Past Issues

This research was carried out in order to suggest useful data for planning fabrics of summer eco-friendly fashion products. For this purpose, four cellulose fabrics were dyed with natural indigo under three different dyeing conditions, then, their colorimetric properties and color sensibilities were evaluated, and their influences on color preferences were analyzed. All cellulose fabrics naturally dyed with indigo showed the characteristics of PB color tones, middle and low value, and low chroma. Color characteristics were significantly different according to fiber type and dyeing condition. The color sensibilities of the fabrics dyed with indigo were classified into three factors: sporty, classic and natural. These sensibilities showed partially significant differences according to fiber type and dyeing condition. Also, there were partially significant relationships between color characteristics and the color sensibilities of the fabrics dyed with indigo. The color preferences of the dyed fabrics with indigo were found to be influenced by the sporty and classic of color sensibility and L* of color characteristics.

keyword : 쪽 염색, 섬유종류, 염색조건, 색채감성, 색채선호도, Indigo Dyeing, Fiber Type, Dyeing Condition, Color Sensibility, Color Preferences

Emotion has a direct influence such as decision-making, perception, etc. and plays an important role in human life. For the convenient and accurate recognition of high-arousal negative emotion, the purpose of this paper is to design an algorithm for analysis using the bio-signal. In this study, after two emotional induction using the `normal` / `fear` emotion types of videos, we measured the Galvanic Skin Response (GSR) signal which is the simple of bio-signals. Then, by decomposing Tonic component and Phasic component in the measured GSR and decomposing Skin Conductance Very Slow Response (SCVSR) and Skin Conductance Slow Response (SCSR) in the Phasic component associated with emotional stimulation, extracting the major features of the components for an accurate analysis, we used a discrete wavelet transform with excellent time-frequency localization characteristics, not the method used previously. The extracted features are maximum value of Phasic component, amplitude of Phasic component, zero crossing rate of SCVSR and zero crossing rate of SCSR for distinguishing high-arousal negative emotion. As results, the case of high-arousal negative emotion exhibited higher value than the case of low-arousal normal emotion in all 4 of the features, and the more significant difference between the two emotion was found statistically than the previous analysis method. Accordingly, the results of this study indicate that the GSR may be a useful indicator for a high-arousal negative emotion measurement and contribute to the development of the emotional real-time rating system using the GSR.

keyword : 감성, 생체신호, 피부전도도, Phasic 성분, 이산 웨이브렛 변환, Emotion, Bio-signal, Galvanic Skin Response, Phasic Component, Discrete Wavelet Transform

In order to identify effective approaches for creating more viral Facebook posts, this research conducted an empirical content analysis of leading Korean brands` Facebook fan-pages (Samsung Mobile, SK Telecom, Kia Motors, and POSCO). Their distinctive visual storytelling and communication patterns were investigated as effective user engagement triggers. Through analysis of the research results, it was statistically proved that the different industrial attributes of the four brands, which are primarily characterized by their product (or service) types, affect their Facebook posting patterns by showing different engaging rates (measured by like, comment, and share metrics). In addition, the user engagement rates of the posts were influenced by their visual storytelling factors (i.e. ad objective, value scale, and visual media types). In line with these statistical findings, the distinctive visual storytelling strategies of the four brands were identified. Moreover, competitive and uncompetitive visual storytelling tactics were suggested according to the ad objectives and visual media types on Facebook.

keyword : Visual Storytelling, User Engagement, Social Media Branding, Facebook

In order to verify the effectiveness of marketing in the basketball stadium, this study measured and analyzed the gaze frequency and interest when the pupil was expanded by using the eye-tracking technology among various neuro marketing techniques of marketing. To analyze the section where the pupil size get expanded, interval of pupil size was higher than 2.275% (2 sigma data) and higher than 0.135% high (3 sigma data). Overall the valid data was analyzed by inflection points according to gaze frequency. We also analyzed the correlation between overall valid data and the ranges where the pupil size was significantly increased. The result showed that the correlation between overall valid data and pupil size 2 sigma data showed the highest correlation with 0.805. The pupil size 2 sigma data and pupil size 3 sigma data showed a correlation with 0.781, overall the valid data and pupil size 2 sigma data showed a correlation with 0.683. Therefore, it is concluded that, the section where the pupil size was expanded and the section at which gaze frequency is higher in the eye-tracking data were similar. However, the correlation between data of pupil size is determined to be significantly expanded and overall the valid data is decreased.

keyword : 동공크기, 시선추적, 뉴로스포츠 마케팅, 시그마 분석법, Pupil`s Size, Eye-tracking, Neuro-sports Marketing, Sigma Analysis

Previous research found that merely touching an object can create psychological ownership and the endowment effect. It was also found that just imagining touching an object without actually touching the object can make the same effect on psychological ownership. Prior research on haptic imagery examined the effect of haptic imagery induced by direct instruction of imaging on psychological ownership. We investigate a new method which can induce the haptic imagery in a more natural way than direct instruction of imaging. We manipulated imagery conditions such as visual-haptic congruence multimodal cue, visual-haptic incongruent multimodal cue, direct instruction condition and control condition, and examined the effects on imagery vividness, feeling of physical control, perceived ownership, and purchase intention. We conducted the experiment on 140 undergraduate students and our results showed that visual-haptic congruence multimodal cue condition is more effective than direct instruction of haptic imagery while visual-haptic incongruence multimodal cue condition is not effective. Our study extends prior haptic imagery research by making important marketing implications for online retailing.

keyword : 촉각적 심상화, 다중감각 단서, 심리적 소유감, 온라인 쇼핑, Haptic Imagery, Multimodal Cue, Psychological Ownership, Online Shopping

Physiological responses have been measured to recognize emotion. Although physiological responses have been interrelated between organs, their connectivities have been less considered for emotion recognizing. The connectivities have been assumed to enhance emotion recognition. Specially, autonomic nervous system is physiologically modulated by the interrelated functioning. Therefore, this study has been tried to analyze connectivities between heart and respiration and to find the significantly connected variables for emotion recognition. The eighteen subjects(10 male, age 24.72 ± 2.47) participated in the experiment. The participants were asked to listen to predetermined sound stimuli (arousal, relaxation, negative, positive) for evoking emotion. The bio-signals of heart and respiration were measured according to sound stimuli. HRV (heart rate variability) and BRV (breathing rate variability) spectrum were obtained from spectrum analysis of ECG (electrocardiogram) and RSP (respiration). The synchronization of HRV and BRV spectrum was analyzed according to each emotion. Statistical significance of relationship between them was tested by one-way ANOVA. There were significant relation of synchronization between HRV and BRV spectrum (synchronization of HF: F(3, 68) = 3.605, p = 0.018, □= 0.1372, synchronization of LF: F(3, 68) = 5.075, p = 0.003, □= 0.1823). HF difference of synchronization between ECG and RSP has been able to classify arousal from relaxation (p = 0.008, d = 1.4274) and LF`s has negative from positive (p = 0.002, d = 1.7377). Therefore, it was confirmed that the heart and respiration to recognize the dimensional emotion by connectivity.

keyword : 연결성, 감성 인식, 심장, 호흡, 스펙트럼 분석, Connectivity, Emotion Recognition, Heart, Respiration, Spectrum Analysis

This paper compared self-validation and regulatory focus between consumers who felt happy vs. sad prior to decision and explored the effects of self-validation on regulatory focus and information distortion. The results of empirical analysis are as follows. First, consumers who felt happy beforehand revealed larger self-validation and stronger promotion focus than those who felt sad in advance. Second, compared to sadness, just-felt happiness was found to have partially positive impact on promotion focus by means of self-validation and exercise entirely positive impact on information distortion through mediation of self-validation. This study has made theoretic contributions by identifying the differences in the extent of self-validation and promotion focus between happiness and sadness as ambient emotion felt prior to the impending decision making as well as by investigating the effects of self-validation upon information distortion.

keyword : 행복감정, 정보왜곡, 규제초점, 슬픔감정, 자기타당화, Happiness, Information Distortion, Regulatory Focus, Sadness, Self-Validation

This study developed a method which recognizes emotional interactions from the social distance by a beacon wearable device. The recognized interaction was evaluated by comparing with the cardiovascular synchrony from photoplethysmogram (PPG). The interaction was recognized when social distance was maintained for a certain period of time. The cardiovascular synchrony was estimated by correlation anaysis between beat per minute (BPM) from PPG. The maintenance time was determined by Mann-Whitney U test between the cardiovascular synchrony of interaction and non-interaction groups. Fifteen groups (2 persons per a group) participated in the experiment and they were asked to wear the beacon and PPG wearable devices in daily life. Experimental results showed that the interaction groups had more higher cardiovascular synchrony than non-interaction groups and the significant interaction time was determined to be 11 seconds (p=.045). Consequently, the real-time measurement and evaluation of the social network in real space was expected to be improved.

keyword : 사회적 거리, 감성 상호작용, 비콘, 웨어러블 디바이스, Social Distance, Emotional Interaction, Beacon, Wearable Device

The purpose of this study was to propose a product planning and design direction for smart fitness wear that will improve the impact of personal training based on researching the requirements of smart fitness wear and its acceptance level, as well as the functional demand. The study conducted in-depth interviews with professional fitness trainers and derived five categories and thirteen keywords by analyzing the categorical data analysis using the interview data. In addition, we surveyed general consumers to measure the acceptance level of smart fitness wear and the functional demand for product development. The results revealed that the difference in the acceptance level of smart fitness wear generally depended on the characteristics related to exercise involvement and exercise-related culture rather than on the demographic characteristics. With regard to the difference in the functional demand of smart fitness wear, the results showed that professional trainers focused on the scientific improvement of the effect of exercise while general consumers focused on the function that considers the sustainability of exercise. Based on the results, we proposed product planning and design directions such as ‘mounting of heart rate sensing, muscle activity sensing, motion angle or posture sensing, and motion sensing’, ‘development of concepts and contents for expert line, ordinary line’, ‘compression wear design’, and ‘differentiation of product development according to exercise areas’.

keyword : 스마트 피트니스웨어 수용정도, 스마트 트레이닝 기능수요, 퍼스널 트레이닝, 스마트 트레이닝, Acceptance Level of Smart Fitness Wear, Functional Demand of Smart Training, Personal Training, Smart Training

This study examined the effects of button response to probe and irrelevant stimuli on P300 amplitude and lie detection rate in P300-based concealed information test. Participants underwent the P300-based concealed information test (P300 CIT) in two conditions. In one button condition participants were instructed to press the left mouse button only when the target was present. In two button condition, they were asked to press the left mouse button for target and right button for non-target. The results showed that the response time to target stimulus was not significantly different between the two conditions, and the response time to the probe stimulus was significantly longer than the irrelevant stimulus. The P300 amplitudes for the probe and irrelevant stimulus were all smaller in one button condition compared to two button condition. However, the P300 amplitude difference between the probe stimulus and the irrelevant stimulus did not show a significant difference in the two experimental conditions, and the lie detection rate did not differ significantly between the two conditions. Based on these findings, the effect of button response on P300 CIT with a short inter-stimulus interval was discussed.

keyword : 버튼반응, 숨긴정보검사, 거짓말 탐지, P300, Button Response, Concealed Information Test, Lie Detection