• Asia Marketing Journal
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• v.15 no.2
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• pp.117-132
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• 2013

Recent developments in embodied cognition suggest that people process environmental information by using their bodily state and mental simulation. The focus of embodiment theory is that cognitive processing is based on the interaction among the body, the mind, and the world. Based on embodied theories of cognition, the authors predict that when the representation of marathon running is activated, bodily feedback such as tiredness and thirst will occur because mental simulation of marathon running contains sensorimotor representation of marathon running. As a result, it is predicted that participants primed with marathon runner will have more desire to have products that enable thirsty-quenching. Specifically, this research proposes that consumers' tendency to adopt the perspective of others influences embodied cognition, since perspective taking leads people to assimilate their own self-judgments and behaviors toward the cognitive representations of others. An experiment reveals that both perceptual and cognitive perspective taking tendencies moderate how participants respond to the contextual cues. The effect of perspective taking is moderated by whether participants are prompted to adopt a first-person view or a third-person view. In detail, among the high perspective takers, those in the marathon-first-person condition drink more the mineral water than those in the marathon-third-person condition, who in turn drink more the mineral water than those in the control condition. Among the low perceptual perspective takers, however, there are no significant differences in the amount of mineral water intake. This research delivers important insights for advertising messages. When being exposed to an advertisement, high perspective taking consumers may be more engaged in the advertised message than low perspective taking consumers, which in turn high (vs. low) perspective taking consumers' tendency to respond behaviorally consistent with the message may be higher. Based on the findings of this research, if the message induces the high perspective taking consumers to have a first- (vs. third-) person view, this effect may be stronger. Moreover, if the advertising message contains behaviors, such as using the target product, inducing consumers to mimic the behaviors seems to bring more behavioral responses which marketers intend.

• Korean Journal of Biological Psychiatry
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• v.26 no.2
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• pp.47-58
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• 2019

Objectives The purpose of this study was to investigate the differences between adolescents and adults, in the perspective-taking ability, as well as the brain activation patterns during the perspective-taking situation. Methods We recruited healthy adolescents aged 13 years to 15 years (n = 20) and adults aged 19 years to 29 years (n = 20). All the subjects were scanned while performing the perspective-taking task, in which an emotional situation was presented in the form of statements comprising first person, as well as third person perspectives. Differences in brain activation between groups were assessed by contrasting neural activity during the tasks. Results In the between-group analysis, while performing the third-person perspective-taking task, the adolescent group showed greater neural activities in the middle frontal gyrus and precentral gyrus as compared to the adult group. Positive correlation was observed between the activity in the frontal areas (Brodmann area 6/9) and the score of scales related to perspective-taking and social cognition in the adolescent group. Conclusions This study suggests that several frontal brain areas of adolescents needs to be overactivated in order to compensate for low perspective-taking ability when they ought to take another person's point of view.

• Korean Journal of Biological Psychiatry
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• v.16 no.3
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• pp.159-169
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• 2009

Objectives : This study aimed to investigate the difference of brain activities in viewing a common emotional situation according to perspective-taking. Methods : Using fMRI, brain activities were measured while performing the task viewing a common emotional situation on either self-perspective or third-person perspective in fourteen healthy men. The relatively activated brain areas on each perspective were investigated, then the relationship between the activated brain regions and the scores of self report about some emotion or empathic ability were explored. Results : The relatively activated brain areas on self-perspective were bilateral paracentral lobule(BA 5), right postcentral gyrus(BA 3), right precentral gyrus(BA 4), left superior temporal gyrus(BA 22), left medial frontal gyrus(BA 6), whereas on third-person perspective right inferior frontal gyrus(BA 47), left caudate body and tail, right superior temporal gyrus(BA 38), right medial frontal gyrus(BA 8) were activated. The relative activity of left superior temporal gyrus on self-perspective was positively correlated with the score of Beck Depression Inventory. Conclusion : This study demonstrated that the activated brain region according to perspective-taking were different while viewing a common emotional situation. The depressive feeling would have an influence on the brain activity related to perspective-taking.

• Journal of Korea Game Society
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• v.10 no.3
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• pp.37-45
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• 2010

This study examines the characteristics of screen image of 3D first-person shooting games and the newly created subjectivity by that image. 3D first-person shooting games create immersion by remediating the visual experience in the real world. The construction of subjective perspectives and comparatively clear interface are the important features of 3D first-person shooting games. The subjectivity created by this games' image is different from the subjectivity constructed by suture of film. Gamers have the dominant position of the subject of looking, gaming and narrating, but the narrating position is never permanent nor stable. Because the position has the limited sight of first-person, not the comprehensive sight of third-person.

• The Journal of Korea Robotics Society
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• v.13 no.2
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• pp.113-120
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• 2018

To fly a drone or unmanned aerial vechicle(UAV) safely, its pilot needs to maintain high situation awareness of its flight space. One of the important ways to improve the flight space awareness is to integrate both the global and the local navigation map a drone provides. However, the drone pilot often has to use the inconsistent reference frames or perspectives between the two maps. In specific, the global navigation map tends to display space information in the third-person perspective, whereas the local map tends to use the first-person perspective through the drone camera. This inconsistent perspective problem makes the pilot use mental rotation to align the different perspectives. In addition, integrating different dimensionalities (2D vs. 3D) of the two maps may aggravate the pilot's cognitive load of mental rotation. Therefore, this study aims to investigate the relation between perspective difference ($0^{\circ}$, $90^{\circ}$, $180^{\circ}$, $270^{\circ}$) and the map dimensionality matches (3D-3D vs. 3D-2D) to improve the way of integrating the two maps. The results show that the pilot's flight space awareness improves when the perspective differences are smaller and also when the dimensionalities between the two maps are matched.

• Korean Institute of Interior Design Journal
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• v.25 no.1
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• pp.35-46
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• 2016

The purpose of this study was to identify the characteristics of expressionism in the space of deconstructive architecture by comparing the spaces of "The Cabinet of Dr. Caligari" video with the expressionist characteristics of film narrative structure and expressionist architecture and making an expansion based on the results. The findings were as follows: first, the "The Cabinet of Dr. Caligari" is divided into two set spaces: one has the perspective representation distorted in the viewpoint of a mad person applied to it, and the other reflects the viewpoint of a normal person from medieval paintings with no perspective. Second, the expressionist buildings did not reflect the expressionist characteristics in the interior spaces as fully as in the exterior ones. Third, the incomplete combination of Signifiant and $Signifi{\acute{e}}$, which were the theoretical basis of deconstructive architecture, showed a tendency of binary opposition like the double narrative structure of "The Cabinet of Dr. Caligari." Fourth, deconstructive architecture seems to embody the exterior form and interior space of "The Cabinet of Dr. Caligari" and its set spaces in the phenomenal aspect but exhibits its limitations with the realization of dynamics, one of the characteristics of expressionism. Finally, the Seattle Public Library presents the best embodiment of expressionist characteristics found in the set spaces of "The Cabinet of Dr. Caligari" while seeking after the combination of horizontal and vertical paths of action through the spiral ramps and inclined slabs.

• The Journal of the Korea Contents Association
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• v.22 no.3
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• pp.250-260
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• 2022

This study aims to verify the dual mediating effect of work meaningfulness and anxiety in the process of person-job fit influencing flourishing. For this purpose, an online survey was conducted with 320 employees working in various companies, and statistical analysis was conducted using AMOS 21, SPSS 21, and SPSS Process Macro v. 3.3. The results of this study are as follows: First, person-job fit had positive correlations with work meaningfulness and flourishing and a negative correlation with anxiety. Second, work meaningfulness and anxiety were both found to have mediating effects on the relationship between person-job fit and flourishing. Third, the dual-mediating effect of work meaningfulness and anxiety was confirmed. The practical implication of this study is that it is important to manage effectively person-job fit and work meaningfulness at workplace as the individuals' perspective toward work changes and the emotional/psychological well-being becomes even more essential. The implications and limitations of this study were discussed in the conclusion.

• Journal of Korea Game Society
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• v.8 no.3
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• pp.51-59
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• 2008

This article focuses on perspectives of game in terms of interactivity between game texts and players. There are many points of view which have been discussed, such as first person point of view, third person point of view, top-down point of view, side-view point of view, quarter-view point of view, and isometric point of view, but they are too insufficient to fully explain the perspectives of game from the viewpoint of the interactivity. This paper examines the function of player and game manufacturer as implied authors on interactive point of view, and discusses the perspectives of game through a sense of distance between players as implied author and player characters.

• International Journal of Internet, Broadcasting and Communication
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• v.15 no.4
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• pp.185-190
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• 2023

With the continuous development of the game field, the subdivision of game types is becoming more and more precise. There are also more and more games that draw on some achievements in other fields in their game design. Among them are meta-fiction games based on metafiction. This article will explore whether the combination of a meta-fiction game and a side-scrolling game with a unique visual experience is appropriate. If the side-scrolling game is the external form of the game, then the meta-fiction game is the internal content core of the game. The degree of fit between the external form and the internal core will undoubtedly determine the lower limit and upper limit of the game quality. Based on alienation theory, this article takes several highly rated side-scrolling games on the market as examples to conduct a theoretical analysis on the compatibility of side-scrolling games and metafiction games. The analysis results suggest that compared to first-person games, side-scrolling games with a unique third-person perspective have the best compatibility with meta-games.

• PNF and Movement
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• v.14 no.3
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• pp.209-217
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• 2016

Purpose: Treatments using a mirror neuron system, such as 3D virtual reality therapy, are used in stroke rehabilitation, but they need to be constructed according to a detailed procedure. The aims of this study were to analyze electroencephalograms (EEG) during relaxation and action while observing first person perspective (1AE) and third person perspective (3AE) videos of the right hand for 20's. Methods: Thirty participants (Male=4, Female=26) were recruited for this study. Participants were selected by a vividness of movement imagery questionnaire (VMIQ). EEG was measured during relaxxation and during action with 1AE and 3AE videos, focusing on the supination and pronation actions of participants' right hands. An absolute mu rhythm, a relatively high alpha power, and a relative beta power were identified. In each group, one-way repeated measures ANOVA was used for statistical analysis. Results: Measurement of absolute mu rhythms was significantly suppressed for both 1AE and 3AE compared with relaxation in C3 and C4 regions. High alpha wave measurements were significantly suppressed for both 1AE and 3AE in all regions, while beta wave measurements were significantly increased only for 3AE in F3 and F4 regions. Conclusion: Based on this study, we suggest that the mirror neuron system is activated during actions accompanied by action observation, especially actions with 3AE video observation, which can be a great therapeutic mathod in stroke rehabilitation.