Anthropomorphism is a prevalent marketing practice that fosters consumer perceptions of a brand as humanlike. In today’s hyperconnected marketplace, firms are increasingly imbuing their brands with human features with the hope that the favorable perceptions of humanlike attributes in nonhuman objects could lead to consumers’ positive evaluation of humanized products. For example, Amazon has imbued Echo, a voice-activated Bluetooth speaker, with the human name Alexa, a female voiced virtual assistant that employs familiar human speech pattern, and some advanced personality traits. Similarly, Hormel Foods has used Mr. Peanut, the advertising logo and mascot of Planters that embodies the brands’ selling points. Mr. Peanut is depicted as a humanized peanut with arms, legs, top hat, and monocle and became a vessel of brand meaning and personality, taking on the product quality that the brand aims to communicate. Prior studies that use brand anthropomorphism as a foundation have investigated the impact of brand anthropomorphism on various outcomes such as product evaluations, emotional responses, and intentions to replace a product. However, what is missing from prior work is an understanding of the impact of brand anthropomorphism on the purchase intentions for clearance products which are sold under a retailer’s promotional strategy as an inventory management tool. The lure of cheapened goods may expand the range of consumers who can afford to buy merchandise from the company or may provide existing customers with an appealing purchasing option. In light of this, clearance sales are known to be effective not only for increasing store traffic by alluring price-conscious consumers but also for reducing excess inventory in a retail location or a chain of product fulfillment. The strategic importance of clearance sales has increased since the breakdown of COVID-19 which forced retailers to close their stores and caused demand for many product categories to plunge in early 2020. After the initial shock of the pandemic, consumer spending recovered fairly quickly, giving rise to record levels later in the same year. This surprising recovery continued into the next year as consumer sentiment and spending levels surged together, resulting in consumer demand that surpassed retailers’ stock levels. However, due to inflation and amounting fears of recession, consumer spending started to slow down again in 2022, resulting in the opposite of what happened in the previous year. Such a reversal caused many retailers to face high inventory levels and declining profitability, forcing them to cut prices to move excess inventory out of stores, which increases the importance of conducting clearance sales effectively. Clearance sales are prevalent in retail markets, where considerable discounts are typically offered for leftover items (Zhang & Cooper, 2008). Retailers widely use clearance sales to liquidate their unsold products at the end of a selling season (Nocke & Peitz, 2007). They have strong incentives to get rid of the remaining items in order to make room for the new products (Sällström, 2001). Previous research suggests that anthropomorphism leads consumers to apply human schema to a product, which in turn affects their attitude toward the product (Aggarwal & McGill, 2007, 2012). In this research, we aim to identify the negative effect of anthropomorphism on consumers’ attitude toward clearance products.

In this paper, a low-cost dynamic measurement system using the RGB-depth camera, Microsoft Kinect® v2, is proposed for measuring time-varying free surface motion of liquid dampers used in building vibration mitigation. Various experimental studies are conducted consecutively: performance evaluation and validation of the Kinect® v2, real-time monitoring using the Kinect® v2 SDK(software development kits), point cloud acquisition of liquid free surface in the 3D space, comparison with the existing video sensing technology. Utilizing the proposed Kinect® v2-based measurement system in this study, dynamic behavior of liquid in a laboratory-scaled small tank under a wide frequency range of input excitation is experimentally analyzed.

슬로싱과 같은 액체의 동적 거동을 측정하고 제어하는 연구가 다양한 공학분야에서 활발히 진행중이다. 건축공학분야에서 도 건축물의 풍진동을 저감시키는 동조액체감쇠기의 연구에 액제 진동이 측정되고 있다. 본 논문에서는 기존 파고 측정 센서의 한계를 극복하기 위하여 레이저 장비 중 LDV와 스캐닝 장비 중 갈바노미터스캐너를 이용하여 동조액체감쇠기 내의 액체 진동을 측정하는 방법을 제안하고 검증하였다. LDV가 속도와 변위를 측정하는 원리를 기술하였고 갈바노미터스캐너의 구동 원리에 따라 LDV의 단일 포인트로 다점측정이 가능한 시스템을 구성하였다. 동조 액체감쇠기의 4점 액체 진동을 측정하여 각 점의 시간 영역 데이터를 기존에 사용하던 비디오 센싱 데이터와 비교하였고 파형 분석을 통해 진행파와 정상파를 구별할 수 있음을 확인하였다. 또한 측정 딜레이가 있는 데이터를 상호 상관을 취하여 특이값 분해를 하고 이론 및 비디오 센싱 결과와 일치하는 고유진동수와 모드형상을 도출하였다.

본 연구에서는 건물 실내 공간 정보 획득을 위해 Microsoft사의 Kinect® v2를 활용한 point cloud 기법을 도입하였다. 카메라로 취득한 2차원의 투영 공간 이미지 픽셀 좌표를 각 카메라의 보정을 거쳐 3차원 이미지 변환하며 이를 토대로 공간 정보를 구현하였다. 기준점을 중심으로 360° 회전하여 취득한 3차원 이미지를 통해 거리 측정이 불가한 기존의 2차원 이미지의 한계를 개선하였으며, 이 과정을 통해 얻은 point cloud를 통해 3차원 map을 형성하였다. 형성된 3차원 map은 기존의 공간정보 융·복합을 위한 센서와 비슷한 수준의 측정 효율을 가지면서 동시에 렌즈 왜곡 현상에 대한 후처리 과정을 통해 공간 정보를 정확하게 측정할 수 있도록 하였다. 측정한 결과를 2D 도면과 실제 공간 및 구조부재의 길이 및 위치 등과 비교하여 검증하였다.

Do Corporate Social Responsibility (CSR) activities really influence firm value, and if so, what is the mechanism that is at work? In this study, we especially focused on publicizing CSR (PCSR) and tried to examine the effect of PCSR on firm value. We merged the data from different archival sources and obtained balanced panel data consisting of 385 firmyear observation across 77 firms for 5 years. The data contained several variables such as Publicizing CSR, WOM, Tobin's q, Advertising intensity, Contribution to sales ratio, ROE, Sales increase, Asset, GDP, and other financial indicators. This study provides several implications for marketing theory and practice. First, it simultaneously reveals the preceding and following factors of word of mouth. Second, our evidence suggests that marketing managers could obtain benefits if they concentrate not only on finding good CSR activities but also on publicizing them well, and that PCSR could be a great help for companies that want to improve the public awareness and interest. The purpose of this study is to clarify the relationship between publicizing CSR (PCSR) and firm value, and the mechanism by which the influence is conveyed. Our findings are as below. First, the higher the PCSR, the greater the firm value even though the ratio of contribution to sales is added. Because the contribution is known as a representative proxy for corporate socially responsible investment, this result implies that PCSR is significant even though the effect of CSR itself is controlled. Second, WOM mediates the relationship between PCSR and firm value. This suggests that publicizing CSR could attract people's attention and then contribute positively to firm value. Finally, this study found that the effects of PCSR on firm value are mediated through positive WOM in the context of controlling negative WOM. This result implies that PCSR increases the amount of positive WOM, rather than negative WOM, which helps improve corporate value.

콘크리트 구조물 표면에 발생하는 균열은 사용자에게 심리적인 불안감을 제공하며, 장기간 열려있는 큰 폭의 균열은 구조 물의 사용성능 및 내구성에 영향을 준다. 국내에서는 건축물을 포함한 시설물의 노후화에 따른 안전관리를 위해 균열정도를 파악하는 조사가 인력에 의한 육안조사로 수행되고 있지만 인력의 고비용성과 객관성 미흡 등의 문제점이 대두되고 있다. 이를 해결하기 위해 영상분석을 통한 균열 추출 등 다양한 연구가 수행되고 있으나 균열인식 정확도 향상에 2차원 영상 분석만으로는 한계가 있다. 따라서, 본 연구에서는 기존 2차원 영상 분석의 한계를 극복하기 위하여 3차원 특성을 정확하게 파악할 수 있는 3차원 광삼각 스캐닝기법을 활용하여 콘크리트 구조물 표면의 균열정보를 획득하는 기법을 개발하였다. 본 하 드웨어의 개발과 더불어 균열 패턴분석을 위한 획득된 균열의 세분화와 균열의 특성분석 알고리즘을 개발하였으며, 이를 실제 콘크리트 빔의 균열 탐지 적용을 통해 검증하였다.

In this study, dynamic vertical displacement of liquid in the tuned liquid column damper(TLCD) is measured by a laser Doppler vibrometer(LDV) to overcome limitations of existing sensors and to leverage noncontact sensing. Addressing advantages of noncontact measurements, operational principles of the LDV to measure velocity and displacement of a target object in motion is explained. The feasibility of application of the LDV to measurement of liquid motion in the TLCD is experimentally explored. A series of shake table tests with the TLCD are performed to determine requirements of application of the LDV. Based on the experimental results, it is proved that the LDV works under the condition of adding dye to the liquid by increasing the intensity of reflected laser and thus validity is verified by comparison with a conventional wave height meter.