Purpose: The purpose of this study was to clarify the definition of ‘death attitude’ reflecting the passage of time and socio-cultural context through conceptual analysis . Method: The concept of ‘death attitude’ was analyzed using a hybrid model to clarify the concept's properties and definition. For theoretical analysis, literature published from 2016 to 2021 was searched and a total of 33 articles including 25 domestic and 8 foreign studies were analysed. For a field study, seven adults were interviewed in May-June, 2021. Result: The domain of ‘death attitude’ concept were deduced into positive, neutral, and negative domains. At the field research stage, 'how to relieve the burden on those left behind' under the 'escape' attribute, 'no time to think about death' under the 'avoidance' attribute, and 'anxiety about unexpected death' under the 'anxiety' attribute were newly discovered. Conclusions: ‘Death attitude’ is a positive, neutral, or negative attitude toward death according to multuple characteristics such as demographics, spiritual well-being, direct or indirect experiences of death, or death-related educational experiences. Death attitude affects quality of life, meaning of life, and end-of-life care. It is important for nurses to be aware of their own death attitudes in order to provide quality end-of-life care to patients and their families.

This study assessed the effect of color marketing in the RTD coffee industry in Korea. In order to investigate the effect of color marketing, this study measured the characteristics of color marketing as well as brand image and attitude in accordance with behavioral intention to purchase. Data were collected using questionnaires, and a total of 310 questionnaires were distributed with 298 entered for data analysis. Frequency analysis, factor analysis, correlation, and multiple regression analysis were tested using SPSS. A total of seven factors were extracted, including brand attitude, purchase intention, association, identification, brand awareness, symbolism, and attention. Significances were found between brand awareness and identification (p<0.001) and attention (p<0.001). In the relationship between characteristics of colors and brand attitude, significances were found in identification (p<0.001), attention (p<0.001), and association (p<0.001). Further, brand attitude and brand awareness had a significant positive effect on purchasing intention of RTD coffee. Results of this study suggested that color marketing is a good marketing tool to persuade potential consumers to purchase RTD coffee based on brand attitude and brand awareness.