• Korean Journal of Culture and Social Issue
• /
• v.16 no.3
• /
• pp.355-383
• /
• 2010

In this study, the effects of skill-utilization based underemployment on self-esteem and mental health were examined. Also the moderating effects of employment commitment and social support were verified. Data obtained by a longitudinally designed survey with the reemployed (N=153) after job loss were used. The skill-utilization based underemployment was measured in two ways. One is measured in the way that use objective data, the ratio of education - 'educational requirement for the current job' divided by 'individual educational attainment.' The other is measured in the way that use psychological and self-reported measure, two factors of overqualification - the absence of opportunity for growth (no-growth) and the occupational mismatch in educational attainment, skills and experiences (mismatch). The main effect revealed that the no-growth made self-esteem lower and mental health (GHQ-social maladjustment) worse. The significant interaction of the ratio of education and employment commitment indicates that the negative effects of underemployment measured by the ratio of education on mental health (GHQ-social maladjustment, GHQ-depression/anxiety) were greater for those perceiving low employment commitment than for those perceiving high employment commitment. The significant interaction of the ratio of education and social support indicates that the negative effects of underemployment measured by the ratio of education on mental health (GHQ-depression/anxiety) were greater for those perceiving low social support than for those perceiving high social support. The two moderators also interacted with the two factors of perceived overqualification. Employment commitment had significant interaction effects with the no-growth and the mismatch on self-esteem and mental health (GHQ-depression/anxiety), whereas social support had a significant interaction only with the no-growth on mental health (GHQ-depression/anxiety). The significant interactions show that employment commitment and social support function as buffers in reducing the negative effects of skill-utilization based underemployment on self-esteem and mental health.

• Korean Journal of Poultry Science
• /
• v.51 no.1
• /
• pp.11-19
• /
• 2024

This study was conducted to evaluate the potential of using laying hens as meat type chickens. Male broiler (Ross 308, R3), laying hens (Hy-Line Brown, HL), and Korean native chickens (Hanhyup-3, H3) were used, and 100 heads of each were prepared. Carcass characteristics, meat quality, and sensory quality characteristics were compared as analysis items. The rearing environment and feed for all treatments were identical to the broiler rearing manual, and the lighting system was maintained at 23L:1D. Feed and water were provided ad libitum. The test ended when the average weight of each treatment group reached 1.5 kg, and individuals of similar weight were randomly selected and compared. As a result of this study, the live weight of the selected individuals was approximately 1.5 kg, which was similar for all treatments (P>0.05). However, carcass weight and ratio and breast meat production were highest in R3, while HL had higher ratios of legs, wings, and neck (P<0.05). The H3 group showed high pH and WHC levels and low cooking loss, and R3 improved chicken meat color (P<0.05). In particular, the fat content in meat was lowest in HL (P<0.01). Nucleic acid substances ATP, Hx, ADP, AMP, and INO were abundant in R3, and IMP content was highest in HL (P<0.05). In sensory evaluation, all treatments showed similar characteristics and overall preferences (P>0.05). Based on the findings, it appears that HL, a male laying hen, produces meat with unique characteristics such as low fat content and high IMP content.

• The Korean Journal of Quaternary Research
• /
• v.33 no.1_2
• /
• pp.1-23
• /
• 2021

In response to the increase in atmospheric carbon dioxide and greenhouse gases, the global mean temperature is rising rapidly. In particular, the warming of the Arctic is two to three times faster than the rest. Associated with the rapid Arctic warming, the sea ice shows decreasing trends in all seasons. The faster Arctic warming is due to ice-albedo feedback by the presence of snow and ice in polar regions, which have higher reflectivity than the ocean, the bare land, or vegetation, higher long-wave heat loss to space than lower latitudes by lower surface temperature in the Arctic than lower latitudes, different stability of atmosphere between the Arctic and lower latitudes, where low stability leads to larger heat losses to atmosphere from surface by larger latent heat fluxes than the Arctic, where high stability, especially in winter, prohibits losing heat to atmosphere, increase in clouds and water vapor in the Arctic atmosphere that subsequently act as green house gases, and finally due to the increase in sensible heat fluxes from low latitudes to the Arctic via lower troposphere. In contrast to the rapid Arctic warming, in midlatitudes, especially in eastern Asia and eastern North America, cold air outbreaks occur more frequently and last longer in recent decades. Two pathways have been suggested to link the Arctic warming to cold air outbreaks over midlatitudes. The first is through troposphere in synoptic-scales by enhancing the Siberian high via a development of Rossby wave trains initiated from the Arctic, especially the Barents-Kara Seas. The second is via stratosphere by activating planetary waves to stratosphere and beyond, that leads to warming in the Arctic stratosphere and increase in geopotential height that subsequently weakens the polar vortex and results in cold air outbreaks in midlatitudes for several months. There exists lags between the Arctic warming and cold events in midlatitudes. Thus, understanding chain reactions from the Arctic warming to midlatitude cooling could help improve a predictability of seasonal winter weather in midlatitudes. This study reviews the results on the Arctic warming and its connection to midlatitudes and examines the trends in surface temperature and the Arctic sea ice.

• Journal of Bio-Environment Control
• /
• v.32 no.4
• /
• pp.267-277
• /
• 2023

This study is in order to the effect of 1-methlycyclopropene (1-MCP) treatment and film package as modified atmosphere packaging (MAP) on the changes in fruit quality factors of 'Daehong' peaches during cold storage. The concentrations of 1-MCP were treated at 1µL·L^-1 and 2µL·L^-1, and peaches in film package were stored for 28 days in cold storage at 5±1℃ and 85±5% RH. The fruits stored carton box were used as a control of MAP, and 1-MCP free fruits were used as the control of both packages. Rate of fresh weight loss during storage was not significantly different between groups with and without 1-MCP treatment, but was higher in the box package than in the MAP. The control group had a higher incidence of both gases with the 1-MCP treatment group showing statistically significantly low. Carbon dioxide in the package was lowered by about 12% compared to the non-treated group, and the ethylene concentration was maintained at 1µL·L^-1, showing a significance low compared to other treated groups. As the storage period elapsed, the firmness of 1-MCP and MAP treated fruits remained significant at 5-9% compared to the control group. Regardless of the packaging method Hunter a^* values of exocarp and mesocarp were significantly higher in fruit treated with 1-MCP 1µL·L^-1 treatment than in the control group, and anthocyanin was significantly higher in the fruit during the storage period, especially high in MAP. In summary, fruits of MAP group with 1-MCP 1µL·L^-1 had rate of lower respiration and ethylene production, and little changes in firmness, Hunter a^* values of exo-carp and meso-carp, and anthocyanin, which is considered the most suitable method for preserving postharvest quality of the peach cultivar during the storage.

• Korean Journal of Soil Science and Fertilizer
• /
• v.5 no.2
• /
• pp.65-74
• /
• 1972

A local rice variety, Jinheung and newly bred IR667-Suwon 214 were grown in $5m^2$ concret pot with two spacings and two nitrogen levels and their ripening structure and its function were comparatively investigated to elucidate the causes of unusually low ripened grain ratio of IR667 lines. The following differences between two varieties were found. 1. Though IR667 had much lower ripened grain ratio (64%) than Jinheung (85%) grain yield(790 kg/10a) of IR667 was higher than that (760 kg/10a) of Jinheung. 2. Number of ripined grain per net assimiration rate (NAR) at 10 days after heading was a little higher in IR667 (6,490) than in Jinheung (6,360) consiting to lower grain weight ($29.9{\times}10^{-3}g$) in IR667 than $31.2{\times}10^{-3}g$ of Jinheung. But number of total grain per NAR was much higher (10,530) in IR667 than 7,290 of Jinheung indicating that it was the probable cause of low ripened grain ratio of IR667. 3. Extinction coeificient (K) was 0.115 in IR667 and 0.200 in Jinheung, thus IR667 could construct greater ripening structure per unit area. 4. Number of grain per LAI was decreased with increasing LAI at heading and the decreasing rate was similar for both IR667 and Jinheung. 5. Critical leaf area index at which crop growth rata (CGR) is maximum was 6.5 for IR667 and 5.2 for Jinheung. Below 5.2 of LAI net assimilation rate was always higher an Jinheung throughout the growing season. 6. The estimated optimum leaf area index having maximum grain yield was 7.4 for IR667 and 6.2 for Jinheung at 10 days after heading. However, actual leaf area index was 6.2 for IR-667 and 4.7 for Jinheung and these were even below critical leaf area index. 7. The decrease of LAI during ripening period was great in IR667 but photosynthesis per $m^2$ was decreased more rapidly in Jinheung. 8. Net assimilation rate (NAR) decreased with the increase of LAI at any time of ripening period. The decreasing rate of NAR with the increase of LAI was greater in IR667 with ripening. The greater decreasing rate of NAR in IR667 seemed to be attributed to low photosynthetic activity and high respiratory loss due to the requirement of higher optimum temperature of ripening. 9. Grain yield-ripened grain ratio curve showed less contribution of dry matter yield after heading to grain yield in IR667 than in Jinheung due to unfavorable ripening environment(specialy air temperature) indicating that yield of IR667 could most effectively increased through the improvement of ripening environment.

• KOREAN JOURNAL OF CROP SCIENCE
• /
• v.34 no.s02
• /
• pp.45-65
• /
• 1989

The Korean peninsular having the complexity of the photography and variability of climate is located within passing area of a lots of typhoon occurring from the southern islands of Philippines. So, there are various patterns of wind and flooding damages in paddy field occuring by the strong wind and the heavy rain concentrated during the summer season of rice growing period in Korea. The wind damages to rice plants in Korea were mainly caused by saline wind, dry wind and strong wind when typhoon occurred. The saline wind damage having symptom of white head or dried leaves occurred by 1.1 to 17.2 mg of salt per dry weight stuck on the plant which was located at 2. 5km away from seashore of southern coastal area during the period(from 27th to 29th, August, 1986) of typhoon &Vera& accompanying 62-96％ of relative humidity, more than 6 m per second of wind velocity and 22.5 to 26.4$^{\circ}C$ of air temperature without rain. Most of the typhoons accompanying 4.0 to 8. 5m per second of wind and low humidity (lesp an 60％) with high temperature in the east coastal area and southen area of Korea. were changed to dry and hot wind by the foehn phenomenon. The dry wind damages with the symptom of the white head or the discolored brownish grain occurred at the rice heading stage. The strong wind caused the severe damages such as the broken leaves, cut-leaves and dried leaves before heading stage, lodging and shattering of grain at ripening stage mechanically during typhoon. To reduce the wind damages to rice plant, cultivation of resistant varieties to wind damages such as Sangpoongbyeo and Cheongcheongbyeo and the escape of heading stage during period of typhoon by accelerating of heading within 15th, August are effective. Though the flood disasters to rice plant such as earring away of field, burying of field, submerging and lodging damage are getting low by the construction of dam for multiple purpose and river bank, they are occasionally occurred by the regional heavy rain and water filled out in bank around the river. Paddy field were submerged for 2 to 4 days when typhoon and heavy rain occurred about the end of August. At this time, the rice plants that was in younger growing stage in the late transplanting field of southern area of Korea had the severe damages. Although panicles of rice plant which was in the meiotic growing stage and heading stage were died when flooded, they had 66％ of yield compensating ability by the upper tilling panicle produced from tiller with dead panicle in ordinary transplanting paddy field. It is effective for reduction of flooding damages to cultivate the resistant variety to flooding having the resistance to bacterial leaf blight, lodging and small brown planthopper simultaneously. Especially, Tongil type rice varieties are relatively resistant to flooding, compared to Japonica rice varieties. Tongil type rice varieties had high survivals, low elongation ability of leaf sheath and blade, high recovering ability by the high root activity and photosynthesis and high yield compensating ability by the upper tillering panicle when flooded. To minimize the flooding and wind damage to rice plants in future, following research have to be carried out; 1. Data analysis by telemetering and computerization of climate, actual conditions and growing diagnosis of crops damaged by disasters. 2. Development of tolerant varieties to poor natural conditions related to flooding and wind damages. 3. Improvement of the reasonable cropping system by introduction of other crops compensating the loss of the damaged rice. 4. Increament of utilization of rice plant which was damaged.

• Journal of Animal Science and Technology
• /
• v.54 no.2
• /
• pp.111-124
• /
• 2012

Feeding trial was conducted with 80 Hanwoo steers (7.5 months of age, 204.4 kg body weight) for 680 days from growing period to late fattening period to examine the feeding value of whole crop barley silage TMR (BS-TMR) and whole crop rye silage TMR (RS-TMR) on body gain, feed cost, slaughter characteristics and quality characteristics of $longissimus$ $dorsi$ muscle. Dietary treatments were conventional separate feeding of concentrate and rice straw (control), feeding BS TMR up to middle fattening period and same diet as for control during late fattening period (BS-TMR I), feeding BS-TMR for whole experimental period (BS-TMR II), feeding RS TMR up to middle fattening period and same diet as for control during late fattening period (RS-TMR I) and RS TMR for whole experimental period (RS-TMR II). Sixteen castrated calves were assigned to each treatment (4 pens, 4 heads per pen). Pens in each treatment were randomly distributed. Feeding both BS silage TMR and RS silage TMR slightly increased body gain of Hanwoo steers at the stages of growing and early fattening, and increased (P<0.0001) at middle fattening compared to feeding control diet while control diet tended to increase body gain at late fattening stage compared to feeding BS-TMR I, BS-TMR II and RS-TMR I diets. Total body gain was slightly increased in Hanwoo steers fed both I and II for BS and RS TMR compared to that in control diet. Feed cost per kg gain per head was relatively low in the Hanwoo steers fed silage TMRs to that fed control diet. Carcass weight, back fat thickness and $longissimus$ $dorsi$ area of Hanwoo steers tended to increase but lowered (P<0.047) yield index by feeding silage TMRs. Feeding BS TMR slightly decreased marbling score but no difference was found in the number of head over grade 1 between diets. Control diet tended to improve yield grade compared to silage TMRs. Chemical composition, water holding capacity, drip loss, cooking loss and pH, color and fatty acid composition of $longissimus$ $dorsi$ were not affected by experimental diets and feeding duration of silage TMRs. Shear force, however, was increased (P<0.046) by silage TMRs without difference between them compared to control diet. Based on the results of the current study, BS TMR and RS TMR could improve body gain and reduce feed cost without deteriorating meat quality compared to separate feeding of concentrate and rice straw. Overall feeding value was similar between BS TMR and RS TMR.

• Journal of Global Scholars of Marketing Science
• /
• v.20 no.1
• /
• pp.89-97
• /
• 2010

This study researches the effects of common features on a no-choice option with respect to regulatory focus theory. The primary interest is in three factors and their interrelationship: common features, no-choice option, and regulatory focus. Prior studies have compiled vast body of research in these areas. First, the "common features effect" has been observed bymany noted marketing researchers. Tversky (1972) proposed the seminal theory, the EBA model: elimination by aspect. According to this theory, consumers are prone to focus only on unique features during comparison processing, thereby dismissing any common features as redundant information. Recently, however, more provocative ideas have attacked the EBA model by asserting that common features really do affect consumer judgment. Chernev (1997) first reported that adding common features mitigates the choice gap because of the increasing perception of similarity among alternatives. Later, however, Chernev (2001) published a critically developed study against his prior perspective with the proposition that common features may be a cognitive load to consumers, and thus consumers are possible that they are prone to prefer the heuristic processing to the systematic processing. This tends to bring one question to the forefront: Do "common features" affect consumer choice? If so, what are the concrete effects? This study tries to answer the question with respect to the "no-choice" option and regulatory focus. Second, some researchers hold that the no-choice option is another best alternative of consumers, who are likely to avoid having to choose in the context of knotty trade-off settings or mental conflicts. Hope for the future also may increase the no-choice option in the context of optimism or the expectancy of a more satisfactory alternative appearing later. Other issues reported in this domain are time pressure, consumer confidence, and alternative numbers (Dhar and Nowlis 1999; Lin and Wu 2005; Zakay and Tsal 1993). This study casts the no-choice option in yet another perspective: the interactive effects between common features and regulatory focus. Third, "regulatory focus theory" is a very popular theme in recent marketing research. It suggests that consumers have two focal goals facing each other: promotion vs. prevention. A promotion focus deals with the concepts of hope, inspiration, achievement, or gain, whereas prevention focus involves duty, responsibility, safety, or loss-aversion. Thus, while consumers with a promotion focus tend to take risks for gain, the same does not hold true for a prevention focus. Regulatory focus theory predicts consumers' emotions, creativity, attitudes, memory, performance, and judgment, as documented in a vast field of marketing and psychology articles. The perspective of the current study in exploring consumer choice and common features is a somewhat creative viewpoint in the area of regulatory focus. These reviews inspire this study of the interaction possibility between regulatory focus and common features with a no-choice option. Specifically, adding common features rather than omitting them may increase the no-choice option ratio in the choice setting only to prevention-focused consumers, but vice versa to promotion-focused consumers. The reasoning is that when prevention-focused consumers come in contact with common features, they may perceive higher similarity among the alternatives. This conflict among similar options would increase the no-choice ratio. Promotion-focused consumers, however, are possible that they perceive common features as a cue of confirmation bias. And thus their confirmation processing would make their prior preference more robust, then the no-choice ratio may shrink. This logic is verified in two experiments. The first is a $2{\times}2$ between-subject design (whether common features or not X regulatory focus) using a digital cameras as the relevant stimulus-a product very familiar to young subjects. Specifically, the regulatory focus variable is median split through a measure of eleven items. Common features included zoom, weight, memory, and battery, whereas the other two attributes (pixel and price) were unique features. Results supported our hypothesis that adding common features enhanced the no-choice ratio only to prevention-focus consumers, not to those with a promotion focus. These results confirm our hypothesis - the interactive effects between a regulatory focus and the common features. Prior research had suggested that including common features had a effect on consumer choice, but this study shows that common features affect choice by consumer segmentation. The second experiment was used to replicate the results of the first experiment. This experimental study is equal to the prior except only two - priming manipulation and another stimulus. For the promotion focus condition, subjects had to write an essay using words such as profit, inspiration, pleasure, achievement, development, hedonic, change, pursuit, etc. For prevention, however, they had to use the words persistence, safety, protection, aversion, loss, responsibility, stability etc. The room for rent had common features (sunshine, facility, ventilation) and unique features (distance time and building state). These attributes implied various levels and valence for replication of the prior experiment. Our hypothesis was supported repeatedly in the results, and the interaction effects were significant between regulatory focus and common features. Thus, these studies showed the dual effects of common features on consumer choice for a no-choice option. Adding common features may enhance or mitigate no-choice, contradictory as it may sound. Under a prevention focus, adding common features is likely to enhance the no-choice ratio because of increasing mental conflict; under the promotion focus, it is prone to shrink the ratio perhaps because of a "confirmation bias." The research has practical and theoretical implications for marketers, who may need to consider common features carefully in a practical display context according to consumer segmentation (i.e., promotion vs. prevention focus.) Theoretically, the results suggest some meaningful moderator variable between common features and no-choice in that the effect on no-choice option is partly dependent on a regulatory focus. This variable corresponds not only to a chronic perspective but also a situational perspective in our hypothesis domain. Finally, in light of some shortcomings in the research, such as overlooked attribute importance, low ratio of no-choice, or the external validity issue, we hope it influences future studies to explore the little-known world of the "no-choice option."

• Korean Journal of Agricultural Science
• /
• v.4 no.2
• /
• pp.317-343
• /
• 1977

This study was carried out to obtain the informations about evaporation from pot, soil temperature and soil atmosphere composition in pot, and the effect on the growth of nine ornamental species using seven different containers. The investigated containers were clay pot(CP), clay pot painted in green(CP-P), varnished clay pot(CP-V), polyethylene film inserting in clay pot(CP-PI), clay pot mulched with black polyethylene film(CP-PM), porcelain pot(POP), and plastic pot(PLP). Nine ornamental species were balsam(Impatiens balsamina), chrysanthemum(Chrysanthemum morifolium), cosmos(Cosmos bipinatus), English ivy(Hedera helix), geranium(Pelargonium zonale), kochia(Kochia scoparia var. trichophila), marigold(Tagetes patula), ornamental kale(Brassica oleraceae var. acephala), and salvia (Salvia splendens). The results obtained are summarized as follows: 1. Dry weight of all tested species grown in PLP, POP, CP-P, CP-V and CP-PI was heavier than that of CP. 2. Plant height in nine tested species grown in PLP, POP, CP-P, CP-V, and CP-PI was taller than that of CP. 3. Geranium grown in PLP, POP, CP-P, and CP-V gave more number of leaf than that of CP. 4. The number of flower in balsam grown in PLP, POP, CP-P, CP-V and CP-PI was more than that of CP. The result from marigold was very similar to this tendency. Spike length and floret number in salvia gave the same tendency, but its spike number was not different among containers used. 5. The average diurnal evaporation from PLP and POP was about 43% of that of CP. About two third of total evaporation from CP was through pot wall. 6. The evaporation rate from the slowest to the highest was PLP, POP, CP-P, CP-V, CP-PI, CP-PM and CP. Containers inhibiting evaporation through pot wall hold more soil moisture than CP from one day after water supply. 7. The more evaporative water-loss from containers gave the lower soil temperature. The variation of soil temperature among containers was higher during the day than the night. 8. The $O_2$ concentration of soil atmosphere in CP was higher than that of nonporous containers, and the difference between them was 0.40-1.12%. The range of the $O_2$ concentration 17.95~19.62%. The $CO_2$ concentration of soil atmosphere in CP was lower than that of nonporous containers, and its range was 0.59-1.76%. This deviation in soil atmosphere composition did not influenced on the growth of plants. 9. There was a possitive correlation between the amount of soil water and the plant growth. 10. Plant grown on CP gave more total nitrogen content in top growth than that on PLP. C/N ratio was somewhat low in plant on CP. From the above results, $O_2$ and $CO_2$ concentration in soil atmosphere did not gave enough deviation to the extent which affect the plant growth. The effect of soil moisture on the plant growth using different containers was the far-most significant factor from this investigation. Therefore, it was obious that the utilization of the nonporous container might save the cost for water supply and reduce the production cost of the pot-grown ornamental plant in Korea eventually.

• Journal of Global Scholars of Marketing Science
• /
• v.19 no.2
• /
• pp.68-79
• /
• 2009

The interplay between hedonic and utilitarian attributes has assumed special significance in recent years; it has been proposed that consumption offerings should be viewed as experiences that stimulate both cognitions and feelings rather than as mere products or services. This research builds on previous work on hedonic versus utilitarian benefits, regulatory focus theory, customer satisfaction to address two question: (1) Is the shopping goal at the point of purchase different from the shopping value? and (2) Is the customer loyalty after the use different from the shopping value and shopping goal? We surveyed 345 peoples those who have bought the electronic-goods within 6 months. This research dealt with the shopping value which is consisted of 2 types, hedonic and utilitarian. Those who pursue the hedonic shopping value may prefer the pleasure of purchasing experience to the product itself. They tend to prefer atmosphere, arousal of the shopping experience. Consistent with previous research, we use the term "hedonic" to refer to their aesthetic, experiential and enjoyment-related value. On the contrary, Those who pursue the utilitarian shopping value may prefer the reasonable buying. It may be more functional. Consistent with previous research, we use the term "utilitarian" to refer to the functional, instrumental, and practical value of consumption offerings. Holbrook(1999) notes that consumer value is an experience that results from the consumption of such benefits. In the context of cell phones for example, the phone's battery life and sound volume are utilitarian benefits, whereas aesthetic appeal from its shape and color are hedonic benefits. Likewise, in the case of a car, fuel economics and safety are utilitarian benefits whereas the sunroof and the luxurious interior are hedonic benefits. The shopping goals are consisted of the promotion focus goal and the prevention focus goal, based on the self-regulatory focus theory. The promotion focus is characterized into focusing ideal self because they are oriented to wishes and vision. The promotion focused individuals are tend to be more risk taking. They are more sensitive to hope and achievement. On the contrary, the prevention focused individuals are characterized into focusing the responsibilities because they are oriented to safety. The prevention focused individuals are tend to be more risk avoiding. We wanted to test the relation among the shopping value, shopping goal and customer loyalty. Customers show the positive or negative feelings comparing with the expectation level which customers have at the point of the purchase. If the result were bigger than the expectation, customers may feel positive feeling such as delight or satisfaction and they would want to share their feelings with other people. And they want to buy those products again in the future time. There is converging evidence that the types of goals consumers expect to be fulfilled by the utilitarian dimension of a product are different from those they seek from the hedonic dimension (Chernev 2004). Specifically, whereas consumers expect the fulfillment of product prevention goals on the utilitarian dimension, they expect the fulfillment of promotion goals on the hedonic dimension (Chernev 2004; Chitturi, Raghunathan, and Majahan 2007; Higgins 1997, 2001) According to the regulatory focus theory, prevention goals are those that ought to be met. Fulfillment of prevention goals in the context of product consumption eliminates or significantly reduces the probability of a painful experience, thus making consumers experience emotions that result from fulfillment of prevention goals such as confidence and securities. On the contrary, fulfillment of promotion goals are those that a person aspires to meet, such as "looking cool" or "being sophisticated." Fulfillment of promotion goals in the context of product consumption significantly increases the probability of a pleasurable experience, thus enabling consumers to experience emotions that result from the fulfillment of promotion goals. The proposed conceptual framework captures that the relationships among hedonic versus utilitarian shopping values and promotion versus prevention shopping goals respectively. An analysis of the consequence of the fulfillment and frustration of utilitarian and hedonic value is theoretically worthwhile. It is also substantively relevant because it helps predict post-consumption behavior such as the promotion versus prevention shopping goals orientation. Because our primary goal is to understand how the post consumption feelings influence the variable customer loyalty: word of mouth (Jacoby and Chestnut 1978). This research result is that the utilitarian shopping value gives the positive influence to both of the promotion and prevention goal. However the influence to the prevention goal is stronger. On the contrary, hedonic shopping value gives influence to the promotion focus goal only. Additionally, both of the promotion and prevention goal show the positive relation with customer loyalty. However, the positive relation with promotion goal and customer loyalty is much stronger. The promotion focus goal gives the influence to the customer loyalty. On the contrary, the prevention focus goal relates at the low level of relation with customer loyalty than that of the promotion goal. It could be explained that it is apt to get framed the compliment of people into 'gain-non gain' situation. As the result, for those who have the promotion focus are motivated to deliver their own feeling to other people eagerly. Conversely the prevention focused individual are more sensitive to the 'loss-non loss' situation. The research result is consistent with pre-existent researches. There is a conceptual parallel between necessities-needs-utilitarian benefits and luxuries-wants-hedonic benefits (Chernev 2004; Chitturi, Raghunathan and Majaha 2007; Higginns 1997; Kivetz and Simonson 2002b). In addition, Maslow's hierarchy of needs and the precedence principle contends luxuries-wants-hedonic benefits higher than necessities-needs-utilitarian benefits. Chitturi, Raghunathan and Majaha (2007) show that consumers are focused more on the utilitarian benefits than on the hedonic benefits of a product until their minimum expectation of fulfilling prevention goals are met. Furthermore, a utilitarian benefit is a promise of a certain level of functionality by the manufacturer or the retailer. When the promise is not fulfilled, customers blame the retailer and/or the manufacturer. When negative feelings are attributable to an entity, customers feel angry. However in the case of hedonic benefit, the customer, not the manufacturer, determines at the time of purchase whether the product is stylish and attractive. Under such circumstances, customers are more likely to blame themselves than the manufacturer if their friends do not find the product stylish and attractive. Therefore, not meeting minimum utilitarian expectations of functionality generates a much more intense negative feelings, such as anger than a less intense feeling such as disappointment or dissatisfactions. The additional multi group analysis of this research shows the same result. Those who are unsatisfactory customers who have the prevention focused goal shows higher relation with WOM, comparing with satisfactory customers. The research findings in this article could have significant implication for the personal selling fields to increase the effectiveness and the efficiency of the sales such that they can develop the sales presentation strategy for the customers. For those who are the hedonic customers may be apt to show more interest to the promotion goal. Therefore it may work to strengthen the design, style or new technology of the products to the hedonic customers. On the contrary for the utilitarian customers, it may work to strengthen the price competitiveness. On the basis of the result from our studies, we demonstrated a correspondence among hedonic versus utilitarian and promotion versus prevention goal, WOM. Similarly, we also found evidence of the moderator effects of satisfaction after use, between the prevention goal and WOM. Even though the prevention goal has the low level of relation to WOM, those who are not satisfied show higher relation to WOM. The relation between the prevention goal and WOM is significantly different according to the satisfaction versus unsatisfaction. In addition, improving the promotion emotions of cheerfulness and excitement and the prevention emotion of confidence and security will further improve customer loyalty. A related potential further research could be to examine whether hedonic versus utilitarian, promotion versus prevention goals improve customer loyalty for services as well. Under the budget and time constraints, designers and managers are often compelling to choose among various attributes. If there is no budget or time constraints, perhaps the best solution is to maximize both hedonic and utilitarian dimension of benefits. However, they have to make trad-off process between various attributes. For the designers and managers have to keep in mind that without hedonic benefit satisfaction of the product it may hard to lead the customers to the customer loyalty.