• Science of Emotion and Sensibility
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• v.16 no.2
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• pp.195-206
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• 2013

The main causes of traffic accidents while driving a car is of the driver's visual distraction. In this study, the color sensitivity of the information projected on the windshield were evaluated for HUD (Head Up Display) system which helps the driver's eyes on the road while driving. The driving Information were projected $9^{\circ}$ downward from front sight $0^{\circ}$ under lab's fluorescent lights, LED floorlights and the TV had having 25 [lux] illumination when driving at night environment and 100,000 [lux] of daylight environment. Munsell color hue of the basic five colors (R, Y, G, B, P) and the color of traffic lights YR, W were the color of the seven characters, each character were outlined by White, Gray except for W. Total of 19 experimental stimuli was shown in the environment of day and night driving for asking visibility information of color, fatigue, preferences, and evaluate the degree of interference. The results came out that the bright Y and G color is visibility significantly for daylight. Second, with the outline of the text, the color of the outline works as a background for luminance contrast effects and affects visibility. Third, without the outline, the glass in front of the vehicle acts as the background and the luminance contrast of characters achieve greater brightness and visibility. The luminance contrast between the stimuli and background should be considered for increasing color visibility for driving information which is an important factor for HUD commercialization.

• The Journal of the Korea Contents Association
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• v.16 no.5
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• pp.242-250
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• 2016

This study was conducted to investigate whether Stroop-related cognitive task will be affected according to the preceding affective valence factored by matchedness in response time(RT) and whether facial recognition will be indexed by specific event-related potentials(ERPs) signature in normal person as in patients suffering from affective disorder. ERPs primed by subliminal(30ms) facial stimuli were recorded when presented with four pairs of affect(positive or negative) and cognitive task(matched or mismatched) to get ERP effects(N2 and P300) in terms of its amplitude and peak latency variations. Behavioral response analysis based on RTs confirmed that subliminal affective stimuli primed the target processing in all affective condition except for the neutral stimulus. Additional results for the ERPs performed in the negative affect with mismatched condition reached significance of emotional-face specificity named N2 showing more amplitude and delayed peak latency compared to the positive counterpart. Furthermore the condition shows more positive amplitude and earlier peak latency of P300 effect denoting cognitive closure than the corresponding positive affect condition. These results are suggested to reflect that negative affect stimulus in subliminal level is automatically inhibited such that this effect had influence on accelerating detection of the affect and facilitating response allowing adequate reallocation of attentional resources. The functional and cognitive significance with these findings was implied in terms of subliminal effect and affect-related recognition modulating the cognitive tasks.

• Journal of Global Scholars of Marketing Science
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• v.17 no.4
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• pp.51-89
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• 2007

INTRODUCTION Due to the high broadband internet penetration rate and its group-oriented culture, various types of online communities operate in Korea. This study use 'Uses and Gratification Approach, and argue that members' usage-needs satisfaction with brand community is an important factor for promoting community commitment. Based on previous studies identifying the effect of brand image on consumers' responses to various marketing stimuli, this study hypothesizes that brand image can be a moderate variable affecting the relationship between usage-needs satisfaction with brand community and members' commitment to brand community. This study analyzes the influence of usage-needs satisfaction on brand community commitment and how apparel brand image affects the relationships between usage-needs satisfactions and community commitments. The hypotheses of this study are proposed as follows. H1-3: The usage-needs satisfaction of apparel brand community (interest, transaction, relationship needs) influences emotional (H1), continuous (H2), and normative (H3) commitments to apparel brand communities. H4-6: Apparel brand image has a moderating effect on the relationship between usage-needs satisfaction and emotional (H4), continuous (H5), and normative (H6) commitments to apparel brand communities. METHODS Brand communities founded by non-company affiliates were excluded and emphasis was placed instead on communities created by apparel brand companies. Among casual apparel brands registered in 6 Korean portal sites in August 2003, a total of 9 casual apparel brand online communities were chosen, depending on the level of community activity and apparel brand image. Data from 317 community members were analyzed by exploratory factor analysis, moderated regression analysis, ANOVA, and scheffe test. Among 317 respondents answered an online html-type questionnaire, 80.5% were between 16 to 25 years old. There were a total of 150 respondents from apparel brand communities(n=3) recording higher-than-average brand image scores (Mean > 3.75) and a total of 162 respondents from apparel brand communities(n=6) recording lower-than-average brand image scores(Mean < 3.75). In this study, brand community commitment was measured by a 5-point Likert scale: emotional, continuous and normative commitment. The degree of usage-needs satisfaction (interest, transaction, relationship needs) was measured on a 5-point Likert scale. The level of brand image was measured by a 5-point Likert scale: strength, favorability, and uniqueness of brand associations. RESULTS In the results of exploratory factor analysis, the three usage-needs satisfactions with brand community were classified as interest, transaction, and relationship needs. Brand community commitment was also divided into the multi-dimensional factors: emotional, continuous, and normative commitments. The regression analysis (using a stepwise method) was used to test the influence of 3 independent variables (interest-needs satisfaction, transaction-needs, and relationship-needs satisfactions) on the 3 dependent variables (emotional, continuous and normative commitments). The three types of usage-needs satisfactions are positively associated with the three types of commitments to apparel brand communities. Therefore, hypothesis 1, 2, and 3 were significantly supported. Moderating effects of apparel brand image on the relationship between usage-needs satisfaction and brand community commitments were tested by moderated regression analysis. The statistics result showed that the influence of transaction-needs on emotional commitment was significantly moderated by apparel brand image. In addition, apparel brand image had moderating effects on the relationship between relationship-needs satisfaction and emotional, continuous and normative commitments to apparel brand communities. However, there were not significant moderate effects of apparel brand image on the relationships between interest-needs satisfaction and 3 types of commitments (emotional, continuous and normative commitments) to apparel brand communities. In addition, the influences of transaction-needs satisfaction on 2 types of commitments (continuous and normative commitments) were not significantly moderated by apparel brand image. Therefore, hypothesis 4, 5 and 6 were partially supported. To explain the moderating effects of apparel brand image, four cross-tabulated groups were made by averages of usage-needs satisfaction (interest-needs satisfaction avg. M=3.09, transaction-needs satisfaction avg. M=3.46, relationship-needs satisfaction M=1.62) and the average apparel brand image (M=3.75). The average scores of commitments in each classified group are presented in Tables and Figures. There were significant differences among four groups. As can be seen from the results of scheffe test on the tables, emotional commitment in community group with high brand image was higher than one in community group with low brand image when transaction-needs satisfaction was high. However, when transaction-needs satisfaction was low, there was not any difference between the community group with high brand image and community group with low brand image regarding emotional commitment to apparel brand communities. It means that emotional commitment didn't increase significantly without high satisfaction of transaction-needs, despite the high apparel brand image. In addition, when apparel brand image was low, increase in transaction-needs did not lead to the increase in emotional commitment. Therefore, the significant relationship between transaction-needs satisfaction and emotional commitment was found in only brand communities with high apparel brand image, and the moderating effect of apparel brand image on this relationship between two variables was found in the communities with high satisfaction of transaction-needs only. Statistics results showed that the level of emotional commitment is related to the satisfaction level of transaction-needs, while overall response is related to the level of apparel brand image. We also found that the role of apparel brand image as a moderating factor was limited by the level of transaction-needs satisfaction. In addition, relationship-needs satisfaction brought significant increase in emotional commitment in both community groups (high and low levels of brand image), and the effect of apparel brand image on emotional commitment was significant in both community groups (high and low levels of relationship-needs satisfaction). Especially, the effect of brand image was greater when the level of relationship-needs satisfaction was high. in contrast, increase in emotional commitment responding to increase in relationship-needs satisfaction was greater when apparel brand image is high. The significant influences of relationship-needs satisfaction on community commitments (continuous and normative commitments) were found regardless of apparel brand image(in both community groups with low and high brand image). However, the effects of apparel brand image on continuous and normative commitments were found in only community group with high satisfaction level of relationship-needs. In the case of communities with low satisfaction levels of relationship needs, apparel brand image marginally increases continuous and normative commitments. Therefore, we could not find the moderating effect of apparel brand image on the relationship between relationship-needs satisfaction and continuous and normative commitments in community groups with low satisfaction levels of relationship needs, CONCLUSIONS AND IMPLICATIONS From the results of this study, we draw several conclusions; First, the increases in usage-needs satisfactions through apparel brand communities result in the increases in commitments to apparel brand communities, wheres the degrees of such relationship depends on the level of apparel brand image. That is, apparel brand image is a moderating factor strengthening the relationship between usage-needs satisfaction and commitment to apparel brand communities. In addition, the effect of apparel brand image differs, depending on the level and types of community usage-needs satisfactions. Therefore, marketers of apparel brand companies must determine the appropriate usage-needs, depending on the type of commitment they wish to increase and the level of their apparel brand image, to promote member's commitments to apparel brand communities. Especially, relationship-needs satisfaction was very important factor for increasing emotional, continuous and normative commitments to communities. However the level of relationship-needs satisfaction was lower than interest-needs and transaction-needs. satisfaction. According to previous study on apparel brand communities, relationship-need satisfaction was strongly related to member's intention of participation in their communities. Therefore, marketers need to develope various strategies in order to increase the relationship- needs as well as interest and transaction needs. In addition, despite continuous commitment was higher than emotional and normative commitments, all types of commitments to apparel brand communities had scores lower than 3.0 that was mid point in 5-point scale. A Korean study reported that the level of members' commitment to apparel brand community influenced customers' identification with a brand and brand purchasing behavior. Therefore, marketers should try to increase members' usage-needs satisfaction and apparel brand image as the necessary conditions for bringing about community commitments. Second, marketers should understand that they should keep in mind that increasing the level of community usage needs (transaction and relationship) is most effective in raising commitment when the level of apparel brand image is high, and that increasing usage needs (transaction needs) satisfaction in communities with low brand image might not be as effective as anticipated. Therefore, apparel companies with desirable brand image such as luxury designer goods firms need to create formal online brand communities (as opposed to informal communities with rudimentary online contents) to satisfy transaction and relationship needs systematically. It will create brand equity through consumers' increased emotional, continuous and normative commitments. Even though apparel brand is very famous, emotional commitment to apparel brand communities cannot be easily increased without transaction-needs satisfaction. Therefore famous fashion brand companies should focus on developing various marketing strategies to increase transaction-needs satisfaction.

• Journal of Science Education
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• v.38 no.2
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• pp.401-414
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• 2014

Overexcitability (OE) and social self-concept are the integral affective characteristics of science-gifted students. Overexcitability refers to sensitivity as an internal disposition to give a more often, longer and more intensive reaction to a wide variety of stimuli, and social self-concept refers to the way of behaving in society, especially at school in the case of students. The purpose of this study was to examine the overexcitability and social self-concept of science-gifted and non-gifted elementary school students. The subjects in this study were 135 gifted elementary students belonged to gifted education centers or gifted classes and 91 ordinary elementary students. An overexcitability test and a social self-concept test were conducted to the subjects, and the collected data were analyzed by SPSS. The findings of the study were as follows: First, the score of the science-gifted was significantly higher than that of the ordinary students in all sub-domain of OE (psychomotor OE, sensual OE, emotional OE, intellectual OE, emotional OE) and social self-concept. Second, the science-gifted students who attended gifted education centers and community gifted classes scored significantly higher than the ordinary students in overexcitability. Based on conclusions, implications for teaching the science-gifted were discussed.

• Science of Emotion and Sensibility
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• v.18 no.2
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• pp.75-84
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• 2015

Although various methods have been proposed and utilized for video reality improvement, use of olfaction still remains at a rudimentary stage. Previous research reported reality improvement effect of some scents when a video displayed specific objects whose odors matched to the scents provided. In addition, another study showed that provision of scents that correspond to the prevailing color of a video improves sense of immersion. However, the above studies have clear limitations because not all videos have specific odor or obvious color. Assuming, in this study, that sensibility-based scent provision in the absence of main odor or color will increase sense of reality, the present study aimed at building adjective profiles of various scents that convey different sensibilities. To this end, in Experiments 1 and 2, we collected a set of adjectives appropriate for description of scents, and in Experiment 3, we built profiles of 16 scents using 30 adjectives. In addition, we grouped scents of similar sensibilities using cluster analysis. These results could be used not only for video reality improvement but also for the purposes of emphasizing product concepts or store positioning, etc.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.37 no.5C
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• pp.393-402
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• 2012

In this study, we propose a signal processing algorithm to measure the arousal level of a human subject using a PPG(Photoplethysmography) sensor. From the measured PPG signals, the arousal level is determined by PPI(Pulse to Pulse Interval) and discrete-time signal processing. We ran psychophysical experiments displaying visual stimuli on TV display while measuring PPG signal from a finger, where the nature landscape scenes were used for restorative effect, and the urban environments were used to stimulate the stress. However, the measured PPG signals may include noise due to subject movement and measurement error, which results in incorrect detections. In this paper, to mitigate the noise impact on stimulus detection, we propose a detecting algorithm using digital signal processing methods and statistics of measured signals. A filter is adopted to remove a high frequency noise and adaptively designed taking into account the statistics of the measured PPG signals. Moreover we employ a hysteresis method to reduce the distortion of PPI in decision of emotional. Via experiment, we show that the proposed scheme reduces signal noise and improves stimulus detection.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.22 no.4
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• pp.473-482
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• 2021

The introduction of automated flight systems has greatly improved aviation safety, but aircraft pilots continue to face new challenges. The pilot's stress from an aeronautical perspective can be distinguished by the 'Startle and Surprise' responses. 'Startle' is a short, strong physiological response to sudden or threatening stimuli such as unexpected gunfire. 'Surprise' is a cognitive-emotional response to an event that goes beyond one's expectations. In Martin et al.'s (2012) Startle Effect Experiment, the pilot identified physiological responses in the 'Startle' state, including delayed response and increased heart rate. In the Rahim (2020) Startle/Surprise experiment, the pilot's breathing rate and pulse rate did not change due to pre-planned emergency training. On the other hand, it was confirmed that the pilot's respiratory and heart rate were greatly increased due to the complicated aircraft and unplanned emergencies. Based on the results of these experiments, domestic pilots need to be trained to handle non-technical and various unexpected emergencies that could arise in an aircraft, rather than be just put through courses for enhancing technical capabilities or simple repetitive training as required by aviation law.

• The Korean Journal of Franchise Management
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• v.13 no.1
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• pp.35-46
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• 2022

Purpose: With the rapid changes in the technical development and the trend of consumption trend, the convenience store industry is facing an unprecedented competitive situation in the consumption environment where the boundary between online and offline is broken due to the stagnation of offline distribution channels and the spread of online shopping. The biggest innovation strategy of the major convenience store brands in recent years are introducing the O2O (Online to Offline) platform and presenting new products and services beyond the boundaries of online and offline to transform themselves into Omni Channel stores. The study is designed to analyze the effect of innovativeness of convenience store as a stimulus in O2O platform which customers perceive on store loyalty, the final response to external stimuli, through customer engagement with convenience store brands. Specifically, the innovativeness of convenience stores was divided into types of core activities in corporate marketing and focused on innovations in services, products(proposals), promotions and experiences. Research design, data, and methodology: Various hypotheses have been developed to achieve this research purpose. The data were collected from 1,128 questionnaires the age between 15 and 60 who had experience using retail store apps and delivery apps and were analyzed using SPSS 22.0 and SmartPLS 3.3.7 program. Measurement model analysis was carried out to assess convergent and discriminant validity. Also, common method bias was tested using the values of VIF (variance inflation factor). The hypotheses were tested using structural equation modeling with SmartPLS 3.3.7 program. Results: First, service innovation has a positive effect on cognitive engagement. Second, product, promotion and experience innovation have a positive effect on cognitive and affective engagement. Third, cognitive influences affective engagement. Finally, both cognitive and affective engagement affect store loyalty, but affective engagement has a stronger effect on store loyalty than cognitive engagement. Conclusions: All four types of innovation and cognitive engagement have a positive effect on emotional engagement, which has a stronger effect on store loyalty than cognitive engagement. Thus, while innovation can build loyalty through emotional engagement, innovation strategies must be designed and pursued with caution in terms of impact through cognitive engagement may not achieve the planned goals.

• Fashion & Textile Research Journal
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• v.7 no.2
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• pp.187-195
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• 2005

The purposes of this study were to investigate the effects of the elements of textile design on consumer emotion and to develop the emotion model which is suitable for the textile design. The descriptive system of textile design was developed based on the previous studies. Emotion measurement scale was developed to analyze the consumer emotion for the textile design. 20 representative types of textile design were collected as stimuli set for this study, consumer emotion on each design type was examined and was analyzed through the survey. For the data analysis, principal component analysis was employed. As a result, 8 emotional factors such as 'Modern', 'Fun', 'Natural', 'Elegance', 'Classic', 'Ethnic', 'Wild' and 'Sporty' were derived from the results of the survey. Emotion measurement scale which consisted of 8 factors was developed to analyze the effects of the elements of textile design on consumer emotion and 80 representative types of textile design were collected. In addition, the emotion which consumers feel for the textile design types was investigated and each textile design was described according to the descriptive system of textile design. Statistical methods of pearson correlation and multiple regression were employed to analyze the relationship between the elements of textile design and consumer emotion. The results of this study revealed that 15 design elements which affected consumer emotion were the size of motives, the shape of motives, the degree of tone contrast among motives etc. This study findings can provide specific design methods for the effectiveness of consumer emotion.

• Journal of Digital Contents Society
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• v.9 no.2
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• pp.245-250
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• 2008

Psychology of color is a research field of psychology for studying human's behavior connected with color. Color carries symbolism and image while sharing psychological consensus with human. Each color has a respective image such as hope, passion, love, life, death, and so on. Peculiar stimuli by colors on these images have great influence on human's emotion and psychology. We therefore proposed a method for understanding human's state of emotion based on colors in this paper. In order to understand human's state of emotion, we analyzed color information used to model a room by a user and then described frequencies of each color as percent using fuzzy inference rules by membership values of fuzzy membership functions for colors used for modeling the room. When we applied the proposed color-based emotion analysis method to emotional state based on colors of Alschuler and Hattwick, we could see the proposed method is efficient.