• Asia Marketing Journal
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• v.13 no.1
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• pp.113-141
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• 2011

Companies are competing each other, and as the competitions became higher, consumer's information processing for purchase became more complicated. Consumer confusion problem is getting more serious, but there are still not much considerations on this problem. The purpose of this study is to find out that the consumer confusion can causes consumer's negative emotion(anger). This research studied the mediation effect of negative emotion on the relationship between consumer confusion, which was classified into three categories, and two consequences, word-of-mouth and trust. And also it concentrates on moderating effects of negative affectivity and intolerance of uncertainty in the relationship between consumer confusion and negative emotion. For the empirical study, we carried out a survey targeting consumers who live in the Dae-gu metropolitan area. The specific results of this study are as follows. First, all sub-dimensions of the consumer confusion had a positive effect on anger. Second, anger had a positive effect on word of mouth and on the other hand, anger had a negative effect on trust. Third, negative affectivity had a moderating effects on the links between overload and ambiguity confusion with anger, and intolerance of uncertainty only had a moderating effects on the links between overload confusion and anger.

• Science of Emotion and Sensibility
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• v.11 no.1
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• pp.57-68
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• 2008

With the shift of consumer’s spending behaviors further into emotionally-driven purchases, the role of brand is becoming even more important, which in turn, expands design’s role in the brand image strategy. The contact point between the consumers and the brand is the primary channel for building strong brand image through experience. Therefore, it is critical to comprehensively plan and manage the consumer contact point for any brand. Given the changing market conditions, the objective of this study is to define and structure an integrated design development and management system for building successful brand image. In order to do so, the research analyzed the characters of brand image, the conditions for consumer experience and the roles of emotion. The analysis into the correlation between images and emotion process model yields three natures of an image. The image 1) is based on empirical decisions, 2) expresses and conveys emotional aspects and 3) builds mental values through a sense of sympathy. Through case studies of successful designs that meet all three characteristics, the roles of a brand icon in building strong brand image and the needs for integrated design approach for implementation are defined. The methods for integrated design include 1) providing a focal point through brand image positioning, 2) utilizing visual themes based on brand image plot, 3) building a Total Identity Program to holistically manage brand images and 4) developing brand icons for brand image reinforcement.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 1999.11a
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• pp.173-178
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• 1999

본 연구의 제 2보에서는 꽃문양 스카프 디자인의 레이아웃 변인에 따른 소비자 감성을 분석하였던 제 1보의 내용을 검증하고, 이러한 결과를 토대로 하여 꽃문양 스카프 디자인을 위한 지침과 디자인 프로토타입을 제시하였다. 본 연구에서는 꽃문양 스카프 디자인에 있어 레이아웃 기법 전개에 관련된 감성 지표를 얻음으로써 사변적 또는 미학적 접근이 주류를 이루었던 기존의 스카프 디자인 연구 분야에 새로운 감성과학적 접근방법을 모색하였다.

• Science of Emotion and Sensibility
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• v.4 no.2
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• pp.1-13
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• 2001

Emotion-Specific Physiology may still remain to bean elusive entity even to many of the proponents and seekers, but an ever-growing body of experimental evidence sheds much brighter prospects for the future researches in that direction. Once such Emotion-Physiology pairs are identified, there exist a high hope that some Sense-Friendly Features that are causally related, or highly correlated, to each pair may be identifiable in the nature or man-made objects. On the premise that certain emotions, if and when engendered by a consumer good, may be conducive to an urge “to own or to identify oneself with the product”, presented here is a model of Sensory Engineering that is oriented objectively towards identifying the Emotion-Specific Physiology in order to have the Sense-Friendly Features reproduced in product designs. Relevant and complementary concepts and some suggested procedures in implementing the proposed model are offered.

• Fashion & Textile Research Journal
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• v.19 no.6
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• pp.712-722
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• 2017

Attention to appearance is a common concern for all. Images created by appearance play an important role in judging people in terms of social life in contemporary society. This study investigated general behaviours of appearance management behaviours of both male and female college students, and categorised consumption emotion experienced by appearance management. In this regards, it was examined how consumers' psychological mechanism of consumption emotions influences consumers' satisfaction and their behavioural intentions. The main results are as follows: First, female students invest more time and money into appearance management compare to male students and have a higher level of attention. Secondly, both male and female students experience a variety of consumption emotions in appearance management behaviours. According to gender, female students show a higher level of positive and negative consumption emotions than male students. Thirdly, there are five emotional types (Confidence, Annoyance, Refreshment, Enjoyment, Anxiety) as the result of the consumption emotional typology in terms of appearance management behaviours of male and female university students. Fourthly, there are different emotional groups which influence consumers' satisfaction or behavioural intention according to gender in appearance management behaviour. In general, emotional groups such as 'Confidence, Delight and Anxiety' have a positive influence on consumers' satisfaction and behavioral intention, and 'Annoyance' composed of negative emotions have negative influence. In this respect, this research can contribute to beauty product development and marketing strategy with reflecting consumption emotion, and better understanding of consumption culture of university students which plays a pivotal role in appearance management behavior.

• Science of Emotion and Sensibility
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• v.8 no.2
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• pp.103-115
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• 2005

This research aimed at a clear definition of simplicity and complexity and other elements of product aesthetics and investigated the influence of simplicity/complexity on consumer preference, and balance. The research also made it an objective to find answers to underlying questions of whether there is a relationship between simplicity/complexity, and balance, and if there is, then how is the relationship? and is balance in a product's aesthetics an influential factor? does a relationship exist between consumer preference, simplicity/complexity, and balance? In conclusion, the research process categorized products into groups by use of FCB Grid, and analyze4 each group to establish a prototype which represents the group, then questionnaires where presented to consumers in order to find satisfaction to consumer preference. Also, the research proposes a verification method through design process.

• Science of Emotion and Sensibility
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• v.24 no.4
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• pp.79-90
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• 2021

Consumers have an increasingly active role in the marketing cycle, using social media channels to create, distribute, and consume digital content. In this context, this paper investigates the impact of user- and marketer-generated content on consumer purchase intentions and the approach to designing an effective social media marketing platform. Referencing a literature review of social media marketing and consumer purchase intentions, a case study of the social media-marketing platform, 0.8L, was undertaken using both qualitative and quantitative results through content analysis and a participatory survey. First, about 450 consumer reviews for ten sunscreen products posted on the 0.8L platform were compared with products' marketer-generated content. Next, 55 subjects participated in a survey regarding purchase intentions toward moisturizing creams on the 0.8L platform. The results indicated that user-generated content (i.e., texts and photos) provided more personal experiences of the product usage process, whereas marketers focused on distinctive product photos and features. Moreover, customer reviews (particularly high volume and narrative format) had more impact on purchase decisions than marketer information in the online cosmetics market. Real users' honest reviews (both positive and negative) were found to aid companies' prompt and straightforward assessment of newly released products. In addition to the importance of customer-driven marketing practices, distinctive user experience design features of a competitive social media-marketing platform are identified to facilitate the creation and sharing of sincere customer reviews that resonate with potential buyers.

• Science of Emotion and Sensibility
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• v.19 no.2
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• pp.79-88
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• 2016

Modern society is living in material affluence after the Industrial Revolution. Meanwhile, consumer needs, in conformity with product diversification, are also being diversified. Modern consumers, unlike those of the past, are trending towards individual consumption that satisfies emotion and values instead of simple goal-oriented consumption. A model case is that of Starbucks. Starbucks has grown into the global coffee franchise it is today through emotional marketing that sells an atmosphere that is unique to Starbucks, consisting of store decorations, store music, employee service, and charming coffee aromas that are identical in every store anywhere in the world. Because this method is marketing that stimulates human emotion, it is assigned to and appeals to human senses and sensitivity. In other words, the charm of emotion marketing is that it draws out consumer emotion, produces positive reactions towards products, and leads to consumption. The utilization of emotions for products or service differentiates brand image and is becoming a key method in reinforcing brand royalty. In particular, more importance is being placed on customer service to strongly impress consumers. Intangible service is becoming the best way to impress customers.

• Journal of Intelligence and Information Systems
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• v.25 no.1
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• pp.179-196
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• 2019

Recently, the "Smart Consumer" has been emerging. He or she is increasingly inclined to search for and purchase products by taking into account personal judgment or expert reviews rather than by relying on information delivered through manufacturers' advertising. This is especially true when purchasing cosmetics. Because cosmetics act directly on the skin, consumers respond seriously to dangerous chemical elements they contain or to skin problems they may cause. Above all, cosmetics should fit well with the purchaser's skin type. In addition, changes in global cosmetics consumer trends make it necessary to study this field. The desire to find one's own individualized cosmetics is being revealed to consumers around the world and is known as "Finding the Holy Grail." Many consumers show a deep interest in customized cosmetics with the cultural boom known as "K-Beauty" (an aspect of "Han-Ryu"), the growth of personal grooming, and the emergence of "self-culture" that includes "self-beauty" and "self-interior." These trends have led to the explosive popularity of cosmetics made in Korea in the Chinese and Southeast Asian markets. In order to meet the customized cosmetics needs of consumers, cosmetics manufacturers and related companies are responding by concentrating on delivering premium services through the convergence of ICT(Information, Communication and Technology). Despite the evolution of companies' responses regarding market trends toward customized cosmetics, there is no "Intelligent Data Platform" that deals holistically with consumers' skin condition experience and thus attaches emotions to products and services. To find the Holy Grail of customized cosmetics, it is important to acquire and analyze consumer data on what they want in order to address their experiences and emotions. The emotions consumers are addressing when purchasing cosmetics varies by their age, sex, skin type, and specific skin issues and influences what price is considered reasonable. Therefore, it is necessary to classify emotions regarding cosmetics by individual consumer. Because of its importance, consumer emotion analysis has been used for both services and products. Given the trends identified above, we judge that consumer emotion analysis can be used in our study. Therefore, we collected and indexed data on consumers' emotions regarding their cosmetics experiences focusing on consumers' language. We crawled the cosmetics emotion data from SNS (blog and Twitter) according to sales ranking ($1^{st}$ to $99^{th}$), focusing on the ample/serum category. A total of 357 emotional adjectives were collected, and we combined and abstracted similar or duplicate emotional adjectives. We conducted a "Consumer Sentiment Journey" workshop to build a "Consumer Sentiment Dictionary," and this resulted in a total of 76 emotional adjectives regarding cosmetics consumer experience. Using these 76 emotional adjectives, we performed clustering with the Self-Organizing Map (SOM) method. As a result of the analysis, we derived eight final clusters of cosmetics consumer sentiments. Using the vector values of each node for each cluster, the characteristics of each cluster were derived based on the top ten most frequently appearing consumer sentiments. Different characteristics were found in consumer sentiments in each cluster. We also developed a cosmetics experience pattern map. The study results confirmed that recommendation and classification systems that consider consumer emotions and sentiments are needed because each consumer differs in what he or she pursues and prefers. Furthermore, this study reaffirms that the application of emotion and sentiment analysis can be extended to various fields other than cosmetics, and it implies that consumer insights can be derived using these methods. They can be used not only to build a specialized sentiment dictionary using scientific processes and "Design Thinking Methodology," but we also expect that these methods can help us to understand consumers' psychological reactions and cognitive behaviors. If this study is further developed, we believe that it will be able to provide solutions based on consumer experience, and therefore that it can be developed as an aspect of marketing intelligence.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.1
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• pp.34-44
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• 2004

The purpose of this study was to provide effective design strategy and distinguish productions for the consumer's emotion satisfaction by analyzing formative properties of fashion sensibility and emotion. 54 photos of contemporary costume have been selected which represented the Izard' DES. The questionnaire consisted of bi-polar 25 pairs adjective scale of fashion sensibility and the 18 noun scale of emotion was distributed to 970 male and female living in Pusan area. The data were analyzed by GLM using the statistic SPSS package. The major findings of this research were as follows. 1. In the clothing formative properties following fashion sensibilities, aestheticism shows significant differences in the silhouette and texture, maturity in the silhouette and color, character in the texture and decoration and feminity in the pattern and color. 2. In the clothing formative properties following emotions, negative emotion shows significant differences in the pattern and silhouette, distressㆍfear in the silhouette and pattern, arousal in the texture and color, shame in the color and texture and enjoyment in the silhouette and pattern. 3. In the fashion sensibility and emotion following clothing formative properties, each formative property shows differences in fashion sensibility and emotion. This study result will be utilized in the clothing design development in special usage like theatrical costume, discriminated display and advertisement stratge.