• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.5
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• pp.185-196
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• 2023

This paper investigates the effects of entrepreneurs' cognitive biases on business opportunity evaluation, given their strong entrepreneurial spirit, which is characterized by innovation, proactivity, and risk-taking. When making decisions related to business activities, entrepreneurs typically make rational judgments based on their knowledge, experience, and the advice of external experts. However, in situations of extreme stress or when quick decisions are required, they often rely on heuristics based on their cognitive biases. In particular, we often see cases where entrepreneurs fail because they make decisions based on heuristics in the process of evaluating and selecting new business opportunities that are planned to guarantee the growth and sustainability of their companies. This study was conducted in response to the need for research to clarify the effects of entrepreneurs' cognitive biases on new business opportunity evaluation, given that the cognitive biases of entrepreneurs, which are formed by repeated successful experiences, can sometimes lead to business failure. Although there have been many studies on the effects of cognitive biases on entrepreneurship and opportunity evaluation among university students and general people who aspire to start a business, there have been few studies that have clarified the relationship between cognitive biases and social networks among entrepreneurs. In contrast to previous studies, this study conducted empirical surveys of entrepreneurs only, and also conducted research on the relationship with social networks. For the study, a survey was conducted using a parallel survey method using online mobile surveys and self-report questionnaires from 150 entrepreneurs of small and medium-sized enterprises. The results of the study showed that 'overconfidence' and 'illusion of control', among the independent variables of entrepreneurs' cognitive biases, had a statistically significant positive(+) effect on business opportunity evaluation. In addition, it was confirmed that the moderating variable, social network, moderates the effect of overconfidence on business opportunity evaluation. This study showed that entrepreneurs' cognitive biases play a role in the process of evaluating and selecting new business opportunities, and that social networks play a role in moderating the structural relationship between entrepreneurs' cognitive biases and business opportunity evaluation. This study is expected to be of great help not only to entrepreneurs, but also to entrepreneur education and policy making, by showing how entrepreneurs can use cognitive biases in a positive way and the influence of social networks.

• Journal of The Korean Association of Information Education
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• v.24 no.1
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• pp.59-69
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• 2020

The purpose of this study is to design the framework of evaluation on learner's cognitive skill for artificial intelligence(AI) education through computational thinking. To design the rubric and framework for evaluating the change of leaner's intrinsic thinking, the evaluation process was consisted of a sequential stage with a) agency that cognitive learning assistance for data collection, b) abstraction that recognizes the pattern of data and performs the categorization process by decomposing the characteristics of collected data, and c) modeling that constructing algorithms based on refined data through abstraction. The evaluating framework was designed for not only the cognitive domain of learners' perceptions, learning, behaviors, and outcomes but also the areas of knowledge, competencies, and attitudes about the problem-solving process and results of learners to evaluate the changes of inherent cognitive learning about AI education. The results of the research are meaningful in that the evaluating framework for AI education was developed for the development of individualized evaluation tools according to the context of teaching and learning, and it could be used as a standard in various areas of AI education in the future.

• Fashion & Textile Research Journal
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• v.24 no.2
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• pp.229-240
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• 2022

This study explores the effect of anthropomorphism on fashion chatbot reliability, mediated by perceived intelligence and cognitive evaluation. The moderating effects of individuals' need for human interaction between chatbot anthropomorphism and perceived intelligence, cognitive evaluation, and chatbot reliability are also explored. Participants, who were recruited through the online research firm, responded to questions after watching a video clip showing a conversation with a fashion chatbot on a mobile screen. The data were collected through Mturk, a crowdsourcing platform with an online research panel. All responses (N = 212) were analyzed using SPSS 26.0 for the descriptive statistics, frequency analysis, reliability analysis, exploratory factor analysis, and PROCESS procedure. The results demonstrate that chatbot anthropomorphism increases chatbot reliability, and this is mediated by chatbot intelligence. Although chatbot anthropomorphism increases cognitive evaluation, the effect of cognitive evaluation on chatbot reliability is not significant; thereby, the effect of chatbot anthropomorphism on chatbot reliability is not mediated by the cognitive evaluation. The direct effect of anthropomorphism on chatbot reliability is also moderated by individuals' need for human interaction. For participants with a high need for human interaction, chatbot anthropomorphism increases chatbot reliability; however, anthropomorphism does not significantly affect chatbot reliability for participants with a low need for human interaction. The study's findings contribute to expanding the literature on consumers' new technology acceptance by testing the antecedents affecting service reliability.

• Archives of design research
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• v.15 no.4
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• pp.243-252
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• 2002

The enlarge the range of internet users require user centered design method what understanding of cognitive faculties about users by different age groups. This study aims at analyzing cognitive faculties about visual information on web interface by different age groups, presenting visual perception cognitive process model as an evaluation model and proposing an effective web interface design guideline, On the basis of analyzing cognitive faculties verified what each detail property of visual perception cognitive process model as form, color, space, movement and physiological, physical cognitive faculties had have individual cognitive faculties. As the result visual perception cognitive process model suggested in this study can be used as an evaluation model of web interface and users' cognitive faculties analyzed in visual perception measurement by different age groups can be applied as a web interface design guideline. In addition, this study has a meaning in that it makes a chance to extend a web designer's roles and establish a direction of future research by usability of different age groups.

• Journal of Distribution Science
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• v.13 no.5
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• pp.61-70
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• 2015

Purpose - This study investigates whether the effectiveness of self trait-advertisement versus communion-focused advertisement on product evaluations depends on a type of pride felt as ambient emotion. It also explores whether the mediating roles of cognitive and affective response to the effect of the advertisement type on product evaluation are moderated by types of pride such as hubristic pride or authentic pride. Research Design, Data, and Methodology - This research uses a restaurant service as the experimental object and employs a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) between-subjects design, with cognitive response and affective response as within-subject. Each experimental group consisted of 40 undergraduate students assigned to participate in the experiment. One questionnaire from the authentic pride and self-trait focused advertisement group and two questionnaires from the hubristic pride and communion-focused advertisement group were removed due to answer errors, resulting in a participant number of 157. The author conducts a 2 (pride type: hubristic pride vs. authentic pride) × 2 (advertisement type: self trait-focused advertisement versus communion-focused advertisement) ANOVA on advertised product evaluations, and to better understand the interaction effects, also conducts separate analysis of the hubristic and the authentic pride groups. Additionally, the study conducts mediated moderation analysis to check the mediation role difference of the cognitive response and the affective response to each advertisement on the interaction effects on product evaluations between the hubristic and the authentic pride groups. Results - The findings indicate that participants in the hubristic pride group more positively evaluate the product in self-trait focused advertisement, whereas participants in the authentic pride group more positively evaluate the product in communion-focused advertisements. In addition, the mediating role of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation is partially moderated by the pride type. However, the mediating role of affective response on the positive interaction effect of advertisement type and pride type on the product evaluation is not moderated by the pride type. Conclusions - The results of this study contribute to advertisement theory development by exploring interaction effects of ambient pride type and advertisement type on product evaluation, as well as to the theory of consumer behavior by exploring how pride type moderates the mediating roles of cognitive response on the positive interaction effect of advertisement type and pride type on product evaluation. From the perspective of the current research, advertisers should research what kinds of events consumers have experienced to increase the effectiveness of their advertisements, and use self-trait advertisements when consumers are grouped under ambient hubristic pride, and use communion-focused advertisements when consumers are grouped under ambient authentic pride. However, future research is necessary to discover the reasons why the mediating role of affective response to advertisements in the interaction effects of pride type and advertisement type on product evaluation is not moderated by pride type.

• Korean Journal of Applied Biomechanics
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• v.30 no.3
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• pp.265-273
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• 2020

Objective: The aim of this study was to investigate the effect of participation in contact sports on neurocognitive scores, dual-task walking velocity, and cognitive costs in retired athletes. Method: Forty-four retired athletes (mean age = 26.4±5.5 yrs) and thirty-eight controls (mean age = 26.1±4.9 yrs) participated in this study. Neurocognitive score was collected using computerized neurocognitive testing using RehaCom. Gait velocity was collected one single task, four dual-tasks, and two multi-tasks using Optogait. Mann-Whitney U test was performed to compared differences in cognitive scores among groups. A mixed-design two-way ANOVA and Bonferroni posthoc test were used to assess the effect of group and walking tasks for each condition. Results: The auditory divided attention of neurocognitive score of retired athletes was higher than the control group (p < 0.05). No statistical differences were observed in the other neurocognitive scores between groups. The changes in walking velocity and cognitive costs according to the dual-task walking tests differed between the two groups (p < 0.05). Conclusion: Although participation in contact sports did not affect the neurocognitive results of retired athletes, it could be confirmed that the reduction in walking velocity and an increase in cognitive costs during dual-task walking. Rather than observing only neurocognitive scores as a single evaluation item for cognitive evaluation of retired athletes in relation to daily life, the application of the dual-task gait test may provide useful information.

• Journal of Korean Clinical Health Science
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• v.10 no.2
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• pp.1600-1606
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• 2022

Objective: This study was to compares and analyzes programs applied to improve cognitive function in patients with mild cognitive impairment and early dementia in the community to find out their effectiveness. Methods: In this study, 12 papers were finalized by searching for "elderly", "cognitive", "community", and "program" using the database of the Research Information System (RISS), National Assembly Library, and Korean Studies Information (KISS). Results: Programs for cognitive function were in the order of cognitive stimulation program, arts and crafts, and exercise program. In the program, rather than applying the cognitive stimulation program alone, the program was operated by combining leisure or exercise, music, art, and handicraft. The time was shown to be 30 minutes. The most frequently used evaluation tool was MMSE, followed by GDS and BBS. By cognitive domain, cognitive stimulation program and memory, satisfaction in psychology, and balance ability in exercise were evaluated the most. In the cognitive area, various cognitive stimulation areas were included, and in the exercise area, basic exercise, muscle strength exercise, joint exercise, and balance exercise were applied. Conclusion: Therefore, developing a program to improve cognitive function for mild cognitive impairment, it will be possible to prepare guidelines to establish and development.

• Journal of The Korean Association For Science Education
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• v.28 no.3
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• pp.227-240
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• 2008

Cognitive conflict is well recognized as an important factor in conceptual change and is widely used in developing constructivism-based curricula. However, cognitive conflicts can also contribute to student anxiety during learning, which, when not properly addressed, can have negative impacts on students' motivation and achievement. Therefore, instructors need to be aware of the impacts of introducing cognitive conflicts in their instruction. We need a practical instrument that can help identify the existence and features of cognitive conflicts introduced by the instruction and the resulting anxiety. Based on the literature on studies of cognitive conflicts and student anxiety, we developed a quantitative instrument, the In-class Conflict and Anxiety Recognition Evaluation (iCARE), and used it to monitor the status of students' cognitive conflicts and anxiety in Physics by Inquiry (PBI) classes. In this paper, we introduce this instrument and present the types of information that can be obtained. Research and pedagogical values of this instrument are also discussed.

• Proceedings of the ESK Conference
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• 1992.10a
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• pp.90-95
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• 1992

In this study, the application of fuzzy hierarchical analysis for modeling the inspection tasks with respect to the the improtances of the cognitive factors is considered and it's validity in cognitive researches is confirmed. The results of the relative importance of various cognitive factors can be served as a selection criteria for efficient inspection performance and the information of skilled learning for a inspection training program.

• Environmental Analysis Health and Toxicology
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• v.25 no.3
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• pp.187-195
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• 2010

Nanotechnology is the fastest growing area in scientific research and it has important applications in a wide variety of fields. Nevertheless, consumers encountered this new technology without any identification of risks and benefits. Also until now, there are no specific safety evaluation methods for nanotechnology. For this reason, we studied risk communication strategy for nanotechnology to prepare its application in commercialized products on public. A survey was conducted to identify the differences in perception between public (N=110) and expert (N=37) toward applied nanotechnology in food, drugs and cosmetic products. The survey results were used to draw up a risk cognitive map which was introduced by Paul Slovic, and the perception level of public and expert on nanotechnology was evaluated. As a result of the survey, public recognized nanotechnology as "unknown but low dread" risk factor, but expert recognized it as "unknown and high dread" risk factor. These results indicate that there are perception differences between two groups. Several risk communication strategies are reported including care, consensus and risk communication. In the case of nanotechnology, it contains both risks and benefits. Considering the nature of nanotechnology, the "consensus communication" which informs consumers about risks and benefits of issues is the most appropriate strategy.