• The Journal of the Korea Contents Association
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• v.18 no.9
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• pp.555-568
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• 2018

This study has expanded the existing studies on the characteristics of consumers using the personal level of cultural dimensions and self-construal. As Korean are becoming more individualistic and independent, we have focused on consumer independence in self-construal. The purpose of this study was to investigate the effects of consumer independence on consumers' attitudes and purchase intention toward consensus claim in ads. We hypothesized that individuals with higher in independence are more likely to show negative attitudes and the purchase intention towards the ads focused on consensus claim. Two experiments revealed that consumers higher in independence, depicting consensus claim in ads reduces consumers' attitudes and purchase intention. Based on the results, we suggest that for individuals higher in independence, consensus claims in product advertisement are less effective advertising strategy which ultimately lower consumers' purchase intentions. Important theoretical and practical implications are discussed.

• 한국벤처창업학회:학술대회논문집
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• 2017.04a
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• pp.33-33
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• 2017

최근 세계경제의 중장기적 불황과 성장률의 하락을 경험하고 있는 가운데, 새로운 상품이나 서비스를 탄생시키고 생산방식의 변화와 혁신을 통해 경제적 효율성을 높이는 창업에의 관심이 날로 높아지고 있다. 이러한 분위기에서 중소기업 및 소상공인의 창업은 한 국가경제에 미치는 영향이 매우 크다는 것을 모두 공감하고 있으며, 이러한 중소기업 및 소상공인들이 생계형 창업을 넘어 기업의 성과를 높일 수 있도록 하기 위한 다양한 노력들이 지속되고 있다. 본 연구의 목적 역시 창업가들의 경험적 특성과 사업성과간의 상관관계를 조사하여 중소기업들의 성과에 미치는 영향변수를 분석 하는데 있다. 특히, 본 연구에서는 창업자의 개인적인 특성 중 사업성공에 필요한 경험적 특성을 중점적으로 고려하여 연구를 진행하였다. 창업자가 사업성공을 위해 가져야 할 특성에는 창업자의 배경적 특성(학력, 창업관련 강좌 수강, 가족이나 지인의 주변창업, 창업자의 과거 창업경험 등) 창업자의 심리적 특성(성취욕구, 위험감수성향, 모호함에 대한 인내력), 창업자의 관리적 역량(창업자의 관리적 능력, 기업가적 능력, 기술적-기능적 능력) 창업자의 전략적 성향(제품-서비스 혁신 차별화 전략 성향, 마케팅 차별화 전략 성향, 비용 우위 전략 성향)이 있다. 이러한 다양한 변수들 중 창업가의 배경적 특성에 속하고 있는 개인의 경험적 특성이 사업성과에 미치는 영향을 중점적으로 연구를 진행하였다.

• Proceedings of the Korea Information Processing Society Conference
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• 2012.11a
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• pp.1215-1217
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• 2012

기계가 인간의 감정을 인식하기 위해서는 인간의 감정을 정량적으로 측정할 수 있는 모델이 있어야 한다. 하지만, 인간의 감정은 그 사람이 살아온 환경과 그 사람의 기질에 따라서 같은 자극에 노출되어도 사람마다 느끼는 것이 다르다. 따라서 기계가 인간의 감정을 사람의 기질을 포함하는 개인성향 기반의 감정 모델이 필요하다. 본 논문에서는 감정 모델링을 위해 BAS/BIS 가 제안한 개인 성향을 EEG 기반으로 측정 해보고 각 감정 유발 자극 별로 전두엽에서 발생하는 전위를 분석한 결과 각 성향 별로 대뇌 반응이 다르게 나왔다. 이는 인지적 감정이 전이될 때, 성향별로 대뇌에서 다르게 반응 한다는 것을 의미한다.

• The Journal of the Convergence on Culture Technology
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• v.7 no.1
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• pp.416-423
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• 2021

Drawing upon research in affect and social identity theory, this study examines when and how an individual's trait positive affect (TPA) exerts a significant effect on the person's organizational citizenship behavior directed toward individuals (OCBI). A moderated mediation model was tested by using the data of 293 employees nested in 66 work groups. Results demonstrate that the indirect effect of TPA on OCBI mediated by group identification (GI) is significantly positive only when perceived group positive affect (PGPA) is low, highlighting the substituting role of PGPA in the relationship between TPA and GI. The significant conditional indirect effects at the low level of PGPA suggest that TPA functions as significant, affective resources for enhancing GI and consequently increasing OCBI of the focal member when PGPA is low. By contrast, TPA's role in enhancing GI becomes redundant when PGPA is high. The current analysis reveals potential complementary functions of TPA and PGPA in explaining subsequent identity cognition and individual behavior.

• The Journal of the Korea Contents Association
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• v.11 no.12
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• pp.230-240
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• 2011

The personality types has been emphasized as one of the influential factors for the program selection by viewers in the multi-channel and multimedia era. However, there have been few empirical studies on this issue. The current study investigated how the audience personality influence the program preference. Specifically, this study focused on both need for cognition and sensation seeking which are related to the television viewing motivation. To examine the influence of personality on program preference, four types of drama and five types of entertainment programs were used. The results of the web survey showed that viewers personality type seem to have effect on their program preference. Indeed, it appeared that there was positive relationship between need for cognition and sensation seeking. The implications of this study's findings were discussed.

• Korean Journal of Culture and Social Issue
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• v.26 no.3
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• pp.221-257
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• 2020

This study examined whether popular music lyrics, the new research topic, reflect changes in Koreans' cultural orientation and whether individuals' cultural orientation is related to the genre of popular music that they prefer. In Study 1, we content analyzed popular music lyrics from 1980 to 2018 to see if Koreans' cultural orientations changed over time. The analysis showed that as the release dates approached the 2010s, the lyrics expressed the ideal attitudes of individualist cultures more frequently than those of collectivist cultures; this suggests that Koreans have gradually become more individualistic over time. In Study 2, we examined the relationships between individuals' cultural orientations, preferences for various genres of popular music, and functions of music. The analysis showed that people with more collectivistic attitudes tended to prefer mid- and low-arousal music, such as Ballads and Rap/Hiphop, while those with less collectivistic attitudes preferred high-arousal music, such as Rock/Metal. This result is partly consistent with the hypothesis that collectivistic people would prefer lower to higher arousal music. In addition, our analysis showed the strongest positive relationship between collectivism and the social function of music; this result can be interpreted as indicating that collectivistic people use music to maintain good interpersonal relationships. This paper concludes by discussing the implications of these findings, the limitations of this study, and directions for further research.

• The Journal of the Korea Contents Association
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• v.12 no.4
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• pp.448-456
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• 2012

The purpose of this study was to examine the relationship of sensation seeking tendency and sports satisfaction among college students and analyze the effects of individual characteristics of sensation seeking tendency on sports satisfaction. A total of 302 college students participating in physical education classes were selected for this study. Main findings were as follows; First, sensation seeking tendency of college students participating in physical education classes had statistical relationship with social stratification, emotional satisfaction, Physical satisfaction, environmental satisfaction, and educational satisfaction. Second, thrill and adventure seeking among sensation seeking tendency factors affected more male students' educational satisfaction than female students'. And experience seeking affected more female students' educational stratification than male students'.

• Journal of the Korean Chemical Society
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• v.64 no.5
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• pp.291-303
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• 2020

This study aimed to explore the patterns of college students' dialogic argumentation in the context of nanotechnology issues, and to compare these patterns based on their idiocentrism and allocentrism. Nanotechnology represents the characteristics of socioscientific issues in that it is widely used in various fields, but at the same time, it includes the likelihood of negative effects. 33 college students who enrolled in science-related course participated in this study. Participants were divided into idiocentric groups and allocentric groups based on the INDCOL scores, and they participated in group discussions on nanotechnology. All discussions were audiotaped and analyzed using the framework of discourse clusters and schemes. Results showed that participating students engaged in dialogic argumentation with the process of exchanging of individual perspectives, exploration of different perspectives, and coordination and negotiation; specifically, they spent most of their time in exploring different values and perspectives regarding nanotechnology. Results also indicated the differences in discourse clusters and discourse schemes between idiocentric and allocentric groups. Allocentric groups more often negotiated to settle on a group decision than idiocentric groups did, and discourse schemes in their negotiation process were slightly different from the ones in idiocentric groups.

• Journal of Digital Convergence
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• v.17 no.5
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• pp.369-377
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• 2019

The purpose of this study was to investigate the effects of father's value of children and cultural orientation on the father's parenting involvement. Data were collected from 286 fathers on FPI, VOC, and COR, which then were analyzed using correlation and multiple regression. The major findings of this study were as follows: First, emotional value of children was positively related to the father's parenting involvement, but instrumental value of children was negatively related to the father's parenting involvement. Second, collectivism had a stronger relationships with the father's parenting involvement than individualism. Third, father's education level was positively related to the father's parenting involvement. The above findings imply that father's value of children is an important variables of parenting involvement and cultural orientation is also a good predictor of parenting involvement.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2016.10a
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• pp.514-516
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• 2016

사람은 개인마다 선호색이 다르다. 때문에 색채를 통해서 개인의 성향을 분석하기도 한다. 일반적으로 난색은 밝고 따뜻한 색으로 활기와 적극성을 띄며 한색은 차갑고 냉정함, 차분함 등과 같은 의미를 지닌다. 이러한 색채가 가지는 의미는 개인의 환경, 성향, 성별, 연령 등에 따라 다르게 나타난다. 색채 선호는 일반적으로 개인이 색채에 대해 좋아하는 정도를 의미하는 것으로 개인의 성향이나 상황, 경험 등에 의해 형성된 지극히 개인적인 색을 말한다. 본 논문에서는 색채 선호를 분석하는 심리 검사 CRR와 Flood Fill 알고리즘을 적용하여 그림에 색채를 채워서 주조색과, 보조색을 각각 Decision Tree에 적용한다. Decision Tree의 결과를 기반으로 데이터베이스와 연동하여 개인의 심리 상태를 분석할 수 있는 방법을 제안한다.