• 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.

• 유통과학연구
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• 제17권1호
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• pp.95-103
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• 2019

Purpose - Recently, many theoretical researches suggested that arts-based marketing strategies provide many benefits for marketers to differentiate their brand or product from others. However, there has been little research focusing on consumers' response types from artwork (artifact-emotion appraisal; A-emotion vs. represented world-emotion appraisal; R-emotion). In order to deepen our understanding of arts-based marketing strategies, we addressed a research question related to how artwork-provoked consumers' emotional response can impact the perceived evaluation of art infused products. Research design, data, and methodology - To answer the research question, we conducted a pretest and one experimental study. The experimental study was 2(art-provoked response type: A-emotion vs. R-emotion) by 2(emotional valence: positive vs. negative) by 2(produce type: hedonic vs. utilitarian) mixed design. The art-provoked response type and emotional valence were between-subject design and product type was within subject design. For the experimental study, 108 undergraduate students and graduate students were randomly assigned to one of 4 conditions (A-emotion-positive, A-emotion-negative, R-emotion-positive, R-emotion-negative). Participants reported their evaluation of art-infused product and other items for a manipulation check. Results - The major results from the experimental study are as follow. First, participant's art-provoked response type influenced evaluation of art infused products differently. More specifically, the effect of emotional valence of artwork on product evaluation was not significant in A-emotion. However, in R-emotion, relative to the product with artwork provoked negative emotional valence, the product with artwork provoked positive emotional valence elicited significantly higher product evaluation. Second, product type also affected the art infusion effect significantly. Particularly, the differential effect of participant's art-provoked response type on product evaluation revealed when it is for a utilitarian product, but not for a hedonic product. Conclusions - Theoretically, the findings of this study expand academic research on art infusion. And the findings also can be extrapolated to generate lots of implication for marketers. In sum, when they plan art marketing strategies to build the favorable relationship with their customers, they need to consider customers' response type of an infused art and product type.

• 한국산학기술학회논문지
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• 제14권10호
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• pp.5003-5011
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• 2013

본 논문은 정서-주의 태스크를 수행할 때의 신경학적, 행동학적 반응이 정서조절 능력을 반영할 수 있는지를 측정하였다. 이를 위해, 건강한 성인 남녀 19명을 대상으로 3일에 걸쳐 1일 1회씩 동일 시간대에 정서-주의 상호작용이 요구되는 실험을 수행하였다. 이 실험을 통해 정서를 유발하는 비디오를 보여주기 전과 후, 정서-주의 태스크를 수행할 때의 EEG와 반응시간이 측정되었다. ERP P100과 P300 성분 간의 밀접한 상관관계가 나타났으며, P100 진폭이 높을수록 P300 잠재기가 길게 나타났다. 또한 P300 잠재기가 길수록 반응시간이 길게 나타났다. 또한, 정서-주의 태스크를 수행할 때 ERP 성분과 반응시간에 개인별 차이가 존재하였다. 정서유발을 위해 사용된 비디오 자극의 유형에 관계없이 ERP 성분의 낮은 진폭과 빠른 잠재기를 나타낸 집단이 더 빠른 반응시간을 나타내었다. 이러한 반응특성은 목표인식에 대한 성급한 반응으로 해석될 수 있으며, 낮은 정서 조절력과 관련이 있다고 할 수 있다.

• 로봇학회논문지
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• 제5권1호
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• pp.7-13
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• 2010

This paper presents the sound-based emotion estimation method and the growing HRI (human-robot interaction) system for a Mon-E robot. The method of emotion estimation uses the musical element based on the law of harmony and counterpoint. The emotion is estimated from sound using the information of musical elements which include chord, tempo, volume, harmonic and compass. In this paper, the estimated emotions display the standard 12 emotions including Eckman's 6 emotions (anger, disgust, fear, happiness, sadness, surprise) and the opposite 6 emotions (calmness, love, confidence, unhappiness, gladness, comfortableness) of those. The growing HRI system analyzes sensing information, estimated emotion and service log in an edutainment robot. So, it commands the behavior of the robot. The growing HRI system consists of the emotion client and the emotion server. The emotion client estimates the emotion from sound. This client not only transmits the estimated emotion and sensing information to the emotion server but also delivers response coming from the emotion server to the main program of the robot. The emotion server not only updates the rule table of HRI using information transmitted from the emotion client and but also transmits the response of the HRI to the emotion client. The proposed system was applied to a Mon-E robot and can supply friendly HRI service to users.

• 한국생활과학회지
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• 제18권1호
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• pp.29-39
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• 2009

The purpose of this study is to investigate children's emotional regulation and social competence in relation with peer friendliness. Specifically, it examined the hypotheses that children's emotion regulation strategies would be different depending on age, gender, and peer friendliness, and that children's emotion regulation strategies would affect their social competences. The subjects were 197 of the second, fourth, and sixth graders in an elementary school located in Gangdong-gu, Seoul. The findings are as follows: first, children's emotion regulation strategies are different according to gender and age. Girls use more 'external response strategy' than boys do. Elder children use more 'internal response strategy' than younger children, and younger children use more 'problem solving strategy' than elder children. Second, children's emotion regulation strategies are different depending on the degree of peer friendliness. Children employ more 'problem solving' and 'internal response' strategies to close friends rather than to just friends. Children used more the strategies as 'request for social support', 'evasion', and 'external response' to just friends rather than to close friends. Finally, children's social competencies are influenced by the strategies of 'problem solving' and 'evasion'.

• 대한가정학회지
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• 제44권7호
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• pp.99-111
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• 2006

This study was conducted to investigate children's emotional response, emotion regulation strategy, and emotion regulation effect (regulation effect of strategies), and to determine the relationships among emotion regulation strategy, emotion regulation effect and children's psychological well-being in anger, (ear, and disappointment situations. Emotion regulation strategy recomposed four strategies through factor analysis based on the children's direct answers to the question inquiring on the method used to regulate anger, fear, and disappointment. A total of 359 elementary school children in glades 5 or 6 selected one strategy use to regulate anger, fear, and disappointment. The effect of that selected strategy were estimated. Psychological well-being is evaluated by a questionnaire. The results of this study showed that most of elementary school children used the attention evocation strategy to regulate anger, fear, and disappointment, and this strategy was confirmed to be the most effective. Children's psychological well-being was associated with only emotion regulation effect in anger, fear, and disappointment situations.

• 감성과학
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• 제11권4호
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• pp.637-644
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• 2008

감성을 인식하고 반응하는 감성컴퓨터를 개발하기 위한 감성인식에 대한 연구가 활발하다. 본 연구는 2차원으로 정의한 감성을 측정하기 위해서 시간에 따른 생리신호의 반응 변수를 정의하고 그 변수로 인한 감성을 구분하고자 하였다. 10명의 대학생에게 16장의 감성을 유발시킬 수 있는 이미지를 제시하였다. 그리고 자율신경계 반응으로 ECG(electrocardiogram), PPG(photoplethysmogram), GSR(Galvanic skin response), RSP (respiration), 그리고 SKT(skin temperature)를 측정하였다. 본 연구는 자율신경계 반응에 대해 Delay, Activation, Half recovery 그리고 Full recovery로 이루어진 TDP(Time Dependent Parameters)를 정의하고 감성을 구분할 수 있는지에 대한 통계적 유의성을 검증하였다. 그 결과, TDP가 감성을 구분할 수 있는 유의미한 변수로 확인하였고 특징적 경향을 보임을 알 수 있었다. 그러므로 본 연구는 TDP가 감성 인식을 위한 유효한 변수일 가능성을 보였다.

• 한국감성과학회:학술대회논문집
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• 한국감성과학회 2002년도 추계학술대회 논문집
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• pp.279-282
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• 2002

자율신경계 반응은 인간의 각성을 측정하는 변수가 될 수 있다(황민철 외, 2001). 본 연구에서는 자율신경계 반응만으로 인간의 2차원 감성 분류를 할 수 있는지를 살펴보았다. 5명의 피험자에게 대중가요나 효과음 등과 같은 다양한 청각자극을 제시하여 감성을 유발한 후, 자율신경계의 반응을 3가지 생리신호(GSR, SKT, PPG)를 통해 측정하여 반응 패턴을 분석하였다. 결과적으로, 자율신경계 반응 패턴은 각성/이완뿐만 아니라 쾌/불쾌간 감성 구분의 가능성을 확인할 수 있었다.

• 한국감성과학회:학술대회논문집
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• 한국감성과학회 2004년도 추계학술대회 논문집
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• pp.23-23
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• 2004

• 감성과학
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• 제20권3호
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• pp.13-22
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• 2017

감성은 의사 결정, 지각 등에 직접적으로 영향을 미치며 인간의 삶에서 중요한 역할을 한다. 본 논문에서는 고각성 부정 감성의 편리하고 정확한 인식에 있어서, 생체신호를 이용한 분석 알고리즘을 설계하고자 한다. 이를 위해 본 연구에서는 보통 / 공포 감성 유발 영상을 이용하여 두 감성을 유도한 후, 생체신호 중 간단한 피부전도도 신호를 측정하였다. 측정된 피부전도도에 대해 Tonic 성분과 Phasic 성분으로 분해하고 감성 자극과 관련된 Phasic 성분을 더 상세하게 SCVSR, SCSR로 분해하여 각 성분의 주요한 특징들을 추출함으로써, 정확한 분석을 하기 위해 기존의 사용된 방법이 아닌 우수한 시간-주파수 지역화 특성을 가진 이산 웨이브렛 변환을 사용하였다. 추출된 특징들은 Phasic 성분의 최댓값, Phasic 성분의 진폭, SCVSR의 영교차율, SCSR의 영교차율이다. 분석 결과, 4가지 특징들 모두 고각성 부정 감성의 경우가 저각성 보통 감성의 경우보다 더 높은 값을 나타내고, 기존의 분석 방법보다 통계적으로 두 감정 사이의 더 유의미한 차이를 확인할 수 있었다. 이에 따라 본 연구의 결과는 피부전도도가 고각성 부정 감성 측정에 대해 유용한 지표라는 것을 확인하였으며, 향후 피부전도도를 이용한 실시간 부정 감성 평가 시스템 개발에 기여할 수 있을 것을 나타낸다.