• Science of Emotion and Sensibility
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• v.12 no.1
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• pp.33-44
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• 2009

This study investigates differential impacts of the positive and negative content and the interaction with pacing, as a structural feature, on information processing while watching televised video clips with moderately intensive emotional tone. College participants watched six positive messages and six negative video clips lasting approximately 60 seconds. Heart rate was used to index attention and skin conductance was used to measure arousal. After all of the stimuli were shown, the participants performed the free recall questionnaire. The result demonstrates, first, positivity superiority on attention in which participants' heart rates were slower during positive content compared to during negative content. Secondly, negativity superiority was shown on free recall memory as participants remembered positive content better than did negative content. The result also manifests the interaction of emotional valence and pacing as the effects of pacing were less for the negatively emotional content compared to those for the positively emotional content. It is suggested that future studies should examine further about the differential and independent functions of positive and negative contents on information processing and the potential interaction with formal features.

• Journal of Distribution Science
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• v.6 no.2
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• pp.61-79
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• 2008

This paper studies on the influence of customers' perceived store crowding, shopping emotions, shopping value, and repatronage intention. The result is as follows. First, human crowding and spatial crowding influence two dimensions of shopping emotions: positive shopping emotions and negative shopping emotions. Especially human crowding influences positively on positive shopping emotions while spatial crowding influence positively on negative shopping emotions, which means that shoppers visiting stores feel negative shopping emotions toward spatial crowding, but that shoppers' crowding in stores can arose positive shopping emotions which intrigue interest and liveliness. Second, positive shopping emotions and negative shopping emotions influence two dimensions of shopping values: hedonic shopping value and utilitarian shopping value. Especially positive shopping emotion influences positively on utilitarian shopping value and hedonic shopping value while negative shopping emotion influence negatively on utilitarian shopping value and hedonic shopping value. Third, the result shows that shoppers' shopping values influences positively on repatronage intention.

• Journal of the Korean Society of Costume
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• v.66 no.5
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• pp.49-65
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• 2016

This study investigated the effect of emotional appeals on consumers' attitude towards fair trade apparel advertisements, and their intention to purchase those fair trade apparels. The interaction effect of the advertising channel and the mediation effect of perceived consumer effectiveness(PCE) were examined. Four stimuli were manipulated using two types of emotions(positive/negative) and two types of advertising channels(magazine/SNS) were used to analyze consumers' reaction. The results demonstrated the significant differences in attitude towards ads and purchase intention according to the types of emotional appeals used in fair trade apparel ads. However, the interaction effect between the types of emotion and advertising channels was not identified. The results of mediation analysis showed that positive emotion influenced purchase intention directly without forming a favorable attitude towards the ads, whereas negative emotion had no significant influence on attitude towards the ads and purchase intention. The results also identified that PCE mediated between emotion elicited by ads and purchase intention. This study suggests that delivering images and messages that creates positive emotion should be considered when fair trade ads are produced. In addition, fair trade ads need to be devised to enhance PCE by emphasizing that ethical choices of individual consumers can change the working environment of manufacturing countries.

• Journal of People, Plants, and Environment
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• v.22 no.6
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• pp.691-698
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• 2019

This study is to examine the effect of improving the forest therapy program for adolescents using forest healing resources (focused on improving index of greenness for adolescents). The participants were 30 students from in the control group that participated in the 2018 program, and 51 students in experimental group that participated in the improved program in 2019. The questionnaire, developed by Korea Forest Welfare Institute, was comprised of items on general matters, index of greenness, restorative environment, positive emotion, negative emotion, facial expression and psychological assessment. The control group had 30 and the experimental group had 49 valid copies of the questionnaires. As a result of the paired sample t-test for each group, the control group showed a significant increase in all categories except restorative environment. In the experimental group, all categories significantly improved to a higher level (p <.01). An independent sample t-test (one-tailed test) was performed to test the effect of the forest therapy program with improved index of greenness. As a result, the index of greenness increased by 0.73 points(t=2.555, p <.01) and restorative environment by 1.01 points (t=2.567, p <.01), showing statistical significance. Negative emotion increased by 0.04 points (t=0.183, p >.05), which was not significant. On the other hand, positive emotion decreased by 0.42 points (t=-1.918, p <.05), facial expression by 0.57 points (t=-1.775, p <.05), and psychological assessment by 0.29 points (t=-0.981, p >.05), showing significance in positive emotion and facial expression. However, all the decreased items showed significant improvements between the pretest and posttest scores of the experimental group.

• Proceedings of the ESK Conference
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• 1997.10a
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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.

• Science of Emotion and Sensibility
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• v.15 no.4
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• pp.517-526
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• 2012

This study investigated the impact of individual differences in motivational reactivity on cognitive effort, memory strength (sensitivity) and decision making (criterion bias) in response to Internet ads with positive and negative content. Individual variation in trait motivational activation was measured using the Motivational Activation Measurement developed by A. Lang and her colleagues (A. Lang, Bradley, Sparks, & Lee, 2007). MAM indexes an individual's tendency to approach pleasant stimuli (ASA, Appetitive System Activation) and avoid unpleasant stimuli (DSA, Defensive System Activation). Results showed that individuals higher in ASA exert more cognitive effort during positive ads than individuals lower in ASA. Individuals higher in DSA exert more cognitive effort during negative ads compared to individuals lower in DSA. ASA did not predict recognition memory. However, individuals higher in DSA recognized ads better than those lower in DSA. The criterion bias data revealed participants higher in ASA had more conservative decision criterion, compared to participants lower in ASA. Individuals higher in DSA also showed more conservative decision criterion compared to individuals lower in DSA. The theoretical and practical implications are discussed.

• Korean Journal of Child Studies
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• v.33 no.1
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• pp.63-80
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• 2012

The purpose of this study was to analyze the effects of stress perception and social support on subjective well-being according to differing levels of optimism. The participants in this study were 230 pre-service early childhood teachers, majoring in early childhood education at two universities located in Daegu, Gyeongbuk province. The results of this study could be summarized as follows. First, pre-service early childhood teachers were shown to be more optimistic, be more satisfied with life, and had higher positive emotion rates than average. They also showed lower stress perception and negative emotion rates than average. Second, the highly optimistic group showed higher levels than the less optimistic group in terms of both satisfaction with life and positive emotions. Third, the stress perception in both the highly optimistic group and the less optimistic group had an impact on their satisfaction with life, positive emotions, and negative emotions. The degree of peer support perceived by the highly optimistic group showed an impact on satisfaction with life and negative emotions, whereas the degree of parental support perceived by the less optimistic group showed an impact on their levels of satisfaction with life.

• Journal of the Korean Society of Food Culture
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• v.31 no.1
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• pp.73-80
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• 2016

The purpose of this study was to identify the change attributes of food courts inside department stores or shopping centers, which are becoming more sophisticated and gentrified. A survey was conducted regarding customer satisfaction level of food services, which influences customers' revisit behavioral intentions, to provide future development direction. Using an exploratory factor analysis, 55 questions on food and beverage service, atmosphere, comfort, sanitation, and food quality were produced. This study tested how these choice factors affect customers' positive or negative impressions of their dining experiences through multiple regression analysis. Results indicate that 'food service' was the most important factor contributing to customers' positive impressions along with higher revisit behavioral intentions. On the contrary, respondents who received poor 'food service' had higher negative impressions with low revisit intentions. The results and findings of this study will positively influence marketing and customer relationship management and thus help design of successful strategies for food court development.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.14 no.7
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• pp.1557-1564
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• 2010

In this paper, we propose a maximum entropy-based emotion recognition model using the individual average difference of emotional signal, because an emotional signal pattern depends on each individual. In order to accurately recognize a user's emotion, the proposed model utilizes the difference between the average of the input emotional signals and the average of each emotional state's signals(such as positive emotional signals and negative emotional signals), rather than only the given input signal. With the aim of easily constructing the emotion recognition model without the professional knowledge of the emotion recognition, it utilizes a maximum entropy model, one of the best-performed and well-known machine learning techniques. Considering that it is difficult to obtain enough training data based on the numerical value of emotional signal for machine learning, the proposed model substitutes two simple symbols such as +(positive number)/-(negative number) for every average difference value, and calculates the average of emotional signals per second rather than the total emotion response time(10 seconds).

• Journal of Distribution Science
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• v.10 no.11
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• pp.61-70
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• 2012

Purpose - The entry of Super Supermarkets (SSM), operated by large corporations, into the retail distribution market weakens the competitive power of local supermarkets (SM) and their families leading to a rapid collapse of the local-SM market. Accordingly, this is a very sensitive and urgent issue in Korean society and politics. Therefore, the government is required to take steps to activate a local-SM market and regain the loyalty of their customers. However, in spite of the urgent need of a comparative study on the advantages and competitive power of local-SM in relation to the SSM, little research has been done on this issue to date. One purpose of this study is to analyze the differences in store characteristics of the local SM and SSM, and to explore the relationships amongst various store characteristics, such as consumption emotion, relation quality, and store loyalty between store types to provide an efficient solution to activate a local-SM market. Research design, data, methodology - To analyze the differences in the evaluation of store characteristics between store types, and to test the moderator and mediator effects, data were collected from 488 customers in Seoul, Incheon,and Gyeonggi Province. The theoretical model consists of four hypotheses, and data was processed to test these using factor analysis, t-test, regression analysis, hierarchical regression, and the three step regression proposed by Baron and Kenny. Results - First, the analysis shows that local-SM customers evaluate location characteristic factors significantly higher compared to SSM customers. However, SSM customers evaluate quality of merchandise, sales promotion activities, and store environment significantly higher. Yet, there are no significant differences in the evaluation of consumption emotion, relation quality,and store loyalty between the store types. Second, the analysis of moderator effects of the store type show that sales promotion and store atmosphere factors have a significantly negative moderating effecton positive consumption emotion, while positive consumption emotion has a significantly positive moderating effect on absorption of relation quality, while there are no significant moderating effects between consumption emotion and store loyalty. Third, while both trust and absorption of relation quality are partially mediated between consumption emotion and store loyalty, only absorption is partially mediated between positive consumption emotion and store loyalty. There are no significant mediating effects of absorption between negative consumption emotion and store loyalty. Conclusions - We strongly recommend that location restrictions on entrance of SSM into local-SM market should either be further strengthened or sustained for the activation of the local store market. Government should strengthen financial support to improve the quality of merchandise, sales promotion, employee education, store environment of the local-SM by providing appropriate business consulting. Moreover, the result implies that the owners of alocal-SM should take measures to increase customers' absorption and store loyalty, such as store cleanliness, maintaining a delightful atmosphere at the store, and training employees on attitudes towards customers. As this study is restricted within Seoul, Incheon, and Gyeonggi Province, care needs to be taken in generalizing the interpretation and application to the national level.