Past Issues

An ad endorser’s gaze direction is a salient nonverbal cue that consumers use in responding to advertisements. The gaze direction influences consumers’ social perceptions (e.g., attractiveness, credibility) of the endorser and advertising effectiveness (e.g., advertising attitudes, brand attitudes). Especially, the cerebral emotional asymmetry hypothesis suggests that an ad endorser’s left-averted gaze can produce more positive social perceptions and advertising effectiveness than the right-averted gaze for right-handed consumers. This study examined the effects of three gaze directions (direct, left-averted and right-averted gaze directions) of unknown female ad endorser on Korean males’ advertising responses (attractiveness-, credibility- and ad-effectiveness-related responses), using online experimental method. The results indicated that the ad endorser’s direct gaze was more likely to increase both positive (correspondence bias) and negative (suspicion, deceptiveness) social perceptions of her than the right-averted gaze. The direct gaze also created more positive advertising effectiveness (advertising attitudes) than the right-averted gaze. However, the study failed to find consistent differences in responses between left-averted gaze and either direct or right-averted gaze.

keyword : 시선 방향, 광고 모델, 비언어적 커뮤니케이션, 광고 효과성, 사회적 지각, Gaze direction, ad endorser, nonverbal communication, advertising effectiveness, social perception

In this paper, amplitude and phase difference patterns for theta and alpha bands of the Evoked Potential(EP) in relation to perform a task at visual stimulus were analyzed using the Empirical mode decomposition(EMD). The EMD is applied to decompose EP signals with task-related sub-frequency band signals. Intrinsic mode function was implied in Hilbert transform and instantaneous amplitude and phase differences of theta and alpha were derived from Hilbert transformed EP. In a task status, large amplitude for both bands was observed at P2, N2, and P3 points as well as maximum phase difference was observed at N1 and P2. We confirmed that both bands are associated with a task at visual stimulus, and less associated with fixation. The proposed method enhances the time and frequency resolution in comparison with band-pass filter method which observed different phase results according to conditions.

keyword : 시각 자극, 뇌 유발전위, 경험적 모드 분해, 힐버트 변환, Visual stimulus, Evoked potential, Empirical mode decomposition, EMD, Hilbert transform

Vestibulo-ocular reflex (VOR) is a compensatory response of the extraocular muscles generated by vestibular signals to stabilize images on the retina during head/body movements. It has been reported that mismatches between retinal and vestibular information, which cause motion sickness or cybersickness, modify VOR. To investigate the characteristic changes of VOR in subjects experiencing cybersickness, we developed a low-cost, multi-purpose VOR measurement system using LabVIEW and Arduino. To test the applicability of the system, we performed two experiments. In Experiment 1, horizontal and vertical VORs of four participants were measured using a vestibular autorotation task. In Experiment 2, eight participants were exposed to a virtual navigation to measure changes of VORs as an index of cybersickness. We observed significantly greater head rotations and eye movements while the participants were exposed to the virtual navigation than to a static image. The results suggest that the present system can help understand the psychophysiological mechanisms of cybersickness symptoms.

keyword : 전정안구반사, 사이버멀미, vestibulo-ocular reflex, VOR, Arduino, LabVIEW, cybersickness

It is known that P300-based concealed information test (P300 CIT) was not greatly affected by the traditional countermeasures. This study was to test whether P300 CIT is affected by the new countermeasures. We used three types of countermeasures. First type was a sequential countermeasure in which participants had to respond in alternating ways to irrelevants by pressing the left index finger covertly when the encountered irrelevant firstly, by wiggling the right big toe inside the shoe when encountered irrelevant secondly, by imaging his or her mother``s name when encountered irrelevant thirdly, and by imaging his or her father``s name when encountered irrelevant fourthly until all stimuli were presented. Second type was a partial matching and physical countermeasure. Participants in this type were asked to press the left index finger imperceptibly after one of the irrelevants and wiggle the right big toeafter another of the irrelevants. Third type was a partial matching and mental countermeasure. Participants were required to imagine mother``s name for one irrelevant and father``s name for another irrelevant. The results showed that contrary to our expectation, the use of sequential countermeasure increased the detection rate from 77% to 92%. The partial matching countermeasure had a negative effect on P300 CIT. The physical countermeasure decreased the detection rate from 77% to 46%, and the mental countermeasure decreased the detection rate from 100% to 69%. The necessity for the development of methods to prevent or detect countermeasure is discussed.

keyword : 숨기정보검사, 정신적 대응수단, 물리적 대응수단, P300, Concealed information test, Mental countermeasure, Physical Countermeasure

This paper investigated far-infrared emission characteristics of ZrC imbedded heat storage knitted fabrics for emotional garment. For this purpose, ZrC imbedded heat storage PET was spun with high viscosity PET imbedded ZrC powder on the core part and low viscosity PET on the sheath part by conjugated spinning method. Ingredient analysis and far-infrared emission characteristics assessment of spun filament were carried out by EDS and FT-IR spectrometer. Two kinds of knitted fabrics were made using texturized ZrC imbedded PET for measuring thermal characteristics of ZrC imbedded heat storage PET. Zr peak was certified by EDS measurement and it was confirmed that content of Zr was 19.29%. Far-infrared analysis revealed that emission power at the range of wavelength, 5~20㎛was 3.65 x 102 W/m2, and emissivity was 0.906. Heat storage analysis by KES-F7 system revealed that Qmax of ZrC imbedded PET knitted fabric was lower than that of regular PET one and warmth keepability rate was higher than that of regular one, which means that ZrC imbedded PET knitted fabric has heat storage property. Thermal conductivity of ZrC imbedded PET knitted fabric was higher than that of regular PET one which was caused by high thermal conductivity of Zr itself. Hand property of ZrC imbedded knitted fabric was not inferior compared to regular PET knitted fabric, which preferably was found to be dependent on knit structure and surface property.

keyword : 원적외선방사, 탄화지르코늄 함유 PET, 축열, 방사율, 보온성, 열전도도, far-infrared emission, ZrC imbedded PET, heat storage, emissivity, warmth keepability rate, thermal conductivity

To date, contents’ usability of most multimedia devices has been focused on developer not on user, which made difficult in solving the problems or fulfilling the needs while people using real system. Although user-centered UX and UI researches have been studied and have resulted in innovation in some part, it does not show great effect on usability as it is not easy to interpret human emotions and needs and to apply those to system. Usability is the matter on how deeply smart devices can interpret and analyze human mind not on how much functions and technologies are improved. This study aims to help with usability improvement based on user when people use smart devices in multimedia environment. We studied the interaction between human and contents by analyzing the effect of human emotions and personalities on preference and consumption of contents’ type. This study was done by assuming that proper analysis on human emotions may increase user satisfaction on multimedia environment. We analyzed contents preference by gender and emotion. The results showed that there is significant relationship between ‘Happy’ emotion and ‘Comedy Program’ preference and men are more prefer it than women. However, it does not reveal any significant relationship between ‘Sad’ emotion and contents preferences but women are slightly more prefer ‘Comedy Program’ than men. This result supports the Zillmann’s ‘mood based management’, which suggests that the needs for pleasant contents are revealed to relieve sadness when people are in a sad mood. In addition, our finding corresponds with Oliver’s insistence on meeting all four factors, insight, meaningfulness, understanding and reflection, rather than just pleasure for more satisfaction. This study focused on temporary emotional factors and contents and additionally on effect of users’ emotion, personality and preference on type of contents consumption. This relationship between emotions and contents study would suggest the better direction for developing smart devices with great contents usability and user satisfaction in the future.

keyword : 감정과 콘텐츠 관계, 콘텐츠 선호도, 미디어 콘텐츠 심리, 콘텐츠 이용성, Preference contents, Media Psychology, Content usability

This study investigated whether people experience a correspondence between color hue-tone and the main characters’ emotions in the 2012 British musical drama film, Les Miserables through three practical experiments. Six screen images, which represent the characters’ different emotions (Parrot’s six primary types including love, joy, surprise, anger, sadness, and fear) were selected. For each screen image, participants were asked to judge the degree of the character’s dominant emotions evoked from 17 varied screen images, which consisted of original chromatic and achromatized images as well as 15 color-filtered images (5 hues X 3 tones of the IRI color system). These tasks revealed that a chromatic color scheme is more effective to deliver the characters’ positive emotions (i.e. love and joy) than an achromatic one. In addition, they proved that the hue and tone dimensions partially influence the relationships between the character emotions and colors.

keyword : Film Color, Film Character`s Emotion, Color Hue-Tone, Primary Emotions

The purpose of this study is to analyze the emotion and sensibility of fashion words in terms of words types, such as loanword and Korean words, Hangul in fashion product label and fashion manufacturing industry. We surveyed 200 persons in their 20s using the questionnaire on the stimulus of product tag label and fashion words with 15 adjectives. Based on daily usage of foreign words in fashion market, we selected 1 item label in 3 forms: 1) Hangul label written in loan words 2) Label written in English and 3) Label written in Hangul and 3 fashion words in 2 forms 1) loanword and 2) Hangul. And the label types and fashion words were analyzed and investigated in terms of consumer``s sensibility, preferences and estimated product price. The results are following: consumers preferred loanword label than Hangul label, and they preferred loanword in English than that in Korean. They evaluated loanword more positively, such as refinement, gorgeous and elegant, etc. and estimated the product price of loanword label as higher. But in the sensibility of ``familiar`` and ``stability``, Hangul label was not significantly different to loanword written in Hangul. That is, label written in English is the highest in all the evaluation, and loanword label written in Hangul is next, and Hangul label showed the lowest result. Consumers showed the evaluation differently between loanwords and Hangul according to their degree in fashion involvement. Consumers of high fashion involvement evaluated the sensibilities of ``refinement``, ``elegant``, and ``gorgeous`` of loanwords as higher, whereas they had tendency to evaluate the sensibilities of ``familiar`` and ``stability`` of Hangul as higher or similar.

keyword : 상품라벨, 외래어, 순한글, 감성, 선호도, Product label, loanword, Hangul, sensibility, preference

The purpose of this study was to investigate the effects of aroma oil on EEG and academic stress. Twenty four male middle school students whose mean age 15 years participated in this experiment. They were assigned into one of two experimental conditions :(1) treatment group and control group. Lee Bo-young``s Academic stress level test was used to measure the level of the stress. WEEG-8 Channel(Laxtha Inc) was used to measure the EEG. Four different areas(Fp1, Fp2, Fp3, Fp4) related to stress were tested based on the international 10/20 Electrode System. The task was to complete the stress test, to inhale the aroma in a comfortable chair for 3 minutes and to complete the stress test, again. The results of this study indicated that aroma inhalation reduced students`` academic stress. In addition, alpha wave was increased by inhaling the aroma. The findings of the present study suggested that aromatherapy become a potential tool to reduce the level of stress.

keyword : 뇌파, 알파파, 아로마테라피, 학업스트레스, EEG, alpha wave, aromatherapy, academic stress

Sentiment lexicon is an essential element for expressing sentiment on a text or recognizing sentiment from a text. We propose a graph-based semi-supervised learning method to construct a sentiment dictionary as sentiment lexicon set. In particular, we focus on the construction of domain-specific sentiment dictionary. The proposed method makes up a graph according to lexicons and proximity among lexicons, and sentiments of some lexicons which already know their sentiment values are propagated throughout all of the lexicons on the graph. There are two typical types of the sentiment lexicon, sentiment words and sentiment phrase, and we construct a sentiment dictionary by creating each graph of them and infer sentiment of all sentiment lexicons. In order to verify our proposed method, we constructed a sentiment dictionary specific to the movie domain, and conducted sentiment classification experiments with it. As a result, it have been shown that the classification performance using the sentiment dictionary is better than the other using typical general-purpose sentiment dictionary.

keyword : 감성어휘, 감성사전, 감성분류, 감성단어, 감성구문, 그래프, 준지도 학습, sentiment lexicon, sentiment dictionary, sentiment classification, sentiment word, sentiment phrase, graph, semi-supervised learning