• Korean Journal of Cognitive Science
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• v.20 no.2
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• pp.197-223
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• 2009

Three studies re-examined Shafer's(1993) response compatibility hypothesis in decision making. This hypothesis proposes that participants choose or reject an option when its features are compatible with either a selection or a rejection response. By changing the description of options into sentences and by the prior presentation of either a selection or a rejection question, we obtained results fairly consistent with the predictions of the response compatibility hypothesis. Based on the analysis of both previous and present results, we discussed the importance of preference elicitation methods when constructing options. Our results were compared to those of recent studies.

• Journal of Digital Convergence
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• v.12 no.12
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• pp.233-241
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• 2014

This study explore how framing affects the consumer's attitude toward the bundle products. On the basis of the framing theory, response compatibility hypothesis and regulatory focus theory, this study examine the impact of framing on the consumer's choice in multi-alternative set and analyzes the manner in which he/she selects or rejects an alternative. The data obtained from experiment shows that : 1. Consumers focus on the positive attributes of in selection task, however, in rejection task he/she will focus on negative attributes. 2. Consumers are not influenced by prevention framing when he/she selects an alternative however, he/she is not influenced by promotion framing when reject an alternative. Understanding the underlying cognitive process of choosing abd rejecting in multiple alernatives can help marketers to create effective framing strategies for the bundle product.

• Archives of design research
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• v.16 no.2
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• pp.415-424
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• 2003

People store information not only in their Drain but also material things. Norman called it knowledge in the world. The general way to store the information is to paste labels. 4 burner gas range force user to make conceptual model between burner and switch to see labels. but those are cognitive stress. Norman suggested spatial analogies for natural mapping between display and control. However the way of his methods in spatial analogies was not compatible with kitchen atmosphere. To solve those problems 1 suggested color coding . This study hypothesized that the mapping between burner and switch is realized by color coding. To testy the hypothesis 1 compared A group using general gas range with B group using color coded gas range. The result showed difference between A and B in accuracy ( F (1, 38) = 17.892, p < 0.01) and response time ( F (1, 38) = 6.726 p < 0.05). The result of this test is to certify that color coding affect peoples by presenting the difference accuracy and response time. As result this study presents that color coding can be compatible the product having importance to certify in the design process.