• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.7
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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.

• Korean Management Science Review
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• v.28 no.2
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• pp.75-92
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• 2011

This study investigates how cognitive and affective conflict affect performance and social outcomes in the new product situation. We examine the corporate, project, and personal characteristics that determine the level of inter-functional conflict between marketing and R&D. From a survey of Korean high-tech companies, we found : (1) time pressure was positively related to cognitive and affective conflict, (2) joint reward systems, interdepartmental connectedness, and years of education were negatively associated to cognitive conflict, (3) while cognitive conflict was positively related to new product creativity and NPD performance, affective conflict was negatively associated to marketing-R&D integration and perceived effectiveness of the relationship, as well as new product creativity and NPD performance.

• The Journal of Korean Association of Computer Education
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• v.20 no.4
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• pp.47-57
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• 2017

The purpose of this study is to verify the effectiveness of a CT-CPS(Computational Thinking-based Creative Problem Solving) instructional model on the cognitive and the affective area of middle school students' software class. To achieve our goal, we explored theoretical background and designed a lesson plan based on CT-CPS instructional model. Then we analyzed our experimental results after applying the lesson plan to middle school students. We performed our experiment to an experimental group by using our CT-CPS instructional model-based lesson plans, and we carried out three pre and post tests about cognitive and affective area, i.e. creative problem solving ability, meta cognition and motivation of learning. As a result, most of the test factors were statistically improved, so the effectiveness of the CT-CPS instructional model on the cognitive and the affective area of middle school students' software class was verified.

• Asia Marketing Journal
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• v.18 no.1
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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.

• Asia pacific journal of information systems
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• v.25 no.3
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• pp.500-518
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• 2015

The present research aims to identify the relationship between trust and distrust in an online business environment. To clarify the concepts, cognitive-affective personality system theory was introduced, through which five types of psychological units were proposed. In developing the research model based on the theory, technical effectiveness of the system and content truthfulness of the website were selected as two key stimuli for the coding process of online users. Trust and distrust were selected as mediating factors that generate consequent behaviors. Finally, purchase intention served as a final dependent variable. Assuming that trust and distrust emerge in psychologically different stages, this study hypothesized the mutual causal relationship between trust and distrust, indicating that the relationship will be determined by their contextual emphasis on each dimension. To validate, a survey was conducted with 307 online shopping mall users. Results show that stimuli were more significantly associated with trust. Trust is therefore a more cognitive construct than distrust, and the path from trust to distrust is stronger than that from distrust to trust. This finding implies that the cognitive aspect of trust is stronger than that of distrust. Distrust is rather more affectively emerging than trust.

• Journal of Agricultural Extension & Community Development
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• v.18 no.1
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• pp.101-128
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• 2011

The purpose of this study is to find out the effectiveness of instructional method using by a motion picture at cognitive and affective learning domain, and students' preferences for instructional methods in middle school career education. The nonequivalent control group pretest-posttest research design was applied to an experimental group and to a control group. A pair of 75students from four classes participated in an experiment. The results show higher learning achievements both of cognitive and affective domains in experimental group than in control group. Higher students' preferences for instructional methods were found in experimental group than in control group. It is concluded that a motion picture could give a more concrete experience and a more pleasure to students than traditional lecture. Higher learning achievements in cognitive and affective learning domain of career education and higher preferences were came out in consequence of using a motion picture.

• Journal of Distribution Science
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• v.13 no.5
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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.

• The Mathematical Education
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• v.54 no.4
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• pp.335-350
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• 2015

The purpose of this study was to investigate the effectiveness of the differentiated instruction in mathematics by a meta-analysis. Among the studies conducted for last twenty three years, the relevant 49 research articles were selected, 80 effect sizes were calculated for the cognitive domain and 70 effect sizes for the affective domain. Effect sizes were analyzed with school levels, student level, group organization method such as homogeneous vs. heterogeneous, class transfer and adjusting class sizes for each cognitive domain and affective domain. The results are as the followings: In the cognitive domain, the overall effect size of the differentiated instruction produced a medium effect(effect size=0.68, U3=75.17%). The differentiated instruction showed the highest effect size on elementary school and middle school, mid level students, heterogeneous group, class transfer and not adjusted class size. And in the affective domain, the overall effect size of the differentiated instruction produced a low effect(effect size=0.36, U3=65.36%). The differentiated instruction showed the highest effect size on elementary school, mid level students, and heterogeneous group. Thus the differentiated instruction was proved to be effective in mathematics classes.

• Journal of Smart Tourism
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• v.1 no.3
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• pp.7-16
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• 2021

Promotional videos have been increasingly adopted in social media marketing. Given that video production incurs high costs, evaluating the effectiveness of promotional videos is necessary. This research examines the effect of promotional video on visit intention through affective and cognitive destination images, respectively. Furthermore, grounded in the theoretical reasoning of social ties and persuasive intent, the effects of promotional videos disseminated by different sources (i.e., unknown users, friends, and marketers) are compared. Two experimental studies were carried out with 200 participants in Study 1 and 243 participants in Study 2. Study 1 revealed that the presence of promotional video induces visit intention through affective and cognitive destination images. Study 2 found that promotional videos disseminated by friends (versus unknown users) are more effective to induce visit intention because of positive cognitive destination image, while the video effects are indifferent between marketers and users. Meaningful implications are provided for destination marketers.

• Knowledge Management Research
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• v.11 no.1
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• pp.115-128
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• 2010

The dramatic increase in e-Learning enrollments in higher education is likely to continue. These e-Learning environments have made learning much more convenient by stretching the spatial and temporal barriers. Their effectiveness, however, remains to be examined. In this research, the author explore the importance of personalization, interactivity and the important role of contents organizing in online education environment. Furthermore, the authors divide e-learning outcome into psychomotor, cognitive, and affective outcome. Indeed, e-Learning for psychomotor outcome has been viewed as impossible. The authors discuss the implications of the findings for theory and practice.