• Title/Summary/Keyword: electro-negative

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Photoemission Electron Micro-spectroscopic Study of the Conductive Layer of a CVD Diamond (001)$2{\times}1$ Surface

  • Kono, S.;Saitou, T.;Kawata, H.;Goto, T.
    • Proceedings of the Korean Vacuum Society Conference
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    • 2010.02a
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    • pp.7-8
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    • 2010
  • The surface conductive layer (SCL) of chemical vapor deposition (CVD) diamonds has attracting much interest. However, neither photoemission electron microscopic (PEEM) nor micro-spectroscopic (PEEMS) information is available so far. Since SCL retains in an ultra-high vacuum (UHV) condition, PEEM or PEEMS study will give an insight of SCL, which is the subject of the present study. The sample was made on a Ib-type HTHP diamond (001) substrate by non-doping CVD growthin a DC-plasma deposition chamber. The SCL properties of the sample in air were; a few tens K/Sq. in sheet resistance, ${\sim}180\;cm^2/vs$ in Hall mobility, ${\sim}2{\times}10^{12}/cm^2$ in carrier concentration. The root-square-mean surface roughness (Rq) of the sample was ~0.2nm as checked by AFM. A $2{\times}1$ LEED pattern and a sheet resistance of several hundreds K/Sq. in UHV were checked in a UHV chamber with an in-situ resist-meter [1]. The sample was then installed in a commercial PEEM/S apparatus (Omicron FOCUS IS-PEEM) which was composed of electro-static-lens optics together with an electron energy-analyzer. The presence of SCL was regularly monitored by measuring resistance between two electrodes (colloidal graphite) pasted on the two ends of sample surface. Figure 1 shows two PEEM images of a same area of the sample; a) is excited with a Hg-lamp and b) with a Xe-lamp. The maximum photon energy of the Hg-lamp is ~4.9 eV which is smaller that the band gap energy ($E_G=5.5\;eV$) of diamond and the maximum photon energy of the Xe-lamp is ~6.2 eV which is larger than $E_G$. The image that appear with the Hg-lamp can be due to photo-excitation to unoccupied states of the hydrogen-terminated negative electron affinity (NEA) diamond surface [2]. Secondary electron energy distribution of the white background of Figs.1a) and b) indeed shows that the whole surface is NEA except a large black dot on the upper center. However, Figs.1a) and 1b) show several features that are qualitatively different from each other. Some of the differences are the followings: the two main dark lines A and B in Fig.1b) are not at all obvious and the white lines B and C in Fig.1b) appear to be dark lines in Fig.1a). A PEEMS analysis of secondary electron energy distribution showed that all of the features A-D have negative electron affinity with marginal differences among them. These differences can be attributed to differences in the details of energy band bending underneath the surface present in SCL [3].

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Electro-optic characteristics of novel biased vertical alignment device using the polymerized reactive mesogen (광경화성 단분자를 이용한 새로운 수직배향 액정 디바이스의 전기 광학적 특성연구)

  • Kim, Dae-Hyun;Kim, Sung-Min;Cho, In-Young;Kim, Woo-Il;Kwon, Dong-Won;Son, Jong-Ho;Ryu, Jae-Jin;Kim, Kyeong-Hyeon;Lee, Seung-Hee
    • Proceedings of the Korean Institute of Electrical and Electronic Material Engineers Conference
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    • 2009.06a
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    • pp.269-270
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    • 2009
  • The biased vertical alignment (BVA) liquid crystal (LC) mode shows a has a distinct advantage of lower manufacture cost due to the elimination of a lithographic process step to form either ITO-patterning or protrusions on the color-filter substrates. However, those devices have complex voltage conditions which is the respective induce voltage on common electrode, pixel electrode and bias electrode when positive and negative frame. In order to overcome the complex voltage condition, the pretilt angles is controlled by photo polymerization of the UV-curable reactive mesogen (RM). According to our studies, voltages to the cell are critical to achieve an optimized surface-modified quality BVA (Q-BVA) mode which provides the well defined reorientation of the LCs with respect to an electric field.

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Effect of Electroacupuncture Analgesia on Changes of Vital Signs and Blood Chemical Values in Cats

  • Shin, Dong-Hoon;Lee, Jae-Yeon;Kim, Duck-Hwan;Park, Chang-Sik;Jeong, Seong-Mok;Son, Dong-Soo;Kim, Myung-Cheol
    • Journal of Veterinary Clinics
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    • v.25 no.3
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    • pp.170-175
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    • 2008
  • The present study was performed to investigate the anesthetic or analgesic effect of tiletamine-zolazepam (TZ) and electro acupuncture analgesia (EAA) in cats. Twelve healthy cats were randomly assigned to receive either TZ or EA. TZ group cats with weight of $3.65{\pm}0.48kg$ received 10.0 mg/kg of TZ intramuscularly. EA group cats with weight of $3.62{\pm}0.52kg$ received 5V, 30Hz and 60 minutes of EA. The acupoints used were Tian-ping (GV-5, +), Bai-hui (GV-20, -). Therefore, after and before experiment, some serum chemistry profiles (alkaline phospatase, aspartate aminotransferase, alanine aminotransferase, glucose and total protein) and change of vital signs (rectal temperature, heart rate, respiratory rate) were examined. All cats were examined pre, and 5, 25, 65 and 105 minutes after administration of TZ or operation of EA. The cats in EA group showed a smaller change in rectal temperature, heart rate and respiratory rate than in the TZ group (p<0.05). In both groups, total protein concentration was constant throughout the period of anesthesia, and the serum glucose increased gradually throughout the period of anesthesia. However, the cats in EA group showed a smaller change in alkaline phospatase, aspartate aminotransferase and alanine aminotransferase within the limit of safety than in the TZ group (p<0.05). While coming to induction, the TZ group took a mean $2.4{\pm}0.7$ minutes to achieve sternal recumbency, compared with $10.5{\pm}2.1$ minutes by the EA group, and $3.2{\pm}0.6$ minutes to achieve lateral recumbency, compared with $18.8{\pm}1.9$ minutes by the EA group (p<0.05). When recovering from anesthesia, the TZ group took $164.3{\pm}17.9$ minutes to achieve sternal position time, compared with $67.7{\pm}4.6$ minutes by the EA group, and $202.0{\pm}15.7$ minutes to stand, compared with $73.0{\pm}6.1$ minutes for the EA group (p<0.05). In this study, the cats anesthetized with EA showed a more rapid recovery rather than the cats under TZ anesthesia. Also, there do not appear to be any negative physiologic effects associated with acupuncture-induced surgical analgesia. So, it was considered that EAA may be used effectively in shock, debilitated cats, as compared to TZ.

Flow Visualization of Acoustic Streaming Induced by Ultrasonic Vibration Using Particle Imaging Velocimetry (PIV를 이용한 초음파 진동에 의해 유도된 음향유동의 가시화)

  • 노병국;권기정;이장연;이동렬
    • Transactions of the Korean Society for Noise and Vibration Engineering
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    • v.14 no.6
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    • pp.528-535
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    • 2004
  • Ultrasonic Vibrator is designed to achieve the maximum vibration amplitude at 30 kHz by in-cluding a horn (diameter, 40 mm), mechanical vibration amplifier at the top of the ultrasonic vibrator in the system and making the complete system resonate. In addition, it is experimentally visualized by particle imaging velocimetry (PIV) that the acoustic streaming velocity in the gap is at maximum when the gap between the ultrasonic vibrator and stationary plate agrees with the multiples of half-wavelength of the ultrasonic wave. This fact results from the resonance of the sound wave and the theoretical analysis of that is also accomplished and verified by experiment. It is observed that the magnitude of the acoustic streaming dependent upon the gap between the ultrasonic vibrator and stationary plate possibly changes due to the measurement of the average velocity fields of the acoustic streaming induced by the ultrasonic vibration at resonance and non-resonance. There exists extremely small average velocity at non-resonant gaps while the relatively large average velocity exists at resonant gaps compared with non-resonant gaps. It also reveals that there should be larger axial turbulent intensity at the hub region of the vibrator and at the edge of it in the resonant gap where the air streaming velocity is maximized and the flow phenomena is conspicuous than that at the other region. Because the variation of the acoustic streaming velocity at resonant gap is more distinctive than that at non-resonant gap, shear stress increases more in the resonant gap and is also maximized at the center region of the vibrator except the local position of center (r〓0). At the non-resonant gap there should be low values of vorticity distribution, but in contrast to the non-resonant gap, high and negative values of it exist at the center region of the vibrator with respect to the radial direction and in the vicinity of the middle region with respect to the axial direction. Acoustic streaming is noise-free due to the ultrasonic vibration and maintenance-free because of the absence of moving parts. Moreover, the proposed method by acoustic streaming can be utilized to the nano and micro-electro mechanical systems as a driving mechanism in addition to the augmentation of the streaming velocity.

Establishment of a library of fragments for the rapid and reliable determination of anabolic steroids by liquid chromatography-quadrupole time of flight-mass spectrometry

  • Do, Jung-Ah;Noh, Eunyoung;Yoon, Soon-Byung;Choi, Hojune;Baek, Sun-Young;Park, Sung-Kwan;Lee, Sang-Gyeong
    • Analytical Science and Technology
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    • v.30 no.1
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    • pp.10-19
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    • 2017
  • Anabolic steroids have similar structures to testosterone, both of which promote the growth of muscle mass and increase strength. However, the side effects of anabolic steroid use may lead to heart attacks or strokes. Additionally, the excessive use of steroids inhibits the production of the sex hormones in the body via a negative feedback loop, which results in testicular atrophy in males and amenorrhea in females. Currently, the method of choice used to test for the presence of anabolic steroids is GC-MS. However, GC-MS methods require chemical derivatization of the steroid sample to ensure compatibility with the analytical method; therefore, analysis of many different samples is difficult and time consuming. Unlike GC-MS, the liquid chromatography-quadrupole-time of flight mass spectrometry (LC-Q-TOF-MS) method is suitable for many samples. Twenty-two different anabolic steroids were analyzed by LC-Q-TOF-MS with various collision energies (CE). Accurate mass spectral data were obtained using a Q-TOF-MS equipped with an electro-spray ionization source and operated in the positive MS/MS mode for several classes of steroids that are often the targets of testing. Based on the collected data, fragmentation pathways were carefully elucidated. The high selectivity and sensitivity of the LC-Q-TOF-MS instrument combined with these fragmentation pathways offers a new approach for the rapid and accurate screening of anabolic steroids. The obtained data from the 22 different anabolic steroids will be shared with the scientific community in order to establish a library to aid in the screening of illegal anabolic steroids.

Evaluation of Muscle Fatigue Recovery Effect and Meridian Potential Change using Magnetic Acupuncture System (자화침 시스템을 이용한 경락전위 유발효과 및 근피로 회복 평가)

  • Kim, Soo-Byeong;Park, Sun-Woo;Ahn, Soon-Jae;Lee, Na-Ra;Lee, Seung-Wook;Min, Se-Eun;Kim, Young-Ho;Lee, Yong-Heum
    • Korean Journal of Acupuncture
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    • v.29 no.1
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    • pp.83-92
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    • 2012
  • Objectives : The purpose of this research was to develop the magnetic acupuncture system which used solenoid coil for magnetizing acupuncture needle. The system could generate the meridian electric potential (MEP) similar to the potential by manual acupuncture. Thus, we tried to confirm the therapeutic effect that is caused by the MEP generation. Methods : To confirm the MEP, we stimulated the magnetic acupuncture with at 2Hz, $92.7{\pm}2mT$, PEMFs (Pulsed Electro-Magnetic Fields) at ST37 and measured the evoked potential between ST36 and ST41. Also, we conducted a fatigue recovery test using isokinetic exercise in order to identify the therapeutic effect on musculoskeletal disorders. We chose LR9 as a stimulation point. To observe the state of fatigue, we measured the EMG and analyzed median frequency and peak torque for 20minutes. Results : We observed that MEP which incurred from magnetic acupuncture was higher than he reported MEP induced by manual acupuncture. Moreover, its modes were divided into two types by the direction of magnetic flux. When generating magnetic flux in the direction of acupoint, the positive peak voltage of the MEP was generated. In contrast, negative peak voltage of the MEP was generated whenever meganetic flux generated in the outward direction. As a result of fatigue recovery, the median frequency (MF) of the magnetic acupuncture group were recovered faster than that of the non-stimulation group. However, the peak torques of both groups were not restored until after 20 minutes. Conclusions : We confirmed that the magnetic acupuncture system can lead to the MEP similar to manual acupuncture. Moreover, the MEP had a therapeutic effect on the musculoskeletal disorders.

The Effects of Workplace Adversity and Job-Related Passion on Entrepreneurial Intention: Focusing on the Mediating Effect of Job-Related Creativity (직장역경과 직무열정이 창업의도에 미치는 영향: 직무창의성 매개효과 중심으로)

  • Lim, Jae Sung
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.18 no.4
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    • pp.193-206
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    • 2023
  • In a workplace, workers exhaust their resources due to workplace adversity or acquire resources through job-related passion. The purpose of this study is to verify the factors that affect the conversion of workers to entrepreneurs and through what paths entrepreneurial intention is generated. To this end, the effects of workplace adversity and job-related passion on entrepreneurial intention were explored with workers in Korea. Also, by empirically analyzing the effects of workplace adversity and job-related passion on entrepreneurial intention through the mediation of job-related creativity, this author attempted to derive the factors and implications associated with the conversion of workers to entrepreneurs. Analyzing 333 workers' data acquired through online surveys with the statistical packages of SPSS and AMOS, this study has gained the following results. First, workplace adversity is found to have positive(+) effects on entrepreneurial intention. This implies that workplace adversity that is negatively regarded is rather a crucial variable that increases entrepreneurial intention. Second, workplace adversity has positive(+) effects on job-related creativity. It means that job-related creativity is an effective factor to overcome workplace adversity. Third, job-related passion is found to have positive(+) effects on entrepreneurial intention. The passion to concentrate on the resources secured is an important factor to elevate entrepreneurial intention. Fourth, job-related passion is verified to have positive(+) effects on job-related creativity. It implies that creative methods can be effective in achieving the goal. Fifth, job-related creativity is found to have positive(+) effects on entrepreneurial intention. Creativity is an intention or action that precedes starting up a business, and it is judged that high job-related creativity reflects high expectation about the possibility of success in starting up a business. Sixth, job-related creativity is found to have mediating effects in correlation between workplace adversity and entrepreneurial intention. Seventh, job-related creativity is found to have mediating effects in correlation between job-related passion and entrepreneurial intention. This means that job-related creativity is an effective factor to alleviate the adversity of workers and increase job-related passion in the process of becoming entrepreneurs. Academically, there were few previous studies related to the adversity of workers in Korea. As this study targets office workers, it can be said that it is a differentiated study extending the range of subjects. Also, practically, it has been learned that negative workplace adversity, too, is an important variable that affect entrepreneurial intention positively. This is practically meaningful in terms of office workers' career management because even in adverse situations that are negative, starting up a business through work experiences may work as an alternative.

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MECHANISM IN ANTIBACTERIAL ACTIVITY OF POLYPHOSPHATES AGAINST PORPHYROMONAS ENDODONTALIS (Porphyromonas endodontalis에 대한 Polyphosphate의 항균기전에 관한 연구)

  • Choi, Sung-Baik;Park, Sang-Jin;Choi, Gi-Woon;Choi, Ho-Young
    • Restorative Dentistry and Endodontics
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    • v.25 no.4
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    • pp.561-574
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    • 2000
  • Poly-P has been used to prevent decomposition of foods and has been shown to have inhibitory effect on the growth of gram positive bacteria. The purpose of this study was to evaluate the effect of poly-P on the growth of Porphyromonas endodontalis, a gram negative obligate anaerobic rod, endodontopathic bacterium. P. endodontalis ATCC 35406 was in BHI broth containing hemin and vitamin K with or without poly-P. Inhibitory effect of each poly-P which was added at the beginning(lag phase) or during(exponential phase) the culture, MIC(minimum inhibitory concentration) was determined by measuring the optical density of the bacterial cell at 540nm. Viable cell counts were measured to determined whether poly-P has a bactericidal effect. Leakage of intracellular nucleotides from P. endodontalis was determined at 260nm and morphological change of P. endodontalis was observed under the TEM(transmission electron microscope). Binding of 32P-labeled poly-P to P. endodontalis was examined. SDS-polyacrylamide gel electrophoresis and zymography were performed to observe the changes in protein and enzyme profiles of P. endodontalis, respectively. The results from this study were as follows : 1. The minimal inhibitory concentration(MIC) of poly-P to P. endodontalis appeared to be 0.04~0.05%. 2. Poly-P added to the P. endodontalis culture during the exponential phase of P. endodontalis was as much effective as poly-P added at the begining of the culture, suggesting that the antibacterial effect of poly-P is not much dependent on the initial inoculum size of P. endodontalis. 3. Poly-P are bactericidal to P. endodontalis, demonstrating the decrease of the viable cell counts. 4. Intracellular nucleotide release from the P. endodontalis, was not increased in the presence of poly-P and was not reversed by the addition of divalent cations like $Ca^{2+}$ and $Mg^{2-}$. 5. Under the TEM, it was observed that fine electro-dense materials were prominent in the poly-P grown P. endodontalis, appearing locally in the cell, and the materials were more abundant and more dispersed in the cell as the incubation time with poly-P increased. In addition, highly electron dense granules accumulated in many poly-P grown cells, most of which were atypical in their shape. 6. Binding of 32P-labeled poly-P to P. endodontalis appeared to be 32.8 and 45.5 and 53.4% at 30 minutes, 1 hours and 2 hours, respectively. 7. In the presence of poly-P. the synthesis of proteins with apparent molecular masses of 25, 27, 35, 45 was lost or drastically decreased whereas expression of a protein with an apparent molecular mass of 75 was elevated. 8. Proteolytic activity of P. endodontalis was decreased by poly-P. The overall results suggest that use of poly-P may affect the growth of P. endodontalis, and the anti-bacterial activity of poly-P seems largely bactericidal. Changes in shape, protein expression, and proteolytic activity of P. endodontalis by poly-P may be directly and indirectly attributed to the antibacterial effect of poly-P. Further studies will be needed to confirm the effect of poly-P.

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Perceptional Change of a New Product, DMB Phone

  • Kim, Ju-Young;Ko, Deok-Im
    • Journal of Global Scholars of Marketing Science
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    • v.18 no.3
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    • pp.59-88
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    • 2008
  • Digital Convergence means integration between industry, technology, and contents, and in marketing, it usually comes with creation of new types of product and service under the base of digital technology as digitalization progress in electro-communication industries including telecommunication, home appliance, and computer industries. One can see digital convergence not only in instruments such as PC, AV appliances, cellular phone, but also in contents, network, service that are required in production, modification, distribution, re-production of information. Convergence in contents started around 1990. Convergence in network and service begins as broadcasting and telecommunication integrates and DMB(digital multimedia broadcasting), born in May, 2005 is the symbolic icon in this trend. There are some positive and negative expectations about DMB. The reason why two opposite expectations exist is that DMB does not come out from customer's need but from technology development. Therefore, customers might have hard time to interpret the real meaning of DMB. Time is quite critical to a high tech product, like DMB because another product with same function from different technology can replace the existing product within short period of time. If DMB does not positioning well to customer's mind quickly, another products like Wibro, IPTV, or HSPDA could replace it before it even spreads out. Therefore, positioning strategy is critical for success of DMB product. To make correct positioning strategy, one needs to understand how consumer interprets DMB and how consumer's interpretation can be changed via communication strategy. In this study, we try to investigate how consumer perceives a new product, like DMB and how AD strategy change consumer's perception. More specifically, the paper segment consumers into sub-groups based on their DMB perceptions and compare their characteristics in order to understand how they perceive DMB. And, expose them different printed ADs that have messages guiding consumer think DMB in specific ways, either cellular phone or personal TV. Research Question 1: Segment consumers according to perceptions about DMB and compare characteristics of segmentations. Research Question 2: Compare perceptions about DMB after AD that induces categorization of DMB in direction for each segment. If one understand and predict a direction in which consumer perceive a new product, firm can select target customers easily. We segment consumers according to their perception and analyze characteristics in order to find some variables that can influence perceptions, like prior experience, usage, or habit. And then, marketing people can use this variables to identify target customers and predict their perceptions. If one knows how customer's perception is changed via AD message, communication strategy could be constructed properly. Specially, information from segmented customers helps to develop efficient AD strategy for segment who has prior perception. Research framework consists of two measurements and one treatment, O1 X O2. First observation is for collecting information about consumer's perception and their characteristics. Based on first observation, the paper segment consumers into two groups, one group perceives DMB similar to Cellular phone and the other group perceives DMB similar to TV. And compare characteristics of two segments in order to find reason why they perceive DMB differently. Next, we expose two kinds of AD to subjects. One AD describes DMB as Cellular phone and the other Ad describes DMB as personal TV. When two ADs are exposed to subjects, consumers don't know their prior perception of DMB, in other words, which subject belongs 'similar-to-Cellular phone' segment or 'similar-to-TV' segment? However, we analyze the AD's effect differently for each segment. In research design, final observation is for investigating AD effect. Perception before AD is compared with perception after AD. Comparisons are made for each segment and for each AD. For the segment who perceives DMB similar to TV, AD that describes DMB as cellular phone could change the prior perception. And AD that describes DMB as personal TV, could enforce the prior perception. For data collection, subjects are selected from undergraduate students because they have basic knowledge about most digital equipments and have open attitude about a new product and media. Total number of subjects is 240. In order to measure perception about DMB, we use indirect measurement, comparison with other similar digital products. To select similar digital products, we pre-survey students and then finally select PDA, Car-TV, Cellular Phone, MP3 player, TV, and PSP. Quasi experiment is done at several classes under instructor's allowance. After brief introduction, prior knowledge, awareness, and usage about DMB as well as other digital instruments is asked and their similarities and perceived characteristics are measured. And then, two kinds of manipulated color-printed AD are distributed and similarities and perceived characteristics for DMB are re-measured. Finally purchase intension, AD attitude, manipulation check, and demographic variables are asked. Subjects are given small gift for participation. Stimuli are color-printed advertising. Their actual size is A4 and made after several pre-test from AD professionals and students. As results, consumers are segmented into two subgroups based on their perceptions of DMB. Similarity measure between DMB and cellular phone and similarity measure between DMB and TV are used to classify consumers. If subject whose first measure is less than the second measure, she is classified into segment A and segment A is characterized as they perceive DMB like TV. Otherwise, they are classified as segment B, who perceives DMB like cellular phone. Discriminant analysis on these groups with their characteristics of usage and attitude shows that Segment A knows much about DMB and uses a lot of digital instrument. Segment B, who thinks DMB as cellular phone doesn't know well about DMB and not familiar with other digital instruments. So, consumers with higher knowledge perceive DMB similar to TV because launching DMB advertising lead consumer think DMB as TV. Consumers with less interest on digital products don't know well about DMB AD and then think DMB as cellular phone. In order to investigate perceptions of DMB as well as other digital instruments, we apply Proxscal analysis, Multidimensional Scaling technique at SPSS statistical package. At first step, subjects are presented 21 pairs of 7 digital instruments and evaluate similarity judgments on 7 point scale. And for each segment, their similarity judgments are averaged and similarity matrix is made. Secondly, Proxscal analysis of segment A and B are done. At third stage, get similarity judgment between DMB and other digital instruments after AD exposure. Lastly, similarity judgments of group A-1, A-2, B-1, and B-2 are named as 'after DMB' and put them into matrix made at the first stage. Then apply Proxscal analysis on these matrixes and check the positional difference of DMB and after DMB. The results show that map of segment A, who perceives DMB similar as TV, shows that DMB position closer to TV than to Cellular phone as expected. Map of segment B, who perceive DMB similar as cellular phone shows that DMB position closer to Cellular phone than to TV as expected. Stress value and R-square is acceptable. And, change results after stimuli, manipulated Advertising show that AD makes DMB perception bent toward Cellular phone when Cellular phone-like AD is exposed, and that DMB positioning move towards Car-TV which is more personalized one when TV-like AD is exposed. It is true for both segment, A and B, consistently. Furthermore, the paper apply correspondence analysis to the same data and find almost the same results. The paper answers two main research questions. The first one is that perception about a new product is made mainly from prior experience. And the second one is that AD is effective in changing and enforcing perception. In addition to above, we extend perception change to purchase intention. Purchase intention is high when AD enforces original perception. AD that shows DMB like TV makes worst intention. This paper has limitations and issues to be pursed in near future. Methodologically, current methodology can't provide statistical test on the perceptual change, since classical MDS models, like Proxscal and correspondence analysis are not probability models. So, a new probability MDS model for testing hypothesis about configuration needs to be developed. Next, advertising message needs to be developed more rigorously from theoretical and managerial perspective. Also experimental procedure could be improved for more realistic data collection. For example, web-based experiment and real product stimuli and multimedia presentation could be employed. Or, one can display products together in simulated shop. In addition, demand and social desirability threats of internal validity could influence on the results. In order to handle the threats, results of the model-intended advertising and other "pseudo" advertising could be compared. Furthermore, one can try various level of innovativeness in order to check whether it make any different results (cf. Moon 2006). In addition, if one can create hypothetical product that is really innovative and new for research, it helps to make a vacant impression status and then to study how to form impression in more rigorous way.

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