• International Journal of Quality Innovation
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• v.6 no.3
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• pp.38-55
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• 2005

Consumption has generally become more fragmented, hedonic and individual specific, satisfying not only functional but also emotional needs. In parallel, customer satisfaction is now thought to be both a cognitive and affective response, and the closely related concept of job satisfaction is commonly seen as an emotional reaction. The reasoning within quality management does, however, still lean heavily toward cognitive judgements (i.e. performance ratings), the emotional component clearly being under explored. Further, performance variables have shown not to be significant in predicting satisfaction for certain 'experience products', the effect fully mediated by emotions. As a consequence a cognitive judgement based quality concept has lost its ability to predict satisfaction, which clearly contradicts with the modem quality definition, stressing quality as the ability to satisfy the customer. Emotions have however entered the quality discourse and it has been proposed that having customers that are merely feeling satisfied will not suffice. Instead, there has been a plethora of executive exhortations in the trade press calling on business to 'delight the customer'. Strategies for doing so have however usually been imprecise and unclear, and the different drivers of delight and satisfaction are not well explored. This paper aims to complement the previous cognitive dominance by exploring the multiple emotional responses involved in customer satisfaction. A conclusion being that we currently are measuring something, in terms of satisfied, that is more or less independent of what we aim for, in terms of delight. It is also most likely that - depending on the situation, product, and person - other positive and negative emotions are more important outcomes of purchase and usage than merely satisfaction. It is questioned whether a single, summary response such as satisfaction is feasible or even desirable.

• Journal of the Korean Society of Costume
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• v.23
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• pp.53-65
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• 1994

The images signifying flight in modern costumes are not made of one characteristic but the combination of complex meanings. Among the distinctive features some of them are as follows. First, the flying styles found in the costumes showed the birds as agents which sent human spirit to the celestial body. By simplifying the images of the wings connecting the present age with the heavenly body, the transforming emotions towards rhythm, direction, and organic curves transcending the real objectively constitutes a new space for expression. Second, colors appeal directly to man's emotions and incites emotional responses. The flying was shown in lines and colors. By using horizontal , vertical, oblique, and spiral lines and contrasted and paralleled colors, man's desire to fly dwells in newly colored space by reflecting speculative emotion through uniting surface. Third, the flying except for the costumes can be found in the advertisement through model's pose and camera technique, the flying itself is described through model's pose, the materials of the costumes, details, and sustaining stuffs. This symbolizes man's wish towards the unknown world vividly and dynamically. As discussed above the spirit of flying was, when expressed distinctively , in accordance with the varying cultural traits and transitions. The shape made by the vitality of symbolizing flying birds and animals along with the flying in the natural aspects such as wind and cloud were reappeared, simplified and symbolized , in modern costumes as consituting a new modeling space.

• Journal of the Korean Society of Costume
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• v.39
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• pp.283-299
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• 1998

The present study is to analyze the dimensions of affective responses according to the types of appeal in underwear advertisements and to find out the influences of affective res-ponses on the attitudes toward advertisement and brands. The research has been made by normative-descriptive survey method with the sample of 654 consumers residing in Seoul and Incheon. The data gaathered was analyzed by the methods of means, standard deviation, ANOVA, factor analysis and regression. The result are as follows : 1. There are 4 dimensions of affective responses ; Emotional dimension, Negative dimen-sion, Upbeat-activation dimension and Sexual activation dimension. 2. Affective responses to the advertising were different according to the characteristics of the consumers. According to the consumer's sex, there are significant differences in each dimension of their affective responses. To the sex appeal advertisement, man show higher degree of affective responses in Emotional, Upbeat-activation and Sexual-activation dim-ensions, while women show higher degree of affective responses in Negative dimension. 3. In case of female consumers, there are significant differences in affective responses to the both appeal type of advertisements according to consumer's age. As the age is increasing. Emotional dimension and Sexual-activation dimension are increasing, but Negative dimension is decreasing in the Ads with sex appeal. In particular, the 19∼24s age group shows strong responses in the Emotional dimension, Upbeat-activation dimension and Sexual-activation dimension to Ads with sex appeal, while it shows the lowest affective responses in Negative dimension. It represents the 19-24s age group is the most positive one to the under-wear advertisements with sex appeal. Consequently, it is proved that the Ads with sex appeal focusing on this age group can be one of the most effective advertising plans. 4. The involvement gets higher, Upbeat-ac-tivation dimension and Sexual-activation dimension are increasing both in males and female groups. But Negative dimension is in-creasing in the female consumer group of low involvement. 5. The attitudes toward advertisements and brands are comparatively stronger in the advertisements using sex appeal type. Regardless of types of appeal in the advertisements, there is a significant difference in their attitudes tow-ard Ads between male and female consumer groups. When Ads are sexual, attitudes toward Ads and Brands are stronger in the female consumer group. But males consumers show com-paratively strong attitudes toward the advertis-ements and brands in both types of appeal. 6. The age of consumers doesn't make any significant difference in their attitudes toward advertisements and brands in both types of appeal. 7. According to the involvement level of the consumers, there are significant differences in their attitudes toward advertisements. In the groups of low involvement, the female consumers show more favorite attitudes toward the advertisements with sex appeal, while the male group show more favorite attitudes toward the non-sex appeal advertisement. But there is no significant difference in consumer's attitude toward brands according to the types of appeal of the advertisement. 8. The affective responses of the consumers caused by the underwear advertisements have a respectable influence on their attitudes toward the advertisements and brands. This research represents that the advertisers should try to arise consumer's positive affective responses such as pleasant, happy, cheerful and warm-hearted emotions by the advertisements. Based on the above results of the research, it can be said that the consumer's affective responses have a strong effect not only on their attitudes toward adver-tisements but on those toward attitude toward the brands.

• Science of Emotion and Sensibility
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• v.21 no.1
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• pp.177-186
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• 2018

The mechanism of emotion is complex and influenced by a variety of factors, so that it is crucial to analyze emotion in broad and diversified perspectives. In this study, we classified neutral and negative emotions(sadness, fear, surprise) using arousal evaluation, which is one of the psychological evaluation scales, as well as physiological signals. We have not only revealed the difference between physiological signals coupled to the emotions, but also assessed how accurate these emotions can be classified by our emotional recognizer based on neural network algorithm. A total of 146 participants(mean age $20.1{\pm}4.0$, male 41%) were emotionally stimulated while their physiological signals of the electrocardiogram, blood flow, and dermal activity were recorded. In addition, the participants evaluated their psychological states on the emotional rating scale in response to the emotional stimuli. Heart rate(HR), standard deviation(SDNN), blood flow(BVP), pulse wave transmission time(PTT), skin conduction level(SCL) and skin conduction response(SCR) were calculated before and after the emotional stimulation. As a result, the difference between physiological responses was verified corresponding to the emotions, and the highest emotion classification performance of 86.9% was obtained using the combined analysis of arousal and physiological features. This study suggests that negative emotion can be categorized by psychological and physiological evaluation along with the application of machine learning algorithm, which can contribute to the science and technology of detecting human emotion.

• Asia-Pacific Journal of Business
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• v.14 no.4
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• pp.37-48
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• 2023

Purpose - This study aims to explore the influence of emotional discrepancies among investors on the cryptocurrency market. It focuses on how varying emotions affect market dynamics such as volatility and trading volume in the context of Bitcoin trading. Design/methodology/approach - This study involves analyzing data from Bitcointalk.org, consisting of 57,963 posts and 2,215,776 responses from November 22, 2009, to December 31, 2022. Tools used include the Linguistic Inquiry and Word Count (LIWC) software for classifying emotional content and the Python Pattern library for sentiment analysis. Findings - The results show that heterogeneous emotional feedback, whether positive or negative, significantly influences Bitcoin's intraday volatility, skewness, and trading volume. These findings are more pronounced when the underlying emotion in the feedback is amplified. Research implications or Originality - This study underscores the significance of emotional factors in financial decision-making, especially within the realm of social media. It suggests that investors and market strategists should consider the emotional landscape of online forums when making investment choices or formulating market strategies. The research also paves the way for future studies regarding the behavioral impact of emotions on the cryptocurrency market.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.23 no.5
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• pp.55-61
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• 2023

This study confirmed how emotional responses toward virtual influencers affect advertising effectiveness. While prior studies have focused on the attributes of influencers, we examined how consumers' psychological reactions while experiencing virtual influencers affect decision-making. As a result of the study, consumers showed specific emotional responses while experiencing virtual influencers, and confident, neat, subtle, trendy, glamorous, simple, and down-to-earth were extracted as representative emotions. Additionally, it was confirmed that these emotional responses influenced brand attitude, purchase intention, and recommend intention. These research results provide practical implications for marketing communications using virtual influencers.

• Science of Emotion and Sensibility
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• v.15 no.1
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• pp.1-8
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• 2012

There have been many emotion researches to investigate physiological responses on specific emotions with physiological parameters such as heart rate, blood volume flow, and skin conductance. Very few researches, however, exists by detecting them with facial skin temperature. The purpose of present study was to observe the differences of facial skin temperature by using thermal camera, when participants stimulated by monitor scenes which could evoke fear or joy. There were totally 98 of participants; undergraduate students who were in their adult age and middle, high school students who were in their adolescence. We measured their facial temperature, before and after presenting emotional stimulus to see changes between both times. Temperature values were extracted in these regions; forehead, inner corners of the eyes, bridge of the nose, end of the nose, and cheeks. Temperature values in bridge and end of the nose were significantly decreased in fear emotion stimulated. There was also significant temperature increase in the area of forehead and the inner corners of the eyes, while the temperature value in end of the nose decreased. It showed decrease in both stimulated fear and joy. These results might be described as follows: When arousal level going up, sympathetic nervous activity increases, and in turn it makes blood flow in peripheral vessels under the nose decrease. Facial temperature changes by fear or joy in this study were the same as the previous studies which measured temperature of finger tip, when participants experiencing emotions. Our results may help to develop emotion-measuring techniques and establish computer system bases which are to detect human emotions.

• Journal of Korean Academy of Fundamentals of Nursing
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• v.25 no.2
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• pp.146-154
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• 2018

Purpose: In this study, effects of positive, negative, and mixed verbal feedback were examined for accuracy of self-assessment, emotional responses, self-efficacy, and perceived quality of feedback in skill performance assessment. Methods: Participants were a convenience sample of 104 second-year nursing students who had completed their fundamentals of nursing class. Participants were assigned randomly to a positive, a negative or a mixed feedback group. All participants completed the performance measure and then received the assigned the type of feedback from an evaluator. After delivery of feedback, they assessed their own performance using the same sheet as the evaluator and completed the survey for emotional response, self-efficacy for learning, and quality of feedback. Results: There were no significant differences in accuracy of self-assessment and perceived quality of feedback among the three groups ($x^2=4.74$, p=.094; $x^2=3.30$, p=.192, respectively). The negative feedback group had significantly lower self-efficacy and positive emotions and more negative emotions than the other two groups (F=9.43, p=.009; $x^2=16.29$, p<.001; $x^2=5.69$, p=.005, respectively). Conclusion: Negative feedback can affect emotions and motivations for learning in nursing students and may interfere with the effectiveness of feedback, so instructors should pay more attention when providing negative feedback. Mixed feedback with an effect similar to positive feedback could be an alternative.

• Science of Emotion and Sensibility
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• v.20 no.4
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• pp.15-30
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• 2017

The purpose of this study was to verify the basic emotion theory based on the emotion-related research using functional brain imaging technology. For this purpose, a meta-analysis on the functional magnetic resonance imaging (fMRI) studies was performed. Six individual emotions-joy, happiness, fear, anger, disgust, sadness-were selected. In order to collect the fMRI data of individual emotions, we searched the electronic journals such as Medline, PsychInfo, PubMed for the past 10 years. fMRI experiment data aimed at healthy subjects for 6 emotions were collected, and only studies reported in Talairach or MNI standard coordinate system were included. In order to eliminate the difference between Talairach and MNI coordinate systems, we analyzed fMRI data based on the Talairach coordinate system. A meta-analysis using GingerALE 2.3 program adopting the activation likelihood estimates (ALE) techniques was performed. In this study, we confirmed that the individual emotions are associated with consistent and distinguishable regional brain responses within the framework of the basic emotion theory. The conclusion of this study of the brain areas associated with each individual emotional reaction was substantially consistent with the results of existing review articles. Finally, the limitations of this study and some suggestions for the future research were presented.

• Science of Emotion and Sensibility
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• v.8 no.1
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• pp.17-28
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• 2005

With the advent of computer technology, the fundamental nature of products has shaped from physical forms towards product interactivity, The focus is now on usability of the product with ease and efficiency rather than conversing with just the looks of the product. However, most definitions of usability and contemporary usability-related researches, have focused on the performance-oriented functional aspects of usability (i.e., how well users perform tasks using a product). Today, user expectations are higher; products that bring not only functional benefits but also emotional satisfaction. So far, there have been many studies on human emotions and the emotional side of products in the field of emotional engineering. Contemporary emotion-related researches have focused mainly on the relationship between product aesthetics and the emotional responses elicited by the products, but little is known about emotions elicited from using the products. The main objective of our research is analyzing user's emotional changes while using a product, to reveal the influence of usability on human emotions. In this research, we suggested conceptual framework for the study on the relationship between usability of products, and human emotions with emphasis on mobile phones. We also extracted emotional words for measuring user's emotions expressed not from looking at the product's appearance, but from using the product. First, we assembled a set of emotions that is sufficiently extensive to represent a general overview of the full repertoire of Korean emotions from the literature study. Secondly, we found emotional words in the after note by the users on the websites. Finally, verbal protocols in which the user says out loud what he/she ks feeling while he/she ks carrying out a task were collected. And then, the appropriateness of extracted emotional words was verified by the members of the consumer panel of a company through web survey. It is expected that emotional words extracted in this research will be used to measure user's emotional changes while using a product. Based on the conceptual framework suggested in this research, basic guidelines on interface design methods that reflect user's emotions will be illustrated.