• Journal of Digital Convergence
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• v.16 no.4
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• pp.127-135
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• 2018

This study is to investigate the influence of brand benefit on brand extension, especially focusing on the mediating effect of trademark belief and the moderating effect of categorical similarity. This study restates that brand benefit affect consumers' brand extension attitude and confirms that it is completely mediated by trademark belief. In addition, this study finds that categorical similarity moderates the effects of brand benefit on brand extension attitude. The results of this study suggest a theoretical implication that trademark belief can be used as one of the brand extension strategies and a practical implication that the brand communication strategy based on brand benefits should be changed with the categorical similarity.

• Korean Journal of Cognitive Science
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• v.32 no.2
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• pp.55-73
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• 2021

Psychological essentialism states that people believe some categories to have hidden and defining essential features which cause other features of the category (Gelman, 2003; Hirschfeld, 1996; Medin & Ortony, 1989). Essentialist belief on categories questions the Roschian argument (Rosch, 1973, 1978) that categories merely consist of clusters of correlated features. Unlike family resemblance categories, essentialized categories are likely to have clear between-category boundaries and high within-category coherence (Gelman, 2003; Prentice & Miller, 2007). Two experiments were conducted to test the effects of essentialist belief on category representation (i.e., between-category boundary, within-category coherence). Participants learned family resemblance and essentialized categories in their assigned conditions and then performed categorization task (Expt. 1) and frequency estimation task of category exemplars (Expt. 2). The results showed, in essentialized categories, both boundary intensification and greater category coherence. Theses results are likely to have arisen due to increased cue and category validity in essentialized categories and suggest that essentialist belief influences macroscopic representation of category structure.

• Journal of Digital Convergence
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• v.10 no.11
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• pp.279-285
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• 2012

This study classified the categorization process of convergence products as a rule-based and a similarity-based categorization process. And we examined that how the categorization process was determined according to information types(visual vs. visual + verbal) about the components of two prototypes before convergence and thinking styles(holistic vs. analytic). The result of this study showed: (1) The rule-based categorization process appeared more in case of visual information with verbal information than only visual information. (2) Analytic thinkers chose a rule-based categorization process more than holistic thinkers. These findings provide the theoretical and practical implications to comprehend the categorization process of convergence products and the judgement for consideration set from various convergence products.

• Korean Journal of Cognitive Science
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• v.12 no.4
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• pp.29-39
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• 2001

Kaplan(2000) reported that instances were categorized more accurate in the aligned condition than in the non-aligned condition irrespective of similarity between instances[16]. This study investigated wether Kaplan(2000)\\`s results could be explained by stimulus types she used and alignment effects in categorization were due to selective attention to aligned attributes. In Experiment 1. I examined whether attribute alignment produced significant effects on similarity and categorization and aligned attributes were recalled more than non-aligned ones. Results showed that instances were rated more similar and categories were learned more rapidly in the aligned condition than in the non-aligned condition. It can be explained that categories are learned rapidly in the aligned condition because attribute alignment increases within-category similarity. But. the result that aligned attributes were recalled more than non-aliened ones in the attribute recall test implies that alignment effects in categorization can be independent of similarity between instances partially. In Experiment 2. I used equal numbed of attributes defining two categories and instructed subjects to pay their attention to categorization-relevant dimensions only. Results showed that dimension instruction facilitated category learning in the non-aligned condition only but categories were learned more rapidly in the aligned condition than in the non-aliened condition irrespective of instruction types. In conclusion. attribute alignment in categorization may facilitate paying selective attention to categorization-relevant attributes.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2007.05a
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• pp.64-66
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• 2007

범주화(categorization)은 제품디자인에 있어서 매우 중요하다. 범주화의 유형에 따라 소비자의 감성이 다르고 감성의 차이에 따라 디자인 컨셉 및 디자인요소가 다르게 배합되어야 하기 때문이다. 특히 요즘처럼 제품라인이 확대되어 제품의 차별화가 모호한 경우에는 범주화과정이 필요하다. 즉 감성의 유사성정도를 바탕으로 정확한 범주를 정하고 컨셉화하여 소비자 지향적인 디자인을 제공해야 하는 것이다. 본 연구는 특정의 제품범주(장) 안에 유사한 하위 범주(고추장, 된장, 청국장, 쌈장, 간장)를 구성하고 있는 장류제품전체와 고추장, 된장, 청국장, 쌈장, 간장제품에 대한 소비자의 감성을 추출하고 그 유사성정도를 바탕으로 고추장, 된장, 청국장, 쌈장, 간장의 범주를 결정하여 디자인방향을 어떻게 결정해야 할지를 제시하는데 목적이 있다. 장류제품을 연구대상으로 한 것은 장류제품이 한국인의 식탁에서는 가장 기본적이고 중요한 제품 중의 하나이고 또 현대화시대의 라이프스타일과 환경의 변화로 시장이 확대되고 있기 때문이다. 실증연구는 전북지역과 서울지역의 소비자을 바탕으로 이루어졌다. 본 연구는 학문적 측면과 실무적 측면에서 제품디자인에 대한 다양한 통찰력을 제공할 것이다.

• Proceedings of the Korea Information Processing Society Conference
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• 2019.05a
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• pp.263-266
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• 2019

단어 임베딩 모델 중 현재 널리 사용되는 word2vec 모델은 언어의 의미론적 유사성을 잘 반영한다고 알려져 있다. 본 논문은 word2vec 모델로 학습된 단어 벡터가 실제로 의미론적 유사성을 얼마나 잘 반영하는지 확인하는 것을 목표로 한다. 즉, 유사한 범주의 단어들이 벡터 공간상에 가까이 임베딩되는지 그리고 서로 구별되는 범주의 단어들이 뚜렷이 구분되어 임베딩되는지를 확인하는 것이다. 간단한 군집화 알고리즘을 통한 검증의 결과, 상식적인 언어 지식과 달리 특정 범주의 단어들은 임베딩된 벡터 공간에서 뚜렷이 구분되지 않음을 확인했다. 결론적으로, 단어 벡터들의 유사도가 항상 해당 단어들의 의미론적 유사도를 의미하지는 않는다. Word2vec 모델의 결과를 응용하는 향후 연구에서는 이런 한계점에 고려가 요청된다.

• The Korean Journal of Applied Statistics
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• v.31 no.1
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• pp.67-75
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• 2018

Multidimensional scaling (MDS) is an exploratory analysis of multivariate data to represent the dissimilarity among objects in the geometric low-dimensional space. However, a general MDS map only shows the information of objects without any information about variables. In this study, we used MDS based on the algorithm of Torgerson (Theory and Methods of Scaling, Wiley, 1958) to visualize some clusters of objects in categorical data. For this, we convert given data into a multiple indicator matrix. Additionally, we added the information of levels for each categorical variable on the MDS map by applying the partition method of Shin et al. (Korean Journal of Applied Statistics, 28, 1171-1180, 2015). Therefore, we can find information on the similarity among objects as well as find associations among categorical variables using the proposed MDS map.

• Science of Emotion and Sensibility
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• v.24 no.1
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• pp.59-72
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• 2021

Concepts and categories offer the basis for inference pertaining to unobserved features. Prior research on category-based induction that used blank properties has suggested that similarity between categories and features explains feature inference (Rips, 1975; Osherson et al., 1990). However, it was shown by later research that prior knowledge had a large influence on category-based inference and cases were reported where similarity effects completely disappeared. Thus, this study tested category-based feature inference when features are connected in a causal chain and proposed a feature inference model that predicts participants' inference ratings. Each participant learned a category with four features connected in a causal chain and then performed feature inference tasks for an unobserved feature in various exemplars of the category. The results revealed nonindependence, that is, the features not only linked directly to the target feature but also to those screened-off by other feature nodes and affected feature inference (a violation of the causal Markov condition). Feature inference model of causal model theory (Sloman, 2005) explained nonindependence by predicting the effects of directly linked features and indirectly related features. Indirect features equally affected participants' inference regardless of causal distance, and the model predicted smaller effects regarding causally distant features.

• Science of Emotion and Sensibility
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• v.12 no.1
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• pp.45-54
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• 2009

Categorization in a vital means for dealing with the multitudes of entities in the world surrounding people. Among others, the perceptual and the evaluative similarities factors strongly affect categorization. The conventional SD-type procedure are insufficient in this regard, since it requires an individual subject to make isolated judgments about each stimulus to identify categorization in terms of a group tendency. It disregards the individual categorization in which the similarities are of great importance. Thus in this study the phased emotional evaluation method is suggested based on the intuitive categorization of stimuli and on the similarity judgement of representative/ non-representative case in each category. To verify the effectiveness of the suggested evaluation method the scanned jewelry images are selected as test stimuli for emotional evaluation experiment. As a result of the evaluation experiment, the conventional SD-type procedure is complemented by the emotional evaluation method in phases of the task of intuitive categorization, the selection of the representative images and the setup of the evaluation score of the representative images to internally supplied anchors of evaluating non-representative images.

• Korean Journal of Cognitive Science
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• v.17 no.1
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• pp.53-74
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• 2006

Similarity has been considered as one of basic concepts of cognitive psychology which is useful for explaining cognitive structure and process. MDS models(Shepard, 1964; Nosofsky, 1991) and Contrast model(Tversky, 1977) were proposed as early models of similarity comparison process. But, there have been a lot of theoretical doubts about the conceptual validity of similarity as a result of empirical findings which could not be explained by early models. Goldstone(1994) assumed that similarity could be defined by alignment processes, and suggested structural alignment as a prospective alternative for solving conceptual controversies so far. In this study, basic assumption and algorithms of MDS models(Shepard, 1944; Nosofsky, 1991) and Contrast model(Tversky, 1977) were described shortly and some theoretical limitations such as arbitrariness of selective attention and correlated structures were discussed as well. The conceptual characteristics and algorithms of SIAM(Goldstone, 1994) were described and how it has been applied to cognitive psychology areas such as categorization, conceptual combination, and analogical reasoning were reviewed. Finally, some theoretical limitations related with data-driven processing and alternative processing and possible directions for structural alignment were discussed.