• 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.

• The Journal of the Korea Contents Association
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• v.21 no.9
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• pp.404-418
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• 2021

This study aimed to verify the mediating effects of personality and job-seeking efficacy in the process of college students' career maturity affecting their career decision certainty level. To this end, an online survey was conducted with 254 college students attending domestic and foreign universities, which confirmed the mediating effect of job-seeking efficacy in the relationship between career maturity and career decision certainty level. In addition, the effect of career maturity on the level of career decision certainty, mediated by job-seeking efficacy, was shown to be controlled by personality, namely extraversion, confirming the moderate mediating effect of this variable. Based on these findings, the implications and limitations of this study are discussed.

• International Journal of Fuzzy Logic and Intelligent Systems
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• v.8 no.2
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• pp.87-93
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• 2008

In this paper, we propose a hierarchical fuzzy based nutrition evaluation system that can analyze the individuals' nutrition status through the inference results generated by each layer. Moreover, a method to minimize the uncertainty of inference in the evaluated nutrition status is discussed. To show the effect of the uncertainty in fuzzy inference, we compared the results of nutrition evaluation with/without the certainty factor of rules on 132 people over the age of 65. From the experimental results, we can see that the evaluation method with the modified certainty factor provides better reliability than that of the general evaluation method without the certainty factor.

• Asia pacific journal of information systems
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• v.29 no.4
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• pp.644-672
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• 2019

Negative consequences incurred from employees' non-work-related computing (NWRC) have been one of the security-related issues in information intensive organizations. While most studies have focused on the factors that motivate employees to engage in NWRC, this study examines the mediating effect of moral beliefs on the relationship between sanctions and NWRC using a moral beliefs-based model. The research model posits that the formal (i.e., punishment severity and detection certainty) and informal sanctions (subjective norms and descriptive norms) enhance employees' moral beliefs against NWRC intention. From a cross-sectional scenario-based survey involving 176 employees working at banks in Mongolia, our results indicate that moral beliefs fully mediate the relationship between detection certainty/subjective norms and NWRC intention and act as a partial mediator in the relationship between descriptive norms and NWRC. The findings from this study present empirical evidence that both informal and formal sanctions could be an effective deterrent for NWRC intention through employees' moral beliefs.

• 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 Digital Convergence
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• v.10 no.10
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• pp.119-128
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• 2012

This study is to identify the factors that influence an intention to information security policy compliance of employees. To do this, this study is based on three theoretical backgrounds because of the lack of holistic perspective. Research results show that detection certainty and individual attachment have a positive effect on information security policy compliance intention. Detection certainty is influenced by security awareness education and training. Finally, response cost has a negative effect on information security policy compliance intention.

• Journal of Navigation and Port Research
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• v.46 no.2
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• pp.121-133
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• 2022

The purpose of this study was to analyze decision-making regarding ship finance term selection from the behavioral finance perspective and to confirm if the causes and backgrounds of decision-making related to the term selection of ship finance are explicitly explained by behavioral finance theories. Additionally, through a case study, this study infers if decisions are irrational. Narrative and questionnaire responses on the selection of the ship finance period were obtained and analyzed from the behavioral finance perspective. Some shipping companies incur additional losses by choosing inappropriate ship-financing terms. This study applied behavioral finance theories, such as the certainty effect, availability heuristic, and loss aversion, to clearly explain the causes and background of such decision-making. Based on the results, it was found that behavioral finance theories impact ship financing decisions and errors related to behavioral finance can result in irrational decisions. Ship finance managers must be vigilant in preventing behavioral finance errors that can affect the decision-making term of ship finance.

• Journal of Korea Society of Digital Industry and Information Management
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• v.9 no.3
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• pp.21-30
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• 2013

Powell-Miller theory is a good method to express or treat incorrect information. But it has limitation that requires too much time to apply to actual situation because computational complexity increases in exponential and functional way. Accordingly, there have been several attempts to reduce computational complexity but side effect followed - certainty factor fell. This study suggested expanded Approximation Algorithm. Expanded Approximation Algorithm is a method to consider both smallest supersets and largest subsets to expand basic space into a space including inverse set and to reduce Approximation error. By using expanded Approximation Algorithm suggested in the study, basic probability assignment function value of subsets was alloted and added to basic probability assignment function value of sets related to the subsets. This made subsets newly created become Approximation more efficiently. As a result, it could be known that certain function value which is based on basic probability assignment function is closely near actual optimal result. And certainty in correctness can be obtained while computational complexity could be reduced. by using Algorithm suggested in the study, exact information necessary for a system can be obtained.

• Korea Journal of Hospital Management
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• v.26 no.3
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• pp.56-67
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• 2021

There are few domestic studies on medical services in medically vulnerable areas where medical use is not met due to a lack of medical resources. The past studies on smart medicine targeting medically vulnerable areas grasp only the overall satisfaction level, or the sub-dimensions of satisfaction are not classified clearly. Also, it lacks consideration of the patient's needs. This study aims to analyze the effect of users' experience of the smart medicine pilot project conducted in medically vulnerable areas on satisfaction and demand. The user's experience was measured by variables in the dimensions of structure, process, and outcome. Among the pilot project participants, 282 subjects responded to the 2019 survey. Using the hierarchical regression method, we tried to find out the determinants of satisfaction and service demands. Experience factors affecting satisfaction were found to be accessibility, certainty, effectiveness, and efficiency. In addition, it was found that the demand in their 60s was high and that accessibility, certainty, effectiveness, and efficiency had a statistically significant effect on the demand. It is expected that the smart medicine pilot project will be effectively operated by well utilizing the factors influencing satisfaction and demand revealed in this study.