• Science of Emotion and Sensibility
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• v.19 no.1
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• pp.111-126
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• 2016

As the marketing value of Facebook advertisements increases, companies seek to create successful Facebook advertisements in order to promote their brands or products. This research aims to identify Facebook advertising factors that influence users' eye movements and attention, and thereby to investigate effective visual elements of Facebook advertising contents. Firstly, we identified two contributing factors influencing users' responses to Facebook advertisements: the formats of advertising contents(Text, Text in Image, and Movie) and the product properties(Involvement, Think/Feel). Based on theoretical reviews, eye tracking tests and surveys were conducted in order to examine how these two factors affect users' responses on Facebook, i.e. visual perception and users' purchasing responses. It was found that there were distinctive patterns of users' visual perceptions and purchasing behavioral responses according to the formats of the advertised contents. Meanwhile, the advertised products' properties influenced only the users' purchasing responses. Finally, the key findings of this research offer helpful guidelines for providers and developers to create effective SNS advertisements.

• Science of Emotion and Sensibility
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• v.22 no.4
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• pp.15-30
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• 2019

The reduction of traffic accidents is a primary potential benefit of autonomous vehicles (AVs). However, the prevalence of AVs also arouses a key question: to what extent should a human wrest control back from AVs? Specifically, in an unavoidable situation of emergency, should an AV be able to decide between the safety of its own passengers and endangered pedestrians? Should AV programming include well-accepted decision rules about actionsto take in hypothetical situations? The current study (N = 103) examined individual/situational variables that could perform critical decision-making roles in AV related traffic accidents. The individual variable of attitudes toward AVs was assessed using the Self-driving Car Acceptance Scale. To investigate situational influences on decisional processes, the study's participants were assigned to one of two groups: the achievement value was activated in one group and the benevolence value was triggered in the other through the use of a sentence completion task. Thereafter, participants were required to indicate who should be protected from injury: the passengers of the concerned AV, or endangered pedestrians. Participants were also asked to record the extent to which they intended to buy an AV programmed to decide in favor of the greater good according to Utilitarian principles. The results suggested that participants in the "achievement value: driver perspective" groupexpressed the lowest willingness to sacrifice themselves to save several pedestrians in an unavoidable traffic accident. This group of participants was also the most reluctant to buy an AV programmed with utilitarian rules, even though there were significant positive relationships between members' acceptance of AVs and their expressed intention to purchase one. These findings highlight the role of the decisional processes involved in the "achievement value" pertaining to AVs. The paper finally records the limitations of the present study and suggests directions for future research.

• Journal of Internet Computing and Services
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• v.15 no.5
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• pp.83-93
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• 2014

Providing personalized services customized to users' needs and preferences becomes highlighted as a key area of user-context computing. It is essential for context-aware technology to be developed more intelligent and meaningful services by being widely applied to a variety of sectors and domains. SDO (Standard Development Organization) such as MPEG and W3C has been actively developed to be standardized services and to improve context-awareness services. Yet current standards related to context-aware technology, such as MPEG-7, MPEG-21, MPEG-V, and emotionML, are not capable enough to support various systems and diverse services. Against this backdrop, the MPEG User Description, referred to also as MPEG-UD Standard, is to ensure interoperability among recommendation services, which take into account user's context when generating recommendations to users. In this light, we introduce standards related to the user context and propose the structure for RD-Engine and the Remote Responsive User Interface(RRUI) system in reference to MPEG-UD. This system collects unit resources matching specific condition according to the user's contexts described by MPEG-UD. In so doing, it improves adaptive user interface considering device features in real-time. By automatically generating adaptive user interfaces tailored to an individual's contexts, the proposed system aims to achieve high-quality user experience for a complex service.

• Science of Emotion and Sensibility
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• v.15 no.1
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• pp.47-56
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• 2012

The purpose of this study is to test the effect of pedagogical agent realism and expertise on persona effect. There were two perspectives of the pedagogical agents' social interaction. Self-identification hypothesis argues that complexity of agent image is better to increase social interaction. Subjective identification insists that simplified image is more helpful to facilitate social interaction. However, from the cognitive load theory perspective, learners' expertise can be a major factor to determine persona effect. Sixty-eight college students (male=19 and female=49) participated. The independent variables were the degree of realism of pedagogical agent (detailed vs. simplified image) and the expertise (high prior knowledge group vs. low prior knowledge group). The dependant variables were comprehension test and the agent persona instrument (API). There was no significant difference in comprehension test score; however, there were significant interaction effect on the most constructs of API: 1) facilitating of learning, 2) credible, and 3) human-like. The follow-up analysis of simple main effect revealed that high expertise group showed significantly higher perception of the three construct with high realism of pedagogical agent. The results of study show that learners' expertise plays a key role of perception of persona effect.

• Science of Emotion and Sensibility
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• v.20 no.4
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• pp.89-100
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• 2017

Since smart devices are able to efficiently provide information without barriers of time and location, they are widely utilized with advent of the hyper-connected society. Especially, the smart devices have been developed in the form of wearable devices for mutual interaction between human and objects. Smart clothing, which embeds smart devices within clothes, measures and obtains a variety of bio-signals as it is in close contact with the human bodies. Conventional smart clothing generated wearers' discomfort because they were developed by simple attachment of electronic devices to clothes. Therefore, it is highly recommended to develop novel smart clothing based on smart textiles which integrate electronic devices as parts of textiles. As smart watches are currently the most available wearable devices in the market, smart watch users were selected in this study, for the purpose of investigating core needs of wearable smart device users based on the user experience and user's sensibility. Qualitative research was performed through semi-structured interview in order to obtain detailed answers about user sensibility based on smart watch user experience. After the in-depth interview, the user's sensibility was categorized into four aspects; functional, aesthetic, social, and empirical. Sensibility adjectives and key words were assigned to each aspect and their frequency was analyzed. It was the functional aspect of sensibility that the wearable device users require the most. The results of this study will be utilized as a fundamental data to develop the smart textiles required for the next generation of smart clothing which is attracting as a future wearable device.

• (The)Korea Educational Review
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• v.23 no.2
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• pp.31-53
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• 2017

Drawing upon Vygotsky's theory, this paper explores the possibilities of imaginative education and those implications in relation to emotions. Imagination is an important element of future competencies as well as creativity. But there is a big dilemma in an educational intervention about imagination. If imagination is naturally occurring and therefore considered a mysterious ability that is specific to a child, education should not intervent as much as possible so that it can be expressed and preserved. It is linked to Piaget's influence, which regards imagination as a mental immaturity of childhood. Vygotsky who is a developmental psychologist argues that mind is generated from the socio-cultural origins in opposition to Piaget's spontaneous generation and emphasizes that it is a core characteristic of human to create something through interaction with the world. Vygotsky consider that 'imagination' which synthesizes empirical material and creates a new image is a key factor in human creativity. He reminded us of the possibilities and importance of imaginative education by revealing that imagination is not limited to childhood but constantly develops through cultural experience. Especially Vygotsky's understanding has important implications for future education in relation to emotion. Imagination plays a role of expressing and dealing with human emotions. Unlike the reason-centered society in the past, future society demands a big role of imagination in education for dealing with emotional knowledge and morality.

• Science of Emotion and Sensibility
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• v.26 no.4
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• pp.51-70
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• 2023

This study employed driving simulation to examine how takeover request (TOR) information modalities (visual, auditory, and visual + auditory) in Level-3 automated vehicles, and road types (straight and curved) influence the driver's control takeover time (TOT) and mental workload, assessed through subjective workload and heart rate variations. The findings reveal several key points. First, visual TOR resulted in the quickest TOT, while auditory TOR led to the longest. Second, TOT was considerably slower on curved roads compared to straight roads, with the greatest difference observed under the auditory TOR condition. Third, the auditory TOR condition generally induced lower subjective workload and heart rate variability than the visual or visual + auditory conditions. Finally, significant heart rate changes were predominantly observed in curved road conditions. These outcomes indicate that TOT and mental workload levels in drivers are influenced by both the TOR modality and road geometry. Notably, a faster TOT is associated with increased mental workload.

• Science of Emotion and Sensibility
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• v.27 no.2
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• pp.25-36
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• 2024

Past research reported mixed results on the effects of social exclusion on prosocial behavior. Whereas some studies reported an increase in prosocial motivation and behavior, others proposed that social exclusion causes a decrease in prosocial behavior along with negative reactions such as anger and aggression. These conflicting results may have arisen because prosocial behavior does not in itself always produce social reconnection. That is, although prosocial behavior is a major means of promoting social relationships, the excluded person does not need to act prosocially to benefit others unless the behavior leads to the restoration of the relationship. Unlike past research that assumed dichotomous situations of exclusion or belonging, the present research tested prosocial behavior in a social exclusion risk situation where the possibility of reconnection exists. In addition, we used the ability to potentially contribute to the group as another independent variable. We used a simulation game titled "Becoming a Union Member" to manipulate each participant's social exclusion risk and ability. Participants responded to a simple survey named member personality test and gave preliminary votes to one another, and exclusion risk was manipulated by the number of votes received. Later, ability was manipulated by disclosing perception test scores in the named member ability test. In both Experiments 1 and 2, participants who scored high in terms of social exclusion risk and low in the ability to potentially contribute showed prosocial behavior in stipulating larger donations. These results demonstrate that probable social reconnection defined by exclusion risk and ability is the key to explaining prosocial behavior following social exclusion.

• Journal of Service Research and Studies
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• v.14 no.3
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• pp.188-205
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• 2024

The food truck business, which involves selling various types of food from mobile vehicles, has gained significant popularity in urban centers and at events. These food trucks have rapidly expanded due to their relatively low initial investment and high flexibility, attracting customers with unique menus and personalized services. However, as competition increases, the need to manage service quality to boost customer satisfaction and encourage repeat visits has become more critical. Despite this growing importance, there has been limited empirical research on the topic. This study aims to analyze customer experiences with food truck services to gain strategic insights for improving service quality. By applying structural topic modeling to customer review data, the study identified 50 key topics. The process included a comprehensive evaluation of model diagnostics and interpretability to determine the optimal number of topics, ultimately selecting the most relevant ones related to service experiences. The impact of these identified topics on overall customer satisfaction was empirically tested using regression analysis. The results showed that aspects such as "Food Taste," "Friendly Staff," and "Positive Emotion" had a positive influence on customer satisfaction, whereas "Delayed Service," "Negative Emotion," and "Beverage Service" had a negative impact. Based on this analysis, the study proposes concrete methods for food truck operators to systematically analyze customer feedback and use it to drive service improvements and innovation. This research highlights the importance of data-driven decision-making in small business environments like food trucks and contributes to expanding the application of topic modeling in the service industry.

• Journal of Families and Better Life
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• v.30 no.6
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• pp.69-84
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• 2012

The purpose of this study is to investigate the relationship between children and adolescents' moral emotions - empathy, guilt and gratitude - and helping behavior. For this study, questionnaires on empathy, guilt, gratitude and helping behavior were administered to 938 students in the 4th, 5th, 7th, 8th, 10th and 11th grades attending elementary, middle and high school in Seoul and Gyeonggi Province. The data were analyzed through frequency analysis, mean, standard deviation, t-test, one-way ANOVA, Pearson's correlation, enter multiple regression analysis and hierarchical multiple regression analysis by using SPSS Win 12.0. The main findings of this study are as follows: Firstly, by gender, empathy, guilt and helping behavior differed significantly, also, by grade, empathy, guilt, gratitude and helping behavior differed significantly. In addition, religion made a significant difference in empathy, gratitude and helping behavior. Secondly, variables influencing helping behavior were found to differ by developmental stage. The variable influencing the helping behavior of elementary school students was found to be empathic concern. For middle school students, guilt was found to influence their helping behavior, while for high school students, perspective-taking was found to be the key variable. Thirdly, gratitude was found to have a partial mediating effect on the relation between empathy(or guilt) and helping behavior.