Past Issues

Prior research on attribution has paid much attention to cognitive processes through which people infer causes. However, surprising omission from this research stream is the role of unconscious priming of different causes in task satisfaction and re-performance intention. This research is conducted to examine how attributing to different causes (chance vs. effort) via priming procedure affects task satisfaction and re-performance intention. To do this, participants were assigned to either chance-priming or effort-priming attribution condition and asked to answer O/X quiz (Exp 1) or multiple choice questions (Exp 2). Then, we provided ``Good`` or ``Bad`` feedback to participants randomly regardless of their actual task results. Finally, we measured their task satisfaction and re-performance intention. Results indicate that task satisfaction is affected by the valence of feedback they received but re-performance intention is influenced by interaction between attribution priming and the valence of feedback. Specifically, when receiving ``Good`` feedback, participants in effort-priming condition have higher re-performance intention than those in chance-priming condition, whereas when receiving ``Bad`` feedback, participants in effort-priming condition have lower re-performance intention than those in chance-priming condition. Implications of the findings are discussed in relation to the research for induction and decision making as well as psychology of addiction.

keyword : 우연, 점화, 귀인, 과제 만족, 재수행 의도, chance, priming, attribution, task satisfaction, re-performance intention

This study has established the GUI design elements of mobile phones as color, text, layout, graphic icon, and video, under the purpose of exploring the relevance between such elements and brand preference among senior citizens. To accomplish the objective, a model and hypotheses were established, which were tested through a multiple regression analysis. The findings are as follows. First, when the statistical significance was examined by GUI design element of mobile phones, the following results were obtained: Color, text, layout, graphic icon, and video were statistically significant at the significance level given, indicating that such elements all affect brand preference. Second, the relative influence of GUI design elements of mobile phones on brand preference was revealed in the following order: text, color, video, graphic icon, layout. It indicates that boosting the brand preference of senior citizens for mobile phones requires considering ``text`` and ``color`` first before any other element. In addition, as the influence of ``text`` and ``color`` becomes greater, the brand preference also becomes higher.

keyword : GUI 디자인 구성요소, 모바일 폰, 브랜드 선호도, GUI Design Elements, Mobile Phone, Brand Preference

This study is to investigate the color emotion associations of the color vision defectives, considering that the colors do have an effect on human emotional conditions. To realize this investigation, firstly we selected 100 normal persons (group C)and other 34 color vision defectives(group A), dividing the last group into two small groups as protanomaly group(group P) with 8 persons and deuteranomaly group(group D) with 16 persons. All participants have been offered to select one color from ten colors for each of three positive emotions such as ``favorite``, ``happy`` and ``friendly`` and of three negative emotions like ``sad``, ``disliked`` and ``awkward``. And they selected another one color for each active and passive emotions. For ``favorite color`` the group C selected ``blue`` and ``red`` while the group A chose ``blue``. For ``happy color`` the two groups selected ``yellow``. For ``friendly color`` the group C chose ``green``, but the group A selected ``blue``. For ``sad color`` the group C preferred ``blue``, but the group A chose ``purple``. For ``disliked color`` all groups selected ``bluish green``. For ``awkward color`` the two groups preferred ``bluish green``. For ``active color`` all groups selected ``red``. And for ``passive color`` the group C chose ``bluish green``, but the group A selected ``blue``. Depending on the type of color vision deficiency(group P and group D) some more differences were revealed relatively. These results should be applied to develop some intelligent color conversion technology for enhancing the usability of culture contents for color vision defectives.

keyword : 색각이상, 색각이상자, 색 선호, 감성왜곡, 감성심리, 색채 감성 연상, color vision deficiency, color vision defective, color preference, emotion distortion, emotion psychology, color-emotion association

The research is a correlational study to look for causes and factors relating to the design of written documents (professional reading materials) and identify those relationships that are useful for communication designers. The research specifically targeted the relationships between perception and reader`s past experiences and appearance of the written documents. A preliminary survey, such as interviews, discussions, questionnaires and brainstorming sessions are conducted to establish the observable attributes related to perception which are reader`s interests, importance of information and written documents complexity. Finally, the research used Structural Equation Model (SEM) to identify significant differences and analyze strong and weak correlations between these attributes. In general, the results of the study shows that the attribute appearances of a written documents with excellent visualizations for information display shows a strong correlation with interests while the attributes importance is weakly correlated with the complexity of the documents.

keyword : Perception, reading experience, text complexity, appearances, interests, importance, information display, Structural equation Model, SEM