• Smart Media Journal
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• v.7 no.4
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• pp.106-113
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• 2018

Brand identity (BI) is a key asset that affects consumers' psychological cognition of products and services. In the initial planning stage of the BI design development for a company, a unique approach strategy is required. In the final evaluation stage, a reasonable design evaluation method involving potential consumers needs to be prepared. However, conventional brand identity design evaluation processes tend to depend on the results of surveys, and in many cases it is impossible to be free from the distorting phenomenon of survey respondents' psychological manifestation which is often revealed in the process of the surveys. In this context, this research has explored whether the method of utilizing EEG data of the subjects along with the conventional survey method of preference could be helpful in the process of evaluating the brand identity design. To achieve that, we correlated the subject's preference survey results with the subject's EEG data. 'Attractiveness' and 'concentration' were used as variables. As a result, it was found that there was a high correlation between the results of preference survey on 'attractiveness' and the results of 'EEG' on 'concentration'. Therefore, in addition to the existing conventional qualitative evaluation methods, we confirmed that design evaluation methods using EEG are useful for evaluating tacit knowledge objects such as the BI design.

• Journal of the Korea Society of Computer and Information
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• v.25 no.9
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• pp.45-52
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• 2020

In this paper, we propose an intention to study the purchase of smart music by Chinese consumers. To study the influence of the originality and usefulness of intelligent music products on the purchase intention of Chinese consumers, and to explore how the originality and usefulness of intelligent music products affect the purchase intention. To achieve this goal, 372 questionnaires were collected through the Internet for frequency analysis, factor analysis, confidence analysis and structural equation analysis of data collection, and were carried out by SPSSV22.0 and AMOSV22.0 methods. Research the validation of assumptions in the model to reveal the psychological and behavioral responses of consumers to smart music products. The results show that the originality and usefulness of new products not only directly affect the purchase intention of Chinese consumers, but also indirectly affect their purchase intention by enhancing their attractiveness. The conclusion of this study is of guiding significance for the development of intelligent music product development and marketing strategy.

• Korean Journal of Culture and Social Issue
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• v.28 no.4
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• pp.749-772
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• 2022

This study aimed at investigating the validity of WHR (or waist-to-hip ratio) and Golden ratio as standards of physical attractiveness. Each of 60 male and 60 female college students were divided into two groups of 30. Using the 3D game program, each person in one group drew a physically attractive figure of the opposite sex while the other group drew a physically attractive figure of the same sex. Then, WHR and Golden ratio of the figures were measured and compared with the ideal WHR (.7 for women and .9 for men) and Golden ratio 1.618. It was found that WHR and Golden ratio for the physically attractive figures were lower than the ideal standards regardless of the participant's gender. That is, the participants preferred to men and women having curvaceous body shapes with a narrow waist and a wide pelvis. In most cases, Golden ratios measured in many ways were not correspondent to the ideal ratio, 1.618. In regards to BR (or Body Ratio), the legs and waist of the physically attractive figures were shorter relative to the Golden ratio and this was more salient for physically attractive man figures. Regarding the facial ratio measured by FR(or facial ratio) and FR_VP(or facial ratio_vertical point), the faces of figures made by participants, regardless of their sex, were shorter and wider compared to the Golden ratio. Further, the participants preferred baby-faced woman and masculine man figures. Finally, implications of the findings, limitations the of the present study, and the suggestions for future research were discussed.

• Korean Journal of Culture and Social Issue
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• v.17 no.3
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• pp.261-285
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• 2011

In our studies, We defined the concept of social reputation and aimed to estimate the effect of social reputation on likability, trust, preference of interpersonal relationship. To accomplish these goal, photographs of 12 persons(six young unmarried man, six young unmarried women) volunteered were shown to 60 raters, and the one male and one female pictures of scores of facial attractiveness are nearest to median were selected as experimental figures in preliminary study. After this, We asked 260 raters to assess likability, trust, preference of interpersonal relationship after showing raters the chosen pictures of man and woman and telling scenario of positive, negative reputation about these two persons. The outcomes showed that in both men and women, likability, trust, preference of persons who gained positive reputation were significantly higher than persons gained negative reputation. Facial attractiveness was effect on likability, trust, and preference, but effect size of reputation was much higher on likability, interpersonal preference, especially trust level. Also, in three-way ANCOVA results, Woman has showed higher likability and trust than man under the condition of good reputation in both woman was rater and object to be assessed, but on the contrary, likability, trust, and preference of woman were lower than man in either woman was rater or object to be judged under the bad reputation,. Lastly, this study's implications and limitations were discussed.

• Journal of the Korean Society of Costume
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• v.52 no.5
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• pp.15-30
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• 2002

The purposes of this study were to identify the Chinese university students' clothing attitudes and purchasing behavior according to their lifestyle. Questionnaires developed by researcher were distributed and collected from 540 Chinese university students from Mar. 5 to Mar. 20, 2001. Means, frequencies, and percentages were calculated. Factor analysis, cluster analysis. one-way ANOVA, and Chi-square test were used for data analysis. And Duncan's multiple range test was followed. The factors of lifestyle were consumption, self-confidence, economy, accomplishment. sociability. fashionability, individuality, and conservation. Chinese university students were segmented into 4 groups of the modern sociable, the passive stagnated, the positive progresive, and the traditional conservative. The group size of the modem sociable was the smallest, and the traditional conservative was the largest. Chinese university students considered sexual attractiveness of clothing most important. Psychological dependence and ostentation of clothing were next important in a decending order. The passive stagnated considered conformity of clothing most important and showed the opposite tendency of the modern socialable. The positive progressive considered all aspects of clothing attitudes important, and showed the opposite tendency of the traditional conservative. Chinese university students utilized direct fashion information sources, and patronized medium or small size department store or traditional market.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.5
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• pp.654-664
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• 2014

This study investigated factors that contribute to the clothing behavior and body image of elderly men, how these factors vary by demographic characteristics, and how these factors affect quality of life. The subjects were 250 elderly men selected by convenience sampling between the ages of 60 to 80 who lived in Gyeongnam province. They participated in a survey from May-June 2012. Out of the 250 participants only 227 were used to analyze the data due to the completeness of their survey. The results showed that the factors for clothing behavior were social psychological importance, conformity, economic efficiency, fashion interest, and interpersonal intention. For body image, the factors revealed were physical attractiveness, interest in appearance, and concern about weight. Differences in the clothing behavior, body image, and quality of life were indicated by the demographic characteristics of the subjects. Clothing behavior and body image of elderly men were revealed as a contributing factor towards quality of life.

• The Research Journal of the Costume Culture
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• v.20 no.1
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• pp.121-127
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• 2012

When people are asked to described certain textiles, they frequently refer to the expressions of its properties such as attractiveness, uniqueness, shininess, robustness, comfortability, and so on. It shows how senses play important role in it. Human employs their senses when interacting with textiles, most notably visual and tactile/ haptic to absorb its expressive properties. Yet, our sensorial experiences may amplify when interacting with those of traditional textiles, such as batik, as we can entice sensations when seeing its motifs and patterns, smelling its materials, and touching its surfaces. The multi-sensorial importance of seeing, smelling, and touching in the interaction with and experience of textiles suggests that one should address senses in a systematic way when evaluating users' perception on traditional textiles. To address this issue, the paper proposes the incorporation of Kansei Engineering (KE) approach for identifying multi-sensorial experiences on the expressive properties of traditional textiles, using batik as a case of study. KE approach address person's psychological understanding when observing things in order to analyze and study the inherent relationship between person's perceptual knowledge and objects evaluated. This paper outlines the use of KE approach in correlating sensorial perceptions when experience with traditional textiles and ultimately expose users' preferences toward them. Background of KE approach on textiles will be explored and its application for the multi-sensorial investigation of traditional textiles will be discussed.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.6
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• pp.643-653
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• 2003

The purpose of this study was to investigate the relation of desire for aesthetic surgery and clothing attitude of female with their body satisfaction, need, and self-esteem. Subjects were 813 females of 10's to 40's living in Daejeon Metropolitan City and Gongju City, Chungchungnamdo. Results from this research revealed that the correlation of desire for aesthetic surgery with body satisfaction was negative so that female satisfying one's body shape didn't want to have aesthetic surgery. However, aesthetics and sexual attractiveness of clothing had positive correlations with body satisfaction. It was also shown that the need and self-esteem of female affected directly on the desire for aesthetic surgery and the pursuit of clothing aesthetics. Women with higher need for exhibition and dominance were not only concerned about the elevation of their appearance through their clothing but also recognized the value of modifying their appearance through aesthetic surgery. Women with higher self-esteem were interested in the elevation of their appearance through clothing, but the other hand, they showed negative attitude toward modifying their appearance via aesthetic surgery. This result revealed the fact that women with higher self-esteem had a tendency to keep the traditional sense of value and as a result, showed negative attitude toward the aesthetic surgery.

• Journal of the Korean Institute of Landscape Architecture
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• v.37 no.2
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• pp.104-113
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• 2009

Gyeong Po in Gangneung is highly recognized as a scenic area that is home to twelve traditional pavilions which are still in existence today. Since the modification of the Natural Park Act in 2007, there has been serious concern about the regulation of the heights of buildings surrounding Gyeong Po. In light of this, the present study aims to provide some guidelines for the regulation of building height in the modified Natural Park Act on the basis of investigations of landscape characteristics of Gyeong Po and the psychological influences of changing building heights. The analysis of the view from the pavilions located around Gyeong Po Lake indicated that the strategic landscape control points were Gyeong Po Dae and Bang Hae pavilions in terms of landscape management. These two landscape control points were considered as points from which people could view the greatest part of the landscape surrounding Gyeong Po Lake. The results of a preference analysis revealed that the views from Gyeong Po Dae to Juk Do were of relatively higher preference than the view from Bang Hae pavilion. This finding emphasized the importance of landscape management in Juk Do and its surroundings. A factor analysis resulted in three factors including attractiveness, tranquility, and orderliness. A comparison of the magnitude of influence of these three factors showed that the order of influence to preference was: attractiveness>tranquility>orderliness. These results highlight the need to introduce landmarks or unique buildings into the areas because the panoramic views of Gyeong Po Lake are relatively flat as lake views go. There should also be a variety of skylines harmonizing with the natural landscapes and landscape management for building groups, rather than individual building control, to enhance tranquility. Analysis of the psychological effects of building height suggests that, regardless of view points, preference was split at a 30 meter building height. This was indicative that viewer preference would drop when building heights are controlled to allow heights over 30 meters. The present study was not able to take varying view points and story heights into account. A more detailed study considering building types, the arrangement of buildings and the number of building stories is needed for effective landscape management in the Gyeong Po Dae area.

• Korean Journal of Culture and Social Issue
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• v.13 no.1
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• pp.115-136
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• 2007

A trustworthy counseling relationship is an important variable for an effective counseling progression and counseling goal achieving. This study was designed to examine effects of ambivalence over emotional expressiveness and counselor perception on working alliance. Objects of this study were clients in university counseling centers, counseling centers for adolescents and private counseling institutes. Clients were asked to answer an ambivalence over emotional expressiveness questionnaire, a counselor perception questionnaire and a working alliance questionnaire. Total 97 cases were collected and the data was analysed by multiple regression method. The results were as followed; ambivalence over emotional expressiveness was not significantly related to working alliance. However, counselor perception was significantly related to working alliance. That is, the more positively counselors were perceived, the better working alliance was. Effects of counselor perception's sub-factors on working alliance were also found; attractiveness was significantly related to working alliance but trustworthiness and expertness were not. An interaction of ambivalence over emotional expressiveness and counselor perception on working alliance was also significant. As for those clients who were high at the ambivalence over emotional expressiveness, working alliance was increased in case they had positive counselor perception. In conclusion, it is not personality factors but that counselor perception that makes the difference in working alliance