• Korean Journal of Culture and Social Issue
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• v.17 no.3
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• pp.261-285
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• 2011

In our studies, We defined the concept of social reputation and aimed to estimate the effect of social reputation on likability, trust, preference of interpersonal relationship. To accomplish these goal, photographs of 12 persons(six young unmarried man, six young unmarried women) volunteered were shown to 60 raters, and the one male and one female pictures of scores of facial attractiveness are nearest to median were selected as experimental figures in preliminary study. After this, We asked 260 raters to assess likability, trust, preference of interpersonal relationship after showing raters the chosen pictures of man and woman and telling scenario of positive, negative reputation about these two persons. The outcomes showed that in both men and women, likability, trust, preference of persons who gained positive reputation were significantly higher than persons gained negative reputation. Facial attractiveness was effect on likability, trust, and preference, but effect size of reputation was much higher on likability, interpersonal preference, especially trust level. Also, in three-way ANCOVA results, Woman has showed higher likability and trust than man under the condition of good reputation in both woman was rater and object to be assessed, but on the contrary, likability, trust, and preference of woman were lower than man in either woman was rater or object to be judged under the bad reputation,. Lastly, this study's implications and limitations were discussed.

• Journal of Korean Clinical Nursing Research
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• v.21 no.2
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• pp.169-179
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• 2015

Purpose: The purpose of this study was to investigate nurse images and likability that were perceived by various groups in the general population. Methods: Using cross-sectional descriptive design, six groups of people were invited to participate in the survey. The participants included nurses, physicians, nurse aids/technicians, patients/caregivers, college students, and the general public. A total of 1,530 individuals were drawn from 42 hospitals nationwide. Bhargava's likability questionnaires and the Ward Nurse Image tool were used. Results: Compared with other groups, patients and caregivers had higher scores for likability and better nurse image than other groups. Most respondents perceived nurses are clean and caring, but many individuals still had the image that nurses are submissive. Conclusion: To improve nurse image, perceptions from various groups of people need to be considered and programs develop to show the positive aspects of nursing and nurses.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.2
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• pp.293-302
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• 2001

The purpose of this study was to investigate the effects of a saleswomans clothing and store type on elderly female consumers likability to a saleswoman. Also it was to study the effects of the factors consisting likability to a saleswoman on intent to purchase among elderly female consumers. 3(clothing formality: low, medium, and high)$\times$2(clothing style: clothing looking old vs. young)$\times$2(store type: high priced specialty store vs. low priced open market) complete randomized between subjects design using field experiments were conducted. Subjects were 240 elderly females aged 54-69. The results showed that likability to a saleswoman consisted of impression factor, service ability factor and caring factor. There was the significant three way interaction among three independent variables in the service ability factor(F(sub)2,228=15.62, P<.001). Regression Analysis showed that the impression factor($R^2$=0.29, F<.001) and the service ability factor($R^2$=0.06, F<.001) influenced the elderly consumers intention to purchase significantly. In conclusion, favorable appearances of a saleswoman is considered a crucial service quality influencing potential elderly consumers to purchase.

• Journal of the Korean Society of Costume
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• v.51 no.8
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• pp.77-91
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• 2001

The purpose of this study was to investigate the effects of the perceived facial attractiveness and appropriateness of clothing on the evaluation of task performance of target person mediated by subjects'likability toward and trait evaluation of the target person. The facial attractiveness of the female university students were used as index of physical attractiveness in this study. Three levels of facial attractiveness was manipulated based on the judgements by 30 female university students. Four types of clothes were selected perceived appropriate for two assumed situations by female university students. Three female faces having high. medium, and low attractiveness were simulated with the same body dressed four types of clothing respectively using CAD system, and a total of 12 stimulus persons were created. The design for the experiment was a $3\tiems4\times2$ randomaized factorial. with three levels of facial attractiveness(high, medium, low), and four types attire(formal-masculine, formal-feminine, casual-masculine, casual-feminine), two kinds of context (job interview, dating) in which perceptions were occurred. The subjects of this study was 524 male and female(262 of male, 262 of female) university students from 3 universities in Kwangju, Korea. The data were analysed using factor analysis. descriptive statistics, regression, path analysis. The results were as follows : 1. In bogus job interview. the direct effect of perceived facial attractiveness on task performance evaluation was .175 and the indirect effect mediated by likability and trait evaluation was .285 in path analysis model. The direct effect of perceived appropriateness of clothing on task performance evaluation was .111 and the indirect effect mediated by likability only was .0564 in pass analysis model. 2. In dating situation, the direct effect of perceived facial attractiveness on task performance evaluation was .355, the indirect effect mediated by likability and trait evaluation was .188 in path analysis model. The direct effect of perceived appropriateness of clothing on task performance evaluation was .108, the indirect effect mediated by likability and trait evaluation was .060 in Pass analysis.

• Journal of Digital Convergence
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• v.15 no.7
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• pp.383-391
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• 2017

The purpose of this study was to examine users' attitude toward likability, understanding level, reliability, satisfaction, and continuous usage intention depending on a difference in a type between card news and straight news. A questionnaire survey was conducted targeting 232 people. As a result of the research, compared to the straight news, the card news was easy for a user to understand, was strong even in a desire to use continuously. Second, a factor of users' attitude toward news was having influence upon the mutually positive(+) direction. Likability, understanding level and reliability had an effect on satisfaction. The satisfaction had an impact again on continuous usage intention. The intensity of this impact was varied, respectively, in card news and straight news. The influential level upon satisfaction in card news was strong in order of likability, understanding level and reliability. The influence in the straight news was strong in order of reliability, likability and understanding level. The outcome of this study will become empirical data in proceeding with seeking a method available for strengthening the function of offering information in news through increasing delivery and impact in information with producing news chosen by consumers.

• International Journal of Industrial Entomology and Biomaterials
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• v.29 no.2
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• pp.193-197
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• 2014

To investigate the degree of individuals' likability of insects, a survey was conducted with students and adults living in Korea. Overall, for insect-related questions, positive responses were higher than negative ones. Among the positive responses, the personal rearing of insects scored lower than others. The unconditional dislike of insects scored highest in the negative responses. A significant differences and correlations were found between males and females, students and adults, people experienced in insect-related events and those who were not. In particular, previous experience in insect-related events significantly influenced insect likability. Subjects preferred coleopteran and lepidopteran insects to others. However, this preference of insects differed by gender: Male participants preferred coleopteran insects to lepidopteran insects, while female participants preferred lepidopteran insects to coleopteran ones. No significant differences in the preference of insects were found by participants' job, residence, or experience in insect-related events. These findings suggest that gender is the most important factor to consider in selecting insects to be used as therapeutic tools in mental health care.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.6
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• pp.706-715
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• 1998

The Purpose of this study was to investigate the effects of maternity apparel style and job type on the likability and the occupational competence of pregnant working women. This study was 3'S factorial design. Independent variables of this study were maternity apparel style(feminine style, neutral style, and masculine style) and job type(assitant manager of bank and salesperson). Dependent variables were the likability and the occupational competence of the stimuli. One hundred eighty college females participated in the study, in which half of the subject viewed the stimuli as a salesperson and the other half as an assistant manager of bank. The results showed that maternity apparel style influenced the perception of likability(F(2,174)=6.97, p<.001) and occupational competence(F(2,174): 16.25, p<.001) significantly. Also lob type influenced the occupational competence(F(1,174) : 3.94, p<.05) signifcantly. There was a significant interaction(F(2,174) : 2.53 p(.10) between maternity apparel style and job type. In future researches, diverse job distinction other than the classification of being professional or non-being professional can be arranged to study the influence of job type. Also it is recommended to explore the interaction between the appearance cues except clothing and job type.

• Korean Journal of Culture and Social Issue
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• v.27 no.1
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• pp.73-93
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• 2021

The present study examined the relations between physical attractiveness and likability and we also investigated whether these variable's effects differ depending on generation (young and middle-aged) × evaluator gender (male and female) × target gender (male and female). Second, when assessing these variables, we figured out whether evaluators more preferred 'the same-sex preference' than 'the opposite-sex preference'. To that end, 120 college students participated in the 3D program to sample their ideal looks and bodies. Then, another 240 people (60 young men and women each, 60 middle-aged men and women each) evaluated the physical attractiveness, likeability, relationship preference, and personality of the sample. The result is that physical attractiveness is a positively related to likability. There were evaluator gender and target gender differences in the judgment of physical attractiveness, but there were generation and target gender differences in the judgment of likability. Lastly, the effect based on target-maker gender was different for evaluator gender in each factor evaluation. These results were discussed from the evolutionary and sociocultural perspectives on physical attractiveness.

• Journal of Fashion Business
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• v.20 no.3
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• pp.104-118
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• 2016

As more consumers avoid ads aided by advanced technologies that conveniently block ads, traditional advertising is becoming less effective than ever before. Product placements are increasingly executed to unobtrusively expose products and brands to consumers while they watch media programs. The current study attempts to enhance our understanding of the factors that affect consumer attitude towards the brands placed in TV dramas. In particular, this study examines whether the attractiveness of actors and the congruency between the products placed and the story of the TV drama influence consumer attitudes towards the TV drama and the brand. A total of 211 male consumers in their 20s and 30s were used for data analyses. Structural equation modelling revealed that the product-story congruence had a positive impact on consumer attitude towards the TV drama as well as their attitude towards the brand. Actor attractiveness (in terms of similarity and likability) positively influenced consumer attitude towards the brand. Only the perceived likability dimension of actor attractiveness was found to affect consumer attitude towards the TV drama.

• Cartoon and Animation Studies
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• s.15
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• pp.179-192
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• 2009

This study investigates the effects of empathy responses towards animated spokes-characters in advertising on brand likability. This study also examines the mediating role of cognitive and affective responses towards character advertising in the effect process of empathy. Statistically, several significant results are found. First, empathy has positive effects on cognitive responses and affective responses. Second, both cognitive and affective responses have positive influence on brand likability, but the effects of cognitive responses show relatively weaker than those of affective responses. Third, empathy has a positive influence on brand likability mediated by cognitive responses, but affective responses as a mediator do not show statistically significant differences. The results of this study indicate consumers can have emotional responses to advertising characters just as they do to human information sources. And the results also imply that enhancement of the empathy intensity should be considered to make effective animated characters in advertising, and that advertising appeals should be practiced to form cognitive responses positively and strongly to strengthen consumers' empathy responses.