• Asia Marketing Journal
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• 제14권4호
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• pp.57-75
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• 2013

It is a well-established theory that emotion is influential in cognitive processing. Extensive prior research on emotion has shown that emotional factors, such as affect, mood, and feeling, play as information indicating whether he or she has enough knowledge. Most of their findings focused on the effect of emotional valence (i.g., one's subjective positivity or negativity related with the emotion). Recently, several studies on emotion suggest that there is another dimension of emotion, which affects the type of cognitive processing. The studies argue that emotional certainty facilitates heuristic processing, whereas emotional uncertainty promotes systematic processing. Based on the findings, current study examines the effect of certainty on attitudes and recall. Specifically, the authors investigate the effect of certainty on how much effort individuals use to process advertising information and how certainty affects attitude formation toward the advertised product. The authors also focus on recall to clarify the working mechanism of certainty on attitudes, because recall performance reflects the depth of information processing. Based on previous findings, the authors hypothesize that uncertainty (vs. certainty) leads to more favorable attitudes as well as better recall, and conduct an experiment using a fictitious advertisement with 218 participants. The results confirm the predicted effects of certainty only on attitudes not recall. A possible explanation of this discrepancy between attitudes and recall lies in the measurement method, unaided recall. To rule out this possibility, the authors perform an additional analysis with the participants who recall any correct information of the target advertisement. The results show certainty has a negative effect on both attitudes and recall. A bootstrapping test reveals that recall mediates the effect of certainty on attitudes. This result confirms that certainty decreases elaboration, which in turn leads to less favorable attitudes relative to uncertainty. Additionally, our data shows the association among certainty, recall, and attitudes by showing the indirect effect of certainty on attitudes via recall. This research encourages practitioners in the field to emphasize that they should focus on target audiences' emotional certainty before they provide the persuasive message, by showing that uncertainty promotes effortful processing, which in turn leads to better memory and more favorable attitudes.

• 한국초등과학교육학회지:초등과학교육
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• 제35권4호
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• pp.389-405
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• 2016

The purpose of this study was to analyze elementary school teachers' understanding, certainty, and familiarity with 13 key concepts of wave physics that are presented in textbook and teacher's guidebook. 123 elementary school teachers answered concept tests and questionnaires. In the results to these tests and questionnaires, teachers demonstrated a high level of understanding and high certainty in understanding with regard to the concepts of sound generation, effect of medium on wave, timbre, wavelength, and trough and crest of wave. For the topics of sound velocity, wave reflection and wave transmission, teachers demonstrated a high level of understanding but low certainty in understanding. With regard to sound propagation, teachers demonstrated a low level of understanding and an improperly high certainty in that low understanding. Teachers lacked knowledge, i.e., displayed a low level of understanding and low certainty in sound strength, sound frequency, constructive interference and destructive interference. In constructive and destructive interference, the teachers also displayed a low level of familiarity. We analyzed the differences in teacher's understanding, certainty, and familiarity according to teacher demographics defined by the teacher's gender, teaching experience with concepts of sound, career, curriculum track while in high school, and major in university. There were no significant differences in understanding, certainty, or familiarity as defined by gender, teaching experience, and career. However, these displays of knowledge were affected by the teacher's curriculum track in high school and their major. These results suggest that the teacher's understanding of, familiarity with, and certainty in wave physics concepts are more influenced by their learning experience than by their teaching experience. Therefore, we suggest additional learning opportunities for teachers (such as teacher training programs) in order to improve teacher knowledge and correct teacher misconceptions in wave physics.

• 성인간호학회지
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• 제26권3호
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• pp.253-265
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• 2014

Purpose: This study was done to develop and evaluate a smartphone application for the medication confirmation of high-alert medications. Methods: A nonequivalent control group non-synchronized design was used for this study. Participants in the treatment group used the application for four weeks. Data were analyzed using descriptive analysis, ${\chi}^2$-test, and t-test for the homogeneity of participants, and a paired t-test for effectiveness in each group with the SPSS 18.0. Results: Stability of medication administration was estimated by knowledge and certainty, ranged from a score of one to three. A correct answer with high certainty was coded as high stability, low certainty regardless of correct answer was coded as a moderate stability, and incorrect answers with high certainty were rated as low stability. There were no differences in 'knowledge of high alert medication', 'Certainty of knowledge', 'stability of medication administration', 'confidence of single checking medication', and 'medication safety activities' between the treatment group and the comparison group. The treatment group reported a greater difference between pretest and post-test in 'certainty of medication knowledge' (t=3.51, p=.001) than the comparison group. Conclusion: Smartphone application for medication confirmation of high-alert medications will provide an important platform for reducing medication errors risk.

• 한국멀티미디어학회논문지
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• 제7권4호
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• pp.559-566
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• 2004

일반적으로 퍼지 생성규칙의 확신도와 규칙에 나타나는 퍼지 명제의 확신도는 0과 1사이의 실수로 표현한다. 만일 퍼지 생성규칙의 확신도와 퍼지 명제의 확신도를 구간값 퍼지 집합으로 표현한다면, 규칙기반시스템이 더 유연한 방법으로 퍼지 추론을 하는 것이 가능하게 된다. 본 논문에서는 퍼지 페트리네트와 이 네트에 기반을 둔 규칙 기반시스템을 위한 구간값 퍼지 집합 후진추론 알고리즘을 제안한다. 규칙 기반시스템에 있는 퍼지 생성규칙은 퍼지 페트리네트로 모형화된다. 여기에서 퍼지 생성규칙에 나타나는 퍼지 명제의 확신도와 규칙의 확신도는 구간값 퍼지 집합으로 표현한다. 여기에서 제안한 알고리즘은 목표노드에서 시작노드까지 후진추론 통로를 찾아낸 후 목표노드의 확신도를 계산한다. 구간값 퍼지 집합 후진추론 알고리즘은 규칙 기반 시스템이 더 유연하고 사람들이 하는 것과 같은 퍼지 후진추론을 가능하게 한다.

• 한국지능시스템학회:학술대회논문집
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• 한국퍼지및지능시스템학회 1993년도 Fifth International Fuzzy Systems Association World Congress 93
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• pp.802-805
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• 1993

A method of automatic learning of fuzzy if-then rules with certainty factors from the given input-output data is developed. A certainty factor expresses the degree to which a fuzzy if-then rule is fitting to the given data. Fuzzy if-then rules with certainty factors are generated without optimization techniques. The obtained fuzzy if-then rules can be regarded as an approximator of a non-linear function. This method is applied to GMDH (Group Method of Data Handling) to cope with difficulty in approximating multi-input functions with fuzzy if-then rules.

• 한국정보과학회논문지:소프트웨어및응용
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• 제31권5호
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• pp.625-631
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• 2004

일반적으로 퍼지 생성규칙의 확신도와 규칙에 나타나는 퍼지 명제의 확신도는 0과 1사이의 실수로 표현한다. 만일 퍼지 생성규칙의 확신도와 퍼지 명제의 확신도를 구간 값 퍼지 집합으로 표현한다면, 규칙기반시스템이 더 유연한 방법으로 퍼지 추론을 하는 것이 가능하게 된다[15］. 본 논문에서는 퍼지 페트리네트와 이 네트에 기반을 둔 규칙기반시스템을 위한 구간 값 퍼지 집합 추론 알고리즘을 제안한다. 규칙기반시스템에 있는 퍼지 생성규칙은 퍼지 페트리네트로 모형화 된다. 여기에서 퍼지 생성규칙에 나타나는 퍼지 명제의 확신도와 규칙의 확신도는 구간 값 퍼지 집합으로 표현한다. 제안한 구간 값 퍼지집합 추론알고리즘은 규칙기반시스템에서 더 유연한 퍼지추론을 하는 것을 가능하게 한다.

• 감성과학
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• 제11권2호
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• pp.153-172
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• 2008

시장에 가정 먼저 진입한 제품은 시장 점유율 및 재구매율 측면에서 후발제품에 비해 경쟁우위를 가지게 되는데, 이를 선발제품의 이점(pioneer advantage)이라고 한다. 후발제품이 선발제품의 이점을 극복하기 위한 차별화 전략에는 이미 존재하는 속성의 성능을 강화하거나 새로운 속성을 추가하는 방안이 있다. Zhang과 Markman[51]에 의하면 제품에 이미 있는 속성으로 차별화하는 전략이 새로운 속성으로 차별화하는 전략보다 더 효율적이라고 하였다. 그러나 상황적 제약에 따라 소비자들은 새로이 추가된 속성 정보를 더 주의 깊게 처리하는 것으로 나타났다. 한편 감정이 연이은 인지과정에 미치는 현상을 평가 경향(appraisal tendency)라고 하는데, 경험하는 확실성 수준에 따라 사람들은 정보를 보다 체계적으로 또는 직관적으로 처리하는 경향이 있다. 본 연구에서는 차별점의 정렬 가능성 (비교를 하는 대상의 속성을 나란히 비교할 수 있는지 여부) 및 확실성 유발 정서에 따라 후발제품에 대한 소비자들의 선호도가 어떻게 달라지는지를 보고자 하였다. 참가자들은 특정한 감정을 경험하도록 유발된 후, 제품평가과제를 수행하였다. 예사대로 확실성 유발 감정을 경험한 참가자들은 제시된 메시지를 보다 직관적으로, 불확실성 유발 감정을 경험한 참가자들은 제시된 메시지를 보다 체계적으로 처리하는 경향이 나타났다. 본 연구는 기업이 새로운 브랜드를 출시하는 경우 마케팅 전략을 세우는데 고려야할 요소를 추가적으로 제시했다는 점에서 의의가 있겠다.

• 한국치위생학회지
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• 제13권3호
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• pp.411-418
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• 2013

Objectives : The quality of service is considered as the difference between services that customers perceive and expect by using SERVQUAL model and the basic data for the efficiency of management of dental hospital and clinics, the differentiation strategies of dental medical institutions and the improvements on quality of service are provided. Methods : Subjects were 469 patients who visited six dental hospitals and clinics in Daegu-Gyeongbuk regions. Questionnaire consisted of five items such as type, reliability, responsiveness, certainty and empathy properties. Data were analyzed using SPSS 12.0 program in this study. Results : Women had high satisfaction scores of medical services in certainty and empathy properties. 40s and higher had the highest score in the type property. 30s had high score in the certainty property. For expected service satisfaction, 30s had the highest score in dental practitioners and administrative staffs. For reuse of current medical institution and intent for recommendation, certainty property and factor of dentist and dental practitioners had high scores. Additionally, reliability and responsiveness properties were statistically significant. Conclusions : Medical institutions should make every effort to get the dentists or dental practitioners have the medical knowledge at a high level, a kindness for patients and trust from patients.

• 한국정보과학회논문지:소프트웨어및응용
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• 제32권9호
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• pp.927-935
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• 2005

규칙기반시스템에서 퍼지 생성규칙의 확신도와 규칙에 나타나는 퍼지 술어의 확신도는 0과 1사이의 실수로 표현한다. 만일 퍼지 생성규칙의 확신도와 퍼지 술어의 확신도를 모호집합에 기반을 둔 0과 1사이의 모호숫자와 같은 구간으로 표현한다면, 규칙기반시스템이 더 유연한 방법으로 퍼지추론을 하는 것이 가능하게 된다[18]. 우리는 모호집합 추론을 자동으로 실행하는 효율적인 알고리즘을 제안하였다. 이 모호집합 추론 알고리즘은 규칙기반시스템이 더 유연하고 효율적인 추론을 실행하는 것을 허용한다.

• Journal of Information Technology Applications and Management
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• 제12권4호
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• pp.1-12
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• 2005

In general, other conventional researches propose the fuzzy Petri net-based fuzzy reasoning algorithms based on the exhaustive search algorithms. If it can allow the certainty factors representing in the fuzzy production rules to use as the heuristic information, then it can allow the reasoning of rule-based systems to perform fuzzy reasoning in more effective manner. This paper presents a fuzzy Petri net(FPN) model to represent the fuzzy production rules of a rule-based system. Based on the fuzzy Petri net model, a weighted fuzzy reasoning algorithm is proposed to Perform the fuzzy reasoning automatically, This algorithm is more effective and more intelligent reasoning than other reasoning methods because it can perform fuzzy reasoning using the certainty factors which are provided by domain experts as heuristic information