ISSN : 1229-0696
In this study, the interaction effects of the types of advertising and individual difference on responses to TV advertisements such as brand recall, cognitive evaluation, affective responses, attitude toward the advertisements were examined. Authors classified each of 12 TV advertisements as informational or transformational according lo the way Puto and Wells(1984) defined. Individual difference was measured by Thinking-Feeling Type Scale developed by authors The type of ad was found to affect almost all the dependent measures and the transformational ads were superior to the informational ads. Individual difference didn't have any main effects. The interection effects of the two variables(type of ad and individual difference)were clearly revealed, although the patterns of interaction were product-specific.
This study designes to address the availability fo the structured rank order scale using first for this paper and qantitative and qualitative differences in department shopping scripts elicited for products(ciothing vs. toothpaste). Availability of the structured rank order scale used first in this paper is suggested to be hopeful to solve the problems with existing methods. Different quantitiative and qualitative shopping scripts are identified as a function of product class. First, quantitative shopping script variability is revealed by examining the distinction in the number of common or core actions and in the relative lengths of finished script action. Second, in qualitative aspects, shopping scripts for products vary in complexity of cognitive and behavioral processes and in purchansing choice criteria.
In the present study, we examined the lexical decision reaction times and error rates when the form, spacing between syllables, and letter thickness in Hangul were manuplated in order to discover the optimum stumulus conditions for a traffic road sign. The results are as follows: First, when Hangul was presented in one of two popular forms-Gothic and Myoungjo-the Gothic presentation elicited lower reaction times and error rates. Second, inter-syllale spacing was varied(0.25. 0.50. 1.00. and 1.50 times the width of a syllble). reaction times and error rates were lowest at 0.50 and 1.00 times-syllable-width spacing, and higher at shorter and longer spacial intervals. Third, when letter thickness was varied in terms of stroke widthto-syllable height ratio(0.05. 0.10, 0.15 and 0.20) lexical decision reaction times and error rates were lowest in the 0.10 and 0.15 ratio conditions and highest in the 0.20 ratio conditions. Finally the suggestions and the limits of this study were discussed.
The present paper is an attempt to examine critically the prevailing approaches in academic arena toward understanding antagonisms, or even worse, hostilities as have fermented in and even manifested at interpersonal and societal levels among provincial peoples against each other. Two most popular and distinctive approaches, that is, "social-structural" one as taken predominantly in socialogical circle and "stereotypic" one as espoused exclusively in psychological camp were criticized for both being reying on static, rational model in which considerations on more subtle, interactional, social-psychological processes are perforce dismissed. Discussions on alternative understandings in terms of social psychological processes were made with suppolive inferences from phenomenal analysis of I he examplay socio-political events which have appeared with functional bearings on interprovincial antagonism and hostility. Finally, propositions explicating "how-processes" associated with exacerbation and hoped-for reduction in antagonism and hostility were proposed.
The primary goal of the present research was to test the two major theoritical approaches to prejudice by regians. As a result. Hanamian was most strongly prejudiced by overall people. Regional antagonism between Youngnam and Honam has a different structure. Youngnamian Regional antagonism against Honam was constructed with symbolic prejudice which was acquired through the socialization. Such as 'Unbelivalble' thinking only his distric were belonged to Symbolic antagonosm. Honamian antagnism against Youngnam was constructed with realistic treat which was acquired through the perception of declined financial supprot and any other benefits compared with Youngnam. Regional antagonism strongly affect in 1987 Presidential voting behavior. In American circunstance. only the Symbolic antagonism was correlated with voting behavior, however both of antagonisms were correlated with voting behavior in Korea. In the last presodential election, issue publics, such as refuse of Army governing, was no more determinant in voting behavior Images and Expectations of each cnadidate were main determinants in voting behavior. 'Familiality' was the most important factor for candidates Image and Stability of socrety was the most important expectation to each candidate. This article showed also emperical evidences that failure of unification of opposition Party has caused defeat of election.