• Science of Emotion and Sensibility
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• v.17 no.3
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• pp.57-64
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• 2014

In this paper, we verify the relation between elements (active and inactive) of Russell's emotional dimension ("A Circumplex Model") to propose a new representing method. Russell's emotional dimension expresses emotional words (happy, joy, sad, nervous, etc.) as a point on the two dimensions (Arousal and Valence). It is most commonly used in many filed such as Science of Emotion & Sensibility, Human-Computer Interaction (HCI), and Psychology etc. But other researchers have insisted that Russell's emotional dimension have to be modified because of its inherent problems. Such problems included the possibility of mixed feelings, the difference of emotion and sensibility, and the difference of Arousal axis and Valence axis. Therefore, we verify relationship of A Circumplex Model's elements (active and inactive) and find how to people express their Arousal feelings using survey. We finally propose new method to express emotion in Russell's emotional dimension. Using this method, we can solve Russell's problems and compensate other researches.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.13 no.5
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• pp.103-118
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• 2018

This study would provide the basic data informative for establishing a VMD strategy, covering design and marketing for business owners and prospective entrepreneurs, including the persons concerned with the food and beverage industries by investigating the relationships of the impacts of several factors in the cognitive dimension factors of VMD in food and beverage stores on consumers' emotional response and behavior intention and the mediating effect of emotional responses, applying the concept of VMD to the food and beverage industries. To check this research purpose, data were collected through a survey, conducted with various consumers in their 20s through 60s who have experienced the use of food and beverage stores. The period of the survey was from September 20 through October 10, 2017, 202 copies of questionnaires were collected without missing values and used as data for the final analysis. As for the analysis of the data, using SPSS statistical software, frequency analysis and descriptive statistics, analysis of reliability and validity, correlation analysis, single and multiple regression analysis were conducted. According to the results of this study, first, the relationship of the impact between the VMD cognitive dimension of food and beverage stores and customers' emotional responses was statistically significant. In concrete, all factors of VMD cognitive dimension, including the factors of suitability and daily escape had positive (+) impacts on positive emotions. Second, as a result of an analysis of the impact of emotional responses felt in the process of visiting the food and beverage stores on customers' behavior intention, it turned out that positive emotions had a positive (+) impacts on visit intention and recommendation intention while negative emotions did not have any impacts on visit intention and recommendation intention. Third, as a result of an analysis of the impact of VMD cognitive dimension on behavior intention, the suitability and balance of the VMD cognitive dimension had positive (+) impacts on visit intention while daily escape and functionality had positive (+) impacts on recommendation intention. Fourth, as a result of checking if emotional responses had a mediating effect in the relationship between the VMD cognitive dimension and behavior intention, positive emotions had a full mediating effect while there was no mediating effect of negative emotions between the VMD cognitive dimension and behavior intention. In conclusion, this study found that the VMD cognitive dimension of food and beverage stores affected consumers' emotional responses and that emotional responses were a factor affecting behavior intention and proved that consumers' emotional responses differed depending on the factors in the cognitive dimension. Thus, in food and beverage stores, it would be necessary to make effective designs of the stores and differentiate the presentation of them through utilizing detailed factors of the cognitive dimension of VMD. Also, the results of this study could be utilized as the appropriate marketing tools for customers in food and beverage stores and as the basic data for establishing the strategy.

• Journal of the Korean Society of Costume
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• v.39
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• pp.283-299
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• 1998

The present study is to analyze the dimensions of affective responses according to the types of appeal in underwear advertisements and to find out the influences of affective res-ponses on the attitudes toward advertisement and brands. The research has been made by normative-descriptive survey method with the sample of 654 consumers residing in Seoul and Incheon. The data gaathered was analyzed by the methods of means, standard deviation, ANOVA, factor analysis and regression. The result are as follows : 1. There are 4 dimensions of affective responses ; Emotional dimension, Negative dimen-sion, Upbeat-activation dimension and Sexual activation dimension. 2. Affective responses to the advertising were different according to the characteristics of the consumers. According to the consumer's sex, there are significant differences in each dimension of their affective responses. To the sex appeal advertisement, man show higher degree of affective responses in Emotional, Upbeat-activation and Sexual-activation dim-ensions, while women show higher degree of affective responses in Negative dimension. 3. In case of female consumers, there are significant differences in affective responses to the both appeal type of advertisements according to consumer's age. As the age is increasing. Emotional dimension and Sexual-activation dimension are increasing, but Negative dimension is decreasing in the Ads with sex appeal. In particular, the 19∼24s age group shows strong responses in the Emotional dimension, Upbeat-activation dimension and Sexual-activation dimension to Ads with sex appeal, while it shows the lowest affective responses in Negative dimension. It represents the 19-24s age group is the most positive one to the under-wear advertisements with sex appeal. Consequently, it is proved that the Ads with sex appeal focusing on this age group can be one of the most effective advertising plans. 4. The involvement gets higher, Upbeat-ac-tivation dimension and Sexual-activation dimension are increasing both in males and female groups. But Negative dimension is in-creasing in the female consumer group of low involvement. 5. The attitudes toward advertisements and brands are comparatively stronger in the advertisements using sex appeal type. Regardless of types of appeal in the advertisements, there is a significant difference in their attitudes tow-ard Ads between male and female consumer groups. When Ads are sexual, attitudes toward Ads and Brands are stronger in the female consumer group. But males consumers show com-paratively strong attitudes toward the advertis-ements and brands in both types of appeal. 6. The age of consumers doesn't make any significant difference in their attitudes toward advertisements and brands in both types of appeal. 7. According to the involvement level of the consumers, there are significant differences in their attitudes toward advertisements. In the groups of low involvement, the female consumers show more favorite attitudes toward the advertisements with sex appeal, while the male group show more favorite attitudes toward the non-sex appeal advertisement. But there is no significant difference in consumer's attitude toward brands according to the types of appeal of the advertisement. 8. The affective responses of the consumers caused by the underwear advertisements have a respectable influence on their attitudes toward the advertisements and brands. This research represents that the advertisers should try to arise consumer's positive affective responses such as pleasant, happy, cheerful and warm-hearted emotions by the advertisements. Based on the above results of the research, it can be said that the consumer's affective responses have a strong effect not only on their attitudes toward adver-tisements but on those toward attitude toward the brands.

• Korean Journal of Cognitive Science
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• v.22 no.3
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• pp.299-326
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• 2011

The text such as stories, blogs, chat, message and reviews have the overall emotional flow. It can be classified to the text having similar emotional flow if we compare the similarity between texts, and it can be used such as recommendations and opinion collection. In this paper, we extract emotion terms from the text sequentially and analysis emotion terms in the pleasantness-unpleasantness and activation dimension in order to identify the emotional flow of the text. To analyze the 'dominant emotion' which is the overall emotional flow in the text, we add the time dimension as sequential flow of the text, and analyze the emotional flow in three dimensional space: pleasantness-unpleasantness, activation and time. Also, we suggested that a classification method to compute similarity of the emotional flow in the text using the Euclidean distance in three dimensional space. With the proposed method, we analyze the dominant emotion in korean modern short stories and classify them to similar dominant emotion.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 1999.03a
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• pp.39-44
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• 1999

The purpose of this study was to extract emotional dimensions from Korean adjectives relating to apartment noise. Noise-related 296 Korean adjectives were extracted from a dictionary and three evaluators selected 96 adjectives from those by removing very similar ones in meaning. Two types of 96 7-point scales were conducted to college students for evaluation, whether each adjective describes apartment noise appropriately. From this evaluation, 28 adjectives having above 4.5 points were selected. Again, 8 different types of 7-point scales on 378 adjective pairs(28 x 27/2) were administrated to separate college students to evaluate the degree of similarity between 28 adjectives. Based upon this evaluation, 14 adjectives were finally selected and scores on similarity sere analyzed through two different statistical analyses (Multi-dimensional scale and Cluster analysis). The results showed that three dimensions (displeasure, sensitivity and perceived loudness) exist in peoples' emotional response state to apartment noise. The previous studies have treated annoyance and sensitivity as separate measures to noise. However, this study showed that these two factors were on the same emotional dimension labeled as 'sensitivity' In addition, new dimension, labeled as 'displeasure', was found.

• Journal of Digital Convergence
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• v.17 no.10
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• pp.199-207
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• 2019

This study utilized one of Hofstede's cultural dimension, collective dimension and validated its influence on individual's change oriented organizational citizenship behavior(COCB hereafter) with mediation of emotional regulation. Previous research on Hofstede's cultural dimensions were mostly conducted at national levels. However, in this study, Yoo's CVSCALE was used to analyze collectivistic tendencies at individual levels and its influence on emotional regulation and COCB were measured. The study distributed 200 paper based self administered surveys to employees of Fortune 500 electronic company in Korea for two weeks period. Findings indicated individual's collectivistic dimension positively influenced COCB and emotional regulation mediated between collectivism and COCB. In conclusion and application, the significance of this research lies in indicating collectivistic culture's positive influence on COCB and emotional regulation as possible antecedents of Change oriented Organizational Citizenship Behavior.

• Journal of Oral Medicine and Pain
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• v.24 no.2
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• pp.107-115
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• 1999

The author studied the prevalence and sites of orofacial pain during the latest 6 months, and psychologic symptoms under the emotional stress through SCL-90-R in thirty-five dental students(nineteen men and sixteen women) of school of Dentistry, Chonbuk National University. 26 students(74.3%), 12 men and 14 women, experienced the orofacial pain; headache, toothache, facial & buccal pain, TMJ pain and intraoral pain were occurred in 51.4%, 37.1%, 25.7%, 17.1% and 17.1% respectively. In psychological scores in before-, during- and after examination, there was no significant difference between men and women. On the other hand, when these scores were compared each other in one group with orofacial pain experience and the other group without pain experience, the former showed significantly higher values in somatization, depression, hostility, and paranoid ideation dimension before examination, interpersonal sensitivity and anxiety dimension during examination, and somatization dimension after examination than those of the later group(P<0.05). The changes of psychologic symptoms in before-, during-, and after examination were observed in one group with pain experience and the other group without pain experience, respectively; in the former group the significantly higher values of anxiety dimension in during examination than after examination, and the significantly higher values of interpersonal sensitivity dimension in before examination than after examination(P<0.05) were evaluated.

• The Journal of Information Systems
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• v.29 no.3
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• pp.237-251
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• 2020

Purpose The research was studied the hierarchical Hangul emotion index by organizing all the emotions which SNS users are thinking. As a preliminary study by the researcher, the English-based Plutchick (1980)'s emotional standard was reinterpreted in Korean, and a hashtag with implicit meaning on SNS was studied. To build a multidimensional emotion dictionary and classify three-dimensional emotions, an emotion seed was selected for the composition of seven emotion sets, and an emotion word dictionary was constructed by collecting SNS hashtags derived from each emotion seed. We also want to explore the priority of each Hangul emotion index. Design/methodology/approach In the process of transforming the matrix through the vector process of words constituting the sentence, weights were extracted using TF-IDF (Term Frequency Inverse Document Frequency), and the dimension reduction technique of the matrix in the emotion set was NMF (Nonnegative Matrix Factorization) algorithm. The emotional dimension was solved by using the characteristic value of the emotional word. The cosine distance algorithm was used to measure the distance between vectors by measuring the similarity of emotion words in the emotion set. Findings Customer needs analysis is a force to read changes in emotions, and Korean emotion word research is the customer's needs. In addition, the ranking of the emotion words within the emotion set will be a special criterion for reading the depth of the emotion. The sentiment index study of this research believes that by providing companies with effective information for emotional marketing, new business opportunities will be expanded and valued. In addition, if the emotion dictionary is eventually connected to the emotional DNA of the product, it will be possible to define the "emotional DNA", which is a set of emotions that the product should have.

• Journal of Families and Better Life
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• v.23 no.1 s.73
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• pp.113-123
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• 2005

The purpose of this study was to examine the role performance and self-confidence of the fathers with children in grade school. Further, this study explored the variables that affect positively the self-confidence of the fathers. A survey questionnaire was used for this study. The participants of this study were 340 fathers with children aged between seven and nine residing in Gyeongsangnam-do. As for the performance of father's roles, the average score was higher in 'conversation with children' and 'expressing affection to children', whereas it was lower in 'raising children' and 'educating children'. As for the self-confidence regarding their father's roles, the score was higher in the cognitive dimension than in the emotional dimension. In general, the fathers tended to evaluate their role performance as fathers positively. The variables that affected the cognitive dimension of self-confidence as a father were conversation with children, supporter role, under-standing children, and educating children. The variables that influenced the emotional dimension, on the other hand, were child-rearing role, husband's role, supporter role, and expressing love to children.

• Science of Emotion and Sensibility
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• v.16 no.4
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• pp.469-480
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• 2013

In this paper, we propose new method to reduce variance and express mixed feelings in Russell's emotional dimension(A Circumplex model). A Circumplex model shows mean and variance of emotions(joy, sad, happy, enjoy et. al.) in PAD(Pleasure, Arousal, Dominace, et. al.) dimension using self-diagnostic method(SAM: Self-Assessment-Manikin). But other researchers consistently insisted that Russell's model had two problems. First, data(emotional words) gathered by Russell's method have too big variance. So, it is difficult to separate valid value. Second, Russell's model can not properly represent mixed feelings because it has structural problem(It has a single Pleasure dimension). In order to solve these problems, we change survey methods, so that we reduce value of variance. And then we conduct survey(which can induce mixed feelings) to prove Positive/Negative(Pleasure) part in emotion and confirm that Russell's model can be used to express mixed feelings. Using this method, we can obtain high reliability and accuracy of data and Russell's model can be applied in many other fields such as bio-signal, mixed feelings, realistic broadcasting, et. al.