• Asia Marketing Journal
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• v.15 no.3
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• pp.117-139
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• 2013

Research on purchase intention had showed remarkable progress in contributing to the theory of consumer behavior. Despite the popularity of academic discussions on various issues influencing purchase intention, the mediating role of brand recall and brand attitude on purchase intention, in particular advergames, has not yet been well explored, especially in developing economies such as Malaysia. Furthermore, the influence of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expected to add value to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of the mediating role of brand recall and brand attitude on purchase intention in advergames among Malaysian gamers. The antecedents towards brand recall and brand attitude are also examined to measure their influence on purchase intention. A total of 350 Malaysian gamers were interviewed through online survey in this study. The results showed that brand recall and brand attitude mediate the relationship between self-brand congruity, entertainment and brand placement acceptance with purchase intention. Also, entertainment and brand placement acceptance were found to have a significant relationship with brand recall. As expected, brand recall and brand attitude showed a positive relationship with consumer purchase intention in advergames. It was found that self-brand congruity has a significant influence on brand attitude and purchase intention. When users see the brand which matches with them, they tend to act positively toward the brand exposed in the game. This is consistent with Escalas and Bettman (2005) who suggested that the greater the congruity, the more positive the consumer's attitude toward the brand in question. This leads to game usage and purchase (Davis and Lang, 2013). In the advergaming context, the entertainment value in advergames is very important to determine the level of enjoyment and pleasure experienced by gamers during game-playing. Therefore, the more entertaining the ads, the more it will be remembered and the greater the positive behavior of the consumer towards the advergames - this ultimately stimulates their intention to purchase the brand. This study shows the effect of brand placement on brand recall and brand attitude and also purchase intention. Brand placements might not work in games due to the interactivity involved in game-playing as people could be distracted from noticing the brand placements (Yang et al., 2006). However, the significant influence of brand placements found in this study may provide major promise for advertisers. Game players may or may not explicitly remember the brands they see in the games, but these placements may influence their brand recall and brand attitude and could therefore influence later decisions (Yang et al., 2006). In this study, it was found that self-brand congruity was not significantly related with brand recall. The reason for this could be attributed to the fact that this study examined gamers who are highly involved in the interactive medium of games which force them to focus on game play rather than advertisements; the level of recognition to remember the brand exposed in the game is low and contributes to the "mismatch" between the gamers and the said brand. The present study contributes to the existing literature of the antecedents of brand recall and brand attitude in advergames. This study contributes to the role of brand recall and brand attitude as mediators in purchase behavior theory. Academically, the relationship between brand recall and brand attitude is well known in advergaming research, but their impact as important mediators on purchase intention add new understanding in the interactive communication literature. Their mediating role may provide new insights on how they facilitate the effects of self-brand congruity, entertainment and brand placement on purchase intention. Besides that, the studies on the influence of self-brand congruity on brand recall and brand attitude and also consumer intention to purchase had not well-investigated in advergames. This study contributes to fill those gaps in advergames literature. For practitioners, this study could suggest the use of illustrative or demonstrative placements of new products to help customers remember new brands, and the use of associative placements for existing products to increase consumers' purchase intention (Ho et al., 2011). To advertisers, this study may provide useful information to improve their current advertising strategies in games, for instance, by considering game players' congruity, entertainment value and brand placement factors.

• Korean Journal of Child Studies
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• v.11 no.1
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• pp.45-57
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• 1990

The purpose of the present study was to investigate the age-related differences in recall and to assess effects of presentation modality, encoding condition and cue modality on recall in terms of encoding specificity principles and dual-coding theory. Eighty children in each of 3grades(first, third and fifth) were presented a 30-item set of pictures or words on cars for recall in a study-test procedure. The experiment was designed as a 3(age) x 2(presentation modality:picture or word) x 2(encoding condition:random or category) x 2(cue modality:picuture or word) factorial design. Statistical analyses were with four-way ANOVA and $Scheff\acute{e}$ test. It was concluded from these results that when the stimulus was presented by pictures, encoded by category and the cues were also presented by pictures, recall increased in all ages. These results were interpreted in terms of encoding specificity principles and dual-coding theory.

• Asia Marketing Journal
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• v.17 no.2
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• pp.1-13
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• 2015

It is becoming increasingly difficult for advertisers to reach target consumers because memory for an ad is inhibited in the presence of competing ads. While previous studies have focused on ad repetition as a factor that can reduce competitive interference, this study focuses on ad distinctiveness. We compare the effects of ad distinctiveness on recall for the ad and its competing ad in high competitive ad environments with those in relatively low competitive ad environments. Regarding the effect of ad distinctiveness on recall for the focal ad, the results show that when an advertiser makes its ad distinctive, recall for its own ad is enhanced in both high and low competitive ad environments although the positive effect is relatively weak in high competitive environments. The results also show that, regarding the effect of ad distinctiveness on recall for its competing ad, when an advertiser makes its ad distinctive, recall for its competing ad is enhanced in low competitive ad environments rather than in high competitive ad environments.

• Phonetics and Speech Sciences
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• v.5 no.3
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• pp.63-69
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• 2013

The purpose of this study was to evaluate the maximum and optimal listening speed of Korean TTS for the blind. Five blind participants took part in this study. The instruments used in this study were 17 sentence sets (2 sets for an excercise, 10 sets for a repeated test, and 5 sets for a random test), with short meaningful sentences (the same sentences for the repeated test, different sentences for the random test) with 15 differentiated speeds (Range=0.8-3.6, SD=0.2). Each participant's maximum and quickest listening speeds were calculated by objective recall accuracy (determined by the number of correctly recalled syllables/the total number of syllables in a sentence X 100) and subjective recall accuracy (recall accuracy judged by each participant's subjective evaluation). The results showed that the participants' recall accuracy had a tendency to increase as the TTS speed decreased. Participants' subjective recall accuracy was higher than objective recall accuracy in the repeated tests and vice versa in the random tests. The results also revealed that the participants' sentence familiarity had an influence on their Korean TTS listening speed.

• Korean Journal of Biological Psychiatry
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• v.12 no.2
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• pp.207-215
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• 2005

Objectives:This study was to compare verbal memory ability among patients with schizophrenia, bipolar manic patients and unipolar depressive patients, and to understand their charicteristics of memory process. Methods:All subjects were hospitalized patients and had been interviewed by using the Structured Clinical Interview for DSM-IV(SCID). Schizophrenic patients(N=40), bipolar manic patients(N=17), and unipolar depressive patients(N=20) were assessed with K-AVLT for verbal memory and with K-WAIS for verbal IQ. Three groups were compared regarding total immediate recall, delayed recall, delayed recognition, learning curve, memory retention, and retrieval efficiency under controlled verbal IQ. Multiple regression analysis was performed to find which clinical factors have an influence on verbal memory ability. Results:In MANCOVA, differences of verbal memory test scores among the groups were statistically significant(F=1.800, p<.05). In post hoc analysis, Patients with schizophrenia and bipolar mania showed poorer performance in immediate recall, delayed recall, delayed recognition, retrieval efficiency than unipolar depres- sive patients. And schizophrenics performed poorly in delayed recall, delayed recognition, retrieval efficiency than nonpsychotic affective disorder group, but no difference in total immediate recall, delayed recall, delayed recognition, retrieval efficiency between the schizophrenic group and the psychotic affective group. Conclusions:These results partially confirm previous reports of verbal memory ability among major psychiatric disorders. Our results showed that psychotic symptoms were related with verbal memory, and longer duration of illness was related with poorer performance in schizophrenia and unipolar depression.

• Journal of the Korean Society for Library and Information Science
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• v.8
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• pp.73-101
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• 1981

Retrieval effectiveness is the principal criterion for measuring the performance of an information retrieval system. The effectiveness of a retrieval system depends primarily on the extent to which it can retrieve wanted documents without retrieving unwanted ones. So, ultimately, effectiveness is a function of the relevant and nonrelevant documents retrieved. Consequently, 'relevance' of information to the user's request has become one of the most fundamental concept encountered in the theory of information retrieval. Although there is at present no consensus as to how this notion should be defined, relevance has been widely used as a meaningful quantity and an adequate criterion for measures of the evaluation of retrieval effectiveness. The recall and precision among various parameters based on the 'two-by-two' table (or, contingency table) were major considerations in this paper, because it is assumed that recall and precision are sufficient for the measurement of effectiveness. Accordingly, different concepts of 'relevance' and 'pertinence' of documents to user requests and their proper usages were investigated even though the two terms have unfortunately been used rather loosely in the literature. In addition, a number of variables affecting the recall and precision values were discussed. Some conclusions derived from this study are as follows: Any notion of retrieval effectiveness is based on 'relevance' which itself is extremely difficult to define. Recall and precision are valuable concepts in the study of any information retrieval system. They are, however, not the only criteria by which a system may be judged. The recall-precision curve represents the average performance of any given system, and this may vary quite considerably in particular situations. Therefore, it is possible to some extent to vary the indexing policy, the indexing policy, the indexing language, or the search methodology to improve the performance of the system in terms of recall and precision. The 'inverse relationship' between average recall and precision could be accepted as the 'fundamental law of retrieval', and it should certainly be used as an aid to evaluation. Finally, there is a limit to the performance(in terms of effectiveness) achievable by an information retrieval system. That is : "Perfect retrieval is impossible."

• Proceedings of the Korea Information Processing Society Conference
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• 2021.11a
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• pp.681-684
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• 2021

In this paper, we study image clustering without labeling using machine learning techniques. We proposed an unsupervised machine learning technique to design an image clustering model that automatically categorizes images into groups. Our experiment focused on inception convolutional neural networks (inception V3) with k-mean methods to cluster images. For this, we collect the public datasets containing Food-K5, Flowers, Handwritten Digit, Cats-dogs, and our dataset Rice Germination, and the owner dataset Palm print. Our experiment can expand into three-part; First, format all the images to un-label and move to whole datasets. Second, load dataset into the inception V3 extraction image features and transferred to the k-mean cluster group hold on six classes. Lastly, evaluate modeling accuracy using the confusion matrix base on precision, recall, F1 to analyze. In this our methods, we can get the results as 1) Handwritten Digit (precision = 1.000, recall = 1.000, F1 = 1.00), 2) Food-K5 (precision = 0.975, recall = 0.945, F1 = 0.96), 3) Palm print (precision = 1.000, recall = 0.999, F1 = 1.00), 4) Cats-dogs (precision = 0.997, recall = 0.475, F1 = 0.64), 5) Flowers (precision = 0.610, recall = 0.982, F1 = 0.75), and our dataset 6) Rice Germination (precision = 0.997, recall = 0.943, F1 = 0.97). Our experiment showed that modeling could get an accuracy rate of 0.8908; the outcomes state that the proposed model is strongest enough to differentiate the different images and classify them into clusters.

• The Journal of the Korean dental association
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• v.31 no.4 s.287
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• pp.268-273
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• 1993

• Korean journal of communication and information
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• v.81
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• pp.299-328
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• 2017

This study investigated news comprehension via the social media by comparing the reading of a news story on the news paper. A news story on the social media was suggested to present information in a conversational form, which differs from a traditional reporting style. To compare the different forms of news information presentation, two conditions were created: in a control condition, a news story was written in a traditional reporting form. In the experimental condition, the same news story was constructed in a conversational form. Participants were assigned randomly in one of two conditions. They read the news story and afterwards, they were asked to recall firstly, the core idea of the news story, secondly the whole news story, and finally to answer to the 10 questions that assessed how well they learned from the news story. Participants' responses were content-analyzed and produced six variables, the extent to recall the core idea, the extent to recall the whole story, the extent to recall wrong information, the extent to recall additional information, the extent to recall causally related contents in general, and finally the extent to recall causally related contents in story-specific. Analyses on the six variables revealed that the group in the news paper condition recalled more core idea, the whole story, and additional information than the group in the social media. But the news paper condition recalled less of wrong information than the group in the social media condition. Additionally, the news paper condition learned more than the group in the social media. Regarding the recall of causally related contents, the general causal relationships were recalled more in the group in the social media condition but the story specific causal relationships were recalled more in the group in the news paper condition. The findings seemingly indicated that a traditional news reporting contributes to news story comprehension more than the conversational form. Authors however added discussions and advised that the findings needed to be read under caution.

• Journal of Information Processing Systems
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• v.13 no.3
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• pp.435-447
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• 2017

Associative and bidirectional associative memories are examples of associative structures studied intensively in the literature. The underlying idea is to realize associative mapping so that the recall processes (one-directional and bidirectional ones) are realized with minimal recall errors. Associative and fuzzy associative memories have been studied in numerous areas yielding efficient applications for image recall and enhancements and fuzzy controllers, which can be regarded as one-directional associative memories. In this study, we revisit and augment the concept of associative memories by offering some new design insights where the corresponding mappings are realized on the basis of a related collection of landmarks (prototypes) over which an associative mapping becomes spanned. In light of the bidirectional character of mappings, we have developed an augmentation of the existing fuzzy clustering (fuzzy c-means, FCM) in the form of a so-called collaborative fuzzy clustering. Here, an interaction in the formation of prototypes is optimized so that the bidirectional recall errors can be minimized. Furthermore, we generalized the mapping into its granular version in which numeric prototypes that are formed through the clustering process are made granular so that the quality of the recall can be quantified. We propose several scenarios in which the allocation of information granularity is aimed at the optimization of the characteristics of recalled results (information granules) that are quantified in terms of coverage and specificity. We also introduce various architectural augmentations of the associative structures.