This study assesses the fashion blogging content and what type(s) of content categories attract SNS users’ attention on Chinese social networking sites via content analysis and eye-tracking methods. Fashion bloggers need to optimize their content strategies to remain outstanding in competitive online environments. Based on literature review, we generated five content codes social fashion blogging posts, and examine the effect of the posts based on fixation count, the duration, and time to first fixation. Study one categorised posts themes into the codes. Then examine and analysis the frequently used content, how these influence on audience attention through includes total fixation duration (TFD), fixation count (FC) and time to first fixation (TFF). The findings could provide guides for fashion bloggers to generate more effective and engagement content to audiences.

성인보다 주의 집중력이 낮은 아동의 인지력을 측정하는 것은 매우 어려운 일이다. 기능성 게임은 아동의 동기와 주의집중을 높이는 효과적인 방법으로 아동의 인지력 측정을 위한 좋은 대안이 될 수 있다. 본 연구는 주의력 측정을 위해 사용되는 TMT(Trail Making Test)를 기능성 게임으 로 제작하여 아동의 주의력을 측정하고 그 결과를 검증하고자 하고자 하였다. 이를 위해 기능성 게임으로 제작된 TMT는 주의 속도와 선택적 주의를 측정하는 유형A와 주의 전환을 측정하는 유형B로 설계되었으며, 검사결과를 아동의 학업성취도와 연결하여 검사의 타당도를 검증하고자 하였다. 284명의 아동을 기능성 게임을 통해 주의력을 검사한 결과, 유형A의 반응속도(Reaction Time) 그리고 유형B의 정오율과 학업성취도간 상관이 나타났다. 이러한 결과는 본 기능성 게임이 주의력의 여러 목표한 측정 요소를 잘 반영하고 있음을 시사한다. 기존의 단순한 결과만을 산출 하는 지필검사와는 다르게 본 기능성게임은 주의와 관련된 여러 가지 행동 데이터를 제공해주고, 재미와 집중을 높여 아동에게 보다 긍정적이고 생태학적인 측면이 강화된 인지측정 도구를 제공해 줄 수 있을 것으로 기대한다.

목적 : 본 연구는 시설에 거주하는 지적장애 청소년을 대상으로 요리활동을 통한 작업기반 중재가 주의집중력에 미치는 효과를 연구한 사례연구이다. 연구방법 : 대상자들은 시설에 거주하는 지적장애 1급 진단을 받은 여성 3인이었다. 중재프로그램인 요리활동은 주1회 회기 당 50분씩 총 8회기를 실시하였다. 요리활동에 대한 작업치료는 대상자들이 좋아하는 요리를 직접 만드는 것으로 구성하였다. 대상자들의 주의집중력은 자리이탈, 불필요한 말하기, 지시를 따르지 않기, 다른 것에 관심보이기의 총 4개 항목에 대해 조작적으로 정의하여 측정하였고, 매 회기 활동에 참여하는 동안 측정하였다. 결과 : 본 연구 결과 대상자 3인 모두 주의집중력 관련 항목들이 향상되었고 긍정적 정서 및 사회적 상호작용도 향상되는 모습이 관찰되었다. 결론 : 흥미와 관심을 유도할 수 있는 요리활동의 참여를 통한 작업기반 중재가 대상자들의 주의집중력을 향상시키는 것으로 나타났으며 주의집중력 외에 긍정적 정서표현 및 사회적 상호작용 행동이 증가하여, 의미 있는 활동의 참여를 통한 중재가 지적장애 대상자들의 주의집중력 및 적응행동에 긍정적인 영향을 미친다는 것을 확인할 수 있었다.

목적 : 본 연구는 주의력결핍 과잉행동장애 아동(Attention Deficit Hyperactivity Disorder; ADHD)의 타이밍과 운동기능 및 실행기능의 상관관계를 알아보고자 하였다. 연구방법 : 연구 대상은 부산 지역에 거주하며, ADHD 진단을 받은 만 6~12세 아동 32명을 대상으로 하였다. 연구도구는 타이밍 기능 평가를 위해 상호작용식 메트로놈, 운동기능을 평가하기 위해 Bruininks-Oseretsky Test of motor proficiency, Second edition(BOT-2), 그리고 실행기능 평가를 위해 스트룹 아동 색상 단어 검사와 아동 색 선로 검사를 실시하였다. 타이밍과 운동기능 및 실행기능과의 상관관계를 알아보기 위해 상관분석을 사용해 분석하였다. 결과 : ADHD 아동의 타이밍과 운동기능과의 상관관계를 알아본 결과, 타이밍과 BOT-2 영역 중 미세한 손의 조절, 신체 협응에서 음의 상관관계가 있었다. BOT-2 하위 영역에서는 미세 운동 정확성, 양측 협응과 음의 상관관계가 있었다(p<.05). ADHD 아동의 타이밍 기능과 실행기능과의 상관관계를 알아본 결과, 타이밍과 스트룹 아동 색상 단어 검사의 단어 점수와 아동 색 선로 검사의 Children’s Color Trails Test(CCTT)-1 점수에서 음의 상관관계가 있었다(p<.05). 결론 : 본 연구의 결과를 통해 타이밍과 운동 및 실행기능의 상관관계를 확인할 수 있었다. 따라서 타이밍 평가를 통해 ADHD 아동의 운동기능과 실행기능을 예측할 수 있을 것이다.

Introduction - Dubois (2002) said that luxury is identical with perception of comfort, beauty, and sumptuous lifestyle. There are five key factors of perceived luxury goods such as uniqueness, quality, hedonic, conspicuousness, and extended self (Vigneron and Johnson, 2004). So that, the definition of luxury fashion brand itself is goods (in terms of fashion) that has brand image and perceived as something that has uniqueness, quality, hedonic, conspicuousness, and extended self and could give comfort, beauty, and sumptuous lifestyle. Online visual display nowadays is one of maketer’s channel to promote the product. In terms of exclusivity, there is only few channels that has been used by marketer, such as website of the luxury brand itself, Instagram, Facebook, Youtube, and so on. This research of online luxury fashion brand is focused on one mobile app, named Instagram. Instagram is choosen because the usage of Instagram is increasing over time, especially in Indonesia. This research is focused on pre-loved luxury fahion brand on online shop at Instagram. There is one problem of this research, which is the percentage of middle to high income is increasing in 5 years (2010-2015) in Indonesia, but consumer is less likely to buy pre-loved luxury fashion brand. The tendency that consumer is less likely to buy because of decreasing sales of some pre-loved online shops in Indonesia. Exploratory research was taken and it can be concluded that the root cause of decreasing sales happens because visual display of pre-loved online luxury fashion brand is not too attractive. Method - The method that which is used is experiment design. The respondent of this research are choosen by non-probability sampling, which is judgemental sampling (we already know the priority characteristic of respondent, such as middle to high income) and female (because the online shop that will be observed is only offer luxury fashion for female). This research will use eye tracker, named Gaze Point. To get the quantitative experiment data, the minimum respondents that will be need is 39 people if we want to generate until get the heatmaps (Kara Pernice and Jakob Nielsen, 2009). Users will be given some oral question after they finished the experiment with eye tracking. There are some contents that will be measured in this reseach, such as caption, image clarity, and background of product. This research will be conducted only for consumer in Bandung. Respondents are female with middle to high income that has been bought pre-loved luxury fashion bag. The variables which are used in this research are the result of combination of construct from previous research about luxury brand perception and attractiveness of visual display. Sensory stimuli of sights will make automated perception actives and determine whether the information attractive or not. Findings – This research found that pre-loved online luxury fashion brand is currently growing rapidly. However, more respondents still prefer to buy online product if the visual display could be more attractive and the longer respondent saw the visual display, means that the respondents tend to be more interested of that posting. Author made proposed design improvements. Author then recommend them to the owner of pre-loved online luxury bag.

This is a cross-culture study looking into how organization’s customer orientation and empowerment influence hotel employees’ three types of OCBs (OCB-O, OCB-I and OCB-C). Using data collected from US and Australia employees, the study found that customer orientation was a significant predictor of employees’ three types of OCBs, while empowerment was only a significant predictor for employees’ OCB-C. Culture was found to moderate the proposed relationships, with stronger relationships observed in US than in Australia.

Similar to traditional advertising, product placement plays important roles in consumer purchasing behaviors through the AIDA model (e.g., Ghirvu，2013) of which attention is the very first stage. While there is an established literature on brand recall and recognition as methods of product placement evaluation, the role of attention, which is an important topic in traditional advertising research, has been sparsely studied in the context of product placement. This paper proposes that attention is a psychological state which affects information selection and processing. Captured attention reflects audience’s selective attention to editorial content including placements, while sustained attention (or processing) requires allocated attentional capacity to process information captured from the placement. When available attentional capacity is insufficient, product placements cannot be adequately processed to form accurate memory (Lee & Faber, 2007). Accordingly, this paper aims to investigate the pathway of ‘placement characteristics –audience attention – audience memory’ in order to reinterpret the relationship between placement characteristics and audience memory through the lens of attention. We do this by answering two pertinent questions: 1) how placement characteristics (e.g., exposure duration, frequency, location and size) influence captured attention; and, 2) how captured attention and sustained attention affect audience memory. To do so, we draw on psychology literature, especially the feature integration theory (Treisman & Gelade, 1980), in establishing the theoretical connections between placement features, captured attention, sustained attention and memory. By a theatre methodology, we found sustained attention mediated between captured attention and audience memory, while more prominent placement characteristics had stronger relationships with captured attention. Furthermore, audience’s levels of involvement in the media content and familiarity with the placed brand moderated the relationship between sustained attention and audience memory.

This study explores the effect of ad variation effectiveness as a function of cultural differences, drawing from visual attention and encoding variability theory. Findings on HK and UK participants suggest that varying ad features may be most effective by changing those features that correspond to the intended consumer’s cognitive styles. Introduction Previous research suggests that showing varied ads can enhance brand recall, and result in more positive attitudes towards the brand (Unnava & Burnkrant, 1991). Following the encoding variability theory (Lee & Lee, 2016; Yaveroglu & Donthu, 2008), variations in encoded information improve recall because these variations provide additional memory representations for the target information, hence leading to more retrieval cues for the information to be recalled (Anderson & Bower, 1973). Transposed to an advertising context, each element of an ad (e.g., graphics, layout, backgrounds, products, brand logo, etc.) can serve as a retrieval cue for information recall. For instance, if a target product is embedded in two different backgrounds (e.g., a beer in a social event vs beach background), these two different contexts can serve as two different retrieval cues for the target product, compared to only one possible retrieval cue provided in same ad repetition. Since encoding variability theory relies on contextual changes and multiple memory paths to explain the ad variation effect, it may be affected by cultural difference (specifically, selective attention), which can act as a moderator of ad variation effectiveness. Western and East-Asian people have been found to have different visual attentional biases (e.g., Nisbett & Masuda, 2003), with Westerners being more attentive on focal objects (analytic perception) and Easterners focusing more on the whole picture (holistic perception). As such, the selective attention they paid towards the ad may enable them more susceptible to specific changes of an ad, thus increasing the available memory pathway towards brand information, i.e., brand recall. Brand attitudes are suggested to be formed through learning (e.g., Van Osselaer & Alba, 2000), i.e., consumers learn and process the information conveyed in an ad, which eventually affects their attitude towards a brand. This study therefore also tested the role of visual attention in moderating the effect of ad variation on brand attitude, since Eastern and Western customers learn differently due to their visual attentional styles. To examine the possible moderation of ad-variation effectiveness by visual attention in a cross-cultural context, this study exposed HK (Eastern) and UK (Western) participants with two different varied-ad executions, foreground-varied ads (ads that vary in focal object) and background-varied ads (ads that change in background features). Identical-ad execution was also included as a baseline. We hypothesized that, due to the difference in attentional bias in Eastern participants (holistic) and Western participants (analytic), different types of ad variations might results in different extents of effectiveness of the ad variation. Method A 2 (Culture: UK vs. HK) x3 (Ad type: identical vs. background-varied vs. foregroundvaried) between-subject factorial design experiment was used in this study. We used a fictitious Beer brand - Helga Brugge - for this study. In the identical-ad condition, the same target ad was repeated three times. We designed a target beer and two beer pints as foreground features and background features included a camping scene (in identical-ad condition), and a football stadium, camping scene and a social event scene (in background-varied condition). In foreground-varied condition, while keeping the background image constant (camping background), the foreground features differed, i.e., a bottle beer, a canned beer, and a bottle beer with two beer pins. See Figure 1 for the target ad stimuli. Participants were randomly assigned to one of the three ad type conditions and watched the 20 advertisement slides (3 target ads with 17 filler ads), each of which was presented singularly for 3 seconds. Filler ads were chosen from real ads that were not used anymore at the time of the study. They included various product categories other than beer such as toy, beverage, and cosmetics. After being exposed to the advertisement, participants were asked to answer a series of questions measuring a number of variables in the following order: ad recall and brand recall (Lee & Lee, 2016), brand attitude (MacKenzie, Lutz & Belch, 1986) and demographic information. Data was collecting online using Qualtrics. Both Chinese and English versions of instructions were back translated (Miracle and Bang, 2002). Results After excluding incomplete datasets and participants whose nationality was not British or Hong Kong, the final sample comprised 117 UK (78 female) and 108 HK (63 female) participants. Cross-cultural Cognitive Differences in Perception To confirm the underlying assumption that HK participants tend to have holistic visual perception and UK participants tend to have analytical visual perception, participants’ responses were coded to identify the type of foreground information (e.g., beers, pints, foams) and background information (e.g., sunset, camping). The coding processes were independently performed by two coders; Cohen’s κ analyses showed a moderate agreement (Sim & Wright, 2005) between the two coders' judgments on both foreground information (κ = .781, p < .001, 95% CI, .716 to .846) and background information (κ = .775, p < .001, 95% CI, .706 to .843). Two 2(Culture: UK vs. HK) x 3(Ad type: identical, background-varied and foregroundvaried) analysis of variance (ANOVA) were conducted. Results support our assumption: UK participants elicited more comments on foreground information (M= 1.56, SD= 1.20) than HK participants did (M= 1.05, SD= 1.03; F(1, 219)= 11.80, p= .001, =.051), and HK participants elicited more comments on background information (M= 1.69, SD= 1.19) than UK participants did (M= 1.09, SD= 1.03; F(1, 219)=16.22, p<.001, =.069). There was no statistically significant main effect on ad type or any statistically significant interaction effect. Brand Recall For UK participants, we hypothesized that their selective attention towards focal objects would enable them more susceptible to changes in the foreground-varied ad conditions, but not in the background-varied ad conditions. Chi-squared analyses revealed that UK participants’ brand recall scores in foreground-varied condition (M=89.2%) was significantly higher than those in both background-varied (M=53.7%): X^2 (1, N=78) = 11.80, p<.001, ϕ =.39, and identical conditions (M=43.6%): X^2 (1, N=76) = 17.5, p<.001, ϕ =.48. There was no difference in brand recall between identical and background-varied conditions. Conversely, we hypothesized that both background- and foreground-varied ads would be equally effective for HK participants due to their holistic attention towards both foreground and background objects. Multiple chi-squared tests revealed that, HK participants’ brand recall scores in both foreground-varied condition (M=59.5.%) and background-varied condition (M=58.3%) were significantly higher than that in the identical condition (M=34.3.%; foreground-varied vs. identical,X^2 (1, N=72) = 4.57, p=.032, ϕ =.25; background-varied vs. identical, X^2 (1, N=71) = 4.13, p= .042, ϕ =.24). The difference between the two varied ad conditions was not significant. Brand Attitudes We hypothesized that HK and UK participants’ brand attitudes also differ to different extents in the three conditions, following a similar pattern found in measuring brand recall. Consistent with this, independent-sample t-tests on UK participants revealed that the mean scores for brand attitude in both foreground-varied ads condition (M= 4.64) was higher than that in both identical ads condition (M= 3.71; t=-4.09, p<.001, d=0.94) and background-varied ads condition (M=3.98; t=3.49, p=.001, d=0.80). No significant difference was found between the identical-ad condition and background-varied condition. For HK participants, results of t-tests revealed that the mean scores for brand attitude in both foreground-varied condition (M= 4.18) and background-varied condition (M=4.33) were both significantly higher than that in identical ads condition (M= 3.53; foreground vs identical: t=-3.19, p=.002, d=0.51; background vs identical: t=4.87, p<.001, d=0.80). No significant difference was found between the two varied ads conditions. Discussion This research provides supporting evidence that visual attentional biases initiated by cultural differences can moderate the effectiveness of ad variation. Specifically, for UK participants, ad variation appeared to be effective only in foreground-varied ads. Conversely, both foreground-varied and background-varied ads were effective for HK participants. These findings have both theoretical and managerial implications. To the best of our knowledge, it is the first cross-cultural research in the domain of ad variation. It addresses a gap in the ad variation literature, by identifying the moderating effect that cultural differences can have on the ad variation effect. This opens up new research directions including considering other forms of cultural variations (e.g., language) and cognitive differences (e.g., reasoning styles) to better understand individual differences in the domain of ad-variation. This study also offers insights for international marketers looking at tailoring their advertising strategies for different target audiences to maximize ad- and cost-effectiveness. Besides varying features that correspond to the intended consumer’s cognitive styles, marketers could also consider priming consumers’ cognitive styles when determining advertising strategies, as previous research has shown that consumers’ cognitive styles are relatively malleabile (Lin & Han, 2009). For example, when executing foreground-varied ads, inserting them into an article that could induce an analytic cognition (e.g., bibliography programs about a successful life story of a person) would be an effective strategy. This study has two main limitations. First, it only included data from nationals of the United Kingdom and Hong Kong. Non-cognitive cultural differences such as language and geographical mobility can affect cognitive styles (e.g., Rhode & Voyer, 2015). Future research should replicate and expand findings by looking at more countries (e.g., US, South Korea), with increased level of control on relevant non-cognitive crosscultural factors. Second, this study only looked at one hedonic product category: beer. Future research can replicate and expand findings, by looking at different product categories (e.g., utilitarian products, such as toothbrushes).

본 연구의 목적은 정신 질환을 진단받지 않은 일반인들이 양극성 장애 경향성에 따라 변화하는 시공간 주의집중력과 정서 지각 능력을 탐구하는 것이다. 양극성 장애 경향성을 측정하기 위해 한국형 자기보고형 양극성 장애 검사(K-MDQ)를 사용하였고, 시공간 주의집중력와 정서 지각 능력을 측정하기 위해서는 시공간 주의 과제(useful field of view task)와 정서 지각 과제(emotional perception task)를 사용하였다. 또한 본 연구에는 정신 질환 혹은 기타 의학적 문제가 없는 참가자들만 참여하였고 K-MDQ 점수에 따라 세 집단으로 나뉘어졌다. 시공간 주의 과제 수행 결과, K-MDQ 점수가 높은 집단이 다른 집단들에 비해 수행 수준이 낮았다. 이는 양극성 장애 경향성이 높은 일반인은 시공간 주의집중력의 저하가 나타난 것을 의미했다. 또한 정서 지각 과제 수행 결과, K-MDQ 점수가 높은 집단이 다른 집단들에 비해 부정적 정서 지각 편향성이 높게 나타났다. 이는 양극성 장애 경향성이 높은 일반인은 부정적 정서 지각 편향성이 높게 나타났으며 즉, 양극성 장애 경향성이 높은 일반인은 정서 지각 능력이 저하되었음을 의미했다. 이러한 결과는 양극성 장애 환자가 아닌 일반인이 양극성 장애 경향성이 높아지면 양극성 장애 환자에게 나타난 시공간 주의집중력과 정서 지각 능력의 저하가 점진적으로 나타난다는 것을 함의한다.

디자인 과정과 실제 공간을 사용함에 있어 공간감을 이해하는 것이 매우 중요한 역할을 하는데, 동일한 공간이라도 어떻게 디자인하느냐에 따라 공간의 깊이감에 대한 지각이 달라질 수 있다. 공간의 3차원적인 속성인 넓이, 깊이, 높이 중 넓이와 높이감에 대한 이론과 연구들에 비해 깊이감에 대한 이론이나 연구는 상대적으로 적은데 이는 넓이 나 높이에 비해 공간의 깊이감이 초래하는 효과에 대한 관심이 부족했던 원인으로 보인다. 본 연구는 Computer Graphic으로 제작한 실내공간을 대상으로 시선추적장치를 이용하여 깊이감에 대한 지각과정을 이해하고자 하였다. 44명의 실내디자인 전공 학생들이 실험에 참가하여 마주보이는 벽면에 깊이감을 자극하는 구성요소를 달리한 3개의 이미지를 보며 가장 깊어보이는 공간을 탐색하였다. 그 결과 3개의 이미지간에 주시시간의 차이가 나타났고, 가장 깊어 보이는 공간에 대한 응답에 따라서도 주의집중에 통계적으로 유의미한 차이가 발견되었다. 본 연구는 깊이감에 영향을 끼치는 요인과 기존 정설에 대한 정량적인 타당성을 제시하고, 이상적인 공간의 깊이감을 얻을 수 있는 디자인 방법 개발 등에 도움이 될 것으로 본다.

목적 : 본 연구의 목적은 안구운동이 동반된 주의력 훈련이 인지장애가 있는 뇌손상 환자의 주의력 및 인지능력 회복에 긍정적인 영향을 미치는 효과를 알아보기 위한 예비연구이다. 연구방법 : 인지장애가 있는 뇌손상 환자 7명에게 16주 동안 총 48회 안구운동이 동반된 주의력 훈련을 집중적으로 실시하였다. 중재 도구는 안구추적 연동형 주의력 훈련시스템인 컴퓨터 기반 인지재활 프로그램(Eye-tracking & ear system based Attention training System; EYAS)을 적용하였다. 중재 전후 인지능력의 변화를 알아보기 위하여 한국형 간이 정신상태검사(Mini-Mental State Examination for Korean; MMSE-K), 전산화 신경인지기능검사(Computerized Neuro-cognitive function Test; CNT), 운동시지각검사(Motor-free Visual Perception Test; MVPT)를 실시하였다. 결과 : 안구추적 연동형 주의력 훈련시스템으로 안구운동이 동반된 주의력 훈련을 참가자에게 중재 프로그램으로 적용한 후 주의력, 정보처리속도, 기억력 및 시지각이 향상되었다. 아이어스 중재 전보다 중재 후 MVPT 평균점수가 높았다(p<.01). MMSE-K 역시 평균 점수가 향상 되었다. 시각 주의력과 정보처리 속도에서 효과를 알아본 결과 CNT의 VCPT(Visual Continuous Performance Test)(p<.05)와 VCCPT(Visual Controlled Continuous Performance Test)(p<.01)에서 중재후가 중재전보다 평균점수가 높았다. 아이어스가 기억력에 긍정적인 영향을 미친다는 것을 CNT 평가를 통해 알 수 있었는데 CNT의 VST(Visual Span Test)(p<.01)와 DST(Digit Span Test)(p<.05)에서 평균점수가 향상되었다. 중재 후 VST 역순 검사에서는 평균값 상승이 있었고, DST 역순 검사에서는 중재 전후 평균값에서 유의한 차이를 보였다(p<.05). 결론 : 안구운동이 동반된 주의력 훈련은 인지저하가 있는 뇌손상 환자의 주의력, 정보처리 속도, 시지각, 기억력 향상에 긍정적인 영향을 준다는 가능성을 알 수 있었다. 안구운동은 주의력과 관련성이 있고, 주의력의 향상은 다른 인지능력에 긍정적인 영향을 줄 수 있다. 향후 연구에서는 구조화된 실험설계로 효과검증을 실시할 필요가 있다.

This study is aimed to find out whether there is difference in the physiological change of a human body according to the illumination and color of interior space or not and to specify the effect of the condition of illumination and color, respectively on the attention. In order to do so, White and Green were selected for colors and 4,000k, 5,000k, and 6000k were done for color temperature, and then attention was identified. Examining the results, the more color temperature increased, the more attention improved (P < 0.05), and in the case of EEG, α wave decreased while performing the task of attention (P < 0.01), and β wave decreased more in Green than White in color condition, and it increased more in 4,000k than 5,000k and 6,000k (p < 0.05) in color temperature condition. To sum up, color condition didn't contribute to the attention much, in the case of color temperature, when it is 6,000k, it is judged that it helped to improve attention. It is considered that relaxation contributed to improving attention, as β wave and sympathetic nerve decreased in 6,000k (p < 0.05). It is judged that the relaxation of tensions which happened due to a beta wave and the reduction of sympathetic nervous system activity in 6,000k, a condition of high color temperature, contributed to the improvement of concentration. In further researches, it is intended that a test will be conducted for the subjects of different ages, and the correlation between color temperature and color stimulation and the influence of them on human body would be observed in subdivided, various test conditions through various color temperature and color stimulation.

As well as all other branches of trade, so retail trade itself undergoes various changes and trends with regard to the development of information and communication technologies which affect not only traders themselves but also their customers. It is the retail store environment itself which is one of the decisive aspects of purchase because more than 70% of consumer decisions take place directly at the point of sale. It is the last place which can reverse the purchasing decision. A final customers´ decision is influenced not only by price, quality but also by in-store communication and visual aspects of each store. That is the reason for continuous gathering of feedback on the effectiveness and efficiency of these means of communication in real environment. Besides traditional research techniques there are situations which require the involvement of relatively new research methods. Thanks to the innovative interdisciplinary approach with the use of neuromarketing, it is possible to create effective marketing strategies and thus stimulate the customer attention and emotions. By these emotions, it is possible to achieve better motivation toward purchase and an increase in the number of sales and subsequent raise in income. The paper deals with a complex, interdisciplinary examination of the in-store communication impact on customer visual attention, emotions and related spatial behaviour of customers in grocery stores. Research integrates measurements of mobile eye camera (Eye tracker), mobile electroencephalograph (EEG), face reading technology (FA) and internal position system in real conditions of retail store. The purpose of this research is to recognise the attention, emotional response and spatial customer preferences by means of selected in-store communication tools. At the end of the paper we explain how the neuromarketing methods can be used for better understanding of consumer behaviour at the point of sale.

본 연구는 혁신적 기업에서 감성에 대한 인식 및 활용에 대해 기업의 연차보고서의 내용분석을 통해 밝히고자 하였다. 연차보고서는 현재 기업이 제공하는 상품(제품 및 서비스)에 대한 설명과 기업의 성과 및 방향에 대해 기술하였 기 때문에 기업의 감성에 대한 관심 및 활용을 파악하기 위한 내용분석에 적합한 데이터이다. 감성에 대해서는 그 용어가 국내외에서 혼재되어 사용되고 있어, 연관 단어인 ‘감각’, ‘감성’, ‘정서’와 해당 영단어인 ‘sensibility’와 ‘sense’, ‘emotion’, ‘feeling’, ‘affection’의 사전적 정의를 분석하여 서로의 관계를 분석하였고, 본 용어들을 모두 내용분석에 포함하였다. 혁신적 기업을 선정을 위해 경제 학술지 Fast company에서 발표하는 2009년과 2014년의 ‘The world’s 50 most innovative companies’의 리스트에 포함된 기업으로 추출하였다. 그 기업의 연차보고서를 바탕으로 상호 비교 하여 2009년과 2014년 사이의 감성의 인식 및 활용에 대한 기업의 변화를 추적하였다. 내용분석의 정량적인 결과에서는 혁신성과 감성의 관련성이 강하지 않다고 판단되나, 정성적인 결과에는 5년 사이에 ‘감각(sense)’과 ‘감정(feeling)’에 대한 관심이 증대되고 있음을 확인하였다. 결론적으로, 기업에서 전략적으로 추구하는 혁신성의 방향이 기술 선도 및 차별화에서 사용자 경험 만족으로 옮겨지고 있으며, 사용자의 감각 및 감정을 측정, 평가, 표현하고자 하는 기업의 수가 증대되고 있음을 밝혔다.

Frederick Denny in Islam and the Muslim Community points out that one of the most noteworthy aspects of contemporary Islam is its growing prosperity in Europe, especially in countries of Christian dominance. Most recently, in the wake of rise of ISIS in Syria and influx of Muslim refugees to Europe, a newspaper reports, “There will eventually be more Muslims than Christians in Europe.” The growth of Islam is taking place not just in Europe. It is a worldwide trend, and the Muslim population is rapidly increasing in Korea as well. To better understand how best to meet the challenge of rising Muslim populations, specifically in England and in Korea, this article attempts to develop a Christian Christological response. To that end, the article first explores contemporaryMuslim trends in England and Korea with an eye toward understanding how to communicate the gospel to them effectively. This includes an examination of the Islamic Jesus portrayed in the Qur’an in comparison to Jesus, the Son of God in Christianity. As is known, pivotal to attaining a meaningful Christian-Muslim dialogue, as well as a credible Christian witness to Muslims, is the problem of Christology. Islam has a fairly well-developed Christology. However, the Christian message that “Jesus is the Son of God” is an abomination to the Muslims. Thus, Christians face crucial Christological questions whether they must avoid the term “Son of God” and instead defer to the name “Isa” for Jesus by which Muslims know him. Facing the obstacles in traditional Christian-Muslim dialogue, the article explores how best to stand on common ground with Muslims while satisfactorily and carefully articulating points of distinction, especially regarding the work of Christ. The article concludes by formulating an effective strategy for relating to and reaching Muslims theologically and culturally, while concretely manifesting Christian love in order to be the love of Christ to them and not just talk about it abstractly.

본 연구는 지하철 입구 공공공간에서 피험자의 선택적 주의집중 분석을 위한 공간요소별 주시데이터 추출이다. 주시데이터의 추출방법 연구 결과는 다음과 같다. 첫째, 눈을 통해 획득되는 시각정보의 특성을 분석하는 과정에 중심와의 반경을 이용하여 주시범위를 설정하는 방식은 기존의 시지각 이론을 근간에 두면서 선택적 주의집중에 해 당하는 주시데이터의 추출 결과를 객관화시킬 수 있는 방법을 정리했다. 둘째, 주시데이터 추출방법으로 기존에는 격자에 의한 빈도 분석이 주를 이루었는데 세부적 특성으로 공간정보를 분석함에 한계를 가지고 있었다. 이에 비해 선택적 주의집중 정도를 알 수 있는 주시데이터 추출방법은 공간에서 특정 요소에 시선이 얼마만큼 집중되는지를 분석해 낼 수 있었다. 선택적 주의집중을 통해 공간사용자의 주시특성을 분석하게 되면, 요소 맞춤형 주시데이터 추출이 가능하고, 이를 공간디자인이나 사인 배치에 활용하고 성과를 검증하는 것도 가능하다. 셋째, 공간요소에 대 한 시간범위별 분석을 통해 특정 공간 요소를 주시한 데이터 특성을 시계열적으로 추적하여 정리하는 것이 가능했는 데, 본 연구에서 대상으로 삼은 ｢해당 공간범위｣의 결과를 보면, 남녀 모두 2분을 지난 시점에서 주의집중 정도가 급격히 떨어진 것을 확인할 수 있었다. 넷째, 주시 우위빈도를 통해 선택적 주의집중이 일어난 구역을 시간범위별로 분석하였는데, 성별에 따라 남자는 Ⅰ시간범위(52.4 %), 여자는 Ⅳ시간범위(24.0 %)에서 강한 주시가 이루어진 특 성이 있어, 성별 차이가 나타난 것을 확인할 수 있었다. 즉, 성별에 따라 선택적 주의집중이 일어나는 시간범위가 서로 다르다는 것에서부터 성별 차이를 향후 피험자 특성으로 설정하여 실험하고 분석하는 것이 필요하다.

복권에 당첨된 것과 같이 뜻밖의 행운을 경험한 사람들이 그들의 배경 (e.g., 집, 자동차)을 개선시키려고 노력 하는 것은 일상에서 자주 목격할 수 있는 일이지만, 이렇게 행동하는 이유에 대해서는 경험적으로 검증된 바 없 다. 본 연구는 행운을 경험한 사람들이 배경으로 주의의 범위를 확장시키고, 불운은 주변의 대상들로 주의의 범 위를 축소할 것이라는 예측을 경험적으로 검증하면서 위와 같은 행동의 이유를 탐색하고자 이루어졌다. 이를 위 한 실험 1a는 행운 경험(가위바위보 승)이 배경에 주의를 기울이도록 유도하여 숨은그림찾기 수행을 저하시키고, 불운 경험(가위바위보 패)이 배경 안의 대상에 주의를 기울이도록 유도하여 숨은그림찾기 수행을 향상시키는 현 상을 관찰하였다. 또 손을 씻으면 이러한 현상이 반대로 나타남을 확인하였다. 실험 1b는 실험 1a의 결과가 행운- 불운 경험과 손 씻기의 상호작용효과에 따른 것이며 가위바위보의 승패가 자기통제감을 조작한 결과가 아님을 확인하였다. 실험 2는 행운에 대한 신념이 강한 사람일수록 배경에 주의를 기울여 숨은그림찾기 수행이 저하되 고 이것이 약할수록 숨은그림찾기 수행이 향상됨을 관찰할 수 있었다. 이 세 가지 실험은 행운이 환경 전반으로 주의를 확장시키고, 불운이 주변대상들로 주의를 축소시킨다는 탐색적 예측을 지지한다. 본 연구는 주의와 관련 된 인지심리학뿐 아니라 소비자 행동 및 광고심리학 등의 인접분야에도 폭 넓은 시사점을 가진다.

Objective : This study examined effect of Dynavision training on visual attention while conducting tasks after a stroke, and performed an eye-tracker analysis.Methods : Across an ABAB single-subject research design, three stroke patients conducted Dynavision training during the intervention period, and the eye-tracker evaluated their visual attention after each session. A visual analysis was conducted using a graph, and the changes in the values were analyzed through two standard deviations and the trend line.Results : The values of eye fixation, eye saccade, and eye scan-path remained high within the two standard deviation band more than twice during the intervention and reversal intervention period. The trend line for the intervention and reversal intervention period was steep. The trend line for the percentage of correct answers on paper was increased during the reversal baseline period. In addition, the trend for the line reversal intervention period was steeper than for the intervention period.Conclusion : Dynavision training after a stroke affected the visual attention while conducting tasks, and an eye-tracker evaluation was more objective than a pencil-paper evaluation.

The study investigated the relationship between parental attention, educational experience and criminal behaviour of students in Borstal Institutions. The purpose was to improve the quality of parent-child relationships and reduce juvenile criminality in Nigeria. The study adopted a descriptive correlation type survey. The target population consisted of 1,394 juvenile offenders who were housed at the Borstal Institutions. The sample comprised of 450 participants who were randomly selected using a balloting (hat and draw) method of simple random sampling. Two researcher-constructed instruments were used in the study, namely: a “Criminal Behaviour Questionnaire (CBQ)” and a “Parental Attention & Educational Experience Questionnaire (PAEEQ)”. Data was analysed using the Pearson Product Moment Correlation statistical method. The findings revealed that a significant relationship existed between parental attention and criminal behaviour; and between educational experience and criminal behaviour of students in Borstal Institutions.Itwas concluded that adequate parental love, warmth, care, attention are imperative for effective parenting and child rearing.