• Science of Emotion and Sensibility
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• v.13 no.1
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• pp.259-268
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• 2010

This modern society is said to be more typical of an emotional society. In such a society, emotional design adds value to products, hence bringing about value-enhanced products. Despite many claims of little substance about emotional design, there have been only a few researches that have identified what criteria to be applied to distinguish between emotional products and generic products or even have clearly defined what emotional products are. This leads to a clear need for providing more definite criteria for defining and classifying design elements useful and available for users. To fill the gap, the purpose of this study is, first, to explore the relationship between evaluation elements for creative design and emotional design, and, based on that, identify some of the most importantly valued elements, and secondly, to examine how the images importantly used for expression relate to creativity evaluation elements according to classified types of design. In this study, chosen products were presented to selected users so that they can choose what they think possesses emotional design elements. Then the products so chosen were classified according to design type for examination of their respective relationship with creativity evaluation elements. In addition, the identification was performed of perceived design images about the selected products and the relationship between those images and creativity evaluation elements. This study is expected to provide a chance to be aware of the fact that essential creativity evaluation elements can vary depending on changing times, environments, and users, and as well, to offer an insight into what images design should be possessive of for it to be preferred by consumers.

• Science of Emotion and Sensibility
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• v.13 no.1
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• pp.21-32
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• 2010

This study investigated the effects of contiguity and reading mode on cognitive load factors measured by Galvanic Skin Response(GSR). In this study two experimental conditions were imposed to participants to measure cognitive load with the high contiguity picture and low contiguity picture. Thirty-four college students participated to this experiment(experiment group=17, control group=17), and spilt-plot factorial design was applied to control individual difference in galvanic skin response. Tasks of this experiment were reading and summary. The dependent variables were skin conductance response, and perceived difficulty. The independent variables were the degree of contiguity of visual material(high contiguity vs. low contiguity). The major result of this study was identification of a significant difference of GSR with low contiguity condition. Indeed it was identified that more complex reading condition required more cognitive loads. This finding supported that different cognitive process might require different amounts of cognitive loads. For the further research, this study discussed the validity of applying physiological signals to assess cognitive loads and relationships the associated affective reactions.

• Science of Emotion and Sensibility
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• v.13 no.1
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• pp.163-178
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• 2010

Emotional associations formed in the relationships between the consumer and luxury brands can be approached via examining the roles these associations play when they account for the brand equity of the luxury brands. The present study is an exploratory examination on the effects a battery of emotional relationships exert upon the consumers' intention to participate in promotional activities and in communities built around the brand, which is a crucial part of the luxury brand's equity, in regards to Korea's burgeoning import auto market. Participants who completed the survey are professionals such as medical doctors, lawyers, accountants, and university professors. Included in the analyses are the top six automobile brands in sales(i.e., BMW, Lexus, Mercedes-Benz, Honda, Audi, and Volkswagen), and the scores that the respondents provided regarding the way they relate themselves to particular foreign car brands are analyzed and yield six different groups of emotional associations(i.e., affection, identification, indispensability, reliability, intimacy, and awe). The brand equity is measured with three variables that show the levels of the consumer's participatory intentions toward each brand are analyzed in order to elicit the antecedent variables and their impact on the participation variables in the regression models. When the respondents are divided into two groups by the levels of brand knowledge(i.e., scores drawn from the respondent's capability of correctly linking specific automobile brands with the corresponding corporate brands), consumers with higher brand knowledge show distinct patterns of influential variables, as they differentiate themselves from less knowledgeable consumers in terms of the influential antecedent variables accounting for the consumer's intended participation.

• Science of Emotion and Sensibility
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• v.23 no.1
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• pp.17-28
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• 2020

Lowering observers' view-height may increase the amount of occlusion across objects in a visual scene and prevent the accurate identification of the objects in the scene. Based on this possibility, memory stimuli in relation to their expected views from different heights were displayed in this study. Thereafter, visual short-term memory (VSTM) performance for the stimuli was measured. In Experiment 1, the memory stimuli were presented on a grid-background drawn according to linear perspectives, which varied across observers' three different view-heights (high, middle, and low). This allowed the participants to remember both the color and position of each memory stimulus. The results revealed that testing participants' VSTM performance for the stimuli under a different memory load of two set-sizes (3 vs. 6) demonstrated an evident drop of performance in the lowest view-height condition. In Experiment 2, the performance for six stimuli with or without the grid-background was tested. A similar pattern of performance drop in the lowest condition as in Experiment 1 was found. These results indicated that different view-heights of an observer can change the amount of occlusion across objects in the visual field, and the sensory interference driven by the occlusion may further influence VSTM performance for those objects.

• Science of Emotion and Sensibility
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• v.14 no.1
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• pp.93-100
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• 2011

Sonic branding is defined as creation and management of brand value by using sounds. Among various methods of sonic branding, sonic logo, i.e., brand’s acoustic identification element, is the most widely used form and usually combined with visual logo. Although sonic branding has become an increasingly important tool for marketers, little academic research has been done on this topic. The current study investigates neural responses to sonic branding using functional Magnetic Resonance Imaging (fMRI). Brain activity of 15 right-handed participants was monitored with 3T MRI machine, while they viewed sequentially presented pictures of brand logos (20 visual logos usually accompanied by sonic logos and 20 visual logos unaccompanied by sonic logos) without sound. Results showed that brain areas known to be associated with auditory imagery (including superior temporal gyrus, STG), showed greater activation for the visual logos usually accompanied by sonic logos compared to visual logos unaccompanied by sonic logos, although actual sound was not presented during scanning. The degree of familiarity participants have with the brand and its advertisements was correlated positively with signal strength in these areas.

• Science of Emotion and Sensibility
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• v.22 no.4
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• pp.3-14
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• 2019

The café has become an important representative "third place" where people study and rest. Hence, it is worthwhile for researchers to understand the needs of individual users as well as the requirements of people who visit such venues in groups. The identification of strategies that can help achieve larger, wider, higher, or deeper interior spaces in small and compact locations can generate benefits for both users and designers. In this study, where 56 interior design students participated, we used an eye-tracker and images of cafes to explore the relationships between spatial depth and the intention to visit a cafe space. The researchers digitally developed fifteen different conditions of space and measured the eye movements of the participants using an eye-tracker when they examined images that appeared to convey the most depth. Participants were also asked to imagine the proposed space images as cafes and to select one of the 15 images as the location that they would be most likely to visit individually and one that they would frequent in the company of other people. The research results revealed that certain ways of using interior design elements altered the participants' perceptions of spatial depth without any change being effected to the actual volume or the size of the space. The participants tended to perceive a space with a small decorative artwork on a dark toned wall with unconnected furniture as deeper than a space with no or large artwork on a light toned wall with contiguous furniture. Spatial depth was a more important consideration for an individual visit than for a group visit. The results of this exploratory study will help scholarly understanding of the role played by spatial depth in customer intentions to visit a cafe.

• Science of Emotion and Sensibility
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• v.22 no.1
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• pp.77-88
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• 2019

As the social interest of the Baby Boomer generation is increasing, this study derives implications for lifelong education policy through identification of the need and support for lifelong education among baby boomers lifelong learning, taking into account such aspects of quality of life as emotional psychology-based self-development and self-realization. To optimally explore support for lifelong learning for the baby-boomer generation, first-tier (top-level), sixth-tier (bottom-level), and five-other evaluation criteria were available. For the first layer, we examined whether potentiality or realizability was more desirable, and for the second layer, detailed criteria for realizability were set up, dividing them into financial, legal, and administrative feasibility. A study conducted by experts on the policy priority analysis of Baby Boomers showed that their support for lifelong learning places a greater priority on its feasibility (the more feasible alternative) than desire (the more desirable option). Among the six criteria, lifestyle activities had high priority, and the relative importance of the five assessment alternatives for lifetime learning activities was shown to be higher for employment skills education (0.377), civil participation education (0.181), lifestyle activities (0.200), and 'lifetime activities' (06.11). These results are meaningful: they can help shape and refine the needs of lifelong education, assess their relative importance, and prepare basic data for lifelong learning policies for baby boomers who are about to enter their old age.

• Journal of Oriental Neuropsychiatry
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• v.33 no.1
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• pp.1-19
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• 2022

Objectives: The objective of this study was to confirm the Chiljeong (七情) characteristics of Hwa-byung patients using the core seven-emotions inventory-short form. Methods: We conducted a retrospective observational study based on the electronic medical records from a Korean medicine hospital. We included patients who were diagnosed with Hwa-byung and examined with Core Seven-Emotions Inventory-short Form (CSEI-S) during hospitalization periods. We presented the characteristics of Hwa-byung by demographic information, CSEI-S, Hwa-byung scale, and Korean Symptom Checklist 95. A correlation analysis was performed between CSEI-S and other clinical and psychological characteristics. Results: The Chiljeong characteristics of Hwa-byung were high in the order of Sorrow (悲), Thought (思), Fear (恐), Fright (驚), Depression (憂), Joy (喜), and Anger (怒). There was no significant difference between each emotion. After combined Korean medical treatment, Sorrow (悲) and Thought (思) significantly decreased. There were static correlations between sorrow (悲) and fright (驚), thought (思) and sorrow (悲), depression (憂) and sorrow (悲), depression (憂) and fright (驚), thought (思) and depression (憂), fear (恐) and fright (驚), anger (怒) and thought (思), thought (思) and fright (驚), sorrow (悲) and fear (恐). Sorrow (悲) and Hwa-byung characteristics scale showed static correlation. Joy (喜) showed a static correlation with disharmony between the heart and kidney scores of the Hwa-byung pattern identification. Between KSCL-95 and CSEI-S, static correlation appeared in depression (憂) with depression, anxiety, and sleep problem scale, sorrow (悲) with depression and anxiety, fright (驚) with depression and obsessive symptoms. Conclusions: Despite several limitations due to the study design and small sample size, this research successfully used CSEI-S to study the Chiljeong (七情) characteristics of Hwa-byung for the first time.

• Fashion & Textile Research Journal
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• v.8 no.1
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• pp.25-33
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• 2006

As the cultures of the world are getting diverse and plural, many trials to find their own unique culture of their own national and racial characteristics are made where fashion and traditional culture is used as good materials; in Korea, this trend is also studied by many authors. To achieve this goal, this study recognized the importance of tourism industry by inviting hosting of international event like '2005 APEC Summit Conference and Economical Ministers' Conference', and invented a uniform design that can make identification in the world market including Korea 'Gust' and 'Emotion' in developing uniforms for employees of regular traditional restaurant or hotels that contribute to tourism industry. As a material of this study from this perspective, Soo Bok pattern among many other Korean traditional patterns were chosen, and used them to design uniforms by applying diverse expressions methods through modernization task. This study tried to suggest ideas in creating new designs with a modeling sense of our people, by emphasizing on tradition motive through analysis of conditions and problem regarding the current uniforms worn in traditional restaurants. The development of uniform that modernly reinterprets traditional patterns and design that uses tradition on modern design shows endless possibility of development of our uniform, and even shows the possibility of mixture between tradition and modernity. By applying traditional beauty not only in traditional restaurants but also in many places and businesses that foreigners frequently visit can allow to spread the excellency our culture; and the Korean uniform can be successful in the international market as Korean will have pride in our tradition by wearing this new uniform.

• Journal of Korea Trade
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• v.24 no.8
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• pp.39-62
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• 2020

Purpose - Korean exports account for a vast proportion of Korean GDP, and large volumes of Korean products are sold in the United States. Identifying and characterizing actual and potential product hazards related to Korean products is critical to safeguard Korean export trade, as severe quality issues can impair Korea's reputation and reduce global consumer confidence in Korean products. In this study, we develop country-of-origin-based product risk analysis methods for social media with a specific focus on Korean-labeled products, for the purpose of safeguarding Korean export trade. Design/methodology - We employed two social media datasets containing consumer-generated product reviews. Sentiment analysis is a popular text mining technique used to quantify the type and amount of emotion that is expressed in the text. It is a useful tool for gathering customer opinions regarding products. Findings - We document and discuss the specific potential risks found in Korean-labeled products and explain their implications for safeguarding Korean export trade. Finally, we analyze the false positive matches that arise from the established dictionaries that were used for risk discovery and utilize these classification errors to suggest opportunities for the future refinement of the associated automated text analytic methods. Originality/value - Various studies have used online feedback from social media to analyze product defects. However, none of them links their findings to trade promotion and the protection of a specific country's exports. Therefore, it is important to fill this research gap, which could help to safeguard export trade in Korea.