• 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 the military operations research society of Korea
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• v.23 no.2
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• pp.45-71
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• 1997

There has been considerable research recently on uncertainty handling in the fields of artificial intelligence and knowledge-based system. Various numerical and non-numerical methods have been proposed for representing and propagating uncertainty in knowledge-based system. The Bayesian method, the Dempster-Shafer's Evidence Theory, the Certainty Factor model and the Fuzzy Set Theory are most frequently appeared in the knowledge-based system. Each of these four methods views uncertainty from a different perspective and propagates it differently. There is no single method which can handle uncertainty properly in all kinds of knowledge-based systems' domain. Therefore a knowledge-based system will work more effectively when the uncertainty handling method in the system fits to the system's environment. This paper proposed a framework for selecting proper uncertainty handling methods in knowledge-based system with respect to characteristics of problem domain and cognitive styles of experts. A schema with strategic/operational and unstructured/structured classification is employed to differenciate domain. And a schema with systematic/intuitive and preceptive/receptive classification is employed to differenciate experts' cognitive style. The characteristics of uncertainty handling methods are compared with characteristics of problem domains and cognitive styles respectively. Then a proper uncertainty handling method is proposed for each category.

• Journal of Information Management
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• v.21 no.1
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• pp.34-52
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• 1990

The probabilistic reasoning method using Bayesian theory is studied to use uncertain or incomplete knowledge in ways that take the uncertainty into account. This method presented for knowledge acquisition process of expert system to evaluate certainty degree of input knowledge.

• Journal of the Korean Society for information Management
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• v.36 no.1
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• pp.191-213
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• 2019

The process of obtaining scientific knowledge is conducted through research. Researchers deal with the uncertainty of science and establish certainty of scientific knowledge. In other words, in order to obtain scientific knowledge, uncertainty is an essential step that must be performed. The existing studies were predominantly performed through a hedging study of linguistic approaches and constructed corpus with uncertainty word manually in computational linguistics. They have only been able to identify characteristics of uncertainty in a particular research field based on the simple frequency. Therefore, in this study, we examine pattern of scientific knowledge based on uncertainty word according to the passage of time in biomedical literature where biomedical claims in sentences play an important role. For this purpose, biomedical propositions are analyzed based on semantic predications provided by UMLS and DMR topic modeling which is useful method to identify patterns in disciplines is applied to understand the trend of entity based topic with uncertainty. As time goes by, the development of research has been confirmed that uncertainty in scientific knowledge is moving toward a decreasing pattern.

• Proceedings of the Korean Society for Agricultural Machinery Conference
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• 1993.10a
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• pp.1254-1263
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• 1993

Representing knowledge uncertainty , aggregating evidence confidences , and propagation uncertainties are three key elements that effect the ability of a rule-based expert system to represent domains with uncertainty . Fuzzy set theory provide a good mathematical tool for representing the vagueness associated with a variable when , as the condition of a rule , it only partially corresponds to the input data. However, the aggregation of ANDed and Ored confidences is not as simple as the intersection and union operators defined for fuzzy set membership. There is, in fact, a certain degree of compensation that occurs when an expert aggregates confidences associated with compound evidence . Further, expert often consider individual evidences to be varying importance , or weight , in their support for a conclusion. This paper presents a flexible approach for evaluating evidence and conclusion confidences. Evidences may be represented as fuzzy or nonfuzzy variables with as associat d degree of certainty . different weight can also be associated degree of certainty. Different weights can also be assigned to the individual condition in determining the confidence of compound evidence . Conclusion confidence is calculated using a modified approach combining the evidence confidence and a rule strength. The techniques developed offer a flexible framework for representing knowledge and propagating uncertainties. This framework has the potention to reflect human aggregation of uncertain information more accurately than simple minimum and maximum operator do.

• Journal of the Korean Institute of Intelligent Systems
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• v.2 no.2
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• pp.34-41
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• 1992

A robust and reliable learning and reasoning mechanism is addressed based upon fuzzy set theory and fuzzy associative memories. The mechanism stores a priori an initial knowledge base via approximate learning and utilizes this information for decision-making systems via fuzzy inferencing. We called this fuzzy computer architecture a 'fuzzy hypercube' processing all the rules in one clock period in parallel. Fuzzy hypercubes can be applied to control of a class of complex and highly nonlinear systems which suffer from vagueness uncertainty. Moreover, evidential aspects of a fuzzy hypercube are treated to assess the degree of certainty or reliability together with parameter sensitivity.

• Journal of the Korean School Mathematics Society
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• v.19 no.3
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• pp.261-275
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• 2016

Many students have dualistic beliefs about mathematics and its learning- for example, there is always just one right answer in mathematics and their role in the classroom is receiving and absorbing knowledge from teacher and textbook. This article investigated some epistemic implications and limitations of common mathematics teaching practices, which often present mathematical facts(or procedures) and treat students' errors in a certain and absolute way. Langer and Piper's (1987) experiment and Oliveira et al.'s (2012) study suggested that presenting knowledge in conditional language which allows uncertainty can foster students' productive epistemological beliefs. Changing the focus and patterns of classroom communication about students' errors could help students to overcome their dualistic beliefs. This discussion will contribute to analyze the implicit epistemic messages conveyed by mathematics instructions and to investigate teaching strategies for stimulating students' epistemic development in mathematics.

• Journal of the Korean Institute of Telematics and Electronics B
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• v.29B no.7
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• pp.30-41
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• 1992

As a general model of rule-based systems, we propose a model for a fuzzy production system having chaining rules and an inference engine associated with the model. The concept of so-called 'fuzzy petri nets' is used to model the fuzzy production system and the inference engine is designed to be capable of handling inexact knowledge. The fuzzy logic is adopted to represent vagueness in the rules and the certainty factor is used to express uncertainty of each rules given by a human expert. Parallel, inference schemes are devised by transforming Fuzzy Petri nets to matrix formula. Futher, the inference engine mechanism under the Mamdani's implication method can be desceribed by a simple algebraic formula, which makes real time inference possible.

• THE INTERNATIONAL COMMERCE & LAW REVIEW
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• v.20
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• pp.467-493
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• 2003

There are situations in e-commerce that are altogether new and to which the existing rules cannot apply. The uncertainty and business risk is too high for trading partners to deal with certainty. Therefore existing law must be changed to e-commerce law so that it provides certainty and enforceability in the e-commerce. Legal rules applying to the commerce and international commerce, in particular, contracts, proper law, jurisdiction and so on, have improved with time and experience. It has been found that the problems arising in the context of e-contracting were due to the absence of experience in electronic contracting and an absence of knowledge on how best to solve the problems. Thus, UNCITRAL Working Group on Electronic Commerce held an extensive discussion on issues related to electronic contracting and prepared and revised the Preliminary Draft Convention on International Contracts Concluded or Evidenced by Data Message from the thirty-ninth session in 2002 and prepared the Draft Convention from forty-first session which applies to international contracts concluded or evidenced by means of data messages. An electronic contract is concluded when the acceptance of an offer becomes effective, and an offer becomes effective when it is received by the offeree, and an acceptance of an offer becomes effective when the indication of assent is received by the offeror according to this Convention. Electronic contract may be concluded by the interaction of an automated computer system and natural person or by the interaction of automated computer systems, and a contract formed by a natural person that accesses an automated computer system of another person has no legal effect in case the neutral person made a material error in a data message. The purpose of this paper is to raise the understanding of the Convention on the Electronic Contracting by studying the contents of Draft Convention on Electronic Contracting and comparing Draft Convention with preliminary Draft Convention and finding the difference, characteristics and problem.

• Journal of Christian Education in Korea
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• v.67
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• pp.11-44
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• 2021

In the early 21st century, the global COVID-19 pandemic, which has arisen during the development of the technological science of the Fourth Industrial Revolution, has been a great challenge in all fields including politics, economy, industry, education and religion in Korean society. To prevent the spread of the COVID-19 epidemic, the Korean government announced 'social distancing guidelines,' focused on the 'prohibition of three conditions'(crowd, closeness, airtight) for safety reasons. These quarantine guidelines made it more difficult for Korean churches and Sunday schools to operate. In general, looking at the statistical data of the major denominations of the Korean Church in the second half of the 20th century, shows that the Church has entered a period of stagnant or declining growth. Data also show that the number of students attending Sunday School is decreasing. The researcher identified four causes of the crisis faced by the Korean church and Korean Sunday school entering the 21st century. These trends are influenced by the tendencies of postmodernism, the deconstruction of modern universalism, the certainty and objectivity of knowledge, and the grand narrative and worldview of diffusion. Moreover, it is a phenomenon in which the young population decreases in contrast to the increasing elderly population in the age of population cliff in Korean society. Sunday Schools are also facing a crisis, as the youth population, who will become the future heroes of the Korean church, is declining. Finally, constraints of Church and Sunday school education activities are due to COVID-19 Pandemic. As analysis shows the loss of the Church's educational vision and a decrease in the passion for education. Accordingly, the researcher suggests four new strategies for the next generation of Korean Sunday schools, whose ranges from 200 members or less; this range covers the majority of Sunday School program run by churches in Korea. First, in the age of postmodernism, a time of uncertainty and relativism, Christian Societies requires teachers who are certain of absolute Christian truth and faith. Second, in an era of declining population cliffs for younger generations, a shift to a home-friendly Sunday school paradigm is needed. Third, during the COVID-19 pandemic, educational activities must appropriately utilize face-to-face and non-face-to-face communication. Finally, even in difficult times, Korean Sunday school should nevertheless remember the Lord's great commandment(Matthew 28:18-20) and restore the vision and passion of education to announce and teach the gospel. The researcher hopes that this study will provide small, positive steps in rebuilding Korean Sunday school educational activities for future generations in difficult times.