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

• The Journal of Korean Academy of Prosthodontics
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• v.47 no.2
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• pp.108-118
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• 2009

Statement of problem: Volume stability, microstructure reproducibility and fluidity along with compatibility with dental stone must be in consideration in order to use tissue conditioner as a material for functional impression. There are few studies concerning the influence of time factor in oral condition on surface roughness of the stone and optimal retention period in the oral cavity considering such changes in surface roughness. Purpose: The purpose of this study was to find out the influence of various kinds of tissue conditioner, its powder/liquid ratio and immersion time on surface roughness of the stone. Material and methods: Materials used in this study were the three kinds of tissue conditioners(Coe-Comfort, Visco-Gel, Soft-Liner) and were grouped into three: group R-mixed with standard powder/liquid ratio that was recommended by the manufacturers, group M-mixed with 20% more powder, group L-mixed with 20% less powder. Specimens were made with the size of 20 mm diameter and 2 mm width. Each tissue conditioner specimens were subdivided into 5 groups according to the immersion time(0 hour, 1 day, 3 days, 5 days, 7 days), completely immersed into artificial saliva and were stored under $37^{\circ}C$. Specimens of which the given immersion time elapsed were taken out and were poured with improved stone, making the stone specimens. Surface roughness of the stone specimens was measured by a profilometer. Results: Within the limitation of this study, the following results were drawn. 1. Major influencing factor on surface roughness of the stone model made from tissue conditioner was the retention period(contribution ratio($\rho$)=62.86%, P<.05) of the tissue conditioner in oral cavity to make functional impression. 2. In case of Coe-Comfort, higher mean surface roughness value of the stone model with statistical significance was observed compared to that of Soft-Liner and Visco-Gel as immersion time changes(P<.05). 3. In case of group L(less), higher mean surface roughness value of the stone model with statistical significance was observed compared to that of R(recommended) and M(more) group as immersion time changes(P<.05). Conclusion: We may conclude that as the retention period of time in oral cavity influences surface roughness of the stone model the most and as the kind of tissue conditioner and its P/L ratio may influence also, clinician should well understand the optimal retention period in oral cavity and choose the right tissue conditioner for the functional impression, thus making the functional impression with tissue conditioner usefully.

• Korean Journal of Heritage: History & Science
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• v.44 no.1
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• pp.72-105
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• 2011

This study explores the value of the Dicentra spectabilis community as a nature reserve in provincial forests at San 1-2, Daea-ri, Dongsang-myeon, Wanju-gun, Jellabuk-do, also known as Gamakgol, while defining the appropriateness of its living environment and eventually providing basic information to protect this area. For these reasons, we investigated 'morphological and biological features of Dicentra spectabilis' and the 'present situation and problems of designing a herbaceous nature reserve in Korea.' Furthermore, we researched and analyzed the solar, soil and vegetation condition here through a field study in order to comprehend its nature reserve value. The result is as follows. According to the analytic result for information on the domestic wild Dicentra spectabilis community, it is evenly spread throughout mountainous areas, and there is one particularly outstanding in size in Wanju Gamakgol. Upon the findings from literature and the field study about its dispersion, Gamakgol has been discovered as an ideal district for Dicentra spectabilis since it meets all the conditions this plant requires to grow vigorously, such as a quasi-high altitude and rich precipitation during its period of active growth duration in May. Dicentra spectabilis grows in rocky soil ranging from 300~375m above sea level, 344.5m on average, towards the north, northwest and dominantly in the northeast. The mean inclination degree is $19.5^{\circ}$. Also, upon findings from analyzing solar conditions, the average light intensity during its growth duration, from Apr. to Aug., is 30,810lux on average and it tends to increase, as it gets closer to the end. This plant requires around 14,000~18,000lux while growing, but once bloomed, fruits develop regardless of the degree of brightness. The soil pH has shown a slight difference between the topsoil, at 5.2~6.1, and subsoil, at 5.2~6.2. Its mean pH is 5.54 for topsoil and 5.58 for subsoil. These results are very typical for Dicentra spectabilis to grow in, and other comparative areas also present similar conditions. Given the facts, the character of the soil in Gamakgol has been evaluated to have high stability. Analysis of its vegetation environment shows a wide variation of taxa numbering from 13 to 52 depending on area. The total number of taxa is 126 and they are a homogenous group while showing a variety of species as well. The Dicentra spectabilis community in the Daea-ri Arboretum is an herbaceous community consisting of dominantly Dicentra spectabilis, Cardamine leucantha, Boehmeria tricuspi and Impatiens textori while having many differential species such as Impatiens textori, Pueraria thunbergiana, Rubus crataegifolius vs Staphylea bumalda, Securinega suffruticosa, and Actinidia polygama. It suggests that it is a typical subcolony divided by topographic features and soil humidity. Considering the above results on a comprehensive level, this area is an excellent habitat for wild Dicentra spectabilis providing beautiful viewing enjoyment. Additionally, it is the largest wild colony of Dicentra spectabilis in Korea whose climate, topography, soil conditions and vegetation environment can secure sustainability as a wild habitat of Dicentra spectabilis. Therefore, We have determined that the Gamakgol community should be re-examined as natural asset owing to its established habitat conditions and sustainability.