• Korean Journal of Cognitive Science
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• v.20 no.2
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• pp.109-124
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• 2009

When visual and auditory information is presented simultaneously, we perceive visual information dominantly over auditory information. This effect is called the visual dominance effect. This study was to examine the influence of semantic congruence of visual and auditory information on the visual dominance effect. The semantic congruence of visual and auditory information was manipulated. The results showed that the visual dominance effect obtained in error rates was not modulated by semantic congruence, whereas the effect in RT was. It is suggested that this modulation of the influence of semantic congruence on the visual dominance effect would be due to the task type.

• International Journal of Advanced Culture Technology
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• v.11 no.2
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• pp.366-374
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• 2023

Growing environmental awareness around the world has made environmental issues increasingly important in business. While most past research has focused on consumers' sustainable morals and lifestyles as the main motivations for eco-friendly consumption, few studies have examined the effect of traditional marketing programs on sustainable consumption. In this study, the author posited that delicate visual cues in store retail environments, particularly visual cues of the store interiors, affect the ways consumers evaluate the brand. The author specifically tested the effect of visual congruence, or the perceived fit between brands and visual cues in retail atmospheres, on perceived brand image and trust. The results of the online survey of 622 U.S. consumers indicated that visual congruence has a significant positive effect on consumer trust in the brand. The author also hypothesized that environmental concerns would moderate the relationships. consumers' subjective environmental concerns do not moderate the positive effect of visual congruence on trust in the brand.

• Asia Marketing Journal
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• v.11 no.4
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• pp.69-93
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• 2010

In this research, through experiments, we show that incongruity of color between mediums has positive influence on brand attitude in terms of integrated management of brand. We also present that self-image congruence of 'brand-consumer' has moderating effect on such influence of color incongruity. Mediums were limited to the ones that magnifying visual influence in order only to observe influence of color. With the same reason, visual factors other than color were coherently set or held constant and we chose brands with either low familarity or no previous knowledge. As a result, we find that brand attitude by the incongruity of color between mediums was higher compared to brand attitude by the congruence of color. In case with lower self-image congruence of brand-consumer we show higher change in attitude compared to the one with higher self-image congruence of brand-consumer. We believe our findings are interesting to note that brand may be enhanced by forming positive brand attitude through brand expression i.e., color of visual factors. In addition, we suggest that level of congruence and diversity of brand expression is in fact deeper or wider than that of brand manager's intuition. We see that it is possible for studying brands the incongruity which has been studied as a strategy to reposition mature brands can be a way of improving the recognition on new brands.

• Science of Emotion and Sensibility
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• v.20 no.3
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• pp.49-60
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• 2017

Previous research found that merely touching an object can create psychological ownership and the endowment effect. It was also found that just imagining touching an object without actually touching the object can make the same effect on psychological ownership. Prior research on haptic imagery examined the effect of haptic imagery induced by direct instruction of imaging on psychological ownership. We investigate a new method which can induce the haptic imagery in a more natural way than direct instruction of imaging. We manipulated imagery conditions such as visual-haptic congruence multimodal cue, visual-haptic incongruent multimodal cue, direct instruction condition and control condition, and examined the effects on imagery vividness, feeling of physical control, perceived ownership, and purchase intention. We conducted the experiment on 140 undergraduate students and our results showed that visual-haptic congruence multimodal cue condition is more effective than direct instruction of haptic imagery while visual-haptic incongruence multimodal cue condition is not effective. Our study extends prior haptic imagery research by making important marketing implications for online retailing.

• Journal of the Institute of Electronics and Information Engineers
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• v.50 no.9
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• pp.179-185
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• 2013

In this paper, the RTA-ERP(Response Time Aligned-Evoked Relative Potential) was modelled to analyze the effect of motor activation pattern in response to visual sensory stimuli. Simon effect was analysed using the amplitude response of RTA-ERP and measured response time. The 'odd number' experiments, which identify an odd number mixed with same numbers, was performed with 15 healthy adult participants(9 males and 6 females, whose mean age of 31) for 7 minutes for each participant. Throughout experimentation, we observed that the proposed RTA-ERP can compensate the timing variation due to different neural processing procedures in the brain, and shows enhanced LRP(Lateralized Readiness Potential) and Pe(Error Related Positivity). Regarding to 'congruence' and 'incongruence' testing patterns, the amplitude of RTA-ERP and the response time for the 'congruence' are $0.03{\mu}V$ larger, and 43 ms faster than those for the 'incongruence', respectively. The amplitude characteristics of RTA-ERP, obtained by synchronizing the onset times with respect to response time, corresponds more likely to that of P300 in the ERP pattern (the characteristics of the Simon effect).

• The Mathematical Education
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• v.40 no.1
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• pp.93-102
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• 2001

The world we live in is called the age of information. Thus communication and computers are doing the central role in it. When one studies the mathematical problem, the use of tools such as computers, calculators and technology is available for all students, and then students are actively engaged in reasoning, communicating, problem solving, and making connections with mathematics, between mathematics and other disciplines. The use of technology extends to include computer algebra systems, spreadsheets, dynamic geometry software and the Internet and help active learning of students by analyzing data and realizing mathematical models visually. In this paper, we explain concepts of transformation, linear transformation, congruence transformation and homothety, and introduce interesting, meaningful and visual models for teaching of a plane transformation geomeoy which are obtained by using Mathematica. Moreover, this study will show how to visualize linear transformation for student's better understanding in teaching a plane transformation geometry in classroom. New development of these kinds of teaching-learning methods can simulate student's curiosity about mathematics and their interest. Therefore these models will give teachers the active teaching and also give students the successful loaming for obtaining the concept of linear transformation.

• Science of Emotion and Sensibility
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• v.17 no.3
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• pp.107-116
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• 2014

In the current study, it is suggested that when two emotions are presented through cross-modality, such as auditory and visual, incongruence will influence arousal, recognition, and recall of subjects. The first hypothesis is that incongruent cross-modality does not only increase arousal more than the congruent, but it also increases recall and recognition more than congruent. The second hypothesis is that arousal modulates recall and recognition of subjects. To demonstrate the two hypotheses, our experiment's conditions were manipulated to be congruent and incongruent by presenting positive or negative emotions, visually and acoustically. For dependent variables, we measured recall rate and recognition rates. and arousal was measured by PAD (pleasure-arousal-dominance) scales. After eight days, only recognition was measured repeatedly online. As a result, our behavioral experiment showed that there was a significant difference between arousal before watching a movie clip and after (p<.001), but no difference between the congruent condition and incongruent condition. Also, there was no significant difference between recognition performance in the congruent condition and incongruent condition, but there was a main effect of the clips' emotions. Interestingly after analyzing recognition rates separately depending on clips' emotions, there was a significant difference between congruent and incongruent conditions in the only negative clip (p= .044), not in the positive clip. In a detailed result, recognition in the incongruent condition is more than in the congruent condition. Furthermore, in the case of recall performance, there was a significant interaction between the clips' emotions shown in the clips and congruent conditions (p=.039). Through these results, the effect of incongruence with negative emotion was demonstrated, but an incongruent effect by arousal could not be demonstrated. In conclusion, in our study, we tried to determine the impact of one method to convey a story dramatically and have an effect on memory. These effects are influenced by the subjects' perceived emotions (valence and arousal).