• Asia Marketing Journal
• /
• v.16 no.4
• /
• pp.1-18
• /
• 2015

Assuming that not all background music in advertising function as effective retrieval cues for the advertised messages, this study proposes that we should be able to distinguish the retrieval cue effect of music from the simple ad exposure effect. This study tries to identify which specific characteristics of music are related to the retrieval cue effect. Our experiment focuses on congruency and familiarity of music as key characteristics of music which affect the effectiveness of the music's role as a retrieval cue for the advertised messages. We used four groups of subjects to test the retrieval cue effect of the background music. Each group was exposed to one of the four different types of background music and was again sub-divided into an experimental and a control group (i.e., a total of eight independent sub-groups were included in the experiment.) The first two sub-groups were exposed to the experimental advertisement with the background music of high congruency and high familiarity. After the ad exposure, the background music was provided as a retrieval cue to only one of the two sub-groups. Comparison of the memory performance between the two sub-groups will reveal the net retrieval cue effect of the music of high congruency and high familiarity. Similarly, another two sub-groups watched the same ad but with the background music of high congruency and low familiarity. Also the same ad but with the music of low congruency/ high familiarity was shown to another two sub-groups and that of low congruency and low familiarity music was to another two. Among the two sub-groups with the same music, only one group had the music cue at the memory tasks. One hundred and seventy four undergraduate students at the college of one of authors in Asia participated in the study. Their ages ranged from 18 to 24 with a median of 20. The sample was composed of 51.7 percent male subjects. They were randomly assigned to each of the eight sub-group. The results show that the music highly congruent with the advertised message facilitates the message retrieval, while the low congruency music cue does not. It was also found that the low familiarity music cue improves memory performance only when the music is perceived as congruent with the advertised message. From a theoretical and practical perspective, this study provides boundary conditions for effective retrieval and suggests that the congruent music specifically created for the ad is a more effective retrieval cue than other types of music cues.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
• /
• v.8 no.9
• /
• pp.563-571
• /
• 2018

The purpose of this study is to explore the direction of multicultural mentoring class activities in order to promote the professional growth and critical reflection of student mentors who are undergraduate students from a variety of major. For this purpose, the contents and phenomena of the multicultural mentoring of the mentor - mentee were reported as activity texts, and then seven directions of textuality were applied to explore the direction of multicultural mentoring class activities. As a result, coherence refers to the relationship between the mentor and the mentee for continuing the activities of multicultural mentoring, and cohesiveness refers to the relationship between the mentor and the mentee. It was called the achievement of identity. Intention means that the mentor has an intention or goal for the class before the mentoring activity, and tolerance means that the text produced by the mentor in the multicultural mentoring process is accepted by the mentee. Intentional means that the mentor has intention or goal for the class before the mentoring class activity, and tolerance means having the text as the class activity text when the mentor's text is accepted by the multicultural mentoring class activity process. In the case of informativeness, the information produced by the mentor is less informative when the mentee is predictable and less informative when the predictor is low. In the case of contextuality, contextuality of class activities can be changed according to the physical text situation and the mentee situation in class activity. In case of multicultural mentoring class activity, except for case where mentor creates new class activity text, it is related to the production of class activity texts through mentor learning experiences, peer friends' advice, and education.

• The Korean Journal of Woman Psychology
• /
• v.13 no.3
• /
• pp.263-282
• /
• 2008

This study examined the mediating role of collective self-esteem in the relationship between personal self-esteem and career aspiration, and the mediating effects of personal self-esteem and collective self-esteem on the link between social support and career aspiration. Also, This study explored whether the development of career aspiration differs by gender. A total of 316 undergraduate students(155 male and 161 female) completed measures of social support, personal self-esteem, collective self-esteem and career aspiration. Structural equation modeling results provided support for the mediating effects of personal self-esteem and collective self-esteem, In addition, the relationship model differed by gender. The results showed that the full mediation model fit of collective self-esteem in the relationship between individual self-esteem and career aspiration was better than the partial mediation model fit. Next, in the relation of social support and career aspiration, the partial mediating effect of individual self-esteem and collective self esteem was significant. Lastly, when the model of social support, individual self-esteem, and collective self-esteem, and career aspiration was tested to examine gender differences, the relations among these variables were found to be different according to gender-difference. These results suggest that evaluations and perceptions on the individual's social group as well as the individual influedced to career aspiration, interacting with the environmental factors. Also, the gender-difference of relationship model indicates that it might be different from men and women in psychological mechanism in the career aspiration formation.

• Asia Marketing Journal
• /
• v.15 no.2
• /
• pp.75-97
• /
• 2013

While good return policies are suggested as one of the critical services for e-commerce, ambivalence between the burden of the cost and shoppers' satisfaction may prevent e-tailers from increasing their level of leniency. Based on the S-O-R model, this study has attempted to develop a grounded theory to explain how lenient return policies shape online shoppers' perceptions and responses, with a focus on cultural influences in the relationship. In order to check the cultural effects of the lenient return policy, thirty two female and eleven male undergraduate students in South Korean shoppers, who are accustomed to strict return policies, participated in the semi-structured interview. A series of open-ended questions were designed to explore consumers' reactions toward four different levels of the lenient return policy: from the strict type in South Korea to the lenient type in the U.S. Using qualitative research methods, this research has defined three types of dimensions of lenient return policy: return possible period, complexity of progress, and other restrictions. While previous researchers did not pay much attention, the last dimension, other restrictions, is shown to be the most significant in influencing online shoppers' perceptions, especially in South Korea. Also, the impacts on online shoppers' perceptions from the three types of sub-dimensions of return policy were somewhat different. Whereas a longer return possible period was considered more favorable, a medium level of complexity and restrictions were considered more desirable. In summary, this result showed that shoppers in Eastern cultures, i.e. South Korean online shoppers, seem favorable to a medium level of lenient return policies, while allowing for taking precautions against possible fraudulent behaviors and setting other restrictions. Therefore, most of retailers in South Korea recommended that e-tailers who adopt the most lenient return policies raise the bar to guard ethical shoppers from fraudulent users. Next, lenient return policies can enhance ease of use, usefulness, affect, and trust while relieving perceived risk, which is connected to intention to purchase, satisfaction, and loyalty. Interestingly, lenient return policies are more likely to change the behavioral responses of online shoppers, such as return and purchase, rather than change their attitudes or beliefs such as image, satisfaction, and loyalty. This tendency can be seen more clearly in the direct influences of return policy on responses. The reaction to lenient return policy is mostly the intention to return or to purchase. This suggests that return policy serves the e-tailers as a powerful tool in increasing online shoppers' purchase intention at the moment of purchase. Therefore, e-tailers who plan to expand their market to eastern countries, including South Korea, have to build a shield of restrictions around their lenient return policy, rather than immediately applying their original liberalized return policy. Also, e-tailers in South Korea need to review their strict and undifferentiated return policies to deal with the unsatisfied reactions of online shoppers toward their normal return policies. Although the present study was confined to the return policies currently being practiced by popular e-tailers, it would be worthwhile to develop effective return policies separately for each country, especially South Korea, keeping the culture of the relevant country in mind.

• Asia Marketing Journal
• /
• v.6 no.2
• /
• pp.23-54
• /
• 2004

This study investigates the relationship between the antecedents of Trust on Internet Shopping Mall and its effects on attitude, relationship involvement, or purchase intention on the basis of previous researches. 263 undergraduate students were used into data analysis. The date was analyzed by factor analysis, correlation analysis and Structural Equation Model(SEM) using SPSS and AMOS programs. As the results, the three antecedents of trust excepting company size had the positive effects on trust. Also, trust on Internet Shopping Mall had positive direct effects on attitude and relationship involvement. But, the direct effects of trust on buying intention were rejected. Trust on Internet Shopping Mall was intensified by the positive attitude and relationship involvement and leads to the buying intention. The results of this study provide the e-marketing strategy on Internet Shopping Mall focusing on trust, attitude, relationship involvement, and buying intention.

• The Journal of Sustainable Design and Educational Environment Research
• /
• v.22 no.4
• /
• pp.9-17
• /
• 2023

This study explores school location, school environment, educational conditions, and appropriate scale of schools in the context of Sejong City's development area and identifies effective school establishment plans based on the analysis of the needs of the educational community. The research questions for this study include, first, what is the change trend in the number of students as a result of the opening of schools in the development area of Sejong City to the present, and what differences are there between Sejong and other new cities? Second, what challenges arise in school location due to the occurrence of oversized schools and undergraduate institutions? Third, what challenges arise in school location that would limit the ability to create a safe school environment? Fourth, what aspects need to be improved in school location decisions to promote proper placement? A survey was conducted among parents and faculty members to collect data. The findings revealed that first, when establishing a school, identifying an appropriate location for the school was the top priority of the respondents. The second was the proximity of the school to dense housing, with a parent drop zone next to the school site. Third, to address the issue of lack of playgrounds and special class and care classes, respondents called for various measures such as securing school sites within a certain area. Finally, integrated operation schools and school facilities are required in preparation for decreasing school-age populations due to low birth rates.

• Korean Journal of Culture and Social Issue
• /
• v.16 no.1
• /
• pp.43-61
• /
• 2010

In Korea, Pbichim refers to a psychological state caused by emotional damages that can occur within close relationships. In this state, one might feel reluctant to express one's feelings directly to the other party. It is also possible that Pbichim transforms into anger. This study is aimed to define the term Pbichim as an indigenous psychological concept. In Korea, it is common to express one's feelings indirectly and read the other party's inward thoughts. Pbichim reflects those cultural aspects. In order to examine the representation of Pbichim in Korea, we developed a questionnaire consisting of 15 open-ended questions. The participants were 119 undergraduate and graduate students at Korea University, and the data was analyzed qualitatively. As a result, four different aspects of Pbichim (unsatisfied expectation, being ignored, being alienated, and power struggle) could be differentiated by the situation in which people are likely to present Pbichim. The personality traits of Pbichim, the way of relieving it, as well as positive and negative functions of Pbichim were also elicited. In addition, it was found that Pbichim (the concept that has been negatively perceived) has an important function in maintaining and improving an interpersonal relationship in Korea. Lastly, the importance of mind reading within a certain cultural context is discussed.

• Science of Emotion and Sensibility
• /
• v.26 no.3
• /
• pp.83-100
• /
• 2023

This study determines whether the perception of the frequency of experiencing positive, negative, and surprise emotions changes according to the level of cognitive well-being. Furthermore, we determined practical means to analyze which emotions can be managed in daily life as an effective means of improving overall life satisfaction by identifying representative specific emotions that strongly predict the level of cognitive well-being. To this end, the between-subjects factorial design is adopted to measure the frequency of emotional experiences according to the level of cognitive well-being in 438 university undergraduate students. For cognitive well-being, the life satisfaction scale (SWLS) was used, and the PANAS-X scale was used to measure emotional frequency. As a result, first, the group with high cognitive well-being displays a higher frequency of positive and surprise emotional experiences and a lower frequency of negative emotional experiences than the group with low cognitive well-being. Second, the results confirm that representative emotions affecting cognitive well-being included 8 positive emotions, 7 negative emotions, and 1 surprise emotion. Among them, positive emotions include "happy" and "confident," negative emotions include "dissatisfied with self" and "disgusted with self," and surprise emotions include words such as "amazed." Therefore, we can conclude that the representative emotions are those with the greatest influence on cognitive well-being. Therefore, increasing the frequency of specific emotions (e.g., happy, confident, and surprise) and decreasing the frequency of others (e.g., dissatisfied with self and disgusted with self) could be effective in improving cognitive well-being than unconditionally examining emotions experienced in daily life.

• Knowledge Management Research
• /
• v.24 no.4
• /
• pp.87-102
• /
• 2023

Awe is recognized as an emotion linked to enhancing openness to new experiences and broadening one's cognitive perspective through the acquisition of new knowledge. This research aimed to investigate awe's impact on consumer behavior in advertising, using a 2 (emotion: awe/control) × 2 (product type: innovative/non-innovative) experimental design with 118 undergraduate students in Seoul, Korea. Findings revealed that awe-inducing advertising significantly increases product preference and positive technology readiness, particularly for innovative products compared to non-innovative ones or when awe is not elicited. The analysis of moderated mediation showed that positive technology readiness plays a mediating role in the relationship between awe induction and product preference. Notably, in the case of innovative products, awe-inducing advertising heightens positive technology readiness, subsequently increasing consumer preference for these products. These results reinforce existing literature on awe's positive effects, demonstrating its role in augmenting consumers' favorable attitudes toward innovative products. The study offers valuable insights for marketing strategies of companies promoting innovative products or services, highlighting the effectiveness of awe-inducing emotional appeals in shaping consumer attitudes towards innovation.

• Korean Journal of Environment and Ecology
• /
• v.37 no.6
• /
• pp.473-483
• /
• 2023

This study was conducted to find out the psychological or physiological healing effects of real natural forests and virtual forest experiences using virtual reality (VR) in an artificially-controlled digital environment. To find out this, 81 healthy undergraduate students from C University were experimented on visual forest stimulation effects in the digital environment from September 5 to December 9 in 2022. The experiment evaluated the psychological and physiological healing effects of visual forest stimulation in the digital forest environment (2D, 3D). The SRI (stress response inventory) experiment for analyzing psychological effect showed statistically significant differences among groups. As for the SRI experiment for measuring psychological stress, except Control group, 2D group in the digital environment showed little difference before and after the experiment. But 3D group showed less stress than before. As a result, it was proved that visual forest stimulation in a forest-based digital environment (2D, 3D) reduces psychological stress significantly. And when analyzing how visual forest stimulation changes EEG (electroencephalogram) in the digital environment, alpha waves (RA), which are activated during relaxation or stabilization, were more active than beta waves (RB), which are activated during tension or awakening. This study is expected to be used to create a psychological and physiological healing environment for those who cannot go to a natural forest due to mobility difficulties by providing them visual forest stimulation experiences in a digital environment. It is also expected that the results will be the basis for forest healing in the digital environment and virtual reality programs will help forest healing activities.