• Archives of design research
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• v.19 no.1 s.63
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• pp.215-224
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• 2006

As the competition becomes more severe, the importance of brand confidence is coming to the front mainly because there has been a tendency of the customer for choosing a product or service in conjunction with the confidence. The concept of brand personality has formed as a result of various efforts for establishing a differentiated and confident brand image. The brand personality is regarded a useful mean for meeting objectives of a corporation for establishing a distinctive brand identity as well as customers for expressing their self-image. In line with the growing importance of the brand personality, researchers have attempted to measure it by various methods. However, most of researches were based on verbal and quantitative methods which take a long period of time and lots of efforts to analyze their results. Such methods also have limitations for visualizing the results. In this vein, this study aims to develop a new visible brand personality measurement system by utilizing the purpose-designed avatar. Major findings of the study are as follows: Firstly, the avatar can be an effective mean for visualizing the brand personality. As the avatar can visualize the personalities of human-beings through facial expressions, clothing, attitudes and movements, a specially designed avatar can express the brand personality. Secondly, types of the brand personality can be segregated into distinctive seven classes and such classes are used as guidelines for developing specially designed brand personality avatars. Thirdly, the purpose-designed brand personality avatar can be an effective mean for measuring the brand personality as a result of various tests for the validity. In condusion, avatar can be a more powerful tool than language for measuring the brand personality.

• The Journal of the Korea Contents Association
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• v.14 no.6
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• pp.84-92
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• 2014

Unlike traditional advertising practice, product placement(ppL) has several advantages such as avoiding zapping and working as celebrity endorsement. Previous research has been mainly focused on the presentation style of the PPL. However, to understand the effect of the PPL process properly, it is necessary to study the audience's personality. Therefore, this study attempted to investigate the relationship between audience's consumption tendency and the effect of the PPL. More specifically: the current study examined the influence of the brand consciousness and impulsive buying tendency on the attitude toward the PPL. The results showed that people considered to be highly brand conscious and impulsive buying tendency seem to have more favorable attitude toward the PPL. Indeed, self-esteem have a positive influence on the attitude toward the PPL. Therefore, consumer's personality is related to their response to the PPL.

• Journal of the Korea Furniture Society
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• v.17 no.3
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• pp.69-78
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• 2006

Recently, the aspect of consumers' preference for design has been changed to a pattern of respect for personality, based on 'personal value of passion'. The differentiated personal passion of modern people does not allow them to select mass-produced industrial product, and leads them to choose life style different from others. Specially, consumers want to express. their differentiated personality by preferring and possessing the originally designed products. Therefore, the originally designed products that are clearly identifiable become the object of consumers' consideration, and stimulate the consumers' desire to purchase. According to new needs of consumers, it is required to reconsider the old design pattern of furniture based on simplicity and propose new design for furniture to meet the needs of consumers. Mass production has resulted in a strong focus on simplicity rather than difficulty and complexity of the production process. This tendency shows the design pattern that leans toward one side excluding the expression of correlative concept among design elements. This one sided design leads modern people to have no personality, and shows only simple and uniform expression of passion. Therefore, this paper is purposed to develop furniture with more personality by applying correlative concept that has been taken less seriously in the field of design to furniture design.

• Journal of information and communication convergence engineering
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• v.18 no.1
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• pp.55-60
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• 2020

As personalized customer services create a society that emphasizes the personality of an individual, the number of product reviews and quantity of user data generated by users on the internet in mobile shopping apps and sites are increasing. Such product review data are classified as unstructured data. Unstructured data have the potential to be transformed into information that companies and users can employ, using appropriate processing and analyses. However, existing systems do not reflect the detailed information they collect, such as user characteristics, purchase preference, or purchase priority while analyzing review data. Thus, it is challenging to provide customized recommendations for various users. Therefore, in this study, we have developed a product recommendation system that takes into account the user's priority, which they select, when searching for and purchasing a product. The recommendation system then displays the results to the user by processing and analyzing their preferences. Since the user's preference is considered, the user can obtain results that are more relevant.

• Journal of the HCI Society of Korea
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• v.13 no.2
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• pp.31-44
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• 2018

In the IoT environment, various things could be connected. Those connected things learn and operate themselves, by acquiring data. As human being, they have self-learning and self-operating systems. In the field of IoT study, therefore, the key issue is to design communication system connecting both of the two different types of subjects, human being(user) and the things. With the advent of the IoT environment, much research has been done in the field of UI design. It can be seen that research has been conducted to take complex factors into account through keywords such as multi-modality and interusability. However, the existing UI design method has limitations in structuring or testing interaction between things and users of IoT environment. Therefore, this paper suggests a new UI prototyping method. In this paper, the major analysis and studies are as follows: (1) defined what is the behavior process of the things (2) analyzed the existing IoT product (3) built a new framework driving personality types (4) extracted three representative personality models (5) applied the three models to the smart home service and tested UI prototyping. It is meaningful with that this study can confirm user experience (UX) about IoT service in a more comprehensive way. Moreover, the concept of the personality of things will be utilized as a tool for establishing the identity of artificial intelligence (AI) services in the future.

• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.1
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• pp.67-81
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• 1997

The main purpose of this study was to compare the characteristics of male innovators and of male opinion leaders across product categories in terms of personality, attitudes, social participation, media usage patterns and demographic aspects. Six product categories such as clothing, cosmetics, small electronic appliances, medium-large electronic appliances, interior supplies and sports-leisure goods was used. A valid and reliable self-report scale was used to measure innovativeness and opinion leadership for 423 male adults living in social area Analyses showed that venturesomeness is the most common characteristics between innovators and opinion leaders across product categories. Innovators showed higher tendency of narcissism while opinion leadership showed higher cosmopolitainsm. Common charateristics of innovators and of opininion leaders of both clothing and cosmetics are cosmopolitanism, narcissism, exhibitionism, venturesomeness. The degrees of social participation and media usage patterns were different according to product categories for both innovators and opinion leaders. The implications of these findings for diffusion theory and merchandising were discussed.

• Korean Journal of Childcare and Education
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• v.11 no.2
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• pp.5-20
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• 2015

The purpose of this research is to introduce the fundamental data to develop a program to educate parents properly. To do so, the research investigates the relationship between the father's personal variables and the child's creative personality and emotional intelligence, and searches for what variable shave a significant influence on the balanced growth of a child among a father's personal variables. The participants of study were 200 children of 3~5 years old enrolled in kindergarten or child care centers located in mostly DaeGu city and GyeongBuk provinces. The research applied two tools by measuring the child's creative personality, and observing test paper for a child's emotional intelligence. The data was analyzed by the ANOVA test, Scheff$\acute{e}$ s post-hoc test, Pearson's product moment correlation test and multiple regression analysis. In subordinate variables of a child's creative personality, significance difference was discernable partly with the father's salary and education levels. However, there was no significance difference with the father's age. Especially, the positive influence of the father's education level is apparent on the entire child's creative personality variables, uniqueness and imaginative amusement. Influence Emotional self-awareness shows on entire creative personality variables, uniqueness, diverse interest and imaginative amusement. Emotional awareness in others influences on diverse interest, imaginative amusement. Others emotional control influences positively on entire creative personality. The results of this study suggest that the child's emotional intelligence are significant method to improve the child's creative personality in the education field.

• Journal of Global Scholars of Marketing Science
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• v.5
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• pp.171-204
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• 2000

This paper intends to investigate the hierarchical effects of personality variables and values on pro-environmental product purchase and recycling behaviors mediated by 3 factor environmental attitudes. Previous literature review on pro-environmental behaviors has three categories of research trends. The first category generally done during 70's and early 80's is mainly focused on identifying pro-environmental consumer groups. Second stream of studies has focused on the mediating and moderating effects of variables, such as PCE, environmental knowledge, the perceived importance of behavioral consequences etc., on various pro-environmental behaviors. The last and latest trends of literature is focused on hierarchical and interactive effects of variables on behaviors. Following the trends of literature is review of such specific variables as social responsibility, community mindedness, locus of control, values, and environmental attitudes. The result shows that both locus of control and social responsibility have positive effects on two of environmental attitudes, harmony with nature and limits to growth, but community mindedness did not have effects on environmental attitudes. And social belonging value has positive effects on two of environmental attitudes, limits to growth and nature over human, and environmental value has positive effects on the formation of harmony with nature and limits to growth. But self-actualization has negative effects. And it's also suggested the positive effects of environmental attitudes on purchase and recycling behaviors. Specifically, all environmental attitude variables have positive effects on the formation of pro-environmental product purchase and recycling behaviors except in case of the effects of nature over human to recycling. And it's also revealed that pro-environmental product purchase is a preceeding behavior to recycling behavior, which suggest that consumers have to purchase environment friendly and recyclable products in order to engage in effective recycling behavior. Various applications of the results are discussed in the conclusion.

• Korean Journal of Community Nutrition
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• v.13 no.2
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• pp.189-198
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• 2008

This study investigated the influences of the beverage intake on food behavior and personality for 1295 adolescents. The results were as follows. The favorite beverage was 'fruit juice', and preference of 'coffee' was the lowest. 'Milk and dairy product' was highest and 'milkshake' was lowest in intake frequency of beverage. The preference correlated positively(r = 0.391) with the intake frequency of beverage, especially high in 'green tea and black tea'(r = 0.622), 'coffee'(r = 0.581), 'carbonated drink'(r = 0.538), and 'milk and dairy product'(r = 0.501). The explanation power(R2) of beverage preference on beverage intake was 0.153. The explanation power($R^2$) of beverage intake on food behavior was 0.127, and 'carbonated drink' and 'coffee' as well as 'milkshake' had a negative influence on food behavior: however, 'milk and dairy product', 'green tea and black tea', and 'fruit juice' had a positive influence on food behavior. The relationship of beverage intake and sociality was very low($R^2$= 0.013), and 'isotonic drink' and 'green tea and black tea' had a positive influence on sociality. The relationship between beverage intake and anger expression was also very low. 'Coffee' showed a positive relationship with anger-in. 'Carbonated drink' and 'milkshake' showed a positive result with anger-out. 'Milkshake' showed a negative relation with anger-control, but 'green tea and black tea' and 'milk and dairy product' showed a positive relation. From these results, it was necessary to develop the practical nutritioneducation program on proper beverage choice for adolescents leading to better metal and physical status.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.2
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• pp.382-396
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• 2016

This study explores 1) the cultural meanings that television beauty programs deliver, 2) the ways consumers consume TV beauty programs, and 3) the differences in the meaning of television beauty programs according to personality types. An Enneagram was used to define different personality types. The Enneagram explained personalities according to underlying core energies and was useful to grasp consumer behavior. Exploratory data were collected through in-depth interviews of fifteen women in their twenties who watched television beauty programs regularly. The personality types were classified according to three core energies: head-centered, heart-centered, or body-centered. The results were: First, television beauty programs were celebrity-focused, product-focused, and consumer-focused. They were found to help consumers improve their appearance in an appearance-oriented contemporary society by sharing appearance management information. Second, consumers consumed the products from television beauty programs as well as sought a "beautifully transformed self". Third, cultural meanings moved first from a culturally-constituted world to consumer goods through television beauty programs that then moved these goods to the individual consumer through symbolic consumption behavior along with grooming rituals, evaluation practices, appreciation practices, and accounting practices. Symbolic consumption behavior differed with personality type: heartcentered consumers transferred meaning through grooming rituals and appreciation practices, head-centered consumers through evaluation practices, and body-centered consumers through accounting practices.