hanbok purchasing behavior. In conclusion, this study is meaningful in that it, for the first time, derived the factor of Hanbok involvement by considering the concept of involvement as it relates to Hanbok and identified that involvement and arousal seeking tendency are variables that affect Hanbok preference and purchasing behavior.

• International Journal of Internet, Broadcasting and Communication
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• 제13권3호
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• pp.137-147
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• 2021

We aimsto examine the determinants of visitors' positive word-of-mouth (WOM) in a web-based virtual reality contemporary art exhibition. We also examines the effects of 3 realms of experience (entertainment, esthetic, escapist) on emotional arousal, how this emotional arousal affects memory and positive word-of-mouth, how memory affects positive word-of-mouth and how age moderate all of the paths. We examined a total of 297 visitors and was conducted through an online survey focusing on Chinese users of ages 20-49. The analysis results showed that entertainment and esthetic have an effect on emotional arousal, but escapist did not. The results also showed emotional arousal has an effect on memory and positive WOM. Memory did not affect positive word-of-mouth. Finally, age has a moderate effect on all the paths, except for the path form escape towards emotional arousal and memory to positive word-of-mouth. The theoretical implications of this study are meaningful exhibition research. While, it also will be helpful to segment the web-based virtual reality art exhibition visitors by dividing into 3 groups (20s, 30s, 40s) and to provide marketing and operation strategies.

• 한국유통학회지:유통연구
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• 제13권4호
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• pp.21-46
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• 2008

본 연구는 소비자의 환기수준을 높은 집단과 낮은 집단으로 구분하고 환기수준에 따라 즐거움에 어떤 영향을 미치는지를 분석하였다. 특히 소비자들의 쇼핑 가치 유형이 환기 수준과 즐거움에 조절적 영향을 미치는지 살펴보고자 하였다. 그리고 즐거움이 행동의도에 영향을 미치는지를 살펴보고자 하였다. 연구결과 첫째, 높은 환기수준은 즐거움에 긍정적인 영향을 미쳤다. 둘째, 소비자들의 쇼핑 가치 유형의 조절적 역할은 실용적 쇼핑 가치를 지닌 소비자 집단에서는 환기수준이 낮을 때 즐거움에 긍정적인 영향을 미쳤으며, 쾌락적 쇼핑 가치를 지닌 소비자 집단에서는 환기수준이 높을 때 즐거움에 긍정적인 영향을 미쳤다. 셋째, 즐거움은 행동의도에 긍정적인 영향을 미쳤다.

• Fisheries and Aquatic Sciences
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• 제17권1호
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• pp.13-18
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• 2014

Sleep is vital to maintain health and well-being; however, insomnia is currently a widespread health complaint worldwide. In particular, caffeine, a psychoactive component of coffee, tea, and caffeine beverages may lead to sleep disorders such as insomnia. In this study, our primary objective was to investigate the inhibitory effect of high-purity phlorotannin preparation (HP-PRT) on caffeine-induced wakefulness. The sleep test of pentobarbital-induced mice was used as an in vivo animal model. Caffeine (50 and 100 mg/kg) showed significant arousal effects (an increase in sleep latency and a decrease in sleep duration). Co-administration of caffeine (50 mg/kg) and the sedative-hypnotic diazepam (DZP, 1 mg/kg) did not result in similar arousal activity. HP-PRT (500 mg/kg) also inhibited caffeine-induced wakefulness. Our results suggest that HP-PRT would be a useful additive for developing coffee products without the arousal effect.

• 감성과학
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• 제17권3호
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• pp.107-116
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• 2014

본 연구에서는 정서를 두 양상(청각, 시각)으로 제시할 시, 두 양상의 정서가 일치 혹은 불일치 할 경우 각성과 재인 기억, 회상 기억에 영향을 미친다는 것을 알아보고자 하였다. 본 연구의 첫 번째 가설은 교차 양상에서의 정서 불일치는 일치 할 때 보다 각성 뿐만 아니라 재인, 회상 기억 모두 높을 것이라는 것이다. 두 번째 가설은 각성이 회상 기억과 재인 기억을 modulate한다는 것이다. 가설을 증명하기 위해 시각과 청각의 정서를 긍정 정서와 부정 정서로 조작하여 일치 조건과 불일치 조건으로 조작하였다. 각 조건에서는 재인 기억과제와 회상 기억 과제의 정확도를 종속 변인으로 측정하였으며, PAD(Pleasure-arousal-dominance) 척도를 이용하여 참가자의 각성 수준을 측정하였다. 또한 8일이 지난 후, 참가자 모두에게 실험 자극으로 쓰인 영상에 대해 재인 기억 과제를 통해 다시 검사하였다. 연구 결과, 각성의 경우 영상을 본 후의 각성 차이는 통계적으로 유의미하게 나타났지만(p<.001), 일치와 불일치 조건 간의 각성 차이는 나타나지 않았다. 또한 정서가 일치하는 조건과 불일치하는 조건에서 재인 기억이 통계적으로 유의미하지는 않았지만, 영상 정서의 주 효과가 통계적으로 유의미하게 나타났다. 이로 인해 두 가지 정서로 나누어 분석한 결과, 부정 정서 영상에 노출된 조건에서만 일치 조건과 불일치 조건에서의 재인 기억이 통계적으로 유의미한 차이를 보였다(p= .044). 사후 분석 결과, 불일치 조건에서 일치 조건 보다 높은 점수를 보였다. 회상 기억의 경우, 영상 정서조건과 일치, 불일치 조건 간의 상호작용이 나타났다(p=.039). 따라서 본 연구에서는 부정 정서에서의 불일치 효과는 증명하였지만, 각성으로 인한 효과는 증명하지 못하였다.