• Asia Marketing Journal
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• v.25 no.2
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• pp.84-98
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• 2023

A salient identity influences individuals' judgment on products. The current research investigates why identity salience sometimes produces asymmetric effects on an individual's judgment such that a salient identity often influences judgment on identity-congruent products only or identity-incongruent products only. Across two experiments, this research proposes and shows that the valence of identity-incongruent and identity-congruent attributes determines the direction of the asymmetric identity salience effects. Specifically, when an attribute of an identity-incongruent product is positively- (negatively-) valenced, identity salience influences judgment through a decreased (increased) preference for the identity-incongruent (identity-congruent) product.

• The Journal of Korean Physical Therapy
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• v.22 no.6
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• pp.43-51
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• 2010

Purpose: This study examined the influence of visuomotor congruency on learning a relative phase relationship between a single joint movement and an external signal. Methods: Participants (N=5) were required to rhythmically coordinate elbow flexion-extension movements with a continuous sinusoidal wave (0.375 Hz) at a $90^{\circ}$ relative phase relationship. The congruent group was provided online feedback in which the elbow angle decreased (corresponding to elbow flexion) as the angle trajectory was movingup, and vice versa. The incongruent group was provided online feedback in which the elbow angle decreased as the angle trajectory was moving down, and vice versa. There were two practice sessions (day 1 and 2) and each session consisted of 6 trials per block (5 blocks per session). Retention tests were performed 24 hours after session 2, and only the external sinusoidal wave was provided. Repeated ANOVAs were used for statistical analysis. Results: During practice, the congruent group was significantly less variable than the incongruent group. Phase variability in the incongruent group did not significantly change across blocks, while variability decreased significantly in the congruent group. In retention, the congruent group produced the required $90^{\circ}$ relative phase pattern with significantly less phase variability than the incongruent group. Conclusions: Congruent visual feedback facilitates learning. Moreover, the deprivation of online feedback does not affect the congruent group but does affect the incongruent group in retention.

• Science of Emotion and Sensibility
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• v.17 no.3
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• pp.107-116
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• 2014

In the current study, it is suggested that when two emotions are presented through cross-modality, such as auditory and visual, incongruence will influence arousal, recognition, and recall of subjects. The first hypothesis is that incongruent cross-modality does not only increase arousal more than the congruent, but it also increases recall and recognition more than congruent. The second hypothesis is that arousal modulates recall and recognition of subjects. To demonstrate the two hypotheses, our experiment's conditions were manipulated to be congruent and incongruent by presenting positive or negative emotions, visually and acoustically. For dependent variables, we measured recall rate and recognition rates. and arousal was measured by PAD (pleasure-arousal-dominance) scales. After eight days, only recognition was measured repeatedly online. As a result, our behavioral experiment showed that there was a significant difference between arousal before watching a movie clip and after (p<.001), but no difference between the congruent condition and incongruent condition. Also, there was no significant difference between recognition performance in the congruent condition and incongruent condition, but there was a main effect of the clips' emotions. Interestingly after analyzing recognition rates separately depending on clips' emotions, there was a significant difference between congruent and incongruent conditions in the only negative clip (p= .044), not in the positive clip. In a detailed result, recognition in the incongruent condition is more than in the congruent condition. Furthermore, in the case of recall performance, there was a significant interaction between the clips' emotions shown in the clips and congruent conditions (p=.039). Through these results, the effect of incongruence with negative emotion was demonstrated, but an incongruent effect by arousal could not be demonstrated. In conclusion, in our study, we tried to determine the impact of one method to convey a story dramatically and have an effect on memory. These effects are influenced by the subjects' perceived emotions (valence and arousal).

• The Journal of the Korea Contents Association
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• v.12 no.2
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• pp.420-428
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• 2012

Previous researches on advertising type of extension product have limitations in focusing on adult and simplifying advertising type of extension product as elaborational/relational ad. This study expands to children and subdivides advertising type of extension product by elaborational/relational/elaborational-relational ad. Based on these experimental setting, this study investigates the effects of interaction between age and advertising type in incongruent brand extension. The results show that adult's evaluation on incongruent extension product is the most favorable in elaborational-relational ad. On the other hand, children's evaluation on incongruent extension product is the most favorable in elaborational ad. Based on these findings, theoretical and practical implication and future direction are discussed.

• Journal of radiological science and technology
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• v.27 no.4
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• pp.37-41
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• 2004

Purpose : Raise ability cultivation in presence at a sicked business by performance management estimation of device through measurement. Also Learn a technology that measure exact tube voltage, exposure time, output dose. And it is to grasp photofluorography X-ray generator existing circumstances using at hospital. Material & Method : Investigated Photofluorography X-ray generator(inside, outside each 10) of 10 university hospitals using tube voltage, exposure time, output dose measuring instrument. Result : Photofluorography device that tube voltage correctness is incongruent by examination PAE decision came out 3, and at exposure time correctness examination 2 incongruent, Also 3 that calculate coefficient of variation about exposure in repeatability examination of exposure were incongruent. Inappropriate photofluorography device is 5 outside hospital(mobile unit) and the thing in hospital was 3 in 3 kind of efficiency test. It appeared high that photofluorography device outside hospital is more incongruent than thing in hospital. Conclusion : May ready situation that can offer patient medical service of good quality by radiation exposure reduction, image quality administration, retake decrease etc. by keeping performance of Photofluorography device. Therefore, is considered that need on-time efficiency test.

• Asia Marketing Journal
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• v.15 no.4
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• pp.161-186
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• 2014

There are many cases of rebranding and its numbers are growing. However, rebranding is still under research in the academic field, and there is no guideline on the effective way to change brand name. The objective of this paper is to integrate two inconsistent predictions from categorization theory and schema incongruity theory: a negative linear relationship (categorization theory) versus an inverted-U-shape relationship (schema incongruity theory) between brand name incongruity and consumer evaluation into one framework. Specifically, this study examines how the effect of incongruity between an existing brand name and a new brand name (hereafter called "brand name incongruity") on the new brand name attitude differs depending on a consumer's individual characteristics (need for cognition). The experiment demonstrates that consumers with a high need for cognition show a better attitude towards a new brand name when the brand name was rebranded moderately incongruent compared to congruent or extremely incongruent. Thus, the experiment demonstrates that there is an inversed U-shape relationship between brand name incongruity and new brand name evaluation for consumers with a high need for cognition. On the contrary, consumers with a low need for cognition show a better attitude towards a new brand name when the brand name is rebranded congruently compared to incongruent conditions (moderate incongruity and extreme incongruity). This result indicates that there is a negative linear relationship between brand name incongruity and new brand name evaluation. Key theoretical and managerial implications of the present study are as follows. This study integrates two alternative views of research on incongruity evaluation into one framework by demonstrating that need for cognition moderates the relationship between brand name incongruity and consumer evaluation. This present study provides a conceptual basis for understanding consumer evaluation towards a new brand name. Next, though rebranding is a very important decision making of brand management, there is no guideline on how to change a brand name. The findings of this research can suggest which degree of change is optimal when rebranding in order to utilize and strengthen existing brand equity. More specifically, when our target customer has high need for cognition, moderately incongruent rebranding can be optimal, whereas for those with low need for cognition, rebranding in accordance with existing brand name will be optimal.

• Journal of the Korean Crystal Growth and Crystal Technology
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• v.1 no.2
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• pp.1-14
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• 1991

In growing single crystals, which exhibit incongruent melting behavor, it is extremely difficult to maintain the stoichiometry of its chemical compositions for given crystals. For instance, $LiNbO_3$ is a typical one which exhibits such incongruent melt, especially with a large solid solution region that makes it difficult to maintain the chemical compositions. Such a variation can then cause a serious problem for the practical applications in designing a precision electro /optic device. Of the known methods of determining its composition and quality, an optical technique of measuring refractive index of the crystals has been implemented. This technique is also capable of determining optical uniformity of the grown crystals and the chemical compositions. The technique used for such characterizations is herein described and some of results are discussed.

• Journal of Radiation Protection and Research
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• v.34 no.1
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• pp.31-36
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• 2009

The purpose of this study is to measure the tube voltage, the tube current/volume, exposure time and exposure dose of diagnostic X-ray unit in each doctor offices, hospitals and general hospitals for evaluating the performance of such device, to learn the method and technology of its measurement and to suggest its importance. Research subjects were total 30 X-ray units and divided into groups of 10 X-ray units each. The tube voltage, the tube current/volume, exposure time and exposure dose were measured using percentage average error, and then reproducibility of exposure dose was measured through calculating coefficient of variation. The results are like followings; The tube voltage correctness examination showed that incongruent devices among total 30 X-ray units were 5 devices (16.7%). The tube current correctness examination showed that incongruent X-ray units were 3 devices (10.0%). The tube current volume correctness examination showed that incongruent X-ray units were 4 devices (13.3%). Finally, according to exposure time correctness examination, incongruent X-ray units were 5 devices (16.7%) and according to reproducibility examination of exposure dose, incongruent X-ray units were 7 devices (23.3%). Above results showed serious problem in performance management based on management regulation of diagnostic X-ray unit; it means that regular checkout and safety management are required, and as doing so, patients will be able to receive good quality of medical service by the reduction of radiation exposure time, image quality administration, unnecessary retake and etc. Therefore, this study suggests that the performance of diagnostic X-ray units should be checked regularly.

• Journal of Korea Multimedia Society
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• v.20 no.6
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• pp.950-959
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• 2017

Even though there are many studies on emotion recognition using EEG, there is a few research on specific emotion recognition in detail. In this paper, we construct test videos and conduct congruent-incongruent test for analysis on fear of crime. We compared the differences of event-related potential of subjects before and after watching the video using the congruent-incongruent test and analyzed the fear that subject perceived. Our results demonstrate that subjects showed lower amplitudes for unexpected stimuli in the PZ, POZ, and OZ electrodes of the occipital lobe, which process visual stimuli. These results indicate that the perception of subject is slower for unexpected objects.

• Journal of Microbiology
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• v.44 no.4
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• pp.453-456
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• 2006

16 chicken isolates and four clinical isolates of VanB-vanA incongruent vancomycinresistant Enterococcus faecium strains without vanS were isolated in 1999. Pulsed-field gel electrophoresis revealed only a peripheral relationship between the chicken isolates and clinical isolates, but suggested clonal spread in the chicken isolates.