• Asia Marketing Journal
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• v.14 no.1
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• pp.131-157
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• 2012

Despite the voluminous research on switching barriers, the notion that they can generate negative responses has not been investigated. Further, a critical question is what determines the strength of such negative responses. To address this question, the classic theory of psychological reactance is briefly reviewed, and the idea of switching barrier is advanced. This study attempts to suggest a model on the negative effects of switching- frustrated situation, based on the studies on psychological reactance. According to psychological reactance theory(Brehm 1966), whenever a freedom is threatened or removed, individuals are motivated, at least temporarily, to restore their freedom. For example, if individuals think they are free to engage in behaviors .v, y, or z, then threatening their freedom to engage in x would cause psychological reactance. This reactance could be reduced by an increase in the perceived attractiveness of engaging in, the threatened behavior(Kivetz 2005). This investigation seeks to extend existing switching barrier research in three important ways. First, while the past research has emphasized only positive role of switching barrier, this study address negative role of it by applying psychological reactance theory. Second, to find negative results of switching barrier, I suggest negative psychological response including regret to the past choice, resentment to the present provider, and strong desire to the alternative provider. Third, I suggest the perceived severity of the switching barriers, the attractiveness of the alternative as switching-frustrated situation which can lead to negative results. And, in addition to these relationships, I added moderated effects of perceived justice for better explanation. So this study includes the following hypotheses. H1-1 ~ H1-3: The attractiveness of the alternative has a positive effect regret to the past choice (h1-1), resentment to the present provider (h1-2), and strong desire to the alternative provider (h1-3). H2-1 ~ H2-3 : The perceived severity of the switching barrier has a positive effect regret to the past choice (h2-1), resentment to the present provider (h2-2), and strong desire to the alternative provider (h2-3). H3-1 ~ H3-3 : The positive relationships between the attractiveness of the alternative and consumer' negative responses will be stronger at low level of perceived justice than at high level of perceived justice. H4-1 ~ H4-3 : The positive relationships between the perceived severity of the switching barrier and consumer' negative responses will be stronger at low level of perceived justice than at high level of perceived justice. Survey research is employed to test hypotheses involving perceived severity of the switching barrier(Hess 2008), attractiveness of the alternative(Anderson and Narus 1990; Ohanian 1990),regret(Glovich and Medvec 1995), resentment, strong desire(Alcohol Urge Questionaire: Bohn et al. 1995), perceived justice(Bies and Moag 1986; Clemmer 1993; Lind and Tyler 1998). Previous researches, such as reactance theory, emotion and service failure, have been referenced to measure constructs. All items were measured on a 7-point Likert scale ranging from "strongly disagree" to "strongly agree". We collected data involving various service field, and used 249 respondents to analyze these data using the moderated regression. The results of our analysis suggest, as expected, that the perceived severity of the switching barrier had positive effects on regret to the past choice(b = .197, p< .01), resentment to the present provider(b = .214, p< .01), and strong desire to the alternative provider(b = .254, p< .001). And the attractiveness of the alternative had positive effects on regret to the past choice(b = .353, p<.001), resentment to the present provider(b = .174, p< .01), and strong desire to the alternative provider(b = .265, p< .001). However, our findings indicate perceived justice partly moderates relationship between switching-frustrated situation and psychological negative response. The study has brought to light a number of insights between switching barriers and consumer' negative responses that have been subject to little prior research. In particular, this study adds to the existing understanding of the psychological responses to switching barriers in switching- frustrated situation. This research therefore has significance to marketers for strategic marketing programs, particularly in terms of customer retention and switching barrier strategies. Since consumers could exhibit negative responses to switching barrier, companies would be able to lose their customer when they thoughtlessly use switching barrier for remaining customer. Although the study has these contributions, there are several limitations including unsupported hypotheses and research method. So, we need to make up for these limitations in the future researches.

• Journal of Digital Convergence
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• v.14 no.9
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• pp.485-493
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• 2016

This study analyzes the collision occurring in the daily life of the United States where diverse ethnicities live side by side, as portrayed in the film 'crash'. The analysis is followed by a counseling method necessary for a diverse society. To analyse the essence of conflict in the film, a convergence psychological analysis was conducted based on desire theory. The result was that the desire to survive and innovate always collided with frustration. This is because of the obstacles in real life that suppresses desire. The process of frustrated desires and their distortion was structurized. In the conclusion, a counseling method and theory with 'a recovery model that promotes change' was presented for problematic personalities that are entrenched widely in the United States about pain by conflict.

• Industry Promotion Research
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• v.6 no.1
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• pp.15-21
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• 2021

The study aims to examine the connection between psychology in human unconsciousness and color, after looking at the meaning and symbolism of the characteristics and colors in Klimt's paintings from an analytical psychological point of view, Gustaf Jung's archetype theory. After analyzing Jung's archetype theory, First, in Klimt's paintings, the gold and yellow colorful decorations and patterns expressed desire with unconsciousness, sex, and especially a woman's desire for sex. The physical relationship between men and women is described as eros, life, and death. Second, the main colors in the paintings were blue, black green, gold, yellow, and orange, indicating anger and oppression, passion, desire, hope, and eroticism, and orange and yellow colors represented the inner healing colors of hope. Third, the artist's inner healing process contains color for himself and incorporates the inner unconsciousness and consciousness. The colors expressed in paintings are not only therapeutic meaning but also being conscious of inner unconsciousness, which is valuable as healing. Therefore, the color will be useful as a means of conveying psychological expression in the psychological counseling sessions.

• Journal of Korean Public Health Nursing
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• v.12 no.2
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• pp.236-251
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• 1998

This study aimed at comprehending the meaning of sexual life for aged people, their strength of sexual desire and causes of change in their sexual life. It was another purpose to understand the extent of aged people's acknowledging the necessity of sexual consultation. This study adopted descriptive method using open-ended questionaires. The data for study was collected from 26 people over 65 years who reside in communities. It was gathered from April to June of 1998 through interview. The interviewee includes 16 males, 9 females and their average age was 73.3. 19 people among them have spouses. The conclusion of this study can be summarized as follows. 1) Attitude to sexual life: The meaning of sexual life for aged people is categorized as 'sense of duty', 'feeling of intimacy', 'basic desire', 'decrease of meaning' and 'meaningless'. 2) Sexual desire: Sexual desire of aged people is categorized as 'extinction', 'decrease', 'continuation' and 'restraint'. Restraint of sexual desire is due to social convention or the difficulty in fulfilling desire. 3) Causes of troubles in sexual life Causes which lead to troubles in sexual life of aged people can be categorized as 'physical', 'psychological' and 'social'. 'Physical' elements include 'incompetence of erection', 'decrease in duration of erection', 'increase in time needed to re-erection', 'declining of physical strength', 'decrease in vagina secretion' and 'worsening of health'. Among 'psychological' elements 'decrease of self-confidence', 'diminished concern of female aged people' are. 'Social elements' are 'absence of sexual parter', 'circumstances of living' and 'recognition of neighbor'. 4) Response to change of sexual life The reaction of aged people to change of sexual activities is classified as 'positive' and 'negative'. 5) Attitude to the consultation of sexual life of aged people The attitude to the consultation of sexual life in old age is classified as 'negative', 'doubtful' and 'positive'. This study explored the meaning which aged people in community attach to sexual life, the extent of their sexual desire, the causes of troubles in their sexual life, their emotional response to changes in sexual life, their recognition of necessity in sexual consultation. Considering the frequency of the statement, most of aged people who were interviewed thought much of sexual life and put emphasis on it. Those who said that sexual life has decreased meaning or is not important to them are few, Though aged people still maintain sexual desire, most of them have some trouble in sexual life. These trouble changes the sexual life, and results in negative feeling such as depression, renunciation and difficulty in relations. So they acknowledged that sexual consultation is necessary to them.

• Journal of the Korean Society of Costume
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• v.63 no.6
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• pp.97-112
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• 2013

In this study, physical, social and psychological repression embodied by the body and clothing are referred to instinctual, power and creative desires, respectively, from the point of biological, social and aesthetic views. Desire refers to a behavior to overcome men's imperfections with individual security, sense of belonging and the pursuit of an ideal, which are obtained by living as a social creature. Repression through the body is sub-categorized depending on whether it is temporary or permanent. Repression expressed through clothing is seen through revealing/concealing, contraction/expansion, and deconstruction/ reconstruction. What enables human beings to embrace changes in fashion without fierce resistance or backlash is the changes of formativeness demonstrated by repression through the body and clothing. The aesthetic values drawn from the exhibition of repression and on the body and clothing are categorized into narcissism, fetishism and aestheticism. While narcissism is an instinctive desire grounded on the originality and confidence of the self that results in refusing repression, fetishism is a desire for power that expedites repression in the pursuit of materialistic value or sexual fantasy. Aestheticism is a desire for creativity that symbolizes the body-and-clothing repression in the pursuit of aesthetic idealism. Repression evokes desire, and the pursuit of desire leads to another repression. The aesthetic values of desire for instinct, power and creativity can be substituted with each other for interpretation according to the attitudes of an initiator, a user and a spectator.

• Korean Journal of Culture and Social Issue
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• v.26 no.4
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• pp.479-499
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• 2020

The present study explored psychological factors related to the desire to have children of young adults who had yet to marry and begin a family. To do so, the present study investigated the relationships among the desire to have children, adult attachment styles and belief in a just world (DJ-self, PJ-self, DJ-others, and PJ-others). This study analyzed the self-reported data of 260 adults aged 20 to 39. Hierarchical regression analysis revealed that after controlling for gender, individuals with more avoidant models of close adult relationships showed less desire to have children. Moreover, the belief in a just world accounted for an additional variance. Specifically, participants' PJ-others positively predicted their desire to have children. These results suggest that individuals' expectations about close relationships and justice of their society might explain a part of their desire to have children. The implications, limitations, and future directions of the study were discussed.

• Journal of Korea Game Society
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• v.2 no.2
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• pp.10-19
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• 2002

These days we can understand the game as a culture of digitalized amusement and living beyond that is a simple product of computer engineering. That's why It makes an offer more scientifical bases when we design a game to analysis social and individual desire of human precisely. It have been researched by centering around psychologist what is the natural desire of human and movement for a kind of compensation. In this paper, It have been researched into a matter of player's need and compensation in a game based on psychological theory.

• Korean Journal of Cognitive Science
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• v.16 no.1
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• pp.29-52
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• 2005

This study was carried out to examine whether children had the naive psychological knowledge that the mental states ate requited to understand the intentional actions, whether their psychological knowledge was organized as a theory, and in what aspects the knowledge changed as children get older. Three- to 11-year-olds were presented with two types of tasks. In action explanation tasks, children were presented with simple descriptions of two characters engaging in specific actions and then asked to explain the characters' action. In action prediction tasks, they were told stories depicting a character's desire and belief and then asked to predict the action of the character. Three-year-olds explained the action in terms of abstract construct such as emotion, intention, and desire, and they predicted the character's action on the basis of her/his desire and explicit belief but not on the basis of inferred false belief and traits. In addition when they were asked to explain one mental state, they explained in terms of other mental states, suggesting the coherence of their knowledge. The present results suggested that even 3-year-olds' psychological knowledge was organized as a theory, in that it was used as a causal device in explaining and predicting human actions, and it had abstractness and coherence. Older children's knowledge was different from 3-year-olds' in that older children explained the action in terms of more complicated mental states such as beliefs and traits. The nature of the developmental change in psychological knowledge was discussed.

• The Journal of the Korea Contents Association
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• v.22 no.9
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• pp.234-251
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• 2022

In this study, effects of the psychological characteristics of office workers and start-up preparation on entrepreneurship intention by mediating entrepreneurial opportunity recognition were analyzed. As sub-variables of psychological characteristics, desire for economic achievement, self-fulfillment, and risk-taking tendencies were classified. The collected 357 questionnaires, SPSS v24.0 and Process macro 3.5 were used for empirical analysis. As a result, first, it was showed that self-fulfillment and start-up preparation had a positive (+) effect on entrepreneurial intention, and the effect of desire for economic achievement and risk-taking tendencies on entrepreneurial intention was not significant. Second, it was confirmed that psychological characteristics and start-up preparation had a significant positive (+) effect on the entrepreneurial opportunity recognition. Third, it was found that the effect of the entrepreneurial opportunity recognition on the entrepreneurial intention was significant in the positive (+) direction. Fourth, entrepreneurial opportunity recognition was tested as mediating the psychological characteristics of workers, start-up preparation and entrepreneurial intention. As a follow-up study, it is recommended that studies to analyze moderated mediating effects by the conditional process model including moderating variables and to discover the third mediator other than a mediator used in the research should be conducted.

• Journal of the Korean Society of Costume
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• v.60 no.5
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• pp.19-34
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• 2010

This study aims to examine associationistic psychology and psychological operation associated with each color image, then to study the relation between particular colors used in paintings produced by Gogh and Klimt in different times and these painters' psychology in a bid to explore the meaning and role of psychological operation of colors. The findings of the study indicated that red and blue colors represent mainly negative images, while yellow and orange colors represent mainly positive images and psychologies. Specifically, in the case of Gogh, red expresses anxiety, a negative image, yellow symbolizes passion, a major positive image of emotional liberation, dark and thick green and the green involving blue symbolize negative images, emptiness and despair, and blue represents negative images of internal desire conflicts, and screaming. Also, purple used together with white represents anxiety and depression. In the case of Klimt, red represents negative images of anger toward mother and suppressed energy, yellow, an alternative to gold color, symbolizes the positive image of hope, passion, desire and eroticism, the arrangement of strong gold and orange colors represents a color of psychological healing more than a color of hope. As such, colors used in paintings produced by modern Western painters express the physiological conditions, psychological feeling and emotion in life, at the time when the artists produced such works. It was found that colors are yet another language of expressing emotions, and symbolize the psychologies of the artists, indicating that colors have something to do with the painters' experience and emotional impulses.