• Journal of Distribution Science
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• v.17 no.1
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• pp.95-103
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• 2019

Purpose - Recently, many theoretical researches suggested that arts-based marketing strategies provide many benefits for marketers to differentiate their brand or product from others. However, there has been little research focusing on consumers' response types from artwork (artifact-emotion appraisal; A-emotion vs. represented world-emotion appraisal; R-emotion). In order to deepen our understanding of arts-based marketing strategies, we addressed a research question related to how artwork-provoked consumers' emotional response can impact the perceived evaluation of art infused products. Research design, data, and methodology - To answer the research question, we conducted a pretest and one experimental study. The experimental study was 2(art-provoked response type: A-emotion vs. R-emotion) by 2(emotional valence: positive vs. negative) by 2(produce type: hedonic vs. utilitarian) mixed design. The art-provoked response type and emotional valence were between-subject design and product type was within subject design. For the experimental study, 108 undergraduate students and graduate students were randomly assigned to one of 4 conditions (A-emotion-positive, A-emotion-negative, R-emotion-positive, R-emotion-negative). Participants reported their evaluation of art-infused product and other items for a manipulation check. Results - The major results from the experimental study are as follow. First, participant's art-provoked response type influenced evaluation of art infused products differently. More specifically, the effect of emotional valence of artwork on product evaluation was not significant in A-emotion. However, in R-emotion, relative to the product with artwork provoked negative emotional valence, the product with artwork provoked positive emotional valence elicited significantly higher product evaluation. Second, product type also affected the art infusion effect significantly. Particularly, the differential effect of participant's art-provoked response type on product evaluation revealed when it is for a utilitarian product, but not for a hedonic product. Conclusions - Theoretically, the findings of this study expand academic research on art infusion. And the findings also can be extrapolated to generate lots of implication for marketers. In sum, when they plan art marketing strategies to build the favorable relationship with their customers, they need to consider customers' response type of an infused art and product type.

• Anxiety and mood
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• v.7 no.2
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• pp.113-118
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• 2011

Objectives : The Self-Assessment Manikin (SAM) developed by Bradley and Lang is a non-verbal pictorial assessment tool that measures human emotion and has been widely used. However, the pictures in SAM have not been easy for Korean subjects to understand or relate to. The authors developed a new manikin (Emotional Valence and Arousal Manikin, EVAS) modeling it after Korean faces while modifying and standardizing the SAM. Methods : Forty-one healthy subjects participated in this study. They were asked to rate the emotional valence and level of arousal using both the SAM and EVAS after being exposed to pictures of facial expressions for affective neurosciences-Korean version. The internal consistency of the EVAS and the correlation between EVAS and SAM were examined. Resuts : Internal consistencies of the valence using the EVAS were from 0.63 (surprise) to 0.82 (happiness) and those of the arousal were from 0.90 to 0.95. Correlation coefficients of the valence and arousal between the SAM and EVAS were from 0.61 (both surprise and disgust) to 0.84 (neutral) and from 0.82 (sadness) to 0.94 (fear), respectively. Conclusions : We developed a new manikin (the EVAS) for the Korean population modifying and standardizing the SAM. The EVAS demonstrated a good internal consistency and validity. As such, it can be used in the field of human emotion research.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.8 no.6
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• pp.2056-2069
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• 2014

In order to implement interactive and personalized Web services properly, it is necessary to understand the tangible and intangible responses of the users and to recognize their emotional states. Recently, some studies have attempted to build emotional state estimation models based on facial expressions. Most of these studies have applied multiple regression analysis (MRA), artificial neural network (ANN), and support vector regression (SVR) as the prediction algorithm, but the prediction accuracies have been relatively low. In order to improve the prediction performance of the emotion prediction model, we propose a novel SVR model that is optimized using a genetic algorithm (GA). Our proposed algorithm-GASVR-is designed to optimize the kernel parameters and the feature subsets of SVRs in order to predict the levels of two aspects-valence and arousal-of the emotions of the users. In order to validate the usefulness of GASVR, we collected a real-world data set of facial responses and emotional states via a survey. We applied GASVR and other algorithms including MRA, ANN, and conventional SVR to the data set. Finally, we found that GASVR outperformed all of the comparative algorithms in the prediction of the valence and arousal levels.

• Journal of Biomedical Engineering Research
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• v.39 no.3
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• pp.124-133
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• 2018

We tried to investigate the changes in cortical activities according to emotional valence states during watching video clips. We examined the neural basis of two emotional states (positive and negative) using spectral power analysis and brain functional connectivity analysis of cortical current density time-series reconstructed from high-density electroencephalograms (EEGs). Fifteen healthy participants viewed a series of thirty-two 2 min emotional video clips. Sixty-four channel EEGs were recorded. Distributed cortical sources were reconstructed using weighted minimum norm estimation. The temporal and spatial characteristics of spectral source powers showing significant differences between positive and negative emotion were examined. Also, correlations between gamma-band activities and affective valence ratings were determined. We observed the changes of cortical current density time-series according to emotional states modulated by video clip. Gamma-band activities showed significant difference between emotional states for thirty seconds at the middle and the latter half of the video clip, mainly in prefrontal area. It was also significantly anti-correlated with the self-ratings of emotional valence. In addition, the gamma-band activities in frontal and temporal areas were strongly phase-synchronized, more strongly for negative emotional states. Cortical activities in frontal and temporal areas showed high spectral power and inter-regional phase synchronization in gamma-band during negative emotional states. It is inferred that the higher amygdala activation induced by negative stimuli resulted in strong emotional effects and caused strong local and global synchronization of neural activities in gamma-band in frontal and temporal areas.

• Science of Emotion and Sensibility
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• v.20 no.1
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• pp.75-82
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• 2017

We propose a novel method for modeling emotional dimensions using expansion of Russell's (1980) emotional dimensions (Circumplex Model). The Circumplex Model represents emotional words in two axes (Arousal, Valence). However, other researchers have insisted that location of word in Russell's model which is expressed by single point could not represent exact position. Consequently, it is difficult to apply this model in engineering fields (such as Science of Emotion & Sensibility, Human-Computer-Interaction, Ergonomics, etc.). Therefore, we propose a new modeling method which expresses emotional word not as a single point but as a region. We conducted survey to obtain actual data and derived equations using ellipse formula to represent emotional region. Furthermore, we applied ANEW and IAPS which are commonly used in many studies to our emotional model using pattern recognition algorithm. Using our method, we could solve problems with Russell's model and our model is easily applicable to the field of engineering.

• Asia Marketing Journal
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• v.14 no.4
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• pp.57-75
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• 2013

It is a well-established theory that emotion is influential in cognitive processing. Extensive prior research on emotion has shown that emotional factors, such as affect, mood, and feeling, play as information indicating whether he or she has enough knowledge. Most of their findings focused on the effect of emotional valence (i.g., one's subjective positivity or negativity related with the emotion). Recently, several studies on emotion suggest that there is another dimension of emotion, which affects the type of cognitive processing. The studies argue that emotional certainty facilitates heuristic processing, whereas emotional uncertainty promotes systematic processing. Based on the findings, current study examines the effect of certainty on attitudes and recall. Specifically, the authors investigate the effect of certainty on how much effort individuals use to process advertising information and how certainty affects attitude formation toward the advertised product. The authors also focus on recall to clarify the working mechanism of certainty on attitudes, because recall performance reflects the depth of information processing. Based on previous findings, the authors hypothesize that uncertainty (vs. certainty) leads to more favorable attitudes as well as better recall, and conduct an experiment using a fictitious advertisement with 218 participants. The results confirm the predicted effects of certainty only on attitudes not recall. A possible explanation of this discrepancy between attitudes and recall lies in the measurement method, unaided recall. To rule out this possibility, the authors perform an additional analysis with the participants who recall any correct information of the target advertisement. The results show certainty has a negative effect on both attitudes and recall. A bootstrapping test reveals that recall mediates the effect of certainty on attitudes. This result confirms that certainty decreases elaboration, which in turn leads to less favorable attitudes relative to uncertainty. Additionally, our data shows the association among certainty, recall, and attitudes by showing the indirect effect of certainty on attitudes via recall. This research encourages practitioners in the field to emphasize that they should focus on target audiences' emotional certainty before they provide the persuasive message, by showing that uncertainty promotes effortful processing, which in turn leads to better memory and more favorable attitudes.

• Journal of Korean Library and Information Science Society
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• v.47 no.2
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• pp.51-70
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• 2016

The purpose of this study is to analyze the semantic relation network and valence-arousal dimension through the words that describe emotions in Korean language. The results of this analysis are summarized as follows. Firstly, each emotion word was semantically linked in the network. This particular feature hinders differentiating various types of "emotion words" in accordance with similarity in meaning. Instead, central emotion words playing a central role in a network was identified. Secondly, many words are classified as two categories at the valence and arousal level: (1) negative of valence and high of arousal, (2) negative of valence and middle of arousal. This aspects of Korean emotional words would be useful to analyze emotions in various text data of books and document information.

• International journal of advanced smart convergence
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• v.4 no.2
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• pp.154-162
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• 2015

This paper focuses on how cognitive and emotional structures affect humans during long-term interaction. We design an interaction with a turn-based game, the Chopstick Game, in which two agents play with numbers using their fingers. While a human and a robot agent alternate turn, the human user applies herself to play the game and to learn new winning skills from the robot agent. Conventional valence and arousal space is applied to design emotional interaction. For the robotic system, we implement finger gesture recognition and emotional behaviors that are designed for three-dimensional virtual robot. In the experimental tests, the properness of the proposed schemes is verified and the effect of the emotional interaction is discussed.

• Science of Emotion and Sensibility
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• v.17 no.2
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• pp.3-12
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• 2014

A way to increase effectiveness of charitable donation ads is to activate or magnify emotional experiences (e.g., sympathy, empathy, psychological distress) among target audience. Past studies suggest that mental imagery and attention, which activate or magnify emotional experiences, can be influenced by verbal message attributes (i.e., message concreteness and valence) of charitable donation advertisements. Based on the previous research, the study built a conceptual framework for processing of charitable donation advertising: message concreteness and valence ${\rightarrow}$ mental imagery and attention ${\rightarrow}$ emotional experiences ${\rightarrow}$ donation intention. To verify the framework, the study investigated on the influence of message concreteness and valence on mental imagery and attention through assessing ERP responses. It also examined how message concreteness and valence have an effect on the intent to donate through measuring the amount of donation. The study revealed that concrete message activated mental imagery more than abstract message whereas negative message enhanced attentional level more than positive message. Compared to the other conditions, when the message was concrete and negative, the amount of donation was significantly large.

• Science of Emotion and Sensibility
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• v.12 no.1
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• pp.33-44
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• 2009

This study investigates differential impacts of the positive and negative content and the interaction with pacing, as a structural feature, on information processing while watching televised video clips with moderately intensive emotional tone. College participants watched six positive messages and six negative video clips lasting approximately 60 seconds. Heart rate was used to index attention and skin conductance was used to measure arousal. After all of the stimuli were shown, the participants performed the free recall questionnaire. The result demonstrates, first, positivity superiority on attention in which participants' heart rates were slower during positive content compared to during negative content. Secondly, negativity superiority was shown on free recall memory as participants remembered positive content better than did negative content. The result also manifests the interaction of emotional valence and pacing as the effects of pacing were less for the negatively emotional content compared to those for the positively emotional content. It is suggested that future studies should examine further about the differential and independent functions of positive and negative contents on information processing and the potential interaction with formal features.