• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.3
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• pp.499-515
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• 2020

This study develops and empirically tests a comprehensive model of consumers' brand page experiences that illuminates dynamics among perceived values (practical value, stimulation, enjoyment, and social identification), brand page engagement dimensions (cognitive engagement, affective engagement, and behavioral engagement) and brand loyalty. An online survey was employed for data collection. We collected 358 usable responses for data analysis. Structural equation modeling results show that three dimensions of perceived values (practical value, perceived enjoyment, and social identification) positively affect brand engagement dimensions, while perceived stimulation affects affective engagement only. As for the roles of brand page engagement, affective and behavioral engagement positively influence brand loyalty. This study demonstrates how consumers' perceived values of brand page experience influence each dimension of brand page engagement and how each dimension has a different impact on brand loyalty. The results of this study provide substantive contributions to the consumers' brand page experience and engagement literature and brand page management on social media for developing brand loyalty.

• Cartoon and Animation Studies
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• s.13
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• pp.67-82
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• 2008

This exploratory study examined the possibility that the notion, willing suspension of disbelief, can explain the processing of animated spokes-character in advertising. Willing suspension of disbelief has originated from Coleridge's explanation of poetic faith. And the term has been theoretically studied in the response of fiction in creative works, such as cinema, dramas, and advertisements, as well as literature. So far, willing suspension of disbelief has been proposed as a mediator of empathy, cognitive responses and affective responses to fiction. On these theoretical bases, a survey was conducted to 64 people with 3 advertisements to test the validity of the discriminant function. Findings of discriminant function analysis are as follows: First, the variable of willing suspension of disbelief well discriminated between the willing group and the non-willing group. Secondly, the Intensity of willing suspension of disbelief showed statistically significant difference between the willing group and the non-willing group. Thus, according to these results, it is proposed that the effects of the willing suspension of disbelief can be examined as a mediator of the response of fiction in further substantial studios.

• Korean Journal of Health Education and Promotion
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• v.24 no.3
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• pp.21-34
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• 2007

Objectives: This study aims to examined whether physical activity prevent the negative effect of psychological stress on cardiovascular reactivity by reducing stress induced sympathetic output and preventing norepinephrine depletion negative psych-affective responses. It is assumed that physical activity reduces the magnitude of cardiovascular responses and psychological responses to stress which threaten individuals' physical and mental health. The result of investigating the effect of physical activity on reducing negative physiological and psychological responses would suggest useful information health for practitioners who want to prevent stress-induced diseases, especially coronary heart disease. Methods: participants of this study were 30 students (10 males & 20 females), whose mean age was 21.30 (SD=2.29). Fifteen students (5 males & 10 females) were assigned for in each group, treatment and control groups. They were interviewed and given a survey that included a consent form, demographics sheet and psychological tests, such as State-Trait Anger Expression Inventory and State-Trait Anxiety Inventory. Before the application of psychological stress, participants in treatment group were going through with a course of physical exercise, running on treadmill 15minutes, while participants in control group were not physically active. After exercise, there was 15 minutes resting period before applying cognitive stress. During the experiment, all participants performed challenging cognitive tasks for 20minutes in situations that were designed to experience learned helplessness and measured their cardiovascular reactivity including blood pressure and heart rate every 5 minutes, until 10 minutes after finishing the application of psychological stress(recovering state). In the end of experiment, they were given some psychological test again. Results: Heart rates of exercise group were significantly higher than non-exercise group, especially, five minute after applying cognitive stress and at the end of recovery, in other word 10 minutes after stressful event. Systolic blood pressures of exercise group were lower than those of non-exercise group during the stressful event, but this differences in borderline level of significance. state anger level of exercise group decreased even experiencing stress, while those of non-exercise group increase. And state anxiety level of exercise group decreased in borderline level of significance. Conclusion: This study reiterate health benefits of physical activity and suggest that regular moderate exercise may regulate cardiovascular reactivity and psycho-affective responses from stress by reducing stress induced sympathetic output.

• Korean Institute of Interior Design Journal
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• v.15 no.3 s.56
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• pp.173-183
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• 2006

Design is inseparably related to aesthetics. In spite of that, it is difficult to explain the precise aesthetic variables that affect the aesthetic value of space or environment. Therefore, this study intended to find the relationships between aesthetic variables by perceptual and affective judgement for space design with focus on complexity and preference variables. The research found low level of 'arousing' as well as high levels of affective dimension variables 'pleasant' and 'relaxing' evoked high preference. High preference also appeared in space design cases with high unity, order, and clarity with low contrast and complexity, which are variables of perceptual dimension. Complexity, one variables of preference by Kaplan, is in an inverse proportion to space preference. Thus, space design with high complexity has high level of 'exciting' and 'arousing' affective responses and relatively low level of 'relaxing' response. Additionally, it was confirmed that the most importantly influential factor on complexity was diverse components rather than visual richness and ornamentation.

• Science of Emotion and Sensibility
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• v.16 no.2
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• pp.249-264
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• 2013

Using social network analysis, this study examined cognitive representations of ideal public figures as well as politicians and entertainers who are often regarded as public figures in Korea. Participants expected ideal public figures to possess only positive characteristics, such as high morality, integrity, competence. However, their assessment of politicians and entertainers reflected in their cognitive representations turned out to be fairly different from the image of ideal public figures. Personality traits and behavioral characteristics featured in cognitive representations of politicians were dominantly negative. Cognitive representations of entertainers incorporated both positive and negative characteristics highly interconnected to each other. This study also explored how people respond affectively toward ideal public figures, politicians and entertainers. Participants showed only positive feelings toward ideal public figures. However, their' affective responses toward politicians were entirely negative and toward entertainers, both positive and negative affects were shown. We discussed the disjunction between the representations of politicians and entertainers and of ideal public figures and suggested directions of future research.

• Journal of The Korean Association For Science Education
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• v.37 no.5
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• pp.891-909
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• 2017

This study analyzed some of the discrepancies in quantitative and qualitative data focusing on cognitive and affective achievement in science education. Academic and affective achievement score of 308 high school students were collected as quantitative data, and 33 students were interviewed for qualitative data. We examined the causes and types of discrepancies in terms of testing tools. As a result from quantitative data, there were a large number of students with a big difference between subjects in cognitive achievement, and constructs in affective achievement. More than 20% of the students did not match tendency between achievements in two areas. Through interviews, some examples such as intentional control of science learning for future study and careers, different responses by differences in perception between school science and science, appeared. A comparison of quantitative data by testing tool between qualitative ones and interviews showed conflicting result, where most students evaluated themselves differently from their own quantitative data. That is due to the students' interaction with the testing tools. Two types of discrepancy related to testing tool are found. One is 'the concept difference between the item developer and students,' the other is 'the difference between students' exposed response and their real mindset.' These are related to the ambiguity of the terms used in the tool and response bias due to various causes. Based on this study, an effort is required to elaborate the testing item that matches students' actual perception and to apply students' science learning experience to testing items.

• Korean Journal of Cognitive Science
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• v.23 no.2
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• pp.165-184
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• 2012

To investigate how the valence of unattended background picture modulates perceptual processing of a target letter, participants were required to detect a target letter among six letters superimposed on an IAPS picture. Perceptual load was manipulated by varying the difficulty of letter detection, and behavioral results showed more accurate and faster detection responses at the low-load condition than at the high-load condition. The analysis of ERP data of control condition at which six letters were presented without an IAPS picture showed perceptual load effects on mean amplitude of N1 and P1 ERP components. At experimental condition including an IAPS picture, interaction between valence and perceptual load was observed on mean amplitude of N1 at posterior visual processing area, and the amplitude difference between low-load condition and high-load condition was larger on a negative background picture than on a neutral background picture. The results suggest that more attentional capacity might be consumed by a negative picture than by a neutral picture, and suggest that unattended affective picture is processed automatically and influence the early perceptual processing of target stimulus.

• Journal of Distribution Science
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• v.14 no.2
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• pp.103-111
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• 2016

Purpose - Many variables are needed for brand loyalty such as brand attitude, brand attachment, brand love and brand commitment. Thus, we should manage these all variables successfully for strong and differentiated brand equity. This study aims to identify the process of how the brand value propositions affect the brand attitude and brand attachment. This study specially conceptualizes that not only utilitarian value and hedonic value influence the brand attitude but also hedonic value influences the brand attachment. This study focuses on the moderating role of consumer involvement such as cognitive involvement and affective involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research design, data, and methodology - The five hypotheses were proposed and tested in this study. Three hypotheses were about the relationship among the brand value propositions(utilitarian value and hedonic value), brand attitude, and brand attachment. The other two hypotheses were about the moderating effect on consumer involvement in the causal relationships among brand value propositions, brand attitude, and brand attachment. Research data were collected from the students of universities located in Daejeon-Si and Chungchungnam-Do. For the purpose of test the hypotheses empirically, the 208 responses were used. We utilized SPSS18.0 for statistical analysis such as reliability test, factor analysis, and regression analysis. Results - The results show that the utilitarian value and hedonic value have influence on the brand attitude positively. The results also show that the hedonic value has influence on the brand attachment positively. We found that there is a moderating effect on the cognitive involvement in the relationship between the utilitarian value and the brand attitude. However, there is no moderating effect on the affective involvement in the relationship between the hedonic value and brand attachment. In Summary, 4 of 5 hypotheses in this study were supported and 1 hypothesis was not supported. We should identify the reason why the hypothesis 5, the moderating effect of the affective involvement in the relationship between the hedonic value and brand attachment, was rejected in this empirical analysis. Conclusions - Both the utilitarian value and the hedonic value that propose a brand are important for brand attitude. Specially, the hedonic value is important for brand attachment. Companies should provide the consumers with both the utilitarian value and the hedonic value in a balanced way for their favorable brand attitude and strong brand attachment. In the retail industry, the balance between the utilitarian value and the hedonic value is important in that there are many product brands and store brands providing consumers with various benefit and values. Also, there are possibilities that the causal relationships among brand value propositions, brand attitude and brand attachment are moderated by consumer involvement such as cognitive involvement and affective involvement. Companies should understand and consider consumer involvement for their efficient and effective brand management decision making.

• Hwankyungkyoyuk
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• v.15 no.1
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• pp.68-82
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• 2002

My responses to Kim Kyung-Ok's Critique on my critique on the Hungerford approach can be summarized as follows; First, it was argued that possible confusions and misunderstandings around the concept of behavior in REB were mainly caused by Hungerford himself who has used the word in several different ways, from a bunch of overt actions to almost all kinds of responses including cognitive skills, without any clear operational definition of it for more than 20 years. It seems to be needed for future users of the word, 'Behavior' to Prevent unnecessary confusions by providing their operational definition of it. Second, REB is too ambiguous to be a legitimate goal of environmental education and too outcome-oriented to be a meaningful measure for environmental education research. Anyone who accept REB as a goal of EE or a measure for research should clearly suggest procedures and criteria for judging the environmental responsibility of actions under consideration. Third, the Hungerford approach has begun by realizing the limit of a linear traditional behavior change system and has been evolving toward a complex model with dynamic interactions among/between cognitive variables and affective variables. However, it still has one-way structural orientation toward 'Behavior' with no feedbacks. Addition of some feedback processes would make the model more flexible and realistic. Finally, both the Hines model and the Hungeford model were established based on a series of behavioristic studies including three doctoral dissertations equiped with a list of actions which were prejudged to be environmentally responsible by the researchers, not by the learners. What they were primarily interested in was not how mind functions during the learning processes but how learners' behavior can be effectively changed. Considering uncertainty and complexity associated with environmental problems, a great deal of efforts ought to be made toward more context-based and less normative studies applying cognitive psychology and quantitative approaches.

• International Journal of Computer Science & Network Security
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• v.22 no.9
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• pp.271-279
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• 2022

In the discipline of design science, the integration of cognitive, semantic, and affective elements is crucial in the conception and development of a product. Affective components in IT artefacts have attracted researchers' attention, but little attention has been given to Geographic Information Systems (GIS). This research was conducted to identify emotions in web-based GIS, and determine design influences on the emotions using Kansei engineering (KE). In the evaluation procedure, ten web-based GIS were used as specimens, and 20 Kansei words were used as emotional descriptors in the Kansei checklist. 50 participants were asked to rate their emotional responses towards the specimens on the Kansei checklist. Principal Component Analysis was used to discover the semantic structure of Kansei, in which dynamism and spaciousness were identified. Significant Kansei concepts were identified using Factor Analysis, in which dynamic & well-organized, refreshing, spacious, professional, and nautical-look were identified. Partial Least Square analysis has assisted the research in discovering the significant design influence to the Kansei. These findings provide designers and other stakeholders with valuable knowledge for strategizing future web-based GIS designs that incorporate user emotions.