• Science of Emotion and Sensibility
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• v.13 no.1
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• pp.33-40
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• 2010

The study is to examine relationship between the level of depression and facial EMG responses during the humor condition. Forty-three children(age range 22-49 years) participated in the study. The Korean Personality Inventory for Children(KPI-C) was used to measure the level of depression in children. While children were presented to audio-visual film clip inducing humor, facial EMG were measured on their faces(bilateral corrugators and orbicularis). A baseline state was measured during 60 seconds before the presentation of the stimulus, i.e., emotional state lasting 120 seconds. Participants were asked to report the intensity of their experienced emotion. The results of emotion assessment showed 95.3% appropriateness and 3.81 intensity on the 5 points Likert scale). Facial EMG showed a significant increase while participants experiencing humor compared to baseline state. Additionally, the result showed a negative correlation between right corrugator responses and the level of depression. The study findings showed the more children experienced depression, the less facial EMG activity they had while experiencing humor.

• Korean Journal of Biological Psychiatry
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• v.17 no.3
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• pp.136-144
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• 2010

Objectives : The $2^{nd}$ to $4^{th}$ digit length(2D : 4D) ratio reflects the amount of exposure and sensitivity to the prenatal sex hormone and it is considered to be the most convenient and useful way to understand the influence of sex hormone in the determination of human behavioral traits. This study was carried out to find the correlation between the 2D : 4D ratio and characteristics of temperament and character in Korean university students. We assumed that 2D : 4D ratio would show a strong correlation with temperament which is defined to be an inclination of an automatical emotional response to a stimulus. Methods : Participants were 104 university students who completed 2 self-report measures : Temperament and Character Inventory(TCI), Temperament Test. We examined the 2D : 4D ratio of each subject by measuring the lengths of the $2^{nd}$ and $4^{th}$ fingers using a photocopy measurement. We performed statistical analyses using correlation test and t-test to examine the relationship between 2D : 4D ratio and psychological characteristics. Results : We found out the typical sex difference in 2D : 4D ratio. Women had significantly higher 2D : 4D ratio than men. TCI-Character factor(TCI-C) didn't show any significant correlation with the 2D : 4D ratio. TCI-Tempterament factor(TCI-T) and the item of Temperament Test showed a significant correlation with the 2D : 4D ratio. In correlation analysis of the total group including all women and men, the 2D : 4D ratio showed a significant positive correlation in a subscale(shyness with stranger) of harm avoidance scales in TCI-T. In correlation analysis of women's group, the 2D : 4D ratio showed a significant positive correlation in two subscales( fear of uncertainty) and[shyness to stranger] of harm avoidance scales in TCI-T. In correlation analysis of men's group, the 2D : 4D ratio showed a significant negative correlation with a sanguine temperament item of the Temperament Test. Conclusion : The results suggest that the amount of exposure to sex hormone in the prenatal period seems to have an impact on the determination of temperament and characteristics.

• Journal of the Ergonomics Society of Korea
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• v.33 no.1
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• pp.39-48
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• 2014

Objective: This entire study has two parts. Study I aimed to develop a psychological assessment scale and the study II aimed to investigate the effects of LFN (low frequency noise) on the psychological responses in humans, using the scale developed in the study I. Background: LFN is known to have a negative impact on the functioning of humans. The negative impact of LFN can be categorized into two major areas of functioning of humans, physiological and psychological areas of functioning. The physiological impact can cause abnormalities in threshold, balancing and/or vestibular system, cardiovascular system and, hormone changes. Psychological functioning includes cognition, communication, mental health, and annoyance. Method: 182 college students participated in the study I in development of a psychological assessment scale and 42 paid volunteers participated in the study II to measure psychological responses. The LFN stimuli consisted of 12 different pure tones and 12 different 1 octave-band white noises and each stimulus had 4 different frequencies and 3 different sounds pressure levels. Results: We developed the psychological assessment scale consisting of 17 items with 3 dimensions of psychological responses (i.e., perceived physical, perceived physiological, and emotional responses). The main findings of LFN on the responses were as follows: 1. Perceived psychological responses showed a linear relation with SPL (sound pressure level), that is the higher the SPL is, the higher the negative psychological responses were. 2. Psychological responses showed quadric relations with SPL in general. 3. More negative responses at 31.5Hz LFN than those of 63 and 125Hz were reported, which is deemed to be caused by perceived vibration by 31.5Hz. 'Perceived vibration' at 31.5Hz than those of other frequencies of LFN is deemed to have amplified the negative psychological response. Consequently there found different effects of low frequency noise with different frequencies and intensity (SPL) on multiple psychological responses. Conclusion: Three dimensions of psychological responses drawn in regard to this study differed from others in the frequencies and SLP of LFN. Negative psychological responses are deemed to be differently affected by the frequency, SPL of the LFN and 'feel vibration' induced by the LFN. Application: The psychological scale from our study can be applied in quantitative psychological measurement of LFN at home or industrial environment. In addition, it can also help design systems to block LFN to provide optimal conditions if used the study outcome, .i.e., the relations between physical and psychological responses of LFN.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.39C no.11
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• pp.985-993
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• 2014

This paper suggested a new evaluation method for optimal HUD position through a correlation based on between biological signal as and statistical analysis which using (Electroencephalogram, EEG) and ANOVA. This experiment was conducted two kinds of method to evaluate the optimal HUD position. At first, visual stimulus suggested from six different positions(the top and the bottom of the left, the top and the bottom of the center and the top and the bottom of the right on the screen) in laboratory and an object image was shown for 30 seconds in a screen which has $235{\times}197cm2$ size. And second, HUD image was configured from three different positions and an object image was shown for 30 seconds in a screen. EEG, which used ${\alpha}$-wave and ${\beta}$-wave for evaluate an emotional stability, were measured from Fp1, Fp2, F7 and F8 channel based on ten to twenty electrode system. From the result in laboratory, F7 ${\beta}$-wave was shown statistically significant to significance probability of 0.006 and between ${\alpha}$-wave and ${\beta}$-wave were showed a negative correlation(r=-0.190). Also, Both the top of left and the bottom of center were showed lower ${\beta}$-wave than the bottom of right. From the result in railway simulator, Fp1 ${\beta}$-wave was appeared statistically significant as significance probability of 0.033 and it was showed lower ${\beta}$-wave than center. The outcome of this study will be helpful about evaluation of optimal HUD position through correlation between alpha wave and beta wave.

• Science of Emotion and Sensibility
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• v.15 no.1
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• pp.1-8
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• 2012

There have been many emotion researches to investigate physiological responses on specific emotions with physiological parameters such as heart rate, blood volume flow, and skin conductance. Very few researches, however, exists by detecting them with facial skin temperature. The purpose of present study was to observe the differences of facial skin temperature by using thermal camera, when participants stimulated by monitor scenes which could evoke fear or joy. There were totally 98 of participants; undergraduate students who were in their adult age and middle, high school students who were in their adolescence. We measured their facial temperature, before and after presenting emotional stimulus to see changes between both times. Temperature values were extracted in these regions; forehead, inner corners of the eyes, bridge of the nose, end of the nose, and cheeks. Temperature values in bridge and end of the nose were significantly decreased in fear emotion stimulated. There was also significant temperature increase in the area of forehead and the inner corners of the eyes, while the temperature value in end of the nose decreased. It showed decrease in both stimulated fear and joy. These results might be described as follows: When arousal level going up, sympathetic nervous activity increases, and in turn it makes blood flow in peripheral vessels under the nose decrease. Facial temperature changes by fear or joy in this study were the same as the previous studies which measured temperature of finger tip, when participants experiencing emotions. Our results may help to develop emotion-measuring techniques and establish computer system bases which are to detect human emotions.

• Journal of the Korea Society of Computer and Information
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• v.29 no.3
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• pp.199-216
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• 2024

This research examines the factors influencing consumer purchase intentions in e-commerce live streaming, set against the backdrop of the internet celebrity economy. The investigation serves as a pivotal inquiry into the dynamics of this economy, striving to uncover the extent of internet celebrities' influence, particularly in terms of their economic impact. Employing the Emotional Behavioral Cognitive (ABC) attitude theory and the Stimulus Organism Response (S-O-R) theory as foundational frameworks, this study scrutinizes internet celebrity live streaming sales. It incorporates direct observations and leverages existing scholarly work to devise a tailored measurement scale and questionnaire. From this, a research model and hypotheses are developed, leading to the establishment of an empirical model. This empirical model is instrumental in statistically analyzing how e-commerce live streaming, within the internet celebrity economy context, shapes consumer purchase intentions. By integrating theoretical insights and empirical findings, the research elucidates the strategic dimensions and consumer behavior aspects in digital commerce. It enhances understanding of how internet celebrity influence intersects with consumer purchasing processes. Overall, this study contributes to the academic discourse on digital marketing and consumer behavior, providing a nuanced perspective on the mechanisms through which internet celebrities affect e-commerce. It offers valuable implications for marketers, strategists, and policymakers aiming to navigate the complex landscape of the internet celebrity economy.

• (The) Research of the performance art and culture
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• no.32
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• pp.595-628
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• 2016

Pansori of a creative group pansori 2006 demonstration factory floor sound brutal sorigeuk the home of is a legend 'deokttaegol' in pansori, a creative for adaptation to remakes Work is. Evil Twin 'deokttaegol' called "Give me my leg back" in of Ghost Stories, broadcast on a kbs of lines from breakneck work is considered to be a pronoun. Sound and shadow play and playing drums and payments sentiments of the cruelty I've come across in this 'Give me my leg back' audience to be deployed to the cruel is formed by the center. Based on emotional horror of cruelty. When I was little, ever heard of Korean Ghost Stories, a bedrock of the main feeling revulsion of value in a short time and is contained in a story of filial piety, while in education, to the target Provided. Done in our lives using genre called 'pansori' sentiment and efficient learning can move about the value education can know. Sound and stories, many carefree a stimulus such as Pansori is a great gesture can be a means of education. Valued with any information, work is performed in pansori, depending upon efficient and the various, education and made an emotional cultivation resulting from the value. In my life friendly, our own via a variety of materials that can easily access many values and sentiments, and to culture for each age group on languages and customs Each age groups and instructive preferred allowing them access through their rhythm, pansori, access to the target is persistent about it with curiosity and interest. Can have interest. This wealth not belong to the traditional pansori and new together private and to the tune called creative work for the Pansori. Therefore, our language and customs, their poems span a friendly, the pansori and created using the vocabulary for each age group creative content is educational effects if used in education It is expected to be big thing. These effective approach for each age group and based on the vocabulary by the content easily understood lessons by causing only a smoothly acquired Can to provide an opportunity. Therefore, the Pansori of a creative education is important to take advantage of educational value.

• Asia pacific journal of information systems
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• v.20 no.3
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• pp.167-190
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• 2010

The research conducted here focuses on the effect of factors that affect the behavior of UCC (User Created Content) website users, other than user's rational recognition of how useful a UCC website can be. Most discussions in the existing literature on information systems have focused on users' evaluation how a UCC website can help to attain the users' own goals. However, there are other factors and this research pays attention to an individual's 'personality,' which is stable and biological in nature. Specifically, I have noted here that 'extroversion' and 'neuroticism,' the two common personality factors presented in Eysenck's most representative 'EPQ Model' and 'Big Five Model,' are the two personality factors that affect a site's 'usefulness,' by this I mean how useful does the user consider the website and its content. How useful a site is considered by the user is the other factor that has been regarded as the antecedent factor that influences the adoption of information systems in the existing MIS (Management Information System) research. Secondly, as using or creating a UCC website does not guarantee the user's or the creator's extrinsic motivation, unlike when using the information system within an organization, there is a greater likelihood that the increase in user's activities in relation to a UCC website is motivated by emotional factors rather than rational factors. Thus, I have decided to include the relationship between an individual's personality and what they find pleasurable in the research model. Thirdly, when based on the S-O-R Paradigm of Mehrabian and Russell, the two cognitive factors and emotional factors are finally affected by stimulus, and thus these factors ultimately have an effect on an individual's respondent behavior. Therefore, this research has presented an assumption that the recognition of how useful the site and content is and what emotional pleasure it provides will finally affect the behavior of the UCC website users. Finally, the relationship between the recognition of how useful a site is and how pleasurable it is to useand UCC usage may differ depending on certain situational conditions. In other words, the relationship between the three factors may vary according to how much users are involved in the creation of the website content. Creation thus emerges as the keyword of UCC. I analyzed the above relationships through the moderating variable of the user's involvement in the creation of the site. The research result shows the following: When it comes to the relationship between an individual's personality and what they find pleasurable it is extroverted users who have a greater likelihood to feel pleasure when using a UCC website, as was expected in this research. This in turn leads to a more active usage of the UCC web site because a person who is an extrovert likes to spend time on activities with other people, is sensitive to new experiences and stimuli and thus actively responds to these. An extroverted person accepts new UCC activities as part of his/her social life, rather than getting away from this new UCC environment. This is represented by the term 'Foxonomy' where the users meet a variety of users from all over the world and contact new types of content created by these users. However, neuroticism creates the opposite situation to that created by extroversion. The representative symptoms of neuroticism are instability, stress, and tension. These dispositions are more closely related to stress caused by a new environment rather than this creatingcuriosity or pleasure. Thus, neurotic persons have an uneasy feeling and will eventually avoid the situation where their own or others' daily lives are frequently exposed to the open web environment, this eventually makes them have a negative attitude towards the web environment. When it comes to an individual's personality and how useful site is, the two personality factors of extroversion and neuroticism both have a positive relationship with the recognition of how useful the site and its content is. The positive, curious, and social dispositions of extroverted persons tend to make them consider the future usefulness and possibilities of a new type of information system, or website, based on their positive attitude, which has a significant influence on the recognition of how useful these UCC sites are. Neuroticism also favorably affects how useful a UCC website can be through a different mechanism from that of extroversion. As the neurotic persons tend to feel uneasy and have much doubt about a new type of information system, they actively explore its usefulness in order to relieve their uncomfortable feelings. In other words, neurotic persons seek out how useful a site can be in order to secure their own stable feelings. Meanwhile, extroverted persons explore how useful a site can be because of their positive attitude and curiosity. As a lot of MIS research has revealed that the recognition of how useful a site can be and how pleasurable it can be to use have been proven to have a significant effect on UCC activity. However, the relationship between these factors reveals different aspects based on the user's involvement in creation. This factor of creationgauges the interest of users in the creation of UCC contents. Involvement is a variable that shows the level of an individual's mental effort in creating UCC contents. When a user is highly involved in the creation process and makes an enormous effort to create UCC content (classed a part of a high-involvement group), their own pleasure and recognition of how useful the site is have a significantly higher effect on the future usage of the UCC contents, more significantly than the users who sit back and just retrieve the UCC content created by others. The cognitive and emotional response of those in the low-involvement group is unlikely to last long,even if they recognize the contents of a UCC website is pleasurable and useful to them. However, the high-involvement group tends to participate in the creation and the usage of UCC more favorably, connecting the experience with their own goals. In this respect, this research presents an answer to the question; why so many people are participating in the usage of UCC, the representative form of the Web 2.0 that has drastically involved more and more people in the creation of UCC, even if they cannot gain any monetary or social compensation. Neither information system nor a website can succeed unless it secures a certain level of user base. Moreover, it cannot be further developed when the reasons, or problems, for people's participation are not suitably explored, even if it has a certain user base. Thus, what is significant in this research is that it has studied users' respondent behavior based on an individual's innate personality, emotion, and cognitive interaction, unlike the existing research that has focused on 'compensation' to explain users' participation with the UCC website. There are also limitations in this research. Firstly, I divided an individual's personality into extroversion and neuroticism; however, there are many other personal factors such as neuro-psychiatricism, which also needs to be analyzed for its influence on UCC activities. Secondly, as a UCC website comes in many types such as multimedia, Wikis, and podcasting, these types need to be included as a sub-category of the UCC websites and their relationship with personality, emotion, cognition, and behavior also needs to be analyzed.

• Journal of Global Scholars of Marketing Science
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• v.17 no.4
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• pp.247-269
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• 2007

In recent years, one of the major reasons for the fierce competition amongst firms is that they strive to increase their own market shares and customer acquisition rate in the same market with similar and apparently undifferentiated products in terms of quality and perceived benefit. Because of this change in recent marketing environment, the differentiated after-sales service and diversified promotion strategies have become more important to gain competitive advantage. Price promotion is the favorite strategy that most retailers use to achieve short-term sales increase, induce consumer's brand switch, in troduce new product into market, and so forth. However, if marketers apply or copy an identical price promotion strategy without considering the characteristic differences in product and consumer preference, it will cause serious problems because discounted price itself could make people skeptical about product quality, and the changes of perceived value might appear differently depending on other factors such as consumer involvement or brand attitude. Previous studies showed that price promotion would certainly increase sales, and the discounted price compared to regular price would enhance the consumer's perceived values. On the other hand, discounted price itself could make people depreciate or skeptical about product quality, and reduce the consumers' positivity bias because consumers might be unsure whether the current price promotion is the retailer's best price offer. Moreover, we cannot say that discounted price absolutely enhances the consumer's perceived values regardless of product category and purchase situations. That is, the factors that affect consumers' value perceptions and buying behavior are so diverse in reality that the results of studies on the same dependent variable come out differently depending on what variable was used or how experiment conditions were designed. Majority of previous researches on the effect of price-comparison advertising have used consumers' buying behavior as dependent variable. In order to figure out consumers' buying behavior theoretically, analysis of value perceptions which influence buying intentions is needed. In addition, they did not combined the independent variables such as brand loyalty and price discount rate together. For this reason, this paper tried to examine the moderating effect of brand loyalty on relationship between the different levels of discounting rate and buyers' value perception. And we provided with theoretical and managerial implications that marketers need to consider such variables as product attributes, brand loyalty, and consumer involvement at the same time, and then establish a differentiated pricing strategy case by case in order to enhance consumer's perceived values properl. Three research concepts were used in our study and each concept based on past researches was defined. The perceived acquisition value in this study was defined as the perceived net gains associated with the products or services acquired. That is, the perceived acquisition value of the product will be positively influenced by the benefits buyers believe they are getting by acquiring and using the product, and negatively influenced by the money given up to acquire the product. And the perceived transaction value was defined as the perception of psychological satisfaction or pleasure obtained from taking advantage of the financial terms of the price deal. Lastly, the brand loyalty was defined as favorable attitude towards a purchased product. Thus, a consumer loyal to a brand has an emotional attachment to the brand or firm. Repeat purchasers continue to buy the same brand even though they do not have an emotional attachment to it. We assumed that if the degree of brand loyalty is high, the perceived acquisition value and the perceived transaction value will increase when higher discount rate is provided. But we found that there are no significant differences in values between two different discount rates as a result of empirical analysis. It means that price reduction did not affect consumer's brand choice significantly because the perceived sacrifice decreased only a little, and customers are satisfied with product's benefits when brand loyalty is high. From the result, we confirmed that consumers with high degree of brand loyalty to a specific product are less sensitive to price change. Thus, using price promotion strategy to merely expect sale increase is not recommendable. Instead of discounting price, marketers need to strengthen consumers' brand loyalty and maintain the skimming strategy. On the contrary, when the degree of brand loyalty is low, the perceived acquisition value and the perceived transaction value decreased significantly when higher discount rate is provided. Generally brands that are considered inferior might be able to draw attention away from the quality of the product by making consumers focus more on the sacrifice component of price. But considering the fact that consumers with low degree of brand loyalty are known to be unsatisfied with product's benefits and have relatively negative brand attitude, bigger price reduction offered in experiment condition of this paper made consumers depreciate product's quality and benefit more and more, and consumer's psychological perceived sacrifice increased while perceived values decreased accordingly. We infer that, in the case of inferior brand, a drastic price-cut or frequent price promotion may increase consumers' uncertainty about overall components of product. Therefore, it appears that reinforcing the augmented product such as after-sale service, delivery and giving credit which is one of the levels consisting of product would be more effective in reality. This will be better rather than competing with product that holds high brand loyalty by reducing sale price. Although this study tried to examine the moderating effect of brand loyalty on relationship between the different levels of discounting rate and buyers' value perception, there are several limitations. This study was conducted in controlled conditions where the high involvement product and two different levels of discount rate were applied. Given the presence of low involvement product, when both pieces of information are available, it is likely that the results we have reported here may have been different. Thus, this research results explain only the specific situation. Second, the sample selected in this study was university students in their twenties, so we cannot say that the results are firmly effective to all generations. Future research that manipulates the level of discount along with the consumer involvement might lead to a more robust understanding of the effects various discount rate. And, we used a cellular phone as a product stimulus, so it would be very interesting to analyze the result when the product stimulus is an intangible product such as service. It could be also valuable to analyze whether the change of perceived value affects consumers' final buying behavior positively or negatively.

• Korean Journal of Cognitive Science
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• v.27 no.3
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• pp.441-467
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• 2016

This fMRI study is aim to investigate effects of competitive environment in cognitive empathic process in human brain. Empathy is known as a crucial factor for human's adaptive behavior in aspects of social cognition and it is almost automatic process, on the other hand competitive situation is psychologically devastated environment to win someone for getting rewards. We hypnotized that reading and understanding of other person's mind are a specific characteristic related to survival evolutionarily, however competition would have an effect on the empathic cognitive process because of mechanisms of competition. To manipulate the competitive atmosphere, one researcher took a role of competitor against participants and they were instructed to get monetary rewards when their performance was better than a competitor. 21 participants(9 males and 12 females) performed to judge the emotional valence of the empathic task consisted of illustrated images with various situation could be experienced in real world as on $1^{st}$ person perspective in both competitive and non-competitive condition, and did same performance with objects stimulus in control condition. In order to examine the competition effects on empathic process,, hemodynamic response were obtained during fMRI session and the imaging data were analyzed to identify brain regions where responses to each condition across the two consecutive runs. Participants' reaction time in competitive condition was faster statistically significant than non-competitive one. Activation for competitive condition increased in the following areas: ACC, mPFC, SMG, thalamus extended caudate and Nacc, parahippocampal gyrus, and for non-competitive condition increased paracingulate gyrus, temporal pole, vmPFC, superior occipital gyrus. As a result of regression analysis using empathic scores as covariance, the rSMG, IFG, fusiform gyrus, thalamus, putamen were correlated with higher empathic levels, and TPJ were correlated with lower empathic scores. We suggest that these observations could mean competitive environment have an effect on neural base of cognitive empathic process.