• Cross-Cultural Studies
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• v.43
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• pp.7-50
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• 2016

In the capitalized Joseon Dynasty under the Japanese colonial rule, most Gisaengs (female entertainers) were waiting for men who would save them from financial distress, but others chose to seize the opportunity imposed by the modern times and capitalization to transform their lives. Socialist Jung Chil-sung was one of those who utilized such opportunity to transform themselves through political awakening. The political awakening of Chung Chil-sung was the result of two factors-the historical occasion of the March $1^{st}$ movement and her personal labor experience as Gisaeng. The March $1^{st}$ movement was not only a colossal political incident externally manifested in nationalism and but also an occasion which educed the microscopic anger of a woman named Chung Chil-sung. In the early capitalist society, women with jobs were forced to play not only vocational tasks but also to subject themselves to emotional roles of being obedient and generous. In other words, those early career women suffered feelings such as anger, shame and humiliation, when they were defenselessly exposed to gender hierarchy and gender power in the public sphere. As shown in the case of Chung Chil-sung, these emotions led to a certain political awakening. The political awakening through the labor experience and emotional problems was the fact that helped Chung Chil-sung have a concrete and realistic understanding about the issue of women's economic dependence unlike other female socialists. But, although socialism was relatively the most appropriate language to explain Chung Chil-sung's experience, what she experienced contained several elements that cannot be explained by the elite socialist language. Therefore, her life paradoxically proved the need of lower-class women's lives to be divided and registered as a new emotion and to be politically visualized.

• The Korean Journal of Franchise Management
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• v.13 no.3
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• pp.31-43
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• 2022

Purpose: Service quality is a topic of constant interest in marketing research and practitioners. Service quality is an important factor influencing performance even in the context of coffee shops, and research on service quality management strategies continues by coffee shop researchers and practitioners. The service quality of coffee shops is a source of competitive advantage and is an important factor in enhancing customer and business performance. This study aims to identify the effects of cognitive evaluation on emotional and behavioral responses using a cognitive-emotional-behavioral framework and SOR model in the coffee shop context. Cognitive evaluation (service quality) consists of tangibles, responsiveness, assurance, reliability, and empathy dimensions. Research design, data, and methodology: In the proposed model, positive and negative emotions and satisfaction mediate the relationship between service quality and money to spend and visit frequency. The data were collected from customers who visited a coffee shop within the last 1 month. The survey was conducted for about one month. Among a total of 300 distributed questionnaires 261 responses were used for data analysis. The data were analyzed using frequency analysis, measurement model analysis, and structural equation modeling analysis with SPSS 28.0 and SmartPLS 4.0. Results: Tangibles, responsiveness, assurance, and empathy had significant positive effects on positive emotion, while only reliability had a significant negative effect on negative emotion. Both positive and negative emotions had significant positive effects on customer satisfaction, but not on money to spend and visit frequency. Lastly, customer satisfaction had significant positive effects on money to spend and visit frequency. Conclusions: The study revealed the relative weight of cognitive factors on customer emotions and confirmed the validity of SOR model. The fact that tangibility is the most important factor in increasing positive emotions and reliability is the most important factor in reducing negative emotions provides a direction for emotional branding strategies using the service quality mix of coffee shops. This study confirmed the full mediating role of satisfaction between positive and negative emotions and consumer behaviors (money to spend and visit frequency). This infers that when a coffee shop increases customer satisfaction through customer emotion management, the customer's money to spend and visit frequency in the coffee shop increases.

• Science of Emotion and Sensibility
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• v.26 no.2
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• pp.39-52
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• 2023

According to the core affect theory, affect consists of two independent dimensions of valence and arousal. Previous studies have found that various types of stimuli, such as pictures, videos, and music, are mapped onto the core affect space. However, the research on affect using gustatory stimuli has not been explored sufficiently. This study investigated whether the affects elicited by tastes could be mapped onto the core affect space. Stimuli were selected based on two factors (taste types and intensity). Participants were presented with each stimulus, evaluated the tastes, and rated their affective responses on taste and emotion scales. The data were analyzed using repeated-measures ANOVAs and multivariate analyses (multidimensional scaling and classification). The results of univariate analyses indicated that participants felt positive for sweet stimuli but negative for bitter and salty. Furthermore, participants reported high arousal with high intensity. Multidimensional scaling revealed that taste stimuli are also represented on the core affect dimensions. Specifically, it was confirmed that in the first dimension, sweetness was represented as a positive affect, while bitter and salty tastes were represented as a negative affect. In the second dimension, bitterness was represented as low arousal and sourness as high arousal. Classification analyses confirmed that the taste was identified consistently based on the affective responses within and across participants. This study showed that the taste stimuli in daily life are also located on core affect dimensions of valence and arousal.

• Journal of Korea Entertainment Industry Association
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• v.13 no.7
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• pp.295-306
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• 2019

The purpose of this study was to Happiness Sharing Kumdo Class Participating Adolescents' achievement goal orientation on ego-resiliency and quality of life and to provide guidance measures for the correct growth of vulnerable participants through the happiness sharing Kumdo class, which will be activated as a sports support program. To achieve the purpose of this research, 236 Adolescent participating in the Happiness Sharing Kumdo Class was selected and surveyed in Seoul, Gyeonggi Province and Incheon. Based on the data collected, the following results were derived by conducting frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis. First, verification of the effect of achievement goal orientation of Adolescent participating in Happiness Sharing Kumdo Class on ego-resiliency showed that task-orientation has significant influence on diversity, future-orientation, and emotion control, and ego-orientation has significant influence on diversity and emotion control. Second, verification of the effect of achievement goal orientation of Adolescent participating in Happiness Sharing Kumdo Class on quality of life showed that task-orientation has significant influence on quality of physical, psychological, social, environmental and educational quality, and ego-orientation has a significant influence on quality of physical and environmental quality. Third, verification of the effect of ego-resiliency on quality of life by Adolescent participating in Happiness Sharing Kumdo Class showed that diversity has not significant influence all factors of quality of life, but future-orientation has significant influence on quality of psychological and environmental quality, and emotion control has a significant influence on quality of physical, psychological, social and educational quality.

• The Journal of Korea Institute of Information, Electronics, and Communication Technology
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• v.16 no.6
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• pp.519-525
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• 2023

The human brain constantly emits electrical impulses, which is called brain waves, and brain waves can be defined as the electrical activity of the brain generated by the flow of ions generated by the biochemical interaction of brain cells. There is a study that emotion is one of the factors that can cause stress. Brain waves are the most used in the study of emotions. This paper is a study on whether emotions affect stress, and showed two images of fear and joy to four experimenters and divided them into three stages before, during, and after watching. As a measurement tool, brain waves at the positions of Fp1 and Fp2 were measured using the NeuroBrain System, a system that can automate brain wave measurement, analysis, brain wave reinforcement, and suppression training with remote control. After obtaining the brain wave data for each emotion, the average value was calculated and the study was conducted. As for the frequency related to stress, the values of Alpha and SMR, Low Beta, and High Beta were analyzed. Brainwave analysis affects stress depending on the emotional state, and "fear" emotions cause anxiety by raising Beta levels, resulting in higher Mind Stress levels, while "joy" emotions lower Beta levels, resulting in a significant drop in Mind Stress.

• Journal of KIISE:Software and Applications
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• v.30 no.1_2
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• pp.117-128
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• 2003

Software usability is a characteristic of the software that is decided based on learnability, effectiveness, and satisfaction when it is evaluated. The usability is a main factor of the software quality. A software has to be continuously improved by taking guidelines that comes from the usability evaluation. Usability factors may vary among the different software products and even for the same factor, the users may have different opinions according to their experience and knowledge. Therefore, a usability evaluation process must be developed with the consideration of many factors like various applications and users. Existing systems such as satisfaction evaluation and performance evaluation only evaluate the result and do not perform cause analysis. And also unified evaluation items and contents do not reflect the characteristics of the products. To address these problems, this paper presents a evaluation model that is based on the mental model of user and the problems, this paper presents a evaluation model that is based on the mental model of user and the emotion of users. This model uses evaluation factors of the user task which are extracted by analyzing usage of the target product. In the mental model approach, the conceptual model of designer and the mental model of the user are compared and the differences are taken as a gap also reported as a part to be improved in the future. In the emotional factor approach, the emotional factors are extracted for the target products and evaluated in terms of the emotional factors. With this proposed method, we can evaluate the software products with customized attributes of the products and deduce the guidelines for the future improvements. We also takes the GUI framework as a sample case and extracts the directions for improvement. As this model analyzes tasks of users and uses evaluation factors for each task, it is capable of not only reflecting the characteristics of the product, but exactly identifying the items that should be modified and improved.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.8
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• pp.56-65
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• 2019

The purpose of this study was to identify factors associated with character of nursing students using ecological theory. A descriptive cross-sectional study was conducted with 296 nursing students. Collected data from self report questionnaires were analyzed using descriptive statistics, t-test, ANOVA and multiple regression with SPSS WIN 21.0. The Results of this study were as follows. A total of 2 models were examined according to individual, microsystem in ecological system theory. In the first model including individual factors, positive emotion, communication ability were significant factors explain character of nursing students. In the second model adding micro system factors family strength and major satisfaction found to be significant factors. The prediction factors of nursing student' character were communication ability (${\beta}=.431$, p<.001), major satisfaction (${\beta}=.310$, p<.001) and family strength (${\beta}=.176$, p<.001). The explanation power was 55.6%. These results showed that factors affecting character of nursing students are communication ability, major satisfaction, and family strength. Therefore, we suggest to develop various character education programs considering these factors.

• Asia Marketing Journal
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• v.15 no.4
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• pp.103-129
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• 2014

Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers' narrative processing. The purpose of storytelling is to elicit consumers' emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers' sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement's story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement's main character. In this study, we took the results of a precedent study as the starting point, according to which consumers' emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) × 2 (socio-psychological gender of the audience: masculinity vs. femininity) × 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences' emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers' gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement's appeal concept or emotion type. Thus, it is safe to use drama-type storytelling that expresses masculine emotions (ex. fun, happy, encouraged) when the advertisement target, like Bacchus, includes both men and women. For brands and advertisements targeting only women (ex. female clothes), it is more effective to use a drama-type storytelling method that expresses feminine emotions (lovely, romantic, sad). The drama method can be still more effective than the vignette when women are the main target and a masculine concept-based creative is to be produced. However, when male consumers are targeted and the brand concept or advertisement concept is focused on feminine emotions (ex. romantic), vignette ads can more effectively induce empathy than drama ads.

• Science of Emotion and Sensibility
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• v.11 no.4
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• pp.553-564
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• 2008

Generalizability theory was employed to examine how the reliability of polygraph test is affected by the number of relevant questions, the number of repeated tests (the number of of charts), and the number of raters(scorers). The data consisted of the results of the polygraph tests administered to 31 crime suspects. The sample was drawn from the real polygraph tests based on Backster ZCT and archived by the Prosecutor's Office of the Republic of Korea. The numerical scores assigned by thirteen raters to the test charts were analyzed to determine the generalizability of the scores. The largest variance component was accounted for by the examinee factor(43.97%) and the residual variance component was 16.84% of the total variance. The variance component due to the interaction between the examinee and the chart factors was 12.17% and the variance component due to the three way interaction of the examinee, the repeated test, and the relevant question factors was 10.31%. The generalizability coefficient for the current measurement procedure as practiced by the Korean Prosecutor's Office was 0.74 which suggests that the current procedure is acceptable. However, measurement procedures with the combination of more than two relevant questions, more than three repeated tests, and more than two raters were generally found to yield generalizability coefficients larger than 0.80. Therefore, such procedures need to be considered seriously in order to significantly improve the reliability of polygraph test.

• Korean Journal of Biological Psychiatry
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• v.18 no.3
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• pp.148-158
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• 2011

Objectives The eye movement (EM) has been reported to play a role in enhancing the retrieval of episodic memories and reducing effects of fearful episodes in the past and worries for the futures. However, it is still unclear in the mechanism of EM in normal subjects. We examined the horizontal eye movement (HEM) effect using an aiding apparatus on mental health indices including negative and positive psychological factors, and psychophysiological measures such as heart rate variability and quantitative electroencepaholography (qEEG) in healthy subjects. Methods Twenty eight healthy subjects were recruited and randomly allocated into two groups : active HEM group and control group. The active HEM group conducted the HEM training with usual stress management audio-intervention using the apparatus inducing eye movement once a day for 14 days. The control group also conducted the same training once a day for 14 days, however, the saccadic eye movement was not included in this training. Psychological measurements, neurocognitive function tests, heart rate variability measurement and qEEG were conducted before and after the training in both groups. Results In the active HEM group, sleep status using Sleep Quality Scale (SQS) positive factors significantly increased after the training. By contrast, scores on the negative items of Psychological Well-Being Scale (PWBS), and negative items of the Life Orientation Test-Revised (LOT-R) were significantly decreased after the training. The percentage of delta amplitude (1-3 Hz) in qEEG significantly decreased after the HEM training. The percentage of alpha amplitude (8-12 Hz) significantly increased after HEM training. The change of delta amplitude in the active HEM group was positively correlated with the change of sleep satisfaction of Visual Analogue Scale (VAS), and the change of alpha amplitude was negatively correlated with depression of VAS, anxiety of VAS and Beck Anxiety Inventory (BAI). Conclusions The HEM training improved sleep quality and well-being, and sense of optimism. The HEM training also increased alpha amplitude and decreased delta amplitude in qEEG. The qEEG changes were well correlated with subjective improvement of mental health indices in healthy subjects. These results suggest some evidences that HEM training using the apparatus that induces EM would be helpful in improving subjective mental health in healthy subjects. Further study with larger samples size would be needed.