• Title/Summary/Keyword: Minimum volume cell

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Microdrop Culture System for In Vitro Maturation of Bovine Follicular Oocytes (소 난포란의 체외성숙을 위한 미소적 배양체계의 검토)

  • 이은송;이병천;황우석
    • Journal of Embryo Transfer
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    • v.12 no.3
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    • pp.293-300
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    • 1997
  • Supplementation of maturation medium with additional granulosa cells has beneficial effect on in vitro maturation of bovine follicular oocytes and their subsequent cleavage and development in vitro. However, maturation system using granulosa cells have some disadvantages that collection of granulosa cells is cumbersome and metabolic activity of the cells is variable according to ovarian cycle or follicular size. We hypothesized that bovine immsture oocytes matured without granulosa cell coculture can fertilize and develop normally if the medium volume per oocyte is reduced during in vitro maturation. Immature oocytes were matured for 24 hours in a TCM199 containing 10% fetal calf serum, anterior pitultary hormone (0.02 AU /ml Antrinⓡ) and estradiol with or without granulosa cells in vitro. In Group 1, 35 to 40 oocytes were matured in a well of 4-well plastic dish containing 500 $\mu$l of maturation medium and granulosa cells, and 9 to 10 oocytes were matured in a 50-$\mu$l drop of maturation medium without granulosa cells in Group 2. After maturation, oocytes were coincubated with sperm for 30 hours in a modified Tyrode's medium (IVF). Inseminated oocytes were cultured in a microdrop (30 $\mu$l) of a synthetic oviduct fluld medium (SOFM) containing BSA, Minimum Essential Medium essential and non-essential amino acids for 9 days. As a preliminary experiment, we investigated the beneficial effect of granulosa cells during maturation on subsequent cleavage and development using the same type of culturedishes (4-well dish). Granulosa cells could not increase embryo cleavage after fertilization but significantly improved (p<0.05) embryo development to expanding blastocyst (Table1 and 2). In Group 1, 68 and 80% of inseminated oocytes have cleaved at 30 hours and 2 days after IVF, respectively, which is similar (p>0.05) to the result of Group 2 (69% at 30 hours and 78% at 2 days after IVF). The oocytes in Group 2 showed 21 and 11% of developmental rates to expanding and hatching blastocysts, respectively, which was not significantly different (p>0.05) from those (20 and 10%, respectively) of oocytes in Group 1. In conclusion, it has been clarified that a microdrop culture system without granulosa cells for in vitro maturation can support bovine embryonic development to blastocyst in vitro as readily as a granulosa cell coculture system.

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A study on an intermittent aeration membrane bioreactor system using ammonia sensor to decrease energy consumption and sludge concentration by tubular membrane (암모니아 센서를 이용한 간헐폭기 Membrane bioreactor공정에서의 전력비 저감과 관형막을 이용한 슬러지 농축에 관한 연구)

  • Kang, Heeseok;Lee, Euijong;Kim, Hyungsoo;Jang, Am
    • Journal of Korean Society of Water and Wastewater
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    • v.28 no.2
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    • pp.161-170
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    • 2014
  • It is essential to decrease energy consumption and excess sludge to economically operate sewage treatment plant. This becomes more important along with a ban on sea dumping and exhaustion of resource. Therefore, many researchers have been study on energy consumption reduction and strategies for minimization of excess sludge production from the activated sludge process. The aeration cost account for a high proportion of maintenance cost because sufficient air is necessary to keep nitrifying bacteria activity of which the oxygen affinity is inferior to that of heterotrophic bacteria. Also, additional costs are incurred to stabilize excess sludge and decrease the volume of sludge. There were anoxic, aerobic, membrane, deairation and concentration zone in this MBR process. Continuous aeration was provided to prevent membrane fouling in membrane zone and intermittent aeration was provided in aerobic zone through ammonia sensor. So, there was the minimum oxygen to remove $NH_4-N$ below limited quantity that could be eliminated in membrane zone. As the result of this control, energy consumption of aeration system declined by between 10.4 % and 19.1 %. Besides, we could maintain high MLSS concentration in concentration zone and this induced the microorganisms to be in starved condition. Consequentially, the amount of excess sludge decrease by about 15 %.

Establishment of Bovine Ovum Bank : I. Full Term Development of Vitrified Hanwoo (Korean Cattle) In Vitro Matured Oocytes by Minimum Volume Cooling (MVC) Method

  • 김은영;김덕임;이문걸;이종우;이금실;박세영;박은미;윤지연;허영태
    • Proceedings of the KSAR Conference
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    • 2001.03a
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    • pp.5-5
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    • 2001
  • This study was to test whether Hanwoo in vitro matured oocytes can be successfully cryopreserved by a new vitrification procedure using MVC method. For the vitrification, oocytes were pretreated in 10% ethylene glycol (EG10) for 5-10 min, exposed in EG30 for 30 sec, each oocytes were individually put on the inner wall of 0.25 $m\ell$ straw, and then straws were directly plunged into L$N_2$. Thawing was taken by 4-step procedures [1.0 Msucrose (MS), 0.5 MS, 0.25 MS, and 0.125 MS] at 37$^{\circ}C$. In vitro developmental capacity (survival, cleavage ($\geq$2-cell) and blastocyst rates) in vitrified group was no significant difference compared to that in other treatment groups (exposed; 100.0, 74.4, 32.3% and control; 100.0, 78.3, 36.3%): high mean percentage of oocytes (91.2%) was survived, 69.4% of them were cleaved and 27.9% of cleaved embryos were developed to blastocyst. Especially, after transfer of in vitro developed embryos in vitrified group, four of six recipient animals were found to pregnant and three of them were ongoing pregnant by manual palpation at 250 days after transfer. However, among them, two healthy female calves (23 and 25kg) were born. This result demonstrates that MVC method is very appropriate freezing method for the Hanwoo in vitro matured oocytes and that ovum bank can be maintained efficiently by MVC cryopreservation method.

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Characteristics of Rigid-Soft Particle Mixtures with Size Ratio (입자크기비에 따른 강-연성 혼합재의 공학적 특성)

  • Lee, Chang-Ho;Yoon, Hyung-Koo;Kim, Rae-Hyun;Lee, Woo-Jin;Lee, Jong-Sub
    • Journal of the Korean Geotechnical Society
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    • v.24 no.8
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    • pp.125-135
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    • 2008
  • Rigid-soft particle mixtures, which consist of sand and rubber, are investigated for the understanding of the stress-deformation and elastic moduli. Specimens are prepared with various size ratio sr between sand and rubber particles, and different volumetric sand fraction sf. Small strain shear waves are measured under $K_o$-loading condition incorporated with the stress-deformation test by using oedometer cell with bender elements. The stress-deformation and small strain shear wave characteristics of rigid-soft particle mixtures show the transition from a rigid particle behavior regime to a soft particle behavior regime under fixed size ratio. A sudden rise of $\Lambda$ factor and the maximum value of the $\zeta$ exponent in $G_{max}=\;{\Lambda}({\sigma}'_{o}/kPa)^{\zeta}$ are observed at $sf\;{\approx}\;0.4{\sim}0.6$ regardless of the size ratio sf. Transition mixture shows high sensitivity to confining stress. The volume fraction for the minimum porosity may depend on the applied stress level in the rigid-soft particle mixtures because the soft rubber particles easily distort under load. In this experimental study, the size ratio and volumetric sand fraction are the important factors which determine the behavior of rigid and soft particle mixtures.

In vitro Development of Somatic Cell Nuclear Transferred Bovine Embryos Following Activation Timing in Enucleated and Cryopreserved MII Oocytes (탈핵 후 동결한 MII 난자의 활성화 시기가 체세포 핵치환 이후 소 난자의 체외발달에 미치는 영향)

  • 박세필;김은영;김선균;이영재;길광수;박세영;윤지연;이창현;정길생
    • Korean Journal of Animal Reproduction
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    • v.26 no.3
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    • pp.245-252
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    • 2002
  • This study was to evaluate the in vitro survival of bovine enucleated MII (eMII) oocytes according to minimum volume cooling (MVC) freezing method and activation timing, and their in vitro development after somatic cell nuclear transfer (SONT). in vitro matured bovine oocytes for 20 h were stained with 5 $\mu\textrm{g}$/$m\ell$ Hoechst, and their 1st polar body and MII plate were removed by enucleation micropipette under UV filter. Also, eMII oocytes were subjected to activation after (group II) and before (group III) vitrification in 5 ${\mu}{\textrm}{m}$ ionomycin added CRlaa medium for 5 min. For vitrification, eMll oocytes were pretreated with EG10 for 5 min, exposed to EG30 for 30 sec and then directly plunged into L$N_2$. Thawing was taken by 4-step procedures at 37$^{\circ}C$. Survived eMII oocytes were subjected to SONT with cultured adult bovine ear cells. Reconstructed oocytes were cultured in 10 $\mu\textrm{g}$/$m\ell$ of cycloheximide and 2.5 $\mu\textrm{g}$/$m\ell$ of cytochalasin D added CRlaa medium for 1 h, and then in 10 $\mu\textrm{g}$/$m\ell$ of cycloheximide added CRlaa medium for 4 h. Subsequently, the reconstructed oocytes were incubated for 2 days and cleaved embryos were further cultured on cumulus-cell monolayer drop in CRlaa medium for 6 days. Survival rates of bovine vitrified-thawed eMII oocytes in group II (activation after vitrification and thawing) and III (activation before vitrification) were 81.0% and 84.9%, respectively. Fusion rates of cytoplasts and oocytes in group II and III were 69.0% and 70.0%, respectively, and their results were not different with non-frozen NT group (control, 75.2%). Although their cleaved rates (53.4% and 58.4%) were not different, cytoplasmic fragment rate in group II (32.8%) was significantly higher than that in group III (15.6%)(P<0.05). Also, subsequent development rate into >morula in group II (8.6%) was low than that in group III(15.6%). However, in vitro development rate in group III was not different with that in control (24.8%). This result suggested that MVC method was appropriate freezing method for the bovine eMII oocytes and vitrified eMII oocytes after pre-activation could support in vitro embryonic development after SONT as equally well as fresh oocytes.

Effects of External Whole-Body gamma-Irradiation on Blood Picture and Growth in Young Rabbits (Cobalt-60 gamma 선(線) 외부전신조사(外部全身照射)가 어린 토끼의 혈액상(血液像)과 성장률(成長率)에 미치는 영향(影響))

  • Sung, Jai Ki
    • Korean Journal of Veterinary Research
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    • v.13 no.1
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    • pp.85-102
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    • 1973
  • In the event a population of animals is exposed to ionizing radiation, proper disposition of animals will minimize loss to the farmer and protect the public from unwholesome meat and dairy products. Clinical response is an important factor in considering salvage of animals for food following exposure to ionizing radiation whether the dose is lethal or not. It is the purpose of this report to present the discussions of blood picture and growth of y ung growing rabbits exposed to cobalt-60 gamma-irradiation. The experimental animals were Hyrnalayan rabbits of 65 days old. The body weight for all animals of the time of irradiation was approximately 450g. The 96 rabbits used in the experiment were allotted t groups of eight. Rabbits in one group served as controls and the others were exposed to single doses of 100, 200, 300, 400, 500, 600 and 700 Roentgens (R). The exposure does rate averaged 15 R per minute. Central blood was obtained by heart puncture. Erythrocyte and leukocyte enumerations and, determinations of hemoglobin in blood and hematocrit value were made in the usual manner. Erythrocyte counts, concentrations of hemoglobin in blood, and hematocrit readings dropped to the lowest value between 1 and 4 weeks postirradiation, returning towards the control values. But recovery was not complete at the time of the last determination on 6 weeks postirradiation. There was a progressive decrease with increasing radiation does in the above values. Mean corpuscular volume, mean corpuscular hemoglobin and mean corpuscular hemoglobin concentration were not affected by the irradiation. After irradiation of each does the numbers of total leukocyte and the absolute numbers of various types of white cell began to decrease rapidly, and reached a minimum after 2 weeks, returning towards normal levels. But recovery was not complete at the time of the last determination on 6 weeks postirradiation. The reductions in total leukocyte and differential counts as the radiation does increases were apparent. Relative neutrophilia was observed in each irradiated group because of more expense of lymphocytes after irradiation. Growth rate of the rabbits was not affected by 100 R of whloe-body irradiation, while rabbits irradiated with 200, 300, 400 and 500 R showed marked depression of growth rate. As the radiation does increases, a depression of growth rate was apparent. The rabbits exposed to 600 and 700 R ceased from growing and recovery was not recognized during the experimental period.

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Characteristics of dairy goat milk positive reaction of the alcohol precipitation test in Korea (우리나라 유산양 알코올 양성유의 특징에 관한 연구)

  • Kim, Hye-Ra;Jung, Ji-Young;Cho, In-Young;Yu, Do-Hyeon;Shin, Sung-Shik;Son, Chang-Ho;Ok, Ki-Seok;Hur, Tai-Young;Jung, Young-Hun;Choi, Chang-Yong;Suh, Guk-Hyun
    • Korean Journal of Veterinary Service
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    • v.36 no.4
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    • pp.255-261
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    • 2013
  • The objective of the present study was to determine the minimum alcohol (ethanol) concentration that gives rise to the coagulation of goat milk for the alcohol precipitation test, and to evaluate the physical parameters of goat milk which include alcohol and heat stability. A total of 1,295 udder-half milk samples from 648 lactating dairy goats were collected from seven farms in Jeonnam province, Republic of Korea, to determine the alcohol and heat stability. The majority (99.6%) of the samples were coagulated when 70% ethanol was added to the milk, while only 11.0% of the samples were precipitated by the addition of an equal volume of 45% ethanol. With the concentration of 65%, 60%, 55% and 50% aqueous ethanol, 99.2%, 96.8%, 81.0% and 52.8% of the milk samples were coagulated, respectively. Of 1,295 dairy goat milk samples tested for heat stability, 127 (9.8%) were coagulated by boiling. Among the 143 alcohol test-positive udder-half milk samples, 52 (4.0%) were unstable by heat test, while 1,032 (79.7%) of the 1,152 alcohol test-negative milk samples were stable by heat test. According to the results of boiling test, sensitivity and specificity of 45% alcohol precipitation test were 0.3023 (95% CI: 0.2346~0.3772) and 0.9190 (95% CI: 0.9017~0.9344), respectively. The contents of protein and the specific gravity were higher in the milk samples of 45% alcohol test-positive than in those of 45% alcohol test-negative. However, lower levels of lactose and milk urea nitrogen were observed in the milk samples of 45% alcohol test-positive compared to the alcohol test-negative milk samples. The lowest pH values ($6.73{\pm}0.20$) were shown in the 45% alcohol test-negative and heat-unstable milk samples, while the lowest values of somatic cell counts and bacterial counts were shown in the 45% alcohol test-negative and heat-stable milk samples. Results of this study suggest that the alcohol precipitation for dairy goat milk may have to be tested with ethanol concentration less than 45% for the determination of freshness and heat-stability.

A study to 3D dose measurement and evaluation for Respiratory Motion in Lung Cancer Stereotactic Body Radiotherapy Treatment (폐암의 정위적체부방사선치료시 호흡 움직임에 따른 3D 선량 측정평가)

  • Choi, Byeong-Geol;Choi, Chang-Heon;Yun, Il-Gyu;Yang, Jin-Seong;Lee, Dong-Myeong;Park, Ju-Mi
    • The Journal of Korean Society for Radiation Therapy
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    • v.26 no.1
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    • pp.59-67
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    • 2014
  • Purpose : This study aims to evaluate 3D dosimetric impact for MIP image and each phase image in stereotactic body radiotherapy (SBRT) for lung cancer using volumetric modulated arc therapy (VMAT). Materials and Methods : For each of 5 patients with non-small-cell pulmonary tumors, a respiration-correlated four-dimensional computed tomography (4DCT) study was performed. We obtain ten 3D CT images corresponding to phases of a breathing cycle. Treatment plans were generated using MIP CT image and each phases 3D CT. We performed the dose verification of the TPS with use of the Ion chamber and COMPASS. The dose distribution that were 3D reconstructed using MIP CT image compared with dose distribution on the corresponding phase of the 4D CT data. Results : Gamma evaluation was performed to evaluate the accuracy of dose delivery for MIP CT data and 4D CT data of 5 patients. The average percentage of points passing the gamma criteria of 2 mm/2% about 99%. The average Homogeneity Index difference between MIP and each 3D data of patient dose was 0.03~0.04. The average difference between PTV maximum dose was 3.30 cGy, The average different Spinal Coad dose was 3.30 cGy, The average of difference with $V_{20}$, $V_{10}$, $V_5$ of Lung was -0.04%~2.32%. The average Homogeneity Index difference between MIP and each phase 3d data of all patient was -0.03~0.03. The average PTV maximum dose difference was minimum for 10% phase and maximum for 70% phase. The average Spain cord maximum dose difference was minimum for 0% phase and maximum for 50% phase. The average difference of $V_{20}$, $V_{10}$, $V_5$ of Lung show bo certain trend. Conclusion : There is no tendency of dose difference between MIP with 3D CT data of each phase. But there are appreciable difference for specific phase. It is need to study about patient group which has similar tumor location and breathing motion. Then we compare with dose distribution for each phase 3D image data or MIP image data. we will determine appropriate image data for treatment plan.

Establishment of Bovine Ovum Bank : I. Full Term Development of Vitrified In Vitro Matured Hanwoo (Korean Cattle) Oocytes by Minimum Volume Cooling (UC) Method (소 난자 은행 설립 : I. MVC 방법으로 초자화 동결된 한우 미성숙 난자의 개체 발생능 조사)

  • Kim, E.Y.;Kim, D.I.;Rhee, M.G.;Weon, Y.S.;Nam, H.K.;Lee, K.S.;Park, S.Y.;Park, E.M.;Yoon, J.Y.;Heo, Y.T.;Cho, H.J.;Park, S.P.;Chung, K.S.;Lim, J.H.
    • Korean Journal of Animal Reproduction
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    • v.25 no.1
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    • pp.1-7
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    • 2001
  • This study was to test whether in vitro matured Hanwoo oocytes can be successfully cryopreserved by a new vitrification procedure using MVC method. For the vitrification, oocytes were pretreated in 10% ethylene glycol (EG10) for 5~10 min, exposed in EG30 for 30 sec, each oocyte was individually put on the inner wall of 0.25 $m\ell$ straw, and then straws were directly plunged into L$N_2$. Thawing was taken by 4-step procedures 〔1.0 M sucrose (MS), 0.5 MS, 0.25 MS, and 0.125 MS〕 at 37$^{\circ}C$. In vitro developmental capacity (survival, cleavage ($\geq$2-cell) and blastocyst rates) in vitrified group was no significant difference compared to that in other treatment groups (exposed; 100.0, 74.4, 32.3% and control; 100.0, 78.3, 36.3%): high mean percentage of oocytes (91.2%) was survived, 69.4% of them were cleaved and 27.9% of cleaved embryos were developed to blastocyst. Especially, after transfer of in vitro developed embryos in vitrified group, four of six recipient animals were pregnant and three of them were ongoing-pregnant by manual palpation at 250 days after transfer. This result demonstrates that MVC method is very appropriate freezing method for the Hanwoo in vitro matured oocytes and that ovum bank can be maintained efficiently by MVC cryopreservation method.

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Shopping Value, Shopping Goal and WOM - Focused on Electronic-goods Buyers (쇼핑 가치 추구 성향에 따른 쇼핑 목표와 공유 의도 차이에 관한 연구 - 전자제품 구매고객을 중심으로)

  • Park, Kyoung-Won;Park, Ju-Young
    • Journal of Global Scholars of Marketing Science
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    • v.19 no.2
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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.

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