• Journal of rehabilitation welfare engineering & assistive technology
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• v.10 no.2
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• pp.163-170
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• 2016

The purpose of this study was to verify the emotional response of user to LED light colors in healing bed system in cypress tree. Eight colors of LED light were provided including red, orange, yellow, green, blue, indigo, violet and white. And three illumination color temperature were provided including 3,000K, 5,000K, 8,000K. Seven subjects in their twenties were involved without the medical history of eyes and heart disorders. The subjects were exposed to LED lighting during 5 minutes and their emotional response was evaluated through the following: first, at the physiological effect heart rate variability(HRV) was measured during the stimulation; second, at the emotion level the subjects were asked about lighting color and color temperature through a survey. Results, lower color temperature of 3,000K and green color shows high value on HRV. We have found that there is a difference of physiological and emotion level effect depending on color stimulus. This study could be applied to reference data to analysis of a decrease in fatique and charges of brain waves for color stimulus.

• Science of Emotion and Sensibility
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• v.20 no.2
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• pp.73-86
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• 2017

The purpose of this study was to investigate the influence of consumers' shopping value(SV), ease of use(EOU), and usefulness(U) on their purchase intention(PI) in mobile shopping mall. Path hypotheses in structural equation model which was constructed for this purpose were verified. In addition, the research model was analyzed according to the groups classified by the level of purchase experience in mobile shopping mall. The survey was limited to the respondents in their 20s and 30s living in Seoul and other metropolitan areas who had purchased fashion products in mobile shopping mall. 411 useful data collected from on-line survey were analyzed by descriptive statistics, exploratory factor analysis, confirmatory factor analysis, reliability analysis, and pearson's correlation analysis using SPSS 21 and AMOS 19. The results of verifying the hypotheses were as follows: First, SV was composed of two factors which included hedonic shopping value(HSV) and utilitarian shopping value(USV). Second, the research model was verified as an acceptable model in explaining the influence of consumers' SV, EOU, and U on PI. Third, seven hypotheses among nine hypotheses were accepted in high purchasers. HSV did not have a significant influence on PI, and EOU did not affect PI significantly. Fourth, five hypotheses were accepted in light purchasers. HSV affected U significantly while USV had a significant impact on EOU and PI. EOU affected U, and U affected PI significantly. In conclusion, USV was proven to be the factor affecting PI directly as well as indirectly. Eou and U also had a significant influnce on PI in mobile fashion shopping. These results will provide mobile marketers with the differentiated strategies to make consumers lead to mobile purchase.

• Science of Emotion and Sensibility
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• v.20 no.2
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• pp.23-32
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• 2017

Although previous studies have emphasized factors affecting people's variety-seeking behavior, research has not been performed to examine the interaction effect of good-bad luck and embodied cognition (hand washing) on variety-seeking behavior. Experience of good and bad luck affects consumer information processing and hand washing is known to reverse the experience of luck. Understanding the interaction effect of good/bad luck and hand washing on variety seeking behavior will shed important light on consumer behavior including choice and product purchase. To do this, a study was performed to investigate the effects of good/bad luck priming and hand washing on variety seeking behavior. Participants were primed with good or bad luck and then were asked to either wash their hands or not. After that, they were led to choose yogurt for the next seven days and the dependent measure was the number of different tastes of yogurt participants picked up. An interaction effect of luck priming and hand washing was found. Results indicate that, in good luck condition, there was no difference in variety seeking behavior between hand washing participants and non-hand washing participants. However, in bad luck condition, hand washing participants chose less diverse tastes of yogurt than non-hand washing participants. Implications of the study findings for the field of consumer psychology and marketing are discussed.

• Science of Emotion and Sensibility
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• v.14 no.2
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• pp.269-278
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• 2011

This paper illustrates the inter-relationship between the theta/alpha ratio of the EEG signal and multiple HRV related parameters associated with the cardiovascular system response during event-related stimuli. Both EEG and PPG signals were simultaneously recorded in 21 healthy subjects. All subjects had their attention focused on the CNT program for nine minutes. Time-frequency analysis was applied to the EEG and PPG signals. The theta/alpha ratio was extracted from the EEG results, and the HRV features, including beat interval(1), SDNN(2), RMSSD(3), NN50(4), LF(5), HF(6), and LFIHF(7), were extracted from the PPG. Through multiple linear regression, the relationship ($R^2$) between the multiple combined features and the theta/alpha rhythm was identified. As a result, the combinations of $R^2$($R^2=0.253$; seven dimensions) and the theta/alpha ratio indicated a higher inter-relationship value than those of other combinations. The combinations of features that were greater than three dimensions, based on {SDNN(2), HF(6)}, generally showed higher $R^2$ value. We demonstrate that the high dimensional combinations had a higher correlation than did the low dimensional combinations.

• Science of Emotion and Sensibility
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• v.16 no.2
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• pp.195-206
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• 2013

The main causes of traffic accidents while driving a car is of the driver's visual distraction. In this study, the color sensitivity of the information projected on the windshield were evaluated for HUD (Head Up Display) system which helps the driver's eyes on the road while driving. The driving Information were projected $9^{\circ}$ downward from front sight $0^{\circ}$ under lab's fluorescent lights, LED floorlights and the TV had having 25 [lux] illumination when driving at night environment and 100,000 [lux] of daylight environment. Munsell color hue of the basic five colors (R, Y, G, B, P) and the color of traffic lights YR, W were the color of the seven characters, each character were outlined by White, Gray except for W. Total of 19 experimental stimuli was shown in the environment of day and night driving for asking visibility information of color, fatigue, preferences, and evaluate the degree of interference. The results came out that the bright Y and G color is visibility significantly for daylight. Second, with the outline of the text, the color of the outline works as a background for luminance contrast effects and affects visibility. Third, without the outline, the glass in front of the vehicle acts as the background and the luminance contrast of characters achieve greater brightness and visibility. The luminance contrast between the stimuli and background should be considered for increasing color visibility for driving information which is an important factor for HUD commercialization.

• Journal of Distribution Research
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• v.16 no.4
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• pp.95-127
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• 2011

Developing our understanding of retail employee job satisfaction is important, especially given its impact in reducing employee turnover intentions and increasing employee job performance. While developing our understanding of job satisfaction is important, the vast majority of studies examine job satisfaction as a global or single-faceted construct. However, extant research provides evidence that to properly measure job satisfaction, multi-faceted scales are required (e.g. Churchill et al., 1974; Boles et al., 2007; Rutherford et al., 2009). Using the literature on multi-faceted job satisfaction, this study examines retail employees' satisfaction with supervision, job, company policy, promotion, pay, fellow workers, and customers. Specifically, emotional exhaustion, need for emotion, and personal traits (strong, independent, and warm) are examined as antecedents. This study finds that emotional exhaustion is negatively related to all seven facets of job satisfaction.

• Science of Emotion and Sensibility
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• v.10 no.3
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• pp.419-431
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• 2007

The college students selected by random sampling were classified into several groups by their cosmetic impulse buying pattern, personality characteristics, and self-image that cause them. Their life styles, cosmetic impulse buying pattern, personality characteristics, and self-image were the subjects of comparative analysis. The results of this research can be summarized as follows. The lifestyles of college women are classified into seven styles; the style faithful to intellectual self, the style to participate actively in society, the style to pursue western value, the style to prefer decorating life, the style to pursue sound value, the passive others-oriented style and the style to pursue traditional life. Among them, the style faithful to intellectual self and the style to participate actively in society, and the style to pursue western value are shown to be important dimensions. When these lifestyles are classified, they are classified into the sound western-oriented style, the style to pursue conservative intelligence, the style to pursue active decoration, and the style to pursue traditional life. The western-oriented style and pursue active decoration style were more impulse buying orientated. But the pursue conservative intelligence style and pursue traditional life style showed quite different tendencies. These personality characteristics and self-image were supposd to contribute to their impulse buying.

• Science of Emotion and Sensibility
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• v.9 no.2
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• pp.133-140
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• 2006

In order to investigate the sensation of the fabric sound simulating the real wear-condition, the fabric sound simulator using reciprocating friction was developed. Fabric sounds from 5 specimen were generated by the fabric sound simulator and recorded using high performance microphone. Physical sound parameters of fabrics including level pressure of total sound (LPT), level range (${\Delta}L$), and frequency differences (${\Delta}f$) were calculated. For psychological evaluation, seven adjectives for sound (softness, loudness, sharpness, clearness, roughness, highness, and pleasantness) were used as the semantic differential scale. Fabric sounds by reciprocating friction of nylon taffeta and polyester leno had the highest value of LPT and evaluated as loud, sharp, rough, and unpleasant while polyester ultra suede and silk crepe de chine haying the lower LPT and ${\Delta}f$ were perceived as soft and quite. Comparing with fabric sound by one-way friction, fabric sound by reciprocation friction was perceived as more sharp, loud, and rough. LPT was also the most important factor affecting the sensation of the fabric sound by reciprocating friction.

• Science of Emotion and Sensibility
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• v.21 no.1
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• pp.71-82
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• 2018

Stress involves changes in behavior, autonomic function and the secretion of hormones. Autonomic nervous system (ANS) contributes to physiological adaptive process in short durations. In particular, heart rate variability (HRV) analysis is commonly used as a quantitative marker depicting the ANS activity related to mental stress. The aim of this study is to investigate correlations between psychological responses to stress and HRV indices induced by the cognitive stressor. Thirty-three participants rated their mental and physical symptoms occurred during the past two weeks on Stress Response Inventory (SRI), which is composed of seven stress factors that may influence the status of mental stress levels. Then, they underwent the psychophysiological procedures, which are collected electrocardiogram (ECG) signals during a cognitive stress task. HRV indices, the standard deviation of R-R interval (SDNN), root mean square of successive R-R interval difference (RMSSD) and low frequency (LF)/high frequency (HF) ratio were extracted from ECG signals. Physiological responses were calculated stress responses by subtracting mean of the baseline from the mean of recovery. Stress factors such as tension, aggression, depression, fatigue, and frustration were positively correlated to HRV indices. In particular, aggression had significant positive correlations to SDNN, RMSSD and LF/HF ratio. Increased aggressive responses to stress correlated with the increases of all HRV indices. This means the increased autonomic coactivation. Additionally, tension, depression, fatigue, and frustration were positively associated with RMSSD reflecting increases in parasympathetic activation. The autonomic coactivation may represent an integrated response to specific cognitive reactions such as the orienting response.

• Archives of design research
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• v.17 no.1
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• pp.153-162
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• 2004

This paper focused on the effect of Kansei design on the web in branding as well as its influence factors. As a key of this research, it classified web users' Kansei into five categories; 1) functional Kansei, 2) sensoryKansei, 3) psychological Kansei, 4) relational Kansei and 5) cultural Kansei, and organized relevant factors. Online surveys were conducted on seven websites of the fast food brands in Korea (Lotteria, Mcdonald, BurgerKing, Popeyes, KFC, Pizza Hut, Domino's) which are targeting 463 male and females in 20s. As a result, an average of 58% responded that they had a positive Kansei experience and could enhanceits brand preference. Of the sensory Kansei, visual design factors were the one that gave the greatest effect on brand preference enhancement. Regarding the functional Kansei satisfaction, such as user convenience and access speed were also one of the most crucial variables for the whole Kansei satisfaction. Moreover, the preference enhancement brought not only a positive effect on its reliability but also its brand image and consumers' purchasing desire. Based on the survey results, the additional FGI (Focus Group Interview) had been conducted and determined \circled1 what kind of major Kansei that users wanted to have satisfied, \circled2 what type of design can give strong Kansei appeal to its users, and \circled3what design factors gave an effect on sensory emotion. In the course of this research, Itried to renew the awareness of the web importance as a major channel in non-mass interactive marketing, and suggest the effect and its possibility of emotional branding through Kansei design in the web as well as design principles of strategic Kansei design.