• 조형예술학연구
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• 제8권
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• pp.63-94
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• 2005

ChangSayng-Do in the late Chosun dynasty was a kind of traditional painting which sublimated the philosophy and emotion of everyday life into an aesthetic consciousness through a long history of Korean people . It would represent a human wish and desire to live a long and healthy life, which was implicated by way of Taoism. The major themes of ChangSayng-Do - mountains, the sun, cloud, water, rock, deer, tortoises, cranes, pine trees, bamboos, peaches, and herbs of eternal youth - were all symbols used. to wish for a long-life and immortality in real world. All or some of these items were represented in paintings, which resulted in the various kinds of ChangSayng-Do. The main concern of this thesis will be centered around the naturalistic subjects shown in ChangSayng-Do. This thesis consists of four chapters. The first chapter describes the purpose of and need for the research, and its method and scope. The second chapter deals with the origin and style of ChangSayng-Do, and the background of its formation. It is found out that the formative characteristic of ChangSayng-Do lies in the archetype, the unity of man and nature following the traditional view of nature. It is also found out that ChangSayng-Do implied the notions of Supernatural Being, Yin-Yang and Five Elements, Taoism, and Confucianism as well as Korean shamanism. Third chapter is largely about an analytic investigation into symbolic visualization of ChangSayng-Do. Firstly, the subject matters shown in ChangSayng-Do consist of items of wishful omen for long-life and good luck, and any motif in a picture implies a symbolism of eternal youth and long-life. Secondly, the view of colors shown in ChangSayng-Do is closely connected to Five Elements and Five Direction, a traditional oriental philosophy of universe, and these symbolic colors are based on shamanism and Yin/Yang-Five Elements. According to an iconological analysis, it is confirmed that these viewpoints are consistent with formative principles and expressive methods of ChangSayng-Do to some extent. The fourth chapter is one of the most important elements for visualization of ChangSayng-Do. The symbolic meaning of long life and good luck is the major source of its popularity inside the palace as well as among the people in general. The fact that ChangSayng-Do was used to ornament the palace was documented in $\lceil$UiGuey(documents about Chosun dynasty$\rfloor$. Also during the late period of Chosun dynasty, the appreciators of arts had begun to spread from high level class to lower level class, and many pictures represented in $\lceil$Hanyang-Ga$\rfloor$ were the ones produced and circulated for those increased consumers. As for the folk-artistic characteristics, the anonymity and arbitrary naturalness of ChangSayng-Do demonstrates that the folk-artistic elements were fully soaked into the life styles of people in general. ChangSayng-Do further shows that a human being is located in the center of the universe, and that all the natural phenomena and ecology are observed to happen around human beings, and that the results of those happenings are connected to man's course of life. It is discovered that the subject matters of ChangSayng-Do in the late Chosun dynasty imply another idea inside metaphors and symbols. With regard to the arrangement of time and space, the unity or oneness of oneself with the world is more highly regarded than one's individual subjectivity: there exist multiple times and spaces in a single picture This reveals a wholistic view of oneness which does not permit the division between phenomenon and substance. To conclude, this thesis inquired into ChangSayng-Do in the late Chosun dynasty focusing on the expression of archetype-symbols. And through the analysis and demonstration, this thesis re-established constructional principles and formative characteristics of ChangSayng-Do and then settled a new phase of ChangSayng-Do, with a deep under-standing of fundamental thoughts of Korean people underlying ChangSayng-Do.

• 만화애니메이션 연구
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• 통권36호
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• pp.237-257
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• 2014

본 연구는 다분야간의 학제적 융합연구를 진행하는 과정으로 뇌기반 학습 원리와 이미지 창작의 뇌과학적 기제를 고려한 예술교육의 선행 연구현황을 알아보는 과정이다. 최근에 이르러 각 분야의 교육방법을 타 분야와의 웅합적 연구 활동으로 생산해 내는 것이 트렌드로 부상하고 있고, 이에 힘입어 뇌기반 교육 융합연구의 결과들이 각 분야마다 발표되고 있다. 음악, 미술, 무용과 같은 예술 분야 또한 해당된다. 즉, 창작과 학습이 이루어지는 동안 뇌의 작동원리를 이해하고 해당 기능을 발달시킬 수 있는 여러 원리를 교수법으로 적용하면 예술적 수행 능력과 창의성이 효율적으로 신장된다는 관점이다. 애니메이션 드로잉은 단순히 사물을 똑같이 그리는 소묘적 관점에서 벗어나 움직임의 요소를 직감적으로 인식하고 대상과의 소통을 통해 연출할 수 있어야 하기에 형태구현의 인지적 관점 뿐만 아니라 고차원적 인지감각의 요소, 소통의 방법까지를 포함한 체계적인 교육방법을 개발할 필요성이 요구된다. 이에 본 연구는 애니메이션 드로잉의 전문적인 특성을 고려한 교육모형을 설계하기 위해 뇌기반 원리를 적용한 예술교육에 대한 문헌 연구결과를 제시한다. 이에 뇌기반 예술교육의 적용사례를 해외의 흐름과 국내의 흐름을 추출 분석하였다. 또한 뇌기반 원리를 적용한 미술교육연구의 사례와 드로잉관련 교육의 사례의 연구결과를 분석하였다. 분석된 결과에 따르면 드로잉관련 뇌기반 학습은 우뇌 트레이닝을 통한 관찰력과 집중력, 이미지표현과 관계된 창의력, 긍정정서의 변화에 증진 효과를 공통적으로 드러났다. 그 외에도 뇌파훈련을 통한 해외의 학습적용 사례가 있었는데 타이밍능력과 예술표현력은 HRV 훈련과 SMR, 베타1, 알파/세타파를 강화하는 뉴로피드백 훈련으로 증진 효과를 보았으며, 느린 뇌파 뉴로피드백 훈련이 스트레스를 극복하고 창의적 미술 수행능력을 향상시키는데 큰 기여를 하고 있음을 제시하고 있다. 이 연구결과가 의미하는 것은 뉴로피드백 훈련이 실험실 범위를 벗어난 예술적 실교육의 환경에서도 성공적으로 적용될 수 있다는 것을 보여준 사례라는 점에서 의미가 크지만 기계를 사용해야하는 것은 교수법으로 적용하기엔 한계가 있음이 드러남으로 인해 추후 애니메이션 드로잉 교육법에 뇌기반 학습원리를 적용, 설계하기위한 분석적 토대를 마련하기에 의의가 있다 하겠다.

• 한국전통조경학회지
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• 제30권3호
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• pp.87-96
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• 2012

본 연구는 경남 거창군 가조면에 위치한 모현정과 수포대를 통해 장소애착과 장소착근의 문화현상이 어떠한 방법으로 구현되고 있는지를 실증적으로 확인하고자 하였다. 모현정과 수포대가 입지한 지명 '대학동(大學洞)'에서는 동방오현인 한훤당(寒暄堂) 김굉필(金宏弼)과 일두 정여창(鄭汝昌)의 도학(道學) 강론 터의 의미가 부여되어 있으며, 모현정을 품은 오도산(吾道山 1,134m) 또한 상기 선현이 베푸는 학문의 영향으로 산 이름조차 유교의 도(道)를 지칭한 '오도(吾道) 산(山)'으로 전환된 것에서 성리학적 발상이 깊이 내재되어 있음을 발견하게 된다. "현인을 사모하고 그리워"한다는 '모현(慕賢)'의 정명(亭名)에는 영남사림의 성리학적 조종(祖宗)이자 동방오현인 훤두 양선생(兩先生)과 선조 평촌(坪村) 최숙량(崔淑梁)을 숭모하고 추념하기 위한 장소애착의 정서가 수렴되어 있다. 더불어 오도재와 평촌을 추모하기 위한 기적비(紀蹟碑)와 한훤당을 상징하는 감나무의 식재 그리고 모현정 전면에 솟은 지동암은 실천을 통해 도학의 정신을 드러내고자 한 상기 3인의 일치된 의지를 상징하는 기념비적 표상으로, 후손 및 사림에 의한 장소애착의 반복적 표현이라는 점에 동의하게 된다. 다년간 강학(講學)하며 성리학을 향토 선비들에게 전하고, 자연을 노래한 명소 수포대 반석에 새긴 '훤두양선생장구지소'와 '평촌최공강학지소(坪村崔公講學地所)'라는 각자의 의미에서 집단 기억 속에 재생 전승되어 온 고유한 장소의미를 확인하게 된다. 이와 함께 모현정에 게판된 시문과 중수기 및 상량문의 장소언어 대부분이 모현정과 수포대에 대한 연원과 역사성을 환기시키는 내용으로 채워져 있음에서 '강학과 교유의 장'이자 장수지소(藏修之所)로서 각인된 공간 의미와 선현 숭모의 정신을 엿볼 수 있다. 이러한 장소전승은 장소에 대한 긍정적 감정 결속의 결과이며, 장소 정착과정을 통해 생긴 자연발생적 장소착근의 결과로 이루어진 산물이 모현정과 수포대라 할 수 있다. 이와 같은 결과를 종합할 때, 모현정과 수포대는 선현의 발자취를 추념하고 알리기 위한 장소애착의 공간이며, 모현정과 수포대 바위각자는 이곳에 누적된 장소의미를 함축적으로 보여주는 장소착근의 대표적 사례라 할만하다. 장소애착과 장소착근의 과정을 되짚어보는 것은 전통적 기념 공간 및 추모공원의 원형적 모습을 유추하는데 유효할 뿐만 아니라 현대적 의미의 장소 재현을 위해서도 매우 시사적이라 판단된다.

• 한국HCI학회논문지
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• 제14권2호
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• pp.5-12
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• 2019

인간의 기본 욕구 중 하나인 존중의 욕구를 충족시키지 못하는 사회적 배제는 이를 지각한 사람들로 하여금 물리적 따뜻함을 추구하도록 만든다고 알려져 있다. 그러나 사회적 배제가 따뜻함을 추구하게 만드는 현상이 조명의 색 같은 감성적이고 상징적인 차원에도 일반화될 수 있을지에 대해서는 연구가 드물었다. 본 연구는 지각된 사회적 배제가 따뜻한 조명 선호에 미치는 효과를 검증하기 위해 이루어졌으며, 이를 위해 두 가지 실험을 수행하였다. 실험-1은 어제 사람들로부터 존중받은 사람은 사회적 배제를 지각하지 않은 집단으로, 존중받지 못한 사람은 사회적 배제를 지각한 집단으로 구분한 후, 따뜻한 조명(3000K), 중립적 조명(4000K), 차가운 조명(6000K)에 대한 선호도를 측정하였다. 결과적으로 사회적 배제를 지각한 집단은 그렇지 않은 집단보다 따뜻한 조명 선호도가 강했고, 차가운 조명 선호도는 약했다. 또한 사회적 배제를 지각한 집단은 중립적 조명보다 따뜻한 조명을 강하게 선호하는 반면, 차가운 조명을 약하게 선호함을 확인하였다. 실험-2는 실험-1과 동일한 방식으로 집단을 구분한 후, 따뜻한 조명이 적용된 공간, 중립적 조명이 적용된 공간, 차가운 조명이 적용된 공간에 대한 선호를 측정하였다. 결과적으로 사회적 배제를 지각한 집단은 그렇지 않은 집단보다 따뜻한 조명이 적용된 공간에 대한 선호도가 강했고, 차가운 조명이 적용된 공간에 대한 선호도는 약했다. 아울러 사회적 배제를 지각한 집단은 중립적 조명이 적용된 공간보다 따뜻한 조명이 적용된 공간을 강하게 선호하는 반면, 차가운 조명이 적용된 공간은 약하게 선호함을 관찰하였다. 본 연구는 장애인, 다문화 가정, 이주 노동자와 같이 사회적 배제를 경험한 사람들의 생활공간 디자인, 이들을 대상으로 한 인공지능 상담 서비스 및 친구 캐릭터 개발 등에 시사점을 준다.

• 생물정신의학
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• 제13권2호
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• pp.70-81
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• 2006

목 적: 시각 주의력과 청각 주의력에서 차이를 보이는 주의력결핍 과잉활동장애(ADHD) 아동의 인지 기능 및 정서, 행동 문제에 대해 연구하고자 한다. 방 법: 동반 질환이 없는 ADHD 아동 98명을 대상으로 '주의력장애 진단시스템(ADS)' 을 실시하여 시각 주의력과 청각 주의력을 측정한 뒤, ADS의 누락 오류와 오경보 오류를 이용하여 이들을 1) 청각 누락 오류 및 오경보 오류가 시각 누락 오류 및 오경보 오류보다 높은 군(AA군) 2) 시각 누락 오류 및 오경보 오류가 청각 누락 오류 및 오경보 오류보다 높은 군(VV군) 3) 1), 2)에 해당하지 않는 군(M군)의 3개 군으로 분류하였다. 세 군 간에 '한국판 웩슬러 아동용 지능 검사(KEDI-WISC)' 의 소검사 결과와 '한국판 아동-청소년 행동평가척도(K-CBCL)' 의 여러 하위 소척도의 점수를 비교하였다. 또한, 전체 아동을 대상으로 시각 누락 오류, 청각 누락 오류, 시각 오경보 오류, 청각 오경보 오류와 KEDI-WISC의 소검사 점수, K-CBCL의 하위 영역 점수 간의 상관관계를 조사하였다. 결 과: 다음의 결과를 얻었다. 1) AA군은 10명, M군은 32명, VV군은 56명이었다. 2) KEDI-WISC의 소검사 점수 비교에서는 VV군의 점수가 나머지 두 군보다 높았다. 특히 언어성 지능(p=.039)에서는 VV군이 AA군보다 유의하게 높았고 토막짜기(p=.015), Kaufman의 요인 2(p=.045), 동작성 지능(p=.004)에서는 VV군이 M군보다 유의하게 높았으며 전체 지능(p=.004)에서는 VV군이 M군 및 AA군보다 유의하게 높았다. 3) K-CBCL의 하위 소척도 점수 비교에서는 신체증상 소척도 점수를 제외한 전 영역에서 VV군의 점수가 나머지 두 군보다 높았다. 특히 사회성 소척도(p=.041)에서는 VV군이 AA군보다 유의하게 높았으며 위축 소척도(p=.021)에서는 VV군이 AA군보다 유의하게 낮았다. 4) 시각 누락 오류, 시각 오경보 오류와 KEDI-WISC의 소검사 점수 간에는 유의한 상관관계가 존재하지 않았다. 한편 청각 누락 오류, 청각 오경보 오류와 KEDI-WISC의 소검사 점수 간에는 유의한 상관관계를 보이는 영역이 매우 많았다. 5) 시각 누락 오류, 시각 오경보 오류와 K-CBCL의 소검사 점수 간에는 시각 누락 오류와 사고의 문제 소척도(r=.205, p=.043) 간에만 유의한 상관관계가 존재하였다. 청각 누락 오류와는 사회성 소척도(r=-.319, p=.001), 사회적 미성숙 소척도(r=.206, p=.042), 사고의 문제 소척도(r=.235, p=.021) 간에 유의한 상관관계가 있었다. 청각 오경보 오류와는 사회성 소척도(r=-.241, p=.017) 및 주의집중문제 소척도(r=.235, p=.020) 간에 유의한 상관관계가 있었다. 결 론: 청각 주의력이 상대적으로 더 나은 ADHD 아동이 다른 아동에 비해 인지 기능이 더 좋고 정서 및 행동 문제가 적었다. 향후 시각 주의력과 청각 주의력에 차이를 보이는 ADHD 아동에 대해 보다 체계적인 연구가 필요할 것이다.

• 건축역사연구
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• 제14권1호
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• pp.89-105
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• 2005

The central aim of this thesis is to see if the structure of Palsangjeon(捌相殿) in Pubjoo Temple(法住寺), a five sto wooden pagoda in Chosen(朝鮮) Dynasty, was handed down from the ancient and middle ages. This study was performed through an analysis of Gilt-Bronze Pagoda built in Koryo(高麗) period. In other words, it is aimed at analyzing which lineage the structure of Palsangjeonbelongs to as a wooden pagoda. In analyzing the structure of Palsangjeon, I attempted to find out its source from the remains of Koryo period prior to the Chosen Dynasty. Examples are the Gilt-Bronze Pagoda, built during the Koryo period. I have also examined its relationship with other existing wooden pagodas and remains. The analysis of Palsangjeon, a five story wooden pagoda in Chosen Dynasty, focuses on the following: First, I explored the possibilities of whether the structure of Palsangjeon was newly invented in Chosen Dynasty, or if it had been derived from the wooden pagodas in the Koryo period. Secondly, I tried to find out if the stable vertical planes, with a great successive diminution ratio, were derived from the middle age, i.e. Koryo period. The results of the study of Palsangjeon through Gilt-Bronze Pagoda analysis are as follows: 1. The structure of Gilt-Bronze Pagoda, a wooden pagoda from the Koryo period, is roughly classified into the accumulation type, using pipe pillars, and the one story type using whole pillars. In the accumulation type, stories are connected in either a flat format or an intervening format. The Gilt-Bronze Pagoda is mainly composed of pipe pillars, with some whole pillars. However, the central pillar was omitted in the building structure. Generally, the upper and lower stories are connected by pipe pillars in a crutch format. All the pillars, whether they are pipe pillars or whole pillars, used Naiten(內轉) technology. The Eave supporter has the Haang type(下昻) and the Muhaang type(無下昻). In most cases, high balustrades are furnished, but few tables of high balustrades have been found. The slanting roof formats have been handed down from Paekche(百濟), Silla(新羅), or Koryo(高麗). However, the structure of the octagon is assumed to be derived from Koguryo(高句麗). The structure of the Gilt-Bronze Pagoda from the Koryo period is mainly composed of accumulated flat squares, with some spire types. intervening format, the structure of Palsangjeon used whole pillars in a half story format in which upper level side pillars are installed on the lower level tie beam. From the Bronze Pagoda from the Koryo period, we can assume that the half story format of wooden pagodas that has stable vertical planes with a great successive diminution ratio was created during the mid-Koryo period at the latest and had been idly developed by the time of the Chosen Dynasty. 3. The whole pillars in Palsangjeon are also found in Gilt-Bronze Pagodas from the Koryo period. Hence, all of the pillars in Palsangjeon seem to have been handed down from the ancient construction technology. They were also used in the construction of wooden pagodas from the Koryo period. Therefore, it is assumed that Palsangjeon was constructed using the construction technology of the Chosen Dynasty that had been developed from the wooden pagoda construction technology of the Koryo period. The stable vertical planes with a great successive diminution ratio in Palsangjeon are derived from ancient Korean wooden pagodas, which have developed into indigenous Korean wooden pagodas with fairly stable vertical planes and a great design, in the half story format of Koryo and Chosen Dynasty. Therefore, it is assumed that the structure of Palsangjeon has a systematic relationship with traditional Korean wooden pagodas and is one of the indigenous Korean wooden pagoda structures. 4. In China, the intervening format has been mainly used between stories in multi-story architecture since the ancient days. At the same time, the flat format as also used in ancient and middle ages. However, the flat format was replaced by whole pillars during the Ming(明) and Manchu(淸) Dynasties, in favor of simple and compact construction. The half-story format, in which upper level side pillars are installed on tie beams, has been found in some cases, but it doesn't seem to have been the primary construction technology. Few traces of the half-story format have been found in multi-story architecture in Japan, and it has not been used as a general construction format. By contrast, the half-story format, which seems to have been derived from the Koryo period, was used as a general construction format in multi-story architecture of the Chosen Dynasty. The construction technology of multi-story architecture is related to that of multi-story wooden pagodas, but they have different production technologies. It seems that the structure of Palsangjeon did not just adopt the construction technology of multi-story architecture in the Chosen Dynasty, but it was developed from wooden pagodas in the Koryo period, including the Gilt-Bronze Pagoda. 5. Since the ancient days, most Chinese and Japanese wooden pagodas have adopted an accumulation type of structure using pipe pillars, with accumulated pointed towers. On the other hand, though most Korean wooden pagodas have also adopted an accumulation type of structure from the ancientdays, one story type using whole pillars was created in the Koryo and Chosen Dynasties. The wooden pagoda structure of Palsangjeon, with stable vertical planes in a half story format, is a unique Korean construction technology, different from the construction technologies of Chinese and Japanese wooden pagodas. This thesis clearly determined the structural characteristics of Palsangjeon. However, various remains have yet to be analyzed in depth, to establish an accurate construction technology system. In the beginning of this thesis, I had difficulty in precisely interpreting the internal structure of the Gilt-Bronze Pagoda from its appearance. However, in the process of study, the more serious problem was that there are few remains or ruins of multi-story architecture in ancient and the middle ages of Korea. Therefore, it is urgent to discover various remains in the future. This thesis succeeded in determining the structural characteristics of Palsangjeon. However, it fell short of clarifying the structural lineage of the stable vertical planes, although they show indigenous Korean architectural taste, representing the unique national emotion, and the construction format of multi-story wooden pagodas in Korea. I hope this is clarified in the future research.

• 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.