• Asia Marketing Journal
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• v.14 no.4
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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.

• Journal of Korean Elementary Science Education
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• v.35 no.4
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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.

• Korean Journal of Adult Nursing
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• v.26 no.3
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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.

• Journal of Korea Multimedia Society
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• v.7 no.4
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• pp.559-566
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• 2004

In general, the certainty factors of the fuzzy production rules and the certainty factors of fuzzy propositions appearing in the rules are represented by real values between zero and one. If it can allow the certainty factors of the fuzzy production rules and the certainty factors of fuzzy propositions to be represented by interval -valued fuzzy sets, then it can allow the reasoning of rule-based systems to perform fuzzy reasoning in more flexible manner. This paper presents fuzzy Petri nets and proposes an interval-valued fuzzy backward reasoning algorithm for rule-based systems based on fuzzy Petri nets Fuzzy Petri nets model the fuzzy production rules in the knowledge base of a rule-based system, where the certainty factors of the fuzzy propositions appearing in the fuzzy production rules and the certainty factors of the rules are represented by interval-valued fuzzy sets. The algorithm we proposed generates the backward reasoning path from the goal node to the initial nodes and then evaluates the certainty factor of the goal node. The proposed interval-valued fuzzy backward reasoning algorithm can allow the rule-based systems to perform fuzzy backward reasoning in a more flexible and human-like manner.

• Proceedings of the Korean Institute of Intelligent Systems Conference
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• 1993.06a
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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.

• Journal of KIISE:Software and Applications
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• v.31 no.5
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• pp.625-631
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• 2004

In general, the certainty factors of the fuzzy production rules and the certainty factors of fuzzy Propositions appearing in the rules are represented by real values between zero and one. If it can allow the certainty factors of the fuzzy production rules and the certainty factors of fuzzy propositions to be represented by interval-valued fuzzy sets, then it can allow the reasoning of rule-based systems to perform fuzzy reasoning in more flexible manner(15). This paper presents a fuzzy Petri nets and proposes an interval-valued fuzzy reasoning algorithm for rule-based systems based on fuzzy Petri nets. Fuzzy Petri nets model the fuzzy production rules in the knowledge base of a rule-based system, where the certainty factors of the fuzzy Propositions appearing in the furry production rules and the certainty factors of the rules are represented by interval-valued fuzzy sets. The proposed interval-valued fuzzy set reasoning algorithm can allow the rule-based systems to perform fuzzy reasoning in a more flexible manner.

• Science of Emotion and Sensibility
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• v.11 no.2
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• pp.153-172
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• 2008

Products can maintain a high level of market share for many years by succeeding early in the development of a market. To overcome the benefit of pioneering a market, late entrants to the market can use differentiation strategies: developing novel attributes or enhancing preexisted attributes. In general, preexisted attributes are more memorable, but novel attributes can be weighted as heavily as preexisted attributes by contextual constraints. Based on the research of appraisal-congruent judgement, certainty appraisal dimension may affect the degree to which people engage in systematic or heuristic processing. This study examines the effects of alignability (the ease with which the attributes of one object can be aligned or mapped onto another object) of product attributes and certainty on consumer preferences for late entrants. Participants were induced to experience certainty and then completed a questionnaire. As predicted, participants induced certainty were likely to engage in heuristic processing, while participants induced uncertainty were likely to engage in systematic processing. This study provides an implication that companies should additionally consider consumers' feeling of certainty when launching a new brand.

• Journal of Korean society of Dental Hygiene
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• v.13 no.3
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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.

• Journal of KIISE:Software and Applications
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• v.32 no.9
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• pp.927-935
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• 2005

The certainty factors of the fuzzy production rules and the certainty factors of fuzzy propositions appearing in the rules are represented by real values between zero and one. If it can allow the certainty factors of the fuzzy production rules and the certainty factors of fuzzy propositions can be represented by intervals, such as vague numbers between zero and one based on vague sets, then it can allow the reasoning of rule-based systems to perform fuzzy reasoning in more flexible manner[18]. we are also proposed an efficient algorithm to perform vague set reasoning automatically. This vague set reasoning algorithm allows the rule-based systems to perform reasoning in a more flexible and more efficient.

• Journal of Information Technology Applications and Management
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• v.12 no.4
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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