• Science of Emotion and Sensibility
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• v.15 no.4
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• pp.489-502
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• 2012

Storytelling advertising is one of the most popular ad types in marketing field. However, there has been little attention to storytelling ads in consumer and advertising research. To examine the effectiveness of different types of advertising, this study collected 9 commertial ads, which consisted of 3 advertising types(storytelling, informative, image) ${\times}$ 3 products(digital camera, coffee, health drink). We investigated the differences in emotions after ads and arousal level, as well as the advertising effectiveness among the three types of advertising. Preliminary analysis revealed that the emotions after ads could classified into two distinct emotion types, affective emotions and cognitive emotions, and we used the two emotion types as emotions after ads to simplify the results. The results indicate that the storytelling ads are more effective than the image ads, but this power of storytelling ads may not be found in the comparison with informative ads. It is also found that storytelling ads can help form a more positive attitude for males than for females, whereas image ads can have an more impact on females than males. In addition, it can be proposed that affective emotions after ads may play an important role in the effectiveness of advertising types, but the interaction effects of advertising types and gender may depend on the cognitive emotions after ads.

• Science of Emotion and Sensibility
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• v.13 no.1
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• pp.207-214
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• 2010

The aim of this study was to investigate upper and lower limb muscle activity using EMG(electromyogram) sensors while walking and identify normal gait pattern using FSR(force sensing resistor) sensor. Fifteen college students participated in this study and their EMG and FSR signal were measured during stopping and walking trials. EMG signals from upper(pectoralis major and trapezius) and lower limbs(rectus femoris, biceps femoris, vastus medialis, vastus lateralis, semimembranosus, semitendinosus, soleus, peroneus longus, gastrocnemius medialis, and gastrocnemius lateralis) were obtained using the surface electrodes. FSR measured pressures on 8 areas of the sole of the foot during walking. EMG results showed that all muscle activities except for vastus lateralis and semimembranosus during walking had higher amplitudes than stopping. Additionally, muscle activities associated with stance and swing phase during walking were identified. Results on FSR showed that stance and swing phases were detected by FSR signals during a gait cycle. Eight gait phases－initial contact, loading response, mid stance, terminal stance, pre swing, initial swing, mid swing, and terminal swing- were classified.

• Science of Emotion and Sensibility
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• v.6 no.4
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• pp.15-23
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• 2003

Recently, there have been many attempts to develop BCI (brain computer interface) based on EEG (electroencephalogram). Measurement and analysis of EEG evoked by particular stimulation is important for the design of brain wave pattern and interface of BCI. The purpose of this study is to develop a general-purpose system that measures subject's reaction time after audio-visual stimulation which can work together with any other biosignal measurement systems. The entire system is divided into four modules, which are stimulation signal generation, reaction time measurement, evoked potential measurement and synchronization. Stimulation signal generation module was implemented by means of Flash. Measurement of the reaction time (the period between the answer request and the subject reaction) was achieved by self-made microcontroller system. EEG measurement was performed using the ready-made hardware and software without any modification. Synchronization of all modules was achieved by, first, the black-and-white signals on the stimulation screen synchronized with the problem presentation and the answer request, second, the photodetectors sensing the signals. The proposed method offers easy design of purpose-specific system only by adding simple modules (reaction time measurement, synchronization) to the ready-made stimulation and EEG system, and therefore, it is expected to accelerate the researches requiring the measurement of evoked response and reaction time.

• Science of Emotion and Sensibility
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• v.18 no.2
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• pp.3-18
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• 2015

Numerosity perception is considered as an innate ability of human being where its sensivitiy may widely vary across each individual person. The present study explored the relationship between visual working memory (VWM), visual search efficiency, and numerosity sensitivity. To accomplish this, we calculated each participant's K-value from change detection performance representing one's storage capacity in VWM, slopes of search RTs representing the search efficiency, and discrimination sensitivity for a quantity difference across two sets of dot arrays representing the numerosity sensitivity. The correlational analysis across the measurements revealed that participants with a high VWM capacity better discriminated the numerosity difference in the arrays when the spatial information in the two dot arrays was preserved. In contrast, the participants with high search efficiency discriminated better the difference in the arrays when the spatial information in the arrays was not preserved. The results indicate high VWM-capacity individuals were presumably able to use a strategy of storing the dot arrays by grouping them into a smaller pattern of dot arrays while high search-efficiency individuals were able to use a strategy of rapidly switching their focused attention across the dots in the arrays to count each individual dot. These in sum suggest that individual differences in numerosity sensitivity rely on one's working memory capacity as well as their efficient use of switching focused attention.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 1999.11a
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• pp.401-406
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• 1999

생활이 풍족해질수록 사람들은 음식이나 음료를 통하여 미각을 즐기는 경향이 강해지고 있다. 미각이 발달한 사람들은 다른 감각이 발달한 사람들보다 소비 욕구가 왕성하여 상품정보에 밝은 편이고 신제품에 대한 호기심도 많아 주요고객으로 환영받을 수 있는 가능성이 매우 높다. 이러한 점을 고려할 때 미각은 소비성향의 척도가 될 수 있으며, 이것이 상품개발에 중요한 지표가 될 가능성이 있다. 그러나 맛에 민감하다거나 둔감하다고 표현되는 개인의 미각물질에 대한 감도는 개인마다 일정치 않다. 이것은 미각물질에 따라 개인의 상대적인 역치의 고조나 미각 강도의 대소가 다르거나 감도가 다른 미각물질에 대한 수용구조에 개인차가 있기 때문이다. 이처럼 개인차가 있는 미각을 표준화된 방법으로 측정하는 것은 그리 쉬운 일이 아니다. 미각강도 측정을 위한 Time-Intensity curve는 1958년 음식물의 특성에 대해 관심을 가졌던 Nielson에 의해 개발되었는데 최근에 Takagi와 Asakura가 Time-Intensity curve분석과 기록을 위해 microcomputer를 이용한 방법을 개발하였다. 그들의 방범은 Time-Intensity curve를 모니터에 보여주고 data를 floppy discs에 기록하여 software로 분석하는 것이다. 본 연구는 이것을 좀더 편리하고 단순하게 만들기 위해 감각의 강도를 전기적 저항의 interface를 통하여 computer에 입력하는 대신에 mouse를 이용하여 입력하는 방법을 개발하였다. 새로이 개발된 Time-Intensity curve를 이용하여 커피성분 중 설탕과 프림의 농도에 변화를 주어 맛의 좋고 싫음의 미각강도를 측정하는 실험을 하였다. 그 결과 상품개발의 중요한 지표가 되는 미각의 강도를 측정할 수 있었고 이것은 향후 commercial한 상품의 개발에 유용한 지표가 될 것이라고 본다.시사한다. 본 연구에서는 한국 연구 조직에서 일하는 외국인 연구자들의 동기 및 성과에 영향을 미치는 많은 요인들을 확인할 수 있었다. 상관관계, 분산분석, 회귀분석 등을 통해 활용 성과에 미치는 영향 요인들을 도출하였다. 설문 분석을 통하여 동기 및 성과 사이에는 강한 상관관계가 존재하는 것을 확인할 수 있었으며 이는 전통적인 동기 이론들과 부합한다. 대부분의 변수가 동기 및 성과에 동시에 영향을 미치는 것으로 조사되었으며 그중에서도 조직 협력 문화, 외국인 연구자의 의사소통 및 협력성, 외국인 연구자의 연구 능력 관련 변수들 및 연구 프로젝트의 기술수명주기, 외국인 연구자의 기존 기술지식의 흡수 등이 가장 중요한 변수로 나타났다. 이는 우리가 주로 중국 및 러시아 과학자들을 활용하여 상업화하는 외국인 연구인력 활용 패턴과도 일치하는 결과이다. 즉 우호적인 조직문화를 가지고 있는 연구 조직에서, 이미 과학기술 지식을 많이 가지고 있고 연구 능력도 높은 외국인 과학기술자를, 한국에서 기술이 태동 또는 성장하고 있는 연구 분야에서 활용하는 것이 가장 성과가 좋다는 사실을 확인시켜 주고 있다. 국내에서 최초로 수행된 본 연구는 외국인 연구 인력의 활용 성과가 매우 높으며, 우리의 과학기술혁신시스템을 보완하는 유효한 수단으로써 외국인 연구 인력이 중요한 대안이 될 수 있음을 발견하였다. 외국인 연구 인력을 잘 활용하기 위하여 문제점 및 개선방안을 활용 환경, 연구 인력이 중요한 대안이 될 수 있음을 발견하였다. 외국인 연구 인력을 잘 활용하기 위하여 문제점 및 개선 방안을 활용 환경, 연구 인력관리. 인력 교류사업, 외국인 과학자 지원 창구 등으로 나누어서 정리하였다. 연구시설, 주거시설 등의 하드웨어적 환경에 대한 개선도 중요하지만 연구 인력의 관리 능력 제고, 인력 교류 사업의 개선, 정보 제공 등 소프트웨어적인 활용 능력을 제고하는데 정책적인 관심을 기

• Science of Emotion and Sensibility
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• v.15 no.1
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• pp.37-46
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• 2012

We tested the effects of endogenous attention and reorienting on the performance of detection task. In the classic detection paradigm of Posner and Cohen (1980), performance on target detection is measured, where target appears either on the same or difference spatial location of cue stimulus after brief period of SOA (stimulus onset asynchrony). In this study, we induced exogenous attention by manipulating predictability of cue for target, and also induced reorientation by inserting additional (reorienting) cue between initial cue and target. Experiment 1 had three conditions of reorienting speed: Early, middle, and late. Facilitation and IOR (inhibition of return) occurred in different forms depending on SOA and reorienting speed, but we were not able to discover interpretable pattern in the results. However, reanalysis of early reorienting condition revealed that facilitation and IOR occurred in a crossed manner where short SOA found facilitation and long SOA did IOR, the typical results of simple detection task. Experiment 2 collected additional data to replicate the results in early reorienting condition of experiment 1. The results obtained that facilitation occurred with short SOA and IOR with long SOA. These results contrast with those of Wright and Richard (2000) where they reported elimination of IOR when cue had predictability of target locations. These results suggest that additional cue (here, orienting cue), which rapidly appears before extinction of IOR by prior cue, brings about double IOR. The present research demonstrates that even when attention is allocated to certain location via endogenous mechanism, rapidly repeating cues in certain location maximizes IOR that offsets the effects of endogenous attention to the same location.

• Science of Emotion and Sensibility
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• v.25 no.3
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• pp.77-90
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• 2022

This study seeks to develop a stretch sensor for measuring the wrist movements of people using fishing lures. In order to confirm wrist movement, a stretch sensor was attached to the wrist band, and measurements of the dorsiflexion, plantar flexion, and fishing landing motion were measured using a scale to gauge factor, tensile strength, and elongation recovery rate. A conductive sensor using CNT dispersion was developed and applied to the E-band under the same conditions. A total of 15 sensors of the same size and five types of impregnation once, twice, and three times each were used to measure the gauge factor using UTM. The sensor that was impregnated twice had the best gauge rate, and the prototypes were manufactured with three sensors with high gauge rates and tensile strength. The results of the operation test conducted by connecting to the Arduino showed that Sample 1, which had the highest tensile strength and gauge factor, had a stable graph wavelength in three operations. Samples 2 and 3 showed stable wavelengths in the dorsiflexion and the plantar flexion; however, signal noise appeared in the fishing landing motion. This showed stable wavelengths in the two motions, but the wavelengths of the graphs differ depending on the tensile strength and gauge factor in the fishing landing motion. As a result, it was possible to identify the conditions necessary for manufacturing a stretch sensor for measuring wrist movement. This study will contribute to the development of smart wearable products for lure fishing.

• Science of Emotion and Sensibility
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• v.25 no.2
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• pp.31-44
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• 2022

Power and status are core elements that distinguish social classes and strongly influence social interaction. Although they are the foundation of social influence, they have different origins (Fragale et al., 2011). While power usually is based on personal ability or legal, institutional legitimacy, status is rooted in voluntary support from other people. Hence, whereas people with power often demonstrate egoistic behavior, those with high status show relationship-based altruism (Hasty & Maner, 2020). People recognize the difference between the two and have stereotypical beliefs or expectations about the people's behavior with high power or status (Magee, 2009). The current research tested how the judgment on social exclusion, the unique social influence of power and status, changes depending on the actor's power and status. We constructed social exclusion scenarios in which we manipulated actors' power and status and asked participants to rate an actor's pain and behavioral fairness. Participants' ratings showed that the actor's fairness and pain would differ depending on the actor's power and status (Expt. 1), which is consistent with the stereotypes above. In particular, the significant effects of the actor's anonymity in the cases of low power and high status (Expts. 2A, 2B) provide further evidence for the proposal that status but not power originates from voluntary support from others.

• Science of Emotion and Sensibility
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• v.26 no.1
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• pp.43-54
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• 2023

In this study, we assessed how participants represent various sensory stimuli experiences through behavioral ratings and physiological measurements. Utilizing intersubject correlation (ISC) analysis, we evaluated whether individuals' affective responses of dominance, arousal, and valence differed when stimuli of three modality conditions (auditory, visual, and haptic) were presented. ISC analyses were used to measure the similarities between one participant's responses and those of the others. To calculate the intersubject correlation, we divided the entire dataset into one subject and all other subject datasets and then correlated the two for all possible stimulus pair combinations. The results revealed that for dominance, ISCs of the visual modality condition were greater than the auditory modality condition, whereas, for arousal, the auditory condition was greater than the visual modality. Last, negative valence conditions had the greater consistency of the participants' reactions than positive conditions in each of the sensory modalities. When comparing modalities, greater ISCs were observed in haptic modality conditions than in visual and auditory modality conditions, regardless of the affective categories. We discussed three core affective representations of multiple modalities and proposed ISC analysis as a tool for examining differences in individuals' affective representations.

• Science of Emotion and Sensibility
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• v.26 no.3
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• pp.3-14
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• 2023

This study used intersubject representational similarity analysis (IS-RSA) to identify participant-response consistency patterns in previously published data. Additionally, analysis of variance (ANOVA) was utilized to detect any variations in the conditions of each experiment. In each experiment, a combination of ASMR stimulation, visual and auditory stimuli, and time-series emotional video stimulation was employed, and emotional ratings and physiological measurements were collected in accordance with the respective experimental conditions. Every pair of participants' measurements for each stimulus in each experiment was correlated using Pearson correlation coefficient as part of the IS-RSA. The results of study revealed a consistent response pattern among participants exposed to ASMR, visual, and auditory stimuli, in contrast to those exposed to time-series emotional video stimulation. Notably, the ASMR experiment demonstrated a high level of response consistency among participants in positive conditions. Furthermore, both auditory and visual experiments exhibited remarkable consistency in participants' responses, especially when subjected to high arousal levels and visual stimulation. The findings of this study confirm that IS-RSA serves as a valuable tool for summarizing and presenting multidimensional data information. Within the scope of this study, IS-RSA emerged as a reliable method for analyzing multidimensional data, effectively capturing and presenting comprehensive information pertaining to the participants.