• The Korean Journal of Franchise Management
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• 제12권1호
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• pp.45-55
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• 2021

Purpose: How to build the positive emotion of customer is very important, because it affects the positive attitude. Brand evidence has a significant impact on consumer behavior in terms of reinforcing consumers' perception of food service companies and differentiating them from competing brands. Thus, this study examines the effect of brand evidence on emotion (positive emotion and negative emotion), and attitude in restaurant industry. Research design, data, and methodology: This study examines the structural relationship among brand evidence, emotion, and attitude. Brand evidence divide into three sub-dimensions such as physical evidence, core service, and employee service. In order to test the purposes of this study, research model and hypotheses were developed. The questionnaire items were modified and used according to the content of this study based on previous studies. All constructs were measured by multiple items tested and developed in the previous research. The data were collected from 439 restaurant users from Seoul area were analyzed using SPSS 22.0 and SmartPLS 3.0 program. A total of 460 questionnaires were distributed and a survey was conducted for 4 weeks, and a total of 439 were used for analysis, excluding non-response data and 21 unusable response data among the collected questionnaires. Frequency analysis was conducted to identify the general characteristics of the survey subjects. To measure the reliability and validity of the measurement tools, confirmatory factor analysis was conducted. Structural model analysis was conducted to verify the research model. Result: The findings demonstrate that physical evidence, core service, employee service had positive effects on positive emotion. And core service and employee service had negative effects on negative emotion while physical evidence did not have. Also, positive emotion had positive effect on attitude and negative emotion had negative effect on attitude. Conclusions: The findings of this study provide guidelines on how to enhance competitiveness in restaurant industry through understanding brand evidence's effects on raising perceived consumer's emotion and attitude. Therefore, food service companies should establish a marketing strategy that can stimulate positive emotions through brand evidence, which is all factors related to service brands that influence consumers' evaluation of service products and purchase decision-making process.

• Science of Emotion and Sensibility
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• 제5권3호
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• pp.53-59
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• 2002

The surface fibers on the fabric is one of decisive factors which affects human sensory evaluation as well as heat and moisture transfer characteristics. In this study the length and distribution of surface fibers that are extruded from the fabric surface of the wool/wool blend fabrics (14 wool fabrics and 10 wool blend fabrics) and its contribution to subjective sensory evaluation were investigated. In order to quantify the length and distribution of surface fibers, image analysis and wavelet transform technique were introduced. Instant warm-cool feeling of touch, Q$\_$max/, and contact area were also measured and related to the quantified surface fibers. To figure out the effect of surface characteristics on sensory evaluation, human sensory responses to three adjectives which represent surface characteristics and warm-cool feeling of touch were obtained and analyzed. The relationship between the quantified surface fibers assessed by wavelet energy and both warm-cool reeling of touch, Qmax, and human sensory response were discussed.

• Science of Emotion and Sensibility
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• 제17권4호
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• pp.41-50
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• 2014

This study examined the characteristics of brain's reaction pattern concerning the preference for product images and compared them with the result of subjects' intuitive evaluation of their preference for the same materials. Two tests were conducted; the first one that calculated comfort properties based on brainwave measurements in order to examine the impression given by the images of products presented separately, one-by-one, and the second one that had subjects evaluate the preference directly by comparing the images of all products simultaneously. The first test was titled 'Independent Cognitive Response' and the second test, 'Relative Cognitive Response', and their characteristics were as follows. In the 'Independent Cognitive Response', the state of emotion was expressed in absolute values based on the comparison with the information accumulated through the subject's own experience and the feeling expressed as 'pleasant' or 'unpleasant' persisted as absolute values. In the 'Relative Cognitive Response', the state of emotion relative to the information of other images compared in the stage of perceiving the images was expressed, and in this case, the state of emotion described as 'calm' or 'excited' acted as relative values.

• Proceedings of the ESK Conference
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• 대한인간공학회 1997년도 추계학술대회논문집
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• pp.473-476
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• 1997

Human visual emotion were investigated by analyzing HRV from ECG signals, which were varied by the visual stimuli. In this paper, twelve university students experienced visual emotion by pictures from IAPS. ECG and subjective rating were obtained for human emotion evaluation. For determination of HRV, ECG was extracted into HF and LF via power spectrum analysis. The results showed that HRV is good for discrimination between positive and negative emotions.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 한국감성과학회 2011년도 춘계학술대회
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• pp.23-24
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• 2011

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 한국감성과학회 2004년도 추계학술대회 논문집
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• pp.46-46
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• 2004

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 한국감성과학회 2011년도 추계학술대회
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• pp.35-36
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• 2011

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 한국감성과학회 2012년도 춘계학술대회
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• pp.67-68
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• 2012

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 한국감성과학회 2012년도 춘계학술대회
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• pp.47-48
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• 2012

• Proceeding of Spring/Autumn Annual Conference of KHA
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• 한국주거학회 2011년도 춘계학술발표대회 논문집
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• pp.247-250
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• 2011

The purpose of this study suggests the emotion of residents as indexes in Korean housing environment for providing a fundamental guideline for precise dwelling social science and indicating the view for understanding of residents in korean housing culture in korea. So this paper explores the role of residents emotion indexes in housing environment and community. For this study, survey and depth-interview methods were used for data collection. The subjects were 514 housewives living in apartments. The statistical methods for data analysis were frequency, mean, multiple linear regression and logistic regression analysis using the SPSS 18.0 program The major findings are as follows: 1)Pride of neighborhood, pride of apartment complex and sense of superiority were important factors for residental satisfaction. 2)Conspicuous image of neighbors and active contact with neighbors were import factors for their neighborship in the apartment complex. The results develop the housing environment evaluation indexes in community through the contextual understanding of space emotion society.