• 만화애니메이션 연구
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• 통권15호
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• pp.179-192
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• 2009

본 연구는 광고에 등장하는 허구적 존재로서 애니메이션 캐릭터에 대한 감정이입 반응이 호감도에 미치는 영향을 고찰하였다. 또한 감정이입의 효과 과정에 있어 인지적, 감정적 반응의 매개 효과를 파악하였다. 분석 결과 몇 가지 통계적으로 유의미한 결과가 나타났다. 첫째, 감정이입은 인지적 반응과 감정적 반응에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 인지적 반응과 감정적 반응은 호감도에 긍정적인 영향을 미쳤다. 그러나, 인지적 반응이 미치는 영향력은 감정적 반응에 비해 상대적으로 낮았다. 셋째, 감정이입은 인지적 반응에 매개되어 호감도에 긍정적인 영향을 미치는 것으로 나타났다. 그러나 감정적 반응의 매개효과는 통계적으로 유의미한 결과를 보이지 않았다. 본 연구 결과 소비자들은 허구적인 존재인 애니메이션 캐릭터에 대해서도 실제 인물에 대해 느끼는 감정적 반응을 나타내는 것을 알 수 있었다. 이러한 결과는 허구적인 애니메이션 캐릭터를 제작하기 위해서는 캐릭터에 대한 소비자의 감정이입의 강도를 높여야 하며, 인지 반응을 유도하기 위해서는 감정이입이 요구됨을 시사한다.

• 복식
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• 제39권
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• pp.283-299
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• 1998

The present study is to analyze the dimensions of affective responses according to the types of appeal in underwear advertisements and to find out the influences of affective res-ponses on the attitudes toward advertisement and brands. The research has been made by normative-descriptive survey method with the sample of 654 consumers residing in Seoul and Incheon. The data gaathered was analyzed by the methods of means, standard deviation, ANOVA, factor analysis and regression. The result are as follows : 1. There are 4 dimensions of affective responses ; Emotional dimension, Negative dimen-sion, Upbeat-activation dimension and Sexual activation dimension. 2. Affective responses to the advertising were different according to the characteristics of the consumers. According to the consumer's sex, there are significant differences in each dimension of their affective responses. To the sex appeal advertisement, man show higher degree of affective responses in Emotional, Upbeat-activation and Sexual-activation dim-ensions, while women show higher degree of affective responses in Negative dimension. 3. In case of female consumers, there are significant differences in affective responses to the both appeal type of advertisements according to consumer's age. As the age is increasing. Emotional dimension and Sexual-activation dimension are increasing, but Negative dimension is decreasing in the Ads with sex appeal. In particular, the 19∼24s age group shows strong responses in the Emotional dimension, Upbeat-activation dimension and Sexual-activation dimension to Ads with sex appeal, while it shows the lowest affective responses in Negative dimension. It represents the 19-24s age group is the most positive one to the under-wear advertisements with sex appeal. Consequently, it is proved that the Ads with sex appeal focusing on this age group can be one of the most effective advertising plans. 4. The involvement gets higher, Upbeat-ac-tivation dimension and Sexual-activation dimension are increasing both in males and female groups. But Negative dimension is in-creasing in the female consumer group of low involvement. 5. The attitudes toward advertisements and brands are comparatively stronger in the advertisements using sex appeal type. Regardless of types of appeal in the advertisements, there is a significant difference in their attitudes tow-ard Ads between male and female consumer groups. When Ads are sexual, attitudes toward Ads and Brands are stronger in the female consumer group. But males consumers show com-paratively strong attitudes toward the advertis-ements and brands in both types of appeal. 6. The age of consumers doesn't make any significant difference in their attitudes toward advertisements and brands in both types of appeal. 7. According to the involvement level of the consumers, there are significant differences in their attitudes toward advertisements. In the groups of low involvement, the female consumers show more favorite attitudes toward the advertisements with sex appeal, while the male group show more favorite attitudes toward the non-sex appeal advertisement. But there is no significant difference in consumer's attitude toward brands according to the types of appeal of the advertisement. 8. The affective responses of the consumers caused by the underwear advertisements have a respectable influence on their attitudes toward the advertisements and brands. This research represents that the advertisers should try to arise consumer's positive affective responses such as pleasant, happy, cheerful and warm-hearted emotions by the advertisements. Based on the above results of the research, it can be said that the consumer's affective responses have a strong effect not only on their attitudes toward adver-tisements but on those toward attitude toward the brands.

• International Journal of Contents
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• 제16권3호
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• pp.51-65
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• 2020

Narratives arouse diverse and rich affective responses to recipients, and this is one of the reasons why narratives are universal and popular. Computational studies on narratives have established a formal model or system of the affective response based on the theory in psychology or media research, and have analyzed or generated a narrative that can evoke a specific affective response. In this paper, we propose a new computational model that can detect the affective response expected to appear in the narrative based on the narrative agent's knowledge. First, we designed a narrative representation model that can elaborately express the event structure and the agent's knowledge as well. Additionally, an analysis method was proposed to detect the three affective responses and the related situational information. Then, we validated the model through a case study about an actual movie narrative. Through the case study, we confirmed that the model captures the affective responses of the audience. The proposed model can be effectively used for the narrative analysis and the creation that must consider the affective responses of the recipient.

• 한국콘텐츠학회논문지
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• 제9권3호
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• pp.152-163
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• 2009

본 연구에서는 한국 전통음악의 음악적 요소들이 각각 어떠한 정서를 유발하는가를 기분반응검사를 통하여 조사하였다. 조사 결과, 장단조선법, 템포, 음색, 수직텍스쳐의 두께와 수평텍스쳐의 밀도는 특정한 정서를 유발하는 효과가 있는 반면, 평조와 계면조로 구분되는 전통 선법은 정서반응에 미치는 영향이 거의 없는 것으로 드러났다. 또한 전통적인 국악보다는 현대에 창작된 국악이 일정한 정서반응을 이끌어 내는데 효과적인 것으로 나타났다. 서양음악과 마찬가지로 한국 전통음악 역시 음악적 요소에 따라 감성 반응을 유발해내며 이러한 특성은 배경음악, 광고음악, 음악치료 등 다양한 분야에 응용될 수 있을 것이다.

• 한국주거학회:학술대회논문집
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• 한국주거학회 2003년도 정기총회 및 추계학술대회
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• pp.313-318
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• 2003

The purpose of this study is to investigate the correlation between the affective responses and residents' satisfaction in apartment housing estates. This study was conducted to empirically identify the effect of physical contents of apartment buildings on the affective response and satisfaction of residents. The area for evaluation was limited to four apartment buildings in Daegu, and the subjects for evaluation were also limited to a group of residents living at the four apartment buildings. SPSSWIN, a statistical program was used for analysis.

• 복식
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• 제29권
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• pp.39-52
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• 1996

The purpose. of this study were to identify the types of consumer affective responses to investigate the attitude formation process on the apparel advertising and to identify the differences among related variables according to the sensation seeking and the brand famili-arity. The result of this study were as follows: 1. The consumer affective responses on ap-parel dvertising was composed of six dimensions; Upbeat feeling Negative feeling Warm feeling Sensual feeling Emotional feel-ing and Uninvolved feeling. 2. The related variables to consumer responses on apparel advertising were signifi-cant differences according to the sensation seeking and the brand familiarity. 3. The main causal course on the apparel ad-vertising was the consumer affective responselongrightarrowthe advertising attitudelongrightarrowthe brand evalu-ationlongrightarrowthe brand attitudelongrightarrowthe purchase in-tention. Also there were differences in atti-tude formation process according to the con-sumer affective respeonses.

• 한국주거학회논문집
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• 제15권1호
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• pp.121-128
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• 2004

The purpose of this study is to investigate the correlation between the affective responses and residents' satisfaction in apartment housing estates. This study was conducted to empirically identify the effect of physical contents of apartment buildings on the affective response and satisfaction of residents. The area for evaluation was limited to four apartment buildings in Daegu, and the subjects for evaluation were also limited to a group of residents living at the four apartment buildings. The correlation between the satisfaction with the physical elements of each apartment and the affective factors was analyzed. The analysis showed that there was mostly a statistically significant negative correlation. This result also suggests that the satisfaction with the physical elements may vary depending on the affective attitude. SPSSWIN, a statistical program was used for analysis.

• 감성과학
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• 제26권3호
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• pp.15-28
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• 2023

본 연구는 정서 자극 유형 중 일상생활과 가장 유사한 정서 경험을 유발하는 자연주의적 자극인 영상 자극을 활용하여 정서표상의 유사성과 개인 간 반응 일관성을 살펴보기 위해 수행되었다. 이를 위해 다차원척도법을 실시하여 영상 자극이 핵심정서 차원에 위치하는지 확인하고, 참가자 간 분류분석을 사용하여 영상들이 정서유형 별로 구분이 잘 이루어지는지, 영상 자극에 대한 참가자들의 정서표상이 일관적인지 검증하였다. 또한 참가자간 상관분석을 통해 각 영상 자극에 대한 정서표상이 참가자들간 유사한지 추가적으로 확인하였다. 다차원척도법 결과, 정서유발 영상들이 정서가 차원에서 유의하게 구분되어 Russell(1980)의 핵심정서차원을 부분적으로 지지하였다. 분류분석 결과, 각 영상이 정서유형에 따라 잘 분류되고 예측되었다. 마지막으로, 참가자간 상관분석을 통해 정서 반응 일관성이 각 영상의 정서유형에 따라 다르게 나타남을 확인하였다. 본 연구는 영상 자극에 대한 정서표상과 정서 반응 일관성이 정서 유형에 따라 차이가 있음을 시사한다.

• 한국의류학회지
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• 제19권1호
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• pp.3-12
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• 1995

The purpose of this study were to identify the types of consumer responses and to investigate the attitude formation process toward the fashion advertising. A consusmer attitude model for the fashion advertising and to select relevant variables. A consumer attitude model was composed of the prior brand attitude, the consumer re, ;posses (affective, cognitive) the advertising attitude, the brand attitude, and the purchase intention paradigm. The result of this study were as follows: 1. Consumer responses on the fashion advertising were distingished between affective response and cognitive responses and the degree of responses differed by the advertising appeals types (emotional advertising, sex appeal advertising and product attribute advertising). 2. The main casual course of the fashion advertising was that the prior brand attitude $\rightarrow$ the consumer responses (affective, congnitive) $\rightarrow$ the advertising attitude $\rightarrow$ the brand attitude $\rightarrow$ the purcha, ie intention. These attitude formation process was differed by the advertising appeals types. Finally, consumer responses on the fashion advertising were disinguished beween affective responses and congitive responses, and were affected to advertising attitude, brand attitude, purchase intention. These consumer attitude formation process was differed by the advertising appeals.

• 한국의류학회지
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• 제36권11호
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• pp.1222-1236
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• 2012

This study examined the effects of product recommendation services as an atmosphere for online mass customization shopping sites on consumers' cognitive and affective responses. We conducted a between-subject experimental study using a convenience sample of college students. A total of 196 participants provided usable responses for structural equation modeling analysis. The findings of the study support the S-O-R model for a product recommendation system as an element of the shopping environment with an influence on OMC product evaluations and arousal. The results showed that OMC product recommendation service positively affected cognitive and affective responses. The findings of the study suggest that OMC retailers might pay attention to the affective and cognitive responses of consumers through product recommendation services that can enhance product evaluations and OMC usage intentions.