• 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.

• Journal of Distribution Science
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• v.17 no.1
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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.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.14 no.10
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• pp.5003-5011
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• 2013

This paper measured whether neural and behavior responses to attention-emotion task were reflected to emotion regulation capacities. For this purpose, Nineteen healthy right-handed graduates participated in the emotion-attention task three times for three days. Before and after the negative and positive video clips were shown, the participants performed emotion-attention task. EEG and response time were recorded during emotion-attention task. There was positive correlation between ERP P100 and P300 component. The larger the P100 amplitudes at the specific positions, the longer the P300 latencies at these same positions during attention-emotion task. The longer the P300 latencies at the specific positions, the longer the delay in response time. Also, there is and individual differences in ERP components and response time during attention-emotion integration task. Individuals who had lower amplitude and shorter latency of ERP showed faster response time during attention-emotion task, regardless of the type of video clips. This characteristic was interpreted to the lower emotional controls due to premature response for target identification.

• The Journal of Korea Robotics Society
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• v.5 no.1
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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.

• Korean Journal of Human Ecology
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• v.18 no.1
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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'.

• Journal of the Korean Home Economics Association
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• v.44 no.7 s.221
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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.

• Science of Emotion and Sensibility
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• v.11 no.4
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• pp.637-644
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• 2008

Human emotion has been tried to be recognized by physiological measurements in developing emotion machine enabling to understand and react to user's emotion. This study is to find the time-dependent physiological measurements and their variation characteristics for discriminating emotions according to dimensional emotion model. Ten university students were asked to watch sixteen prepared images to evoke different emotions. Their subjective emotions and autonomic nervous responses such as ECG (electrocardiogram), PPG (photoplethysmogram), GSR (Galvanic skin response), RSP (respiration), and SKT(skin temperature) were measured during experiment. And these responses were analyzed into HR(Heart Rate), Respiration Rate, GSR amplitude average, SKT amplitude average, PPG amplitude, and PTT(Pulse Transition Time). TDPs(Time dependent parameters) defined as the delay, the activation, the half recovery and the full recovery of respective physiological signal in this study have been determined and statistically compared between variations from different emotions. The significant tendencies in TDP were shown between emotions. Therefore, TDP may provide useful measurements with emotion recognition.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2002.11a
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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.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2004.11a
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• pp.23-23
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• 2004

• Science of Emotion and Sensibility
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• v.20 no.3
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• pp.13-22
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• 2017

Emotion has a direct influence such as decision-making, perception, etc. and plays an important role in human life. For the convenient and accurate recognition of high-arousal negative emotion, the purpose of this paper is to design an algorithm for analysis using the bio-signal. In this study, after two emotional induction using the 'normal' / 'fear' emotion types of videos, we measured the Galvanic Skin Response (GSR) signal which is the simple of bio-signals. Then, by decomposing Tonic component and Phasic component in the measured GSR and decomposing Skin Conductance Very Slow Response (SCVSR) and Skin Conductance Slow Response (SCSR) in the Phasic component associated with emotional stimulation, extracting the major features of the components for an accurate analysis, we used a discrete wavelet transform with excellent time-frequency localization characteristics, not the method used previously. The extracted features are maximum value of Phasic component, amplitude of Phasic component, zero crossing rate of SCVSR and zero crossing rate of SCSR for distinguishing high-arousal negative emotion. As results, the case of high-arousal negative emotion exhibited higher value than the case of low-arousal normal emotion in all 4 of the features, and the more significant difference between the two emotion was found statistically than the previous analysis method. Accordingly, the results of this study indicate that the GSR may be a useful indicator for a high-arousal negative emotion measurement and contribute to the development of the emotional real-time rating system using the GSR.