• Fashion, Industry and Education
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• v.15 no.2
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• pp.11-24
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• 2017

The objectives of this empirical study were to examine the relationships between shopping motivations, Pine and Gilmore's four experience realms (4Es), the emotional components of pleasure and arousal, and patronage intention toward small apparel retailers. Data from 128 college students were collected through an online survey. Regression analysis results revealed the positive impact of shopping motivations on the hypothesized experiential realms and partial effects of the 4Es on pleasure and arousal. Pleasure and arousal were found to affect patronage intention. This research benefits small retailers by identifying the experiential marketing strategies that positively affect consumer emotional experiences, which are important to consequent patronage intention toward small apparel retailers.

• Phonetics and Speech Sciences
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• v.6 no.3
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• pp.131-138
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• 2014

A close-copy stylization of intonation curve was used for an acoustical analysis of emotional speech. For the analysis, 408 utterances of five emotions (happiness, anger, fear, neutral and sadness) were processed to extract acoustical feature values. The results show that certain pitch point features (pitch point movement time and pitch point distance within a sentence) and sentence level features (pitch range of a final pitch point, pitch range of a sentence and pitch slope of a sentence) are affected by emotions. Pitch point movement time, pitch point distance within a sentence and pitch slope of a sentence show no significant difference between male and female participants. The emotions with high arousal (happiness and anger) are consistently distinguished from the emotion with low arousal (sadness) in terms of these acoustical features. Emotions with higher arousal show steeper pitch slope of a sentence. They have steeper pitch slope at the end of a sentence. They also show wider pitch range of a sentence. The acoustical analysis in this study implies the possibility that the measurement of these acoustical features can be used to cluster and identify emotions of speech.

• Asia Marketing Journal
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• v.18 no.1
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• pp.37-53
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• 2016

The purpose of this study is to show that the effectiveness of utilitarian versus hedonic attributefocused advertisement on product evaluation depends on the arousal level of positive emotion, and to explore mediation effect of cognitive response to utilitarian attribute-focused advertisement and affective response to hedonic attribute-focused advertisement on the effectiveness of utilitarian versus hedonic attribute-focused advertisement. This research employs a 2 (arousal level: mild vs. elevated) × 2 (advertisement type: utilitarian vs. hedonic) between-subjects design, and 200 undergraduate students participate in the experiment, in which there are 50 students at each experimental group. The results of ANCOVA with positive emotion level as a covariate on advertised product evaluation show significant interaction effect of arousal level and advertisement type, and no effect of positive emotional level. Both of the mediation effects of the cognitive response and those of the affective response are significant. Participants under mild (elevated) arousal of positive emotion more positively evaluate the product in utilitarian (hedonic) attribute-focused advertisement. The positive effect of utilitarian (hedonic) attributefocused advertisement on product evaluation is partially mediated by cognitive (affective) response to the advertisement when consumers are under the mild (elevated) arousal of positive emotion. The results of this study show that advertisers should use utilitarian (hedonic) attribute-focused advertisement to consumers under the mild (elevated) arousal of ambient positive emotion, which should be searched by exploring what kind of event they have experienced.

• Science of Emotion and Sensibility
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• v.27 no.2
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• pp.3-14
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• 2024

An understanding of the influence of emotional context on memory retrieval is crucial to our comprehensive understanding of human cognition. While previous research focused primarily on visual stimuli to address this relationship, this study ventures into the realm of speech-based emotional contexts. Building on previous findings, we examine the effects of arousal and the valence of verbal contexts on memory, with particular focus on mitigating the serial position effect. In Study 1, we investigated how the arousal level of verbal context in the middle of a word list affects memory retention. Our results demonstrated detriment to the memory of later parts of the word list when exposed to low-arousal contexts. In Study 2, we controlled for arousal levels and examined the impact of valence on memory. We found that negative verbal contexts impair the memory of the word when presented together. Our findings suggest that speech-based emotional contexts do not facilitate verbal memory processing. In particular, negative emotional contexts were found to reinforce the serial position effect. Negative emotional contexts tend to disrupt task performance and fail to elicit memory-enhancing effects, especially when both the context and memory stimulus are verbal. These insights offer a valuable contribution to our understanding of the nuances of auditorily delivered emotional context in verbal memory processes.

• Anxiety and mood
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• v.7 no.2
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• pp.113-118
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• 2011

Objectives : The Self-Assessment Manikin (SAM) developed by Bradley and Lang is a non-verbal pictorial assessment tool that measures human emotion and has been widely used. However, the pictures in SAM have not been easy for Korean subjects to understand or relate to. The authors developed a new manikin (Emotional Valence and Arousal Manikin, EVAS) modeling it after Korean faces while modifying and standardizing the SAM. Methods : Forty-one healthy subjects participated in this study. They were asked to rate the emotional valence and level of arousal using both the SAM and EVAS after being exposed to pictures of facial expressions for affective neurosciences-Korean version. The internal consistency of the EVAS and the correlation between EVAS and SAM were examined. Resuts : Internal consistencies of the valence using the EVAS were from 0.63 (surprise) to 0.82 (happiness) and those of the arousal were from 0.90 to 0.95. Correlation coefficients of the valence and arousal between the SAM and EVAS were from 0.61 (both surprise and disgust) to 0.84 (neutral) and from 0.82 (sadness) to 0.94 (fear), respectively. Conclusions : We developed a new manikin (the EVAS) for the Korean population modifying and standardizing the SAM. The EVAS demonstrated a good internal consistency and validity. As such, it can be used in the field of human emotion research.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.8 no.6
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• pp.2056-2069
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• 2014

In order to implement interactive and personalized Web services properly, it is necessary to understand the tangible and intangible responses of the users and to recognize their emotional states. Recently, some studies have attempted to build emotional state estimation models based on facial expressions. Most of these studies have applied multiple regression analysis (MRA), artificial neural network (ANN), and support vector regression (SVR) as the prediction algorithm, but the prediction accuracies have been relatively low. In order to improve the prediction performance of the emotion prediction model, we propose a novel SVR model that is optimized using a genetic algorithm (GA). Our proposed algorithm-GASVR-is designed to optimize the kernel parameters and the feature subsets of SVRs in order to predict the levels of two aspects-valence and arousal-of the emotions of the users. In order to validate the usefulness of GASVR, we collected a real-world data set of facial responses and emotional states via a survey. We applied GASVR and other algorithms including MRA, ANN, and conventional SVR to the data set. Finally, we found that GASVR outperformed all of the comparative algorithms in the prediction of the valence and arousal levels.

• The Journal of Korean Academy of Sensory Integration
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• v.1 no.1
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• pp.61-72
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• 2003

The suck/swallow/breathe(SSB) synchrony, serving as the earlist primary motor mechanism, is the rhythmical, coordinated pattern of sucking, swallowing and breathing. The development of an intact SSB is an important precursor for further sensorimotor and cognitive development including speech and language development, state regulation, postural control, feeding, eye/hand coordination and social/emotional development. Arousal means a neurological mechanism for preparing one's body to orienting stimulus. Its levels are regulated with an interaction of the reticular formation, the limbic system, the hypothalamus and the autonomic nervous system. General strategies such as blowing, sucking, chewing, munching and licking to effectively modulate arousal state are related to SSB. The SSB synchrony is an important treatment principle for children with sensory integration disorder and problems with the modulation of arousal. The purpose of this article is to review concepts of SSB synchrony and the underlying relation between the modulation of arousal and SSB synchrony.

• Science of Emotion and Sensibility
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• v.21 no.1
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• pp.177-186
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• 2018

The mechanism of emotion is complex and influenced by a variety of factors, so that it is crucial to analyze emotion in broad and diversified perspectives. In this study, we classified neutral and negative emotions(sadness, fear, surprise) using arousal evaluation, which is one of the psychological evaluation scales, as well as physiological signals. We have not only revealed the difference between physiological signals coupled to the emotions, but also assessed how accurate these emotions can be classified by our emotional recognizer based on neural network algorithm. A total of 146 participants(mean age $20.1{\pm}4.0$, male 41%) were emotionally stimulated while their physiological signals of the electrocardiogram, blood flow, and dermal activity were recorded. In addition, the participants evaluated their psychological states on the emotional rating scale in response to the emotional stimuli. Heart rate(HR), standard deviation(SDNN), blood flow(BVP), pulse wave transmission time(PTT), skin conduction level(SCL) and skin conduction response(SCR) were calculated before and after the emotional stimulation. As a result, the difference between physiological responses was verified corresponding to the emotions, and the highest emotion classification performance of 86.9% was obtained using the combined analysis of arousal and physiological features. This study suggests that negative emotion can be categorized by psychological and physiological evaluation along with the application of machine learning algorithm, which can contribute to the science and technology of detecting human emotion.

• Knowledge Management Research
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• v.15 no.3
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• pp.37-66
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• 2014

Since social network service (SNS) has been widely used as a effective way for people to connect and communication with each other, the use of corporate SNS account also has increased. However, compared to a private SNS account, only few people have a continuous relationship with their corporate SNS account because the use of corporate SNS account tends to be one-time and temporary activity whenever the users just need events and information. Given the psychological side effects of using SNS, the relative lack of empirical studies on the impacts of emotional factor in SNS prevents the deeper understanding of the intention to continuous using corporate SNS account. Therefore, this study aims to explore key determinants of the intension to continuous using the corporate SNS account from a habit and emotional perspective. To bridge research gap, we attempt to divide emotional factor into the following 5 factors based on Mehrabian and Russell model (1974): intimacy, enjoyment (positive factor), privacy concern, anxiety (negative factor), arousal (arousal factor) and (dominant factor). The basic model is proposed to explore the effects of habit and emotional factors on the intension to continuous using the corporate SNS account. We then examine how the effects of habit and emotional factors differ depending on social media types (e.g., facebook and twitter). The results indicates that habit is related to emotional factors, and each emotional factor differently influences the intension to continuous using the corporate SNS account. The results also confirm that the effects of the habit and emotional factors on the intension to continuous using the corporate SNS account differ according to social media types. This study provides practical and useful guidance and the strategic marketing insight for managers in maintaining and improving the intension to continuous using the corporate SNS account.

• Korean Journal of Cognitive Science
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• v.23 no.1
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• pp.97-107
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• 2012

Previous studies on opinion mining and sentiment analysis have supposed that the polarity and value of an emotional word is reversed when a negation word is attached. However, there are no quantitative studies on how much the polarity is changed when a negation word is following. Therefore, we measured the valence and arousal dimensions for Korean emotional words and their negations. Consequently, the polarity of valence and arousal was reversed on their intermediate level. Also, the value was reduced by about 30% to 50%. We propose this result as a guideline for processing negation words for studies on opinion mining and sentiment analysis.