Past Issues

A way to increase effectiveness of charitable donation ads is to activate or magnify emotional experiences (e.g., sympathy, empathy, psychological distress) among target audience. Past studies suggest that mental imagery and attention, which activate or magnify emotional experiences, can be influenced by verbal message attributes (i.e., message concreteness and valence) of charitable donation advertisements. Based on the previous research, the study built a conceptual framework for processing of charitable donation advertising: message concreteness and valence → mental imagery and attention → emotional experiences → donation intention. To verify the framework, the study investigated on the influence of message concreteness and valence on mental imagery and attention through assessing ERP responses. It also examined how message concreteness and valence have an effect on the intent to donate through measuring the amount of donation. The study revealed that concrete message activated mental imagery more than abstract message whereas negative message enhanced attentional level more than positive message. Compared to the other conditions, when the message was concrete and negative, the amount of donation was significantly large.

keyword : 기부 광고, 심상, 주의, 정서적 경험, ERP (Event-related potential), Charitable donation advertising, mental imagery, attention, emotional experiences

Mobile phone makers compete for market shares through domination in media advertisements. These include domination of advertisements (Ads) in TV and the internet. However, the abundance and complexity of the competitions of Ads in TV does not guarantee advertising success which can influence consumers` emotion and the purchase intention towards the brand. This research analyses the case of a directional model on Attitude-towards-the-Ad model as a baseline into a new proposed correlation models (MacKenzie, Scott, &Lutz, 1989). The survey targets the involvements of Asian smartphone owners` attitude on advertisements, brands and purchase intentions. CFA (Confirmatory factor Analysis) was used in the research experiments, including hypothesis testing, the outcome of model fit which revealed significant levels and were successful. The study revealed that all three paths have consistently high coefficient paths (Attitude to Ads - Attitude to Brands - Purchase Intention), showing significant value of (β=>.80), which supported each correlation factors. Therefore, this structural model, could set standards for creative managers and advertising teams to improve the brands visibility and build strong influences on attitudes in advertisements and improve purchase intentions.

keyword : Advertising Claim, Attitude, Brand, belief, Purchase Intention, Confirmatory Factor Analysis, Structural Model

The current study investigates the impacts of empathic concern, as a personal trait, and rational/emotional appeal on responses over the campaigns to help the disabled. Empathic concern is an emotional personality known as strongly activating altruistic motivations. The experiment proceeded at two stages that in the first stage, the personal disposition was measured and in the second stage, the condition of appeal type was presented. Thus, the whole experimental design was empathic concern(2) × appeal type(2) on attitudes and behavioral intention. Individuals high in empathic concern showed higher ratings, compared to people low, on attitudes and behavioral intention in the condition of rational appeal. The difference between high and low empathic concern in the condition of emotional appeal was small.

keyword : 장애인 돕기 캠페인, 공감적 관심, 이성적 소구, 감성적 소구, 태도, 행위의도, Campaign for Helping the Disabled, Personal Disposition, Empathic Concern, Rational/Emotional Appeal Type, Attitudes, Behavioral Intention

The purpose of this paper is to investigate the readability of Nearly White background color in display environment. To perform the experiment, warmup experiment was carried out to for cognitive of whiteness using a Tablet PC. The experiment environment was by a indoor window seat under a mixture of fluorescent light and sunlight. The result of previous test was that the most whiteness perception was a color white a medium wavelength and followed by the short wavelength. The main experiment was to find readability, color combination and visual strains using 4 nearly whites background colors (Reddish, Greenish, Blueish, Yellowish) and one white background color, also text color is limited on black. As a result, readability and color combination had the highest score against a Greenish white background. Visual strain is also the lowest against a Greenish background. On the contrary, readability and color combination preference has the lowest score against the Reddish background. Visual strain is also the highest against a Reddish background. We propose the background color, which improves readability and reduces visual strain in visual display terminals environment through the research results.

keyword : Nearly White, 배경색, Tablet PC, 감성화질, 가독성, Nearly white, Background Color, Tablet PC, Image Quality, Readability

In recent years, advancing technology and growing interest in neuromarketing and neurobranding have led to foundational research that facilitates a better understanding of consumers’ affective responses and unconscious information processing. However, the areas of aesthetics and design have remained largely unaffected by such advances and implications. The purpose of this study is to present a systematic review of the neuroscientific evidence aimed at sensible design for design and marketing researchers interested in exploring neuroaesthetics, an interdisciplinary area by nature. Sciencedirect, EBSCO, and the Google Scholar database were searched in February 2014 to select and review previous studies of aesthetics involving neuroscience. Twenty-eight studies were reviewed and divided into two categories: reward system and emotion. In addition to discussions on previous approaches, future research directions focusing on the process of aesthetic judgments (e.g., design elements, marketing stimuli) are proposed.

keyword : Neuroaesthetics, Review, Brain science, Neuromarketing, Neuropackaging, Emotion

In this study, a questionnaire was developed to assess error search and correction tasks, and an analysis was performed on the accuracy of the tasks and the time required for their completion in order to identify the effects of LED light source illumination on visual performance according to changes in a predicted mean vote (PMV) thermal environment. In addition, a subjective evaluation was performed by conducting a survey on the level of visual fatigue experienced during the tasks. In the experiment, four types of PMV thermal environments were established according to PMV values in the temperature range of (17±1-29±1) °C and the humidity range of (50±5-60±5) %, and the LED light source illumination was divided into three types: 400lx, 700lx, and 1000lx. The experimental results confirmed that the accuracy of the error search (LED p value=0.058, PMV*LED p value=0.083) and correction tasks and the time required(LED p value=0.004, PMV p value=0.000) for their completion were affected by changes in both the PMV thermal environment and the LED light source illumination, whereas a significant difference in visual fatigue was observed only in the PMV thermal environment(p value=0.003). Key words: PMV thermal environment, LED source, Ocular fatigue, Visual performance improve.

keyword : PMV 환경, LED광원, 시각피로도, 시작업 향상, PMV thermal environment, LED source, Ocular fatigue, Visual performance improve

Although most behavioral reaction times (RTs) for cognitive tasks exhibit positively skewed distributions, the majority of studies primarily rely on a measure of central tendency (e.g. mean) which can cause misinterpretations of data`s underlying property. The purpose of current study is to introduce procedures for describing characteristics of RT distributions, thereby effectively examine the influence of experimental manipulations. On the basis of assumption that RT distribution can be represented as a convolution of Gaussian and exponential variables, we fitted the ex-Gaussian function under a maximum-likelihood method. The ex-Gaussian function provides quantitative parameters of distributional properties and the probability density functions. Here we exemplified distributional analysis by using empirical RT data from two conventional visual search tasks, and attempted theoretical interpretation for setsize effect leading proportional mean RT delays. We believe that distributional RT analysis with a mathematical function beyond the central tendency estimates could provide insights into various theoretical and individual difference studies. Key words: reaction time, distributional analysis, ex-Gaussian model

keyword : 반응시간, 분포분석, ex-Gaussian 모형, reaction time, distributional analysis, ex-Gaussian model

Menstruation being an inevitable phenomenon for every women, reducing the discomfort during the menstruation period is one of the important issues for women`s well-being. This study was conducted through user evaluations on disposable pads and reusable pads to comprehend the discomfort factors of the sanitary pads and to provide basic information for improvement. Negative symptoms of the reponses on menstruation outnumbered the positive aspects, and the results suggested that menstruation period was perceived as a painful experience to women. There were difference between the negative and positive responses regarding the designs, functions, fittings, wearing sensations. and disposabilities of disposable pads and reusable pads. While disposable pads had the strength of convenient use, it had the weakness of wearing sensation, and while reusable pads had the strength of wearing sensation, it had the weakness of inconvenient keeping. When designs reflecting these results are made, it is expected to bring a synergy effect by bringing both a more pleasant menstruation period for the consumers and eventual profit to the manufacturers.

keyword : 생리, 생리대. 일회용 패드, 다회용 패드, 사용자 감성 평가, Menstruation, Sanitary pads, Disposable pads, Reusable pads, User Evaluation

keyword : 최적 호흡 주기, 업무스트레스, 심박변이도, 스트레스완화, Optimal respiration cycle, work-related stress, HRV, Heart rate variation, Stress relief

This study was to examine how visual angle of matrix corresponding to the physical properties of P300 speller and eye gaze corresponding to the user`s personal characteristics influence on the accuracy of P300. Visual angle of the matrix was operated as the distance between the user and the matrix and three groups were composed: 60 cm group, 100 cm groups, and 150 cm group. Eye gaze methods was consisted three conditions. Head moving condition was putting eye gaze using head, pupil moving condition was moving pupil with the head fixed, while the eye fixed condition is to fix the eye gaze at the center of the matrix. The results showed that there was significant difference in the accuracy of P300 speller according to the eye gaze method. The accuracy of the head moving condition was higher than the accuracy of pupil moving conditions, accuracy of pupil moving conditions was higher than the accuracy of the eye fixed conditions. However, the effect of visual angle of matrix and interaction effect were not significant. When P300 amplitude of target character was measured depending on how you stare at the target character, P300 amplitude of the head moving condition was greater than P300 amplitude of the pupil moving condition. There was no significant difference in the error distribution in head moving condition and pupil moving condition, while there was a significant difference between two eye gaze conditions and fixed gaze condition. The error was located at the neighboring characters of the target character in head moving condition and pupil moving condition, while the error was relatively distributed widely in fixed eye condition, error was occurred with high rate in characters far away from the center of matrix

keyword : 뇌-컴퓨터 인터페이스, P300 문자입력기, ERP, 시선, 시각도, brain-computer interface, P300 speller, ERP, eye gaze, visual angle