• East Asian Journal of Business Economics (EAJBE)
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• v.2 no.2
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• pp.53-57
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• 2014

Persuasive emotion advertising has great effect on attention and motivation. The using of negative emotions has been an interest in consumer psychology and advertising. This is because emotions place impact on consumers, attention and decision making. Emotions are also believed to cretin evoke brand name from memory. This paper presents the evidence for the impact of negative emotions by comparing then greater with positive emotions advertising.

• Science of Emotion and Sensibility
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• v.18 no.4
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• pp.75-86
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• 2015

As a part of integrated study for technical communication between consumer and manufacturer of functional clothing, functional clothing consumers were categorized based on their perception of the functional outdoor jacket and the differences in the source of information and use of hang-tag were examined according to the groups. Questionnaire survey was conducted on 472 males and females in their 20s to 60s, who have experience of purchasing functional outdoor jackets. Perception of functional outdoor jackets was classified into four factors ('functionality', 'price', 'experience/knowledge' and 'brand/design') and the respondents were categorized into three groups according to the factors: 'unconversant/brand & design pursuing group', 'conversant/function pursuing group' and 'high-priced products preferring group'. 'Unconversant/brand & design pursuing group' was composed of high rate of office workers and students in their 20s and 30s who use internet most frequently as source of information while 'conversant/function pursuing group' was composed of high rate of professionals in their 40s and 50s who make the most frequent use of information on hang-tag. 'High-priced products preferring group', which has high rate of the elderly in their 60s and housewives, obtain their information mainly from salespersons. 'Unconversant/brand & design pursuing group' was satisfied with functional information more than other two groups and 'conversant/function pursuing group' concerned for the hang-tag and required more explanation of terminology used in hang-tag. The results effectively explained the features of consumer groups and their different responses toward the information of functional outdoor jacket.

• Science of Emotion and Sensibility
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• v.14 no.1
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• pp.93-100
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• 2011

Sonic branding is defined as creation and management of brand value by using sounds. Among various methods of sonic branding, sonic logo, i.e., brand’s acoustic identification element, is the most widely used form and usually combined with visual logo. Although sonic branding has become an increasingly important tool for marketers, little academic research has been done on this topic. The current study investigates neural responses to sonic branding using functional Magnetic Resonance Imaging (fMRI). Brain activity of 15 right-handed participants was monitored with 3T MRI machine, while they viewed sequentially presented pictures of brand logos (20 visual logos usually accompanied by sonic logos and 20 visual logos unaccompanied by sonic logos) without sound. Results showed that brain areas known to be associated with auditory imagery (including superior temporal gyrus, STG), showed greater activation for the visual logos usually accompanied by sonic logos compared to visual logos unaccompanied by sonic logos, although actual sound was not presented during scanning. The degree of familiarity participants have with the brand and its advertisements was correlated positively with signal strength in these areas.

• Archives of design research
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• v.17 no.1
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• pp.153-162
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• 2004

This paper focused on the effect of Kansei design on the web in branding as well as its influence factors. As a key of this research, it classified web users' Kansei into five categories; 1) functional Kansei, 2) sensoryKansei, 3) psychological Kansei, 4) relational Kansei and 5) cultural Kansei, and organized relevant factors. Online surveys were conducted on seven websites of the fast food brands in Korea (Lotteria, Mcdonald, BurgerKing, Popeyes, KFC, Pizza Hut, Domino's) which are targeting 463 male and females in 20s. As a result, an average of 58% responded that they had a positive Kansei experience and could enhanceits brand preference. Of the sensory Kansei, visual design factors were the one that gave the greatest effect on brand preference enhancement. Regarding the functional Kansei satisfaction, such as user convenience and access speed were also one of the most crucial variables for the whole Kansei satisfaction. Moreover, the preference enhancement brought not only a positive effect on its reliability but also its brand image and consumers' purchasing desire. Based on the survey results, the additional FGI (Focus Group Interview) had been conducted and determined \circled1 what kind of major Kansei that users wanted to have satisfied, \circled2 what type of design can give strong Kansei appeal to its users, and \circled3what design factors gave an effect on sensory emotion. In the course of this research, Itried to renew the awareness of the web importance as a major channel in non-mass interactive marketing, and suggest the effect and its possibility of emotional branding through Kansei design in the web as well as design principles of strategic Kansei design.

• Science of Emotion and Sensibility
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• v.10 no.2
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• pp.187-198
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• 2007

To improve VMD technology and suggest the comprehensive evaluation method for VMD, this study investigated and compared two methods of VMD evaluations; expert evaluation and questionnaire to consumers. We analyzed VMD factors of 4 stores with the same brand according to purchasing psychological steps of consumers at the purchasing point. The results are following: Customer Attraction and Purchase Stimulus by VMD showed higher scores in road shop than in department stores, while Put-on Imagination and Comparison Process by VMD showed higher scores in department stores than road shop. Visual Satisfaction and Shop Visit Satisfaction increased the purchasing desire of consumers. High-scored VMD shop evaluated by expert had high score in product purchasing intention of consumers. We found out that questionnaire method to consumers or their response is needed for evaluate VMD of shop in terms of analyze possibility of the related to their purchasing intention.

• Journal of Internet Computing and Services
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• v.14 no.4
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• pp.91-100
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• 2013

In recent years, online brand communities, whereby firms and customers interact freely, are emerging trend, because customers' opinions collected in these communities can help firms to achieve their innovation effectively. In this study, we examined whether customer opinions containing negative emotions have influence on their adoption for organizational innovation. To that end, we firstly classified negative emotions into five categories of detailed negative emotions such as Fear, Anger, Shame, Sadness, and Frustration. Then, we developed a lexicon for each category of negative emotions, using WordNet and SentiWordNet. From 81,543 customer opinions collected from MyStarbucksIdea.com which is Starbucks' brand community, we extracted terms that belong to each lexicon. We conducted an experiment to examine whether the existence, frequency and strength of terms with negative emotions in each category affect the adoption of customer opinions for organizational innovation. In the experiment, we statistically verified that there is a positive relationship between customer ideas containing negative emotions and their adoption for innovation. Especially, Frustration and Sadness out of the five emotions are significantly influential to organizational innovation.

• Korean Institute of Interior Design Journal
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• v.25 no.3
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• pp.121-128
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• 2016

Focusing on the cases applied to korean brand-name apartments In 1960s, economical growth and introduction of western-type cultures led to a boom of apartment construction. After internationalization'in 1980s through Olympic games in 1988, korean culture has attracted attention and individual life quality has been improved. Since 1990s, changes in personal life style has affected the housing culture and the construction companies started moving from quantitative supply to developing their own differential characteristics. Differentiation scheme triggered by construction companies since mid-1990s mainly focused on various ideas for space deployment. Space plans include such things as a private ground, a kitchen in the south, etc. while interior plans include to provide selection of the korean traditional style, natural or casual one. 'korean traditional style' apartment is one of such theme of the brand-named apartment. Interests on 'Tradition' can be broken down into a social trend and media trend. Firstly, the former includes the designation of Bukchon as a reserving area, one of the governmental 'Hanok Survival Program', and traditional building promotion scheme on the basis of construction policy plans. Secondly, the latter covers the interests which attract through the media showing oriental cosmetics, korean culture export via Hallyu, popularity of korean dramas, etc. Thus, it seems worth studying on the apartments with traditional factors. And also, this study aims to setup the concept and trends of korean traditional style apartments through the interior expression on the korean-factor space developed by brand-name apartments so that it could correct such false knowledge out of misunderstood concept of traditional space which results from simple decoration or structure type not accompanying Korean emotion or spirit rendered by some misleading media.

• Journal of the Korean Society of Costume
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• v.55 no.6 s.96
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• pp.1-14
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• 2005

The purpose of this study is to examine the makeup color range for developing the new makeup product line of domestic cosmetic brand, and suggest the special color stories and color palettes appropriate to characteristics of brand image For this study, personal color images are analyzed and classified through the literature survey of Korean womens' skin rotor like korean PCDS and japanese PCS. Also, a total of 3879 colors were selected from the 18 cosmetic brands and were analyzed by hue/tone color system. Based on the color analysis, the color range for makeup products are determined, and the typical colors of 4 personal color images are suggested. As a results, personal color images are classified into 4 types: DEW of p, lt, b tone; FLASH of s, v tone; MIST of ltg, g, sf, d tone; TERRA of dk, dkg, dp tone. we developed the color stories through five senses and lifestyles based on the consumers' emotion, and the rotor palettes suitable to each type of personal color images are developed.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.5 s.164
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• pp.777-787
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• 2007

The purpose of this study is to consider various characteristics in the graffiti-look in the modem fashion by interpreting meanings and properties of graffiti, transferred from street art to a new main stream in art. The scope of this study is limited to works from the 1990s to the present, and the materials for the literatures and exploratory study are fashion-related portfolios and the domestic and foreign fashion magazines. The first characteristic is satire. The graffiti-look conveys directly or indirectly with phrase or symbol various messages of politics, social ideology, wealth and poverty, environmental pollution, anti-war, etc. Body is even more used for graffitiand designers express freely their identity or ideology through the formative style of graffiti. The second characteristic is pleasure. Fantastic expressions from a fairy-tale or fable in the graffiti-look give humor meaning freedom and sense of liberation in a sense of catharsis to the modem people's emotion. The graffiti-look uses graffiti works to introduce its original message of humanism, happiness, humor, etc. to clothing; as a result, the graffiti-look features pleasure. The third characteristic iscommercial application. Brand logo designed by graffiti style is decorated with clothing, accessory, or ornament. This may not only emphasize brand name through lingual function of graffiti, but also be used for a distinctive marketing strategy against other brands. Logo which is regarded motive or pattern of design leaves a image instead of a meaning and performs a design function stressing formative sense.

• Korean Institute of Interior Design Journal
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• v.20 no.2
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• pp.72-84
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• 2011

In accordance with an active development, we now enjoy web 2.0 generation centering bilateral participation through the web 1.0 environment mainly providing the offering information and take a step web 3.0 understanding information by itself. The same time of digital technic development, consumption market arrived at market3.0 generation, also passed by market 1.0 and went via market 2.0 based on bilateral participation and understanding. This change have the marketing implement index changed as well. Nowadays, 7C is generalized of making up sensibility, emotion, communication, relationship, customization and interactive built as a major strategy from the day of 3p focused on customer environment, service process and 4P focused on physical quality of product. It isn't that brand and merchandise create life and experience like as past. It is focused on embodiment of a way of life, culture and creative experience from consumers' own. This treatise, therefore, fixes the object as flagship store positively reflecting the change and examine the change of a marketing code element and social factor stimulating customer behavior change. As a condition of this study, It fixes Maslow Motivation Theory as the main index of customer behavior, and 7C as the marketing code. This treatise ultimately studies the index of flagship store discussion based on domestic outdoor brand cases.