• Proceedings of the Korean Society of Computer Information Conference
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• 2010.07a
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• pp.155-156
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• 2010

개인의 경험 및 기호에 따라 색에 대한 연상은 큰 영향을 받게 된다. 연상이란 색을 보았을 때 심리적인 영향으로 어떤 현상이나 이미지, 상황이 나타나는 것을 말한다. 본 논문에서는 색이 가지는 연상적인 언어를 살펴보도록 한다. 또한 색의 연상 작용은 경험에 의한 상징을 동반하는 심리적 활동에도 관계 한다. 다라서 상징과 그 치료 및 효과도 살펴보도록 한다.

• Journal of Global Scholars of Marketing Science
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• v.9
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• pp.47-75
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• 2002

The purpose of this study is to identify the effects of reference price, price rationale and price-quality inference of consumer on the evaluation of apparel quality. The experimental materials developed for this study were a set of stimulus and response sheet. The stimuli were six print ads, which was manipulated by reference price and price rationale for a jacket of national brand. This study used a 2(reference price: offer and non offer)$\times$3(price rationale: non offer, stock disposal, sales promotion) $\times$2(price-quality inference of consumer: high and low level) between-subjects experiment. Subjects were 371 female university students. The data were analyzed by factor analysis, ANOVA and t-test. The results were as follows. First, three apparel attributes were identified: sewing/fabrics and label by factor analysis. Second, the significant interaction effects of reference price, price rationale and price-quality inference of consumer were found on evaluating quality of sewing/fabrics and label of apparel. So, reference price effect differed to depending on type of price rationale and levels of price-quality inference. Third, the significant main effect of price-quality inference of consumer existed on evaluating construction quality of apparel.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2014.10a
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• pp.225-226
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• 2014

In this paper, we look at the association of language with color. The activities related to the psychological experience accompanied by a symbol reminiscent of the action of one color. Thus, we look at the symbol and its therapy and effect.

• Proceedings of the Korea Society of Design Studies Conference
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• 2001.05a
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• pp.144-145
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• 2001

• CRM연구
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• v.2 no.2
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• pp.21-40
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• 2009

This study conducted to examine how consumer's perception of COO(Country of (Brand) Origin) image affects brand association knowledge, how coo image and brand association knowledge affect buying intention, how these relationship differs in hedonic and utilitarian products and the moderating effect of consumer's ethnocentrism in the influence of brand association to buying intension. The results indicated the followings: First, it was significant COO Image affect brand association knowledge, more strong significant in Hedonic products than in utilitarian products. But it was not supported COO Image affect buying intension significantly. Second, Brand association knowledge affected buying intention significantly. And the last, consumer's ethnocentrism mediated between brand association knowledge and buying intention strong significantly.

• Korean Institute of Interior Design Journal
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• no.8
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• pp.58-64
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• 1996

People live in an environment which affects the human b by way of ‘Affordance’ .. And the interaction between h human and the surrounding environment arises ‘the sense of place' through adoptation. Considering the human emo¬t tional and psychological needs, besides the functionalones, for the design of environment gives ‘the place’ the h humanized atmosphere. Then the viewing-window, re¬f fleeting the dweller’s sensibility and aesthetic aspect, be¬c comes an important design element for the human interi¬o or atmosphere. G Generally, the view has the character of the Panorama a and sometimes of the Picture. And the viewing - window t transfigures the visual effects by ways of ‘Framing’, at t taching the ’Screen’ and ‘Successive development' of the views through openings on the wall. Hence this study w was developed from the aesthethic view-points of archi t tecture, cinema, picture and photography etc., and the c conclusions are as follows. T The ‘Frame’ limits the boundary of the view into a p particular area, while the ‘Screen’ changes the clear view t to an obscure one. And the wall-openings located with i intervals show the fragments of the outer view in a suc¬c cessive way. And these techniques applied to the viewing window make the viewer have the associated meanings d derived from the ‘Guided Projection'. So, the associative p psychology of the viewer complements the partiality, ob¬s scurity and brokenness of the view into a complete one, a and finally the view comes to be an aesthetic one to the v vIewer.

• Culinary science and hospitality research
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• v.15 no.3
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• pp.179-196
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• 2009

As consumers are more conscious about the preferred traits and branding in restaurant selection, restaurant practitioners are getting more interested in the traits which constitute and influence consumers' brand association. Dining selection is known to be a complicated psychological process that consumers undergo, incorporating social and cultural values, personal tastes, and other psychological factors. This study was designed to investigate the specific non-food traits perceived by consumers in fine restaurant selection. Also, it prioritized those examined traits. Building on exploratory qualitative research, results from 11 interviews through focus group sessions were utilized in data analysis. Content analysis of the interviews enabled categorization of the associations. The categorized variables were utilized for empirical data analysis of conjoint analysis. First, the results suggested five superior traits such as atmosphere, price, customer relations, employee competence, and convenience of systems in fine restaurant brand association. Second, they were prioritized in the order of atmosphere, price, consumer relations, employee competence, and convenience. Finally this study provided practical implications for fine restaurant professionals in linking consumers' psychologically networked traits to brand selection.

• Proceedings of the Korea Contents Association Conference
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• 2012.05a
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• pp.313-314
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• 2012

유머의 표현기법을 적용한 옥외광고는 소비자에게 유머를 유발시켜 즐거움과 웃음을 전달하는 효과를 가지고 있으며 전달하고자하는 메시지를 쉽게 이해시키고 연상되어 기억에오래 남는 효과를 준다. 또한 판매를 촉진하고, 정보를 정확하게 전달하는 기능 이외 대중에게 친밀감을 조성하고 사람들에게 정신적 즐거움을 통해 긴장을 해소시켜 주고 심리적 부담을 덜어주는 사회문화적 기능의 역할을 한다. 본 연구에서는, 공간의 활용과 큰 스케일에 따른 강력한 임팩트를 주는 옥외광고를 중심으로 유머표현방법을 사용한 중국 미국 한국의 사례를 유형별과 국가별로 비교 분석하고 중국의 사례에서 나타난 문제점과 가이드라인을 제시하고자 한다.

• (The)Study of the Eastern Classic
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• no.32
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• pp.51-69
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• 2008

Lu Xun was closely bounded with art since he was young, and he had a thorough knowledge of art. This treatise discerned how Lu Xun substituted and expressed his emotion through his work of art, and what was characteristic of his selection and combination of colors. Truly, color is related to statement of human mind. Lu Xun expressed certain color either consciously or unconsciously when he created human figure. The group of black in human figure in his art is representative example of it. Lu Xun always used heavy and dark color to emphasize human figure so that people can assume their lives and character. This artistic mentality or, great choice of art, relates to Lu Xun's individual life and state of mind. However, Lu Xun did not always choose dark color. Sometimes he looked squarely at darkness and tried to pursue bright color presupposing 'hope' at the same time.

• The Journal of the Korea Contents Association
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• v.18 no.5
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• pp.319-329
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• 2018

With rapid development of technology for strong AI chatbot, the role of chatbot has been extended from conducting simple tasks to being a friend or counsellor. For this newly emerging purpose of chatbot, endowment of personality is important to make the chatbot regarded as a human being. Nevertheless I found that there are few guides about it. Thus, this study identifies the proper personality of chatbot depending on the purpose of services and user types. The purposes of chatbot services are divided into three types such as leisure-time, counselling, and task. The DISC theory is used for categorizing personality, which consists of 4 types such as dominance(D), inducement(I), submission(S), and compliance(C). An interview and survey were conducted to investigate the preferred personality of chatbot and contents for leisure-time. As results, people tend to prefer people-oriented types such as I, S for their leisure time, task-oriented types such as D,C for their task, and slow types such as C,S for counselling. Women prone to prefer neutral gender except for counselling and men tend to prefer female in all chatbot services. Preferred chatbot age is either same or younger age for leisure-time, same or older for counselling, and 30's for tasks. Preferred contents for leisure-time are mostly recent information but many 20's want fun contents and 50-70's want emphatic conversation. 30-50's want honorific but 20's and 60-70's don't care. The research results useful guide on proper personality of AI chatbot for each purpose of its service.