• Journal of Engineering Education Research
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• v.17 no.6
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• pp.20-29
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• 2014

The purpose of this study is to analyze the traits on the cognitive and affective learning style of university students. CALSIU(The Cognitive & Affective Learning Style Inventory for University School Students) by Kim, E. J. was modified for applying to university students and performed with 399 university students from three universities in Daejeon and Chungnam. Statistical analysis done in this study were ANOVA and Scheffe's test. Findings of the study are as follows : First, the students with high academic achievements have intuitive perception type, whole processing type, and deep storage & recall type. Secondly, the students with low academic achievement have strong non-academic learning type. Third, interaction attitude of affective learning styles is the important element to determine their academic achievement. The students with independent type get high academic achievements. Therefore, instructor should consider the learning styles of students, and it should be used to improve their teaching & learning strategy for better academic achievements of university students.

• Journal of Distribution Science
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• v.13 no.5
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• pp.61-70
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• 2015

Purpose - This study investigates whether the effectiveness of self trait-advertisement versus communion-focused advertisement on product evaluations depends on a type of pride felt as ambient emotion. It also explores whether the mediating roles of cognitive and affective response to the effect of the advertisement type on product evaluation are moderated by types of pride such as hubristic pride or authentic pride. Research Design, Data, and Methodology - This research uses a restaurant service as the experimental object and employs a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) between-subjects design, with cognitive response and affective response as within-subject. Each experimental group consisted of 40 undergraduate students assigned to participate in the experiment. One questionnaire from the authentic pride and self-trait focused advertisement group and two questionnaires from the hubristic pride and communion-focused advertisement group were removed due to answer errors, resulting in a participant number of 157. The author conducts a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) ANOVA on advertised product evaluations, and to better understand the interaction effects, also conducts separate analysis of the hubristic and the authentic pride groups. Additionally, the study conducts mediated moderation analysis to check the mediation role difference of the cognitive response and the affective response to each advertisement on the interaction effects on product evaluations between the hubristic and the authentic pride groups. Results - The findings indicate that participants in the hubristic pride group more positively evaluate the product in self-trait focused advertisement, whereas participants in the authentic pride group more positively evaluate the product in communion-focused advertisements. In addition, the mediating role of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation is partially moderated by the pride type. However, the mediating role of affective response on the positive interaction effect of advertisement type and pride type on the product evaluation is not moderated by the pride type. Conclusions - The results of this study contribute to advertisement theory development by exploring interaction effects of ambient pride type and advertisement type on product evaluation, as well as to the theory of consumer behavior by exploring how pride type moderates the mediating roles of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation. From the perspective of the current research, advertisers should research what kinds of events consumers have experienced to increase the effectiveness of their advertisements, and use self-trait advertisements when consumers are grouped under ambient hubristic pride, and use communion-focused advertisements when consumers are grouped under ambient authentic pride. However, future research is necessary to discover the reasons why the mediating role of affective response to advertisements in the interaction effects of pride type and advertisement type on product evaluation is not moderated by pride type.

• The Korean Journal of Community Living Science
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• v.15 no.1
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• pp.57-65
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• 2004

The purposes of this study are to identify types of fathers who engaged in different patterns of interaction with their children and to examine the characteristics by different fathering patterns. Data are collected from 323 married men with the oldest child under 12 years old, using the structured questionnaire survey method. The major findings of the study are as follows: First, the fathering activities are composed of four factors, which are affective involvement, caretaking, social involvement and discipling. The respondents tend to exhibit the level of fathering activities higher than middle point. Second, using cluster analysis, three types of fathers are categorized: The affective type fathers scored significantly high on dimensions of affective involvement. Whereas the engaged fathers scored the highest on all domains of fathering, the disengaged fathers demonstrated significantly limited involvement. Third, the characteristics which are associated with fathering activities patterns are father's age, job type, work hour, frequency of meetings after work hour, job satisfaction and child rearing attitude. The results of this study suggest several implications to develop parent education program for fathers and their children.

• Journal of the Architectural Institute of Korea Planning & Design
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• v.34 no.9
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• pp.55-66
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• 2018

This study aims to propose color affective model of indoor space by evaluating subjects' physiological responses according to the types of behavioral and affective system. 99 subjects(44 females, 55 males) in their 20s, who had no disorders in visual perception, participated in the experiment. To categorize the subjects based on behavioral and affective system, BAS/BIS scale and Affective scale were used. Color stimuli were composed of five basic colors and three tones: vivid, pale and dull tone of R, Y, G, B, P. For physiological experiment, right and left prefrontal alpha activity was measured to analyze prefrontal EEG asymmetry. Participants were exposed to fifteen color stimuli for 20 seconds each other under the positive and negative emotional condition in a research room with the natural light blocked. The results and conclusion of this study are as follows. Along with factors of behavioral and affective system, cluster analysis was carried out and four types were classified. Type A had high BAS sensitivity, especially high 'drive' trait, and showed high levels of 'anxiety' and 'anger'. Type B had low BAS sensitivity, especially low 'fun seeking' and low 'drive' trait, and showed low levels of 'anxiety' as well as low levels of 'happiness'. Type C had low BIS sensitivity and showed high levels of 'happiness' and low levels of 'sadness'. Type D had high BIS sensitivity and showed high levels of 'lethargy' and 'sadness'. As a result of EEG signal analysis of color stimuli, Type B, Type C, and Type D showed significant differences in prefrontal alpha asymmetry under the negative emotional stimuli. Type B showed more left prefrontal activation in the spaces with pale R and dull G. Type C showed more left prefrontal activation in the spaces with vivid Y and B, pale R, and dull R, G, P. Type D showed more left prefrontal activation in the spaces with vivid Y and P, pale R, Y, P, and dull R, Y, G, B, P. The group of high BAS sensitivity was not influenced by color stimuli under the emotional conditions, whereas the group of high BIS sensitivity was affected by color stimuli under the negative emotional conditions. They showed left prefrontal activation when they were exposed the spaces with vivid, pale, dull tones of Y and P wall.

• The Journal of Information Systems
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• v.27 no.3
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• pp.203-225
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• 2018

Purpose This study investigated the impact of review language style (affective vs. cognitive) on review helpfulness and the moderating effects of the types of attractions in the relationships between the review language and its helpfulness. Design/methodology/approach This study investigates the impact of review language style (affective vs. cognitive) on review helpfulness and the moderating effects of the types of attractions in the relationships between the review language and its helpfulness. This study selected two hedonic and utilitarian attractions (Hedonic: Brandenburg Gate, Utilitarian: Peragamon Museum) located in Berlin. A total of 3,320 reviews was collected from TripAdvisor. We divided online reviews posted for these places into reviews with more affective language and with more cognitive language by using the LIWC. Then, we investigated the impact of language effect on review helpfulness across the attraction type. Findings The findings suggest that peers tend to judge more helpful toward cognitive language in attraction reviews regardless of attraction type. This study found that peers tend to perceive more helpful toward cognitive review in utilitarian attractions. Even though there was an interaction effect between review language and attraction type, in hedonic attractions, the influence of cognitive language was reduced, but still cognitive reviews would get more helpful votes.

• Journal of Distribution Science
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• v.17 no.8
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• pp.45-56
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• 2019

Purpose - This study aimed at investigating the mediation roles of attitude dimensions in the effects of involvement type on hedonic product purchase intention and moderation role of lay rationalism in the effects of involvement type on attitude dimensions. Research design, data, and Methodology - "Wenjuanxing" was used online to make questionnaire, which was loaded on Wechat and QQ. 125 data were collected online in China. The Process macro model 58 including moderation of the two paths in the causal sequence was used to verify hypotheses. Results and Conclusions - First, cognitive (affective) involvement had positive effect on the utilitarian (hedonic) dimension of consumer attitude and the purchase intention. Second, hedonic dimension of attitude had positive effects on purchase intention, but utilitarian dimension of attitude had not significant positive effects on purchase intention. Third, Lay rationalism did decrease (did not increase) the positive effects of affective (cognitive) involvement on hedonic (utilitarian) dimension of attitude. Therefore Marketing managers should understand the differences between the cognitive involvement and affective involvement, and develop the ways by which they attract consumers to choose their hedonic product. And they should give affective (cognitive) information to the customers with low (high) rationalism consumers when they do marketing for their hedonic product.

• Asia Marketing Journal
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• v.18 no.1
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• pp.37-53
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• 2016

The purpose of this study is to show that the effectiveness of utilitarian versus hedonic attributefocused advertisement on product evaluation depends on the arousal level of positive emotion, and to explore mediation effect of cognitive response to utilitarian attribute-focused advertisement and affective response to hedonic attribute-focused advertisement on the effectiveness of utilitarian versus hedonic attribute-focused advertisement. This research employs a 2 (arousal level: mild vs. elevated) × 2 (advertisement type: utilitarian vs. hedonic) between-subjects design, and 200 undergraduate students participate in the experiment, in which there are 50 students at each experimental group. The results of ANCOVA with positive emotion level as a covariate on advertised product evaluation show significant interaction effect of arousal level and advertisement type, and no effect of positive emotional level. Both of the mediation effects of the cognitive response and those of the affective response are significant. Participants under mild (elevated) arousal of positive emotion more positively evaluate the product in utilitarian (hedonic) attribute-focused advertisement. The positive effect of utilitarian (hedonic) attributefocused advertisement on product evaluation is partially mediated by cognitive (affective) response to the advertisement when consumers are under the mild (elevated) arousal of positive emotion. The results of this study show that advertisers should use utilitarian (hedonic) attribute-focused advertisement to consumers under the mild (elevated) arousal of ambient positive emotion, which should be searched by exploring what kind of event they have experienced.

• Journal of the Ergonomics Society of Korea
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• v.33 no.6
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• pp.515-532
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• 2014

Objective: The purpose of this study is to define consumers' affection on the interior design of commercial cars in terms of its design factors: color, embossing and gloss as independent factors. Background: Existing affective studies related to interior of vehicle focus on just sedans. However, there is no affective study about the interior of commercial cars. In addition, it is hard to change levels to which manufactures want. Method: Representative design factors were drawn using ANOVA and SNK analysis and definitive affective vocabularies were drawn using factor analysis. Furthermore, the results of 3D experiment were analyzed using ANOVA and LSD analysis. 3D images for the experiment were made using 3D max program. The experiment revealed that consumers discerned the differences in levels of each design factor and affective vocabulary. Results: The ANOVA revealed that beige color "A" type and non-gloss were the most preferred design in terms of the affective vocabularies and total preference. Conclusion: The result of the experiment may help manufactures to design the interior of commercial cars in the near future. Furthermore, the ANOVA result of affective vocabularies evaluation is expected to suggest a meaningful guideline. Application: The study results may be utilized as a guideline for interior design of commercial cars.

• Research in Community and Public Health Nursing
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• v.20 no.2
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• pp.215-224
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• 2009

Purpose: This study was performed to examine parenting attitude and stress according to personality type in elementary school students' mothers. Methods: The subjects consisted of 206 mothers of students. The measurement instrument was the questionnaire consisting of Korean-version MBTI and PSI test. Data was collected from March 15th to April 15th, 2008. Results: Among personality types by function, ST type was most, occupying 60.2%. Among personality types by temperament, SJ type was most, occupying 59.2%. The score of affective attitude was highest among the parenting attitudes. Parenting attitude was significantly different according to age, education, economic status, number of children, planned pregnancy, factor of stress, and family type. Parenting stress was significantly different according to planned pregnancy and factor of stress. In parenting attitudes by personality types, affective attitude was significantly different. Parenting stress was significantly different according to personality type by function. There was a negative correlation between affective and autonomic attitudes and parenting stress. There was a positive correlation between rejective attitude and parenting stress. Conclusion: It would be essential to provide dynamic developmental programs for increasing the children's social ability, and nursing intervention, education and counseling programs for decreasing parenting stress through understanding mothers' personality type.

• Journal of Korean Institute of Industrial Engineers
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• v.29 no.4
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• pp.259-270
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• 2003

In order to properly design warning sounds that are affectively suitable to computer users, warning sounds used in Windows operating system were analyzed in terms of their sound properties; frequency band, spectral characteristics and physical intensity. A total of 36 warning sounds (3*4*3) were generated and tested with respect to three experimental variables. Among 178 collected affective adjectives that are related to hearing and sounds, seven representative affective adjectives were abstracted by statistical grouping techniques. In the experiment, subjective preference tests were performed for the 36 warning sounds according to the seven affective factors. From the result, the affective factors were again grouped into three major factors and the 60dB boost-type warning sounds at the low frequency band were, in general, the most preferred. followed by the 70dB cut-type sounds at the middle frequency band. These warning sounds have a characteristic of boost power spectrum below 1000Hz frequency band and received good scores on simplicity, clarity and accurateness.