• Journal of Global Scholars of Marketing Science
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• v.18 no.3
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• pp.27-57
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• 2008

Many consumers enjoy the challenge of purchasing a brand that matches well with their own values and personalities (for example, Ko et al., 2008; Ko et al., 2006). Therefore, the personalities of consumers can impact on the final selection of a brand and its brand personality in two ways: first, the consumers may incline to purchase a brand or a product that reflects their own personalities; second, consumers tend to choose a company that has similar brand personalities to those brands that are being promoted. Therefore, the objectives of this study are following: 1. Is there any empirical relationship between a consumer's personality and the personality of a brand that he or she chooses? 2. Can a corporate brand be differentiated by the brand personality? In short, consumers are more likely to hold favorable attitudes towards those brands that match their own personality and will most probably purchase those brands matching well with their personality. For example, Matzler et al. (2006) found that extraversion and openness were positively related to hedonic product value; and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influenced brand effects, which in turn droved attitudinal and purchase loyalty. Based on the above discussion, the following hypotheses are proposed: Hypothesis 1: the personality of a consumer is related to the brand personality of a product/corporate that he/she purchases. Kuksov (2007) and Wernerfelt (1990) argued that brands as a symbolic language allowed consumers to communicate their types to each other and postulated that consumers had a certain value of communicating their types to each other. Therefore, how brand meanings are established, and how a firm communicate with consumers about the meanings of the brand are interesting topics for research (for example, Escalas and Bettman, 2005; McCracken, 1989; Moon, 2007). Hence, the following hypothesis is proposed: Hypothesis 2: A corporate brand identity is differentiated by the brand personality. And there are significant differences among companies. A questionnaire was developed for collecting empirical measures of the Big-Five personality traits and brand personality variables. A survey was conducted to the online access panel members through the Internet during December 2007 in Korea. In total, 500 respondents completed the questionnaire, and considered as useable. Personality constructs were measured using the Five-factor Inventory (NEO-FFI) scale and a total of 30 items were actually utilized. Brand personality was measured using the five-dimension scale developed by Aaker (1997). A total of 17 items were actually utilized. The seven-point Likert-type scale was the format of responses, for example, from 1 indicating strongly disagreed to 7 for strongly agreed. The Analysis of Moment Structures (AMOS) was used for an empirical testing of the model, and the Maximum Likelihood Estimation (MLE) was applied to estimate numerical values for the components in the model. To diagnose the presence of distribution problems in the data and to gauge their effects on the parameter estimates, bootstapping method was used. The results of the hypothesis-1 test empirically show that there exit certain causality relationship between a consumer's personality and the brand personality of the consumer's choice. Thus, the consumer's personality has an impact on consumer's final selection of a brand that has a brand personality matches well with their own personalities. In other words, the consumers are inclined to purchase a brand that reflects their own personalities and tend to choose a company that has similar brand personalities to those of the brand being promoted. The results of this study further suggest that certain dimensions of the brand personality cause consumers to have preference to certain (corporate) brands. For example, the conscientiousness, neuroticism, and extraversion of the consumer personality have positively related to a selection of "ruggedness" characteristics of the brand personality. Consumers who possess that personality dimension seek for matching with certain brand personality dimensions. Results of the hypothesis-2 test show that the average "ruggedness" attributes of the brand personality differ significantly among Korean automobile manufacturers. However, the result of ANOVA also indicates that there are no significant differences in the mean values among manufacturers for the "sophistication," "excitement," "competence" and "sincerity" attributes of the corporate brand personality. The tight link between what a firm is and its corporate brand means that there is far less room for marketing communications than there is with products and brands. Consequently, successful corporate brand strategies must position the organization within the boundaries of what is acceptable, while at the same time differentiating the organization from its competitors.

• Journal of the Korean Society of Food Science and Nutrition
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• v.44 no.2
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• pp.216-225
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• 2015

The purpose of this study was to evaluate night time eating habits, dietary habits, and nutrient intake in university students according to residence type. A survey was conducted by administering questionnaires to 664 students. Questionnaire interview and 24-h dietary recall were conducted. Subjects were divided into three groups according to residence type: dormitory boarding (DB group, N=313), self-boarding (SB group, N=246), and living with parents (LWP group, N=105). Average ages in the DB, SB, and LWP groups were 21.3, 22.2, and 22.1 years, respectively. There were no significant differences in body mass index between the three groups. In total, 77.3% of students regularly ate night time snacks. The proportion of students who reported night time eating was 84.0% in the DB group, 73.6% in the SB group, and 65.7% in the LWP group (P<0.001). In terms of food types consumed during night time eating, the DB group showed a significantly higher rate of consumption of fried chicken and flour-based foods than the SB and LWP groups, whereas the SB group showed a significantly higher rate of consumption of alcohol beverages than the DB and LWP groups. Energy, carbohydrates, protein, fat, vitamins, and mineral intakes were significantly higher in the DB group than in the SB and LWP groups. In addition, intake of cholesterol per 1,000 kcal was significantly higher in the DB group than in the SB and LWP groups. Thus, SB and DB students seemed to have more night time eating problems than LWP students. Accordingly, nutritional education is needed to support the development of healthier eating habits, in particular, night time eating habits, among students living in dormitories and in self-boarding situations.

• Journal of Educational Research in Mathematics
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• v.20 no.3
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• pp.413-444
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• 2010

The purpose of the present study is to develop an instrument of mathematical learning motivation and causal attribution for students and to analyze the results of the instrument. Based on the literature review, mathematical learning motivation is the cumulative effects of self-assessment and self-regulation in mathematical learning and achievement experience. Three factors of mathematical learning motivation is identified as self-regulatory efficacy, task difficulty and mathematical anxiety with 17 self-regulatory efficacy items, 9 task difficulty items and 9 mathematical anxiety items. Three factors of causal attribution for success is identified as ability/effort, luck, and other person with 6 ability/effort items, 4 luck items and 3 other person items. Also, four factors of causal attribution for failure is identified as ability, effort, luck, and other person with 3 ability items, 7 effort items, 3 luck items and 4 other person items. The instrument of mathematical learning motivation and causal attribution for success and failure was administered to 919 middle school students from eight different middle middle schools in Seoul, Gyeonggi-Do, Busan, jeolla-Do area. The correlation of three factors of mathematical learning motivation was calculated. As a result, a positive correlation between self-regulatory efficacy and task difficulty was appeared but mathematical anxiety has a negative correlation with self-regulatory efficacy and task difficulty. This study also examined the differences about mathematical learning motivation's sub-factors shown by three groups of mathematics achievement level. Students of higher achievement level showed that the degree of self-regulatory efficacy and task difficulty was higher than that of lower level group. Students of lowest achievement level showed significantly higher mathematical anxiety degree than that of middle and high group. Students that have higher degree of self-regulatory efficacy and task difficulty preference were attributed into ability/effort cause toward success of mathematics achievement. Also, Male students preferred more difficult task and higher degree of self-regulatory efficacy in mathematics learning than female students. On the contrary, Female students showed higher mathematical anxiety level than male students.

• Research in Community and Public Health Nursing
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• v.13 no.2
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• pp.205-215
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• 2002

Objectives: This study was designed to develop and evaluate a stage matched exercise intervention program to effectively increase exercise behaviors in urban elders. Methods: The study included three phases: preliminary descriptive data collection, program development, and program evaluation. The data for the preliminary descriptive phase were collected between May and June 2001. The study participants were 89 urban elders who responded a questionnaire that included general characteristics, exercise related experiences, stage, and process of change in exercise behaviors. Data were analyzed using descriptive statistics, $x^2$-test, and content analysis. Development of the program was based on the preliminary data. and a literature review, and was guided by the tran theoretical model. It consisted of strategies to facilitate the process of changes used in each stage. Evaluation of the program was achieved from October to December 2001, using a case study method, in which eight urban female elders participated. Interviews were conducted on a weekly basis in the form of either an individual interview, or group discussion. Each elder subject received education in accordance with the program strategies and education materials. In the case that a subject's stage of change moved into another one, the scores for the process of change were re-measured. The data were analyzed using the content analysis technique. Results: The results were as follows: 1. Elders who participated in the preliminary data collection phase were over 75 years of age, and the majority of them were women. They had a higher educational level, and fewer number of illnesses than the subjects in other studies. Their stage of change was divided into pre-contemplation and maintenance. The social liberation scores were the highest across all stages of change. There was no difference between men and women on scores for processes of change in each stage. 2. The stage matched exercise intervention program that was developed in this study consisted of one counseling type program and three distinguished educational booklet materials. 3. The results of the case studies are as follows: 1) The study participants were 8 women between 75 and 87 years of age. At the first interviews, all of them were in the pre-contemplation stage. All of them reached the action stage before the 7th week. The scores for processes of change that were the focus in each stage increased more than the scores for other processes of change. During the early stages of change, experimental processes increased more than behavioral processes. However. this pattern was reversed during later stages of change. 2) Characteristics of the subjects in each stage were identical as presented at the tran theoretical model. The intervention strategies were effective in the transition occurred in any stage. 3) Barriers for exercise included unwillingness to exercise, fatigue, shortness of breath, and pain. Ways to overcome these barriers were 'learning an alternative exercise method that can be done at home', 'self-promising/ exercise-promising', and 'use of cues to exercise'. 4) The factors that affected the application of the program were consideration of age and personal preference in selecting an exercise pattern, individualized intervention, and use of education materials appropriate to elders. Women over 80 years of age preferred muscle strengthening and stretching exercise, because they can be easily done at home. They also preferred individualized interventions, materials that were easy to read, and education contents appropriate for elders. Conclusion: In conclusion, the stage matched exercise intervention program that considered the characteristics of the elders was effective to facilitate exercise behaviors of the elders.

• Environmental and Resource Economics Review
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• v.22 no.3
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• pp.521-545
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• 2013

This study applied choice experiment(CE) method(which is included in the stated preference method) to estimate values of some important attributes(i.e. type of estuary, water quality of river in estuary, water quality of sea in estuary, biodiversity level of estuary) of 4 major river(Hangang, Guemgang, Yeongsangang, Nakdonggang) estuaries in Korea. Although the multinomial logit model(MNL) is generally applied to analyse the CE data, testing for IIA assumption with the Hausman and McFadden test in MNL model shows that the IIA assumption in our data is rejected. Therefore, the heteroscedastic extreme value model(HEV) and the multinomial probit model(MNP) which are not based on the IIA assumption are used to analyse our CE data. As results, the coefficients and the elicited economic values of MNL model are seriously distorted if the IIA assumption is not satisfied in MNL model. The estimation results of MNP model show that the economic values are elicited as 352.3 billion won(95% C.I. 261.1 - 477.8 billion won) for natural estuary, 411.5 billion won(95% C.I. 338.5 - 525.5 billion won) for one grade improvement of river water quality in estuary, 358.9 billion won(95% C.I. 292.5 - 457.0 billion won) for one grade improvement of sea water quality in estuary, and 151.9 billion won(95% C.I. 99.0 - 218.6 billion won) for one grade improvement of biodiversity level of estuary. Therefore, the value of estuary is reached to 2,197.0 billion won(95% C.I. 1,721.0 - 2,879.9 billion won) if any natural estuary in 4 major rivers has good water quality of river in estuary(i.e. 2nd grade), good water quality of sea in estuary(i.e. 1st grade), and good biodiversity level of estuary.

• Journal of Applied Biological Chemistry
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• v.61 no.1
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• pp.17-23
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• 2018

The purpose of this study was to produce mulberry extract and silk protein (MS) added yogurt fermented with vegetable lactic acid bacteria (Lactobacillus plantarum and Bacillus acidiproducens) and to determine their physicochemical properties and preference. The physicochemical properties were examined total phenol and antocyanins contents, viscosity, visible cell counts, chromaticity and sensory evaluation. Yogurt made with LP (PL) and BA (BA) had similar pH and titrable acidity and mulberry and MS addition made lower pH and higher titrable acidity than the control (YF) (p <0.05). The MS added yogurt exhibited adaptable acidity in the market. As expected, MS added yogurt had higher redness, and lower lightness and yellowness than no added one regardless of bacteria kinds, in chromaticity (p <0.05). MS added yogurt showed higher value of total phenols and anthocyanins than no MS added one. MS added yogurt also increased the number of live bacteria in the ascending order of than LP, BA, YF, LP + MS, and BA + MS. In sensory evaluation, BA + MS had the higher overall acceptance than the others. In conclusion, yogurt fermented with Lactobacillus plantarum and Bacillus acidiproducens was acceptable as much as the commercial Lactobacillus. Moreover, MS added yogurt fermented with Bacillus acidiproducens was the most preferred, based on physicochemical properties and overall acceptability for sensory evaluation.

• Journal of Nuclear Fuel Cycle and Waste Technology(JNFCWT)
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• v.10 no.1
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• pp.63-75
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• 2012

This paper gives some basic requirements and preferences of various geological environmental conditions for the final deep geological repository of spent nuclear fuel (SNF). This study also indicates how the requirements and preferences are to be considered prior to the selection of sites for a site investigation as well as the final disposal in Korea. The results of the study are based on the knowledge and experience from the IAEA and NEA/OECD as well as the advanced countries in SNF disposal project. This study discusses and suggests preliminary guideline of the disposal requirements including geological, mechanical, thermal, hydrogeological, chemical and transport properties of host rock with long term geological stabilities which influence the functions of a multi-barrier disposal system. To apply and determine whether requirements and preferences for a given parameter are satisfied at different stages during a site selection and suitability assessment of a final disposal site, the quantitative criteria in each area should be formulated with credibility through relevant research and development efforts for the deep geological environment during the site screening and selection processes as well as specific studies such as productions of safety cases and validation studies using a generic underground research laboratory (URL) in Korea.

• Journal of Distribution Science
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• v.10 no.1
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• pp.5-10
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• 2012

Currently, the rewards programs offered by many companies to strengthen customer relationships have been working quite well. In addition, many companies' rewards programs, designed for stabilizing revenue, are recognized to be effective. However, these rewards programs are not significantly differentiated between companies and there are no accurate conclusions currently, which can be made about their effects. Because of this, a company with a customer rewards program may not comprehend the true level of active participation. In this environment some companies' rewards programs inadvertently hinder business profitability as a side effect while attempting to increase customer loyalty. In fact, airline and oil companies pass on the financial cost of their programs to the customer, and as a result, they have been criticized publicly. The result of this is that the corporations with bad rewards programs tend to get a bad image. In this study of stores' rewards programs, we centered our focus on the design of the program. The main problem in this study is to recognize the financial value of the rewards program and whether it can create a competitive edge for the companies despite the cost issues experienced by them. Customers receiving financial rewards for their business may be just as satisfied with a particular company or store versus those who are not, and the program, perhaps, does not form a distinctive competitive advantage. When the customer is deciding between competing companies to secure their product needs with, we wanted to figure out how much of an affect a valuable reward program had on their decision making. To evaluate this, we set the first hypothesis as, "based on the level of involvement of the customers, there is a difference between customers' preferences for rewards programs." In the results of Experiment 1 we saw that in a financial compensation program for high-involvement groups and low-involvement groups, significant differences appeared and Hypothesis 1 was partially supported. As for the second hypothesis that "customers will have different preferences between a financial rewards programs (SE) and a joint rewards programs (JE)," the analysis showed that the preference for JE was significantly higher than that for other programs. In addition, through Experiment 2, we were able to find meaningful results, which revealed that consumers have shown a significant difference in their preferences between SE and JE. The purpose of these experiments was to enable the designing of a rewards program by learning how to enhance service information distribution and strengthen customer relationships. From the results, there should be a great amount of value for future service-related endeavors and academic research programs. The research is significant, because the results can be found to have a positive effect on reward program designs however, it does have the following limitations. First, this study was performed using an experiment, and all experiments have limitations. Second, although there was an individual evaluation and a joint evaluation, setting a proper evaluation criteria was difficult. In this study, 1,000 Korean won (KRW) in the individual evaluation had a value of 2 points, and, in the joint evaluation, 1,000 KRW had a value of 1 point. There may have been alternative ways to differentiate the evaluations to obtain the proper results. In this study, since there was no funding, the experiments were performed orally however, this was complementary to the study. Third, the subjects who participated in this experiment were students. Conducting this study through experimentation was unavoidable for us, and future research should be conducted using an actual program with the target customers.

• Journal of the HCI Society of Korea
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• v.11 no.1
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• pp.47-55
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• 2016

Three Dimensional Printing (herein, 3D printing) not only gives novelty and interests to modern people but is also a spotlighted technology that could herald a new industrial revolution. The introduction of various 3D printing service platforms has enabled individuals to easily possess products designed through 3D printing. However, there are still many issues to consider until the era of new manufacturing, when 3D printing becomes available to the general public so that anyone can make and design products with 3D printing. For instance, there needs to be sufficient consideration and research on whether the current 3D printing services can prove their higher capability to produce products conventionally done by machines and hands through 3D printing, and on the meaning of selling a wide range of product families like those of most 3D printing service platforms to the consumers. This study, which was initiated in this context, aimed to gain insight on the directions that 3D printing services need to advance going forward by letting consumers have first-hand experience on 3D printing online service platforms with a wide range of product families and those with relatively limited services, and then asking them to answer multiple-choice and short-answer survey questions on the websites they wish to purchase from, diversity of designs, design satisfaction, perceived technical skills, perceived purchase satisfaction, perceived after-sales service(A/S). As a result, we were able to witness that consumers generally had a strong preference for services with a wide range of product families (e.g. Shapeways) compared to services with a narrow range (e.g. Digital Forming). We also verified that design diversity and the possibility of realizing the designs were the crucial aspects that need to be considered with 3D printing services. Moreover, we also carried out discussions on carrying out design consulting by securing a pool of designers from diverse fields, on providing web-based designing software that can be utilized even by beginners, and on operating shops both online and offline in order to provide more competitive 3D printing services.

• Journal of the Korean Society of Food Science and Nutrition
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• v.41 no.5
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• pp.598-604
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• 2012

Four types of mixed citrus and carrot juice (CCJ) were prepared with citrus-pressed juice and cake, and carrot-pressed juice. Their physicochemical properties and antioxidative activities were investigated. The four types of juices were created using different ratios of citrus-pressed juice, carrot-pressed juice, citrus-pressed cake, and additives. The mixing ratios of the four CCJ were as follows (all ratios given in the order of citrus-pressed juice : carrot-pressed juice : citrus-pressed cake : additives; 70:30:0:0 for CCJ-1, 65:30:0:5 for CCJ-2, 65:30:5:0 for CCJ-3, and 60:30:10:0 for CCJ-4. Acidity was low in CCJ-3 and -4 at 0.82 and 0.80, respectively, compared with 0.95 in CCJ-1. The fructose, glucose, and sucrose content was 2.11~5.76 g/100 g, 1.20~2.75 g/100 g, and 3.00~4.21 g/100 g, respectively. Total phenolic content was 1.17 and 1.22 times high as 863 and 898 mg% in CCJ-3 and -4, respectively, compared with 735 mg% in CCJ-1. DPPH radical scavenging activities of methanol extracts of CCJ-3 and -4 were 3.05 and 3.29 times as high as 58.7% and 63.3%, respectively, compared with 19.2% in CCJ-1. Superoxide anion scavenging activities were also 1.67 and 1.80 times higher in CCJ-3 and -4 than that of CCJ-1. Inhibition of NO production in methanol extracts of CCJ-4 were 1.15 and 1.57 times as high as 20.9% and 28.5%, respectively, compared with 18.2% in CCJ-1. Based on the sensory evaluation, CCJ-3 was more preferable in terms of color, flavor, taste, and overall preference than CCJ-1, -2, and -4. It was concluded that CCJ-3 made with 65% citrus-pressed juice, 30% carrot-pressed juice, and 5% citrus-pressed cake were high in antioxidative activity and the inhibition of NO production, and more preferable in terms of sensory attributes.