Some researchers have been the effect of people petting a dog while measuring their brain waves using an EEG recorder. However, until now, there was little information on the effects of petting a dog. This study investigated the effects of petting a companion dog on electrical activity in the brain as evaluated by an electroencephalogram(EEG). The subject was 23 healthy male young adult. EEG electrodes were attached at the frontal, temporal, occipital, and parietal lobes according to the international 10-20 system. The subject conducted petting a retriever dog for a period of 3 minutes each before, and after petting a dog. The activity of petting a dog decreased the alpha power/beta power ratio on the frontal and parietal lobes of the brain. These decreases induced by the increased beta power. The increased beta power induced the enhancement of brain activity. It is concluded that petting a dog increases the state of activity in the brain; alpha powers/beta powers ratio was increased in the brain of subject. This is expected to be utilized to activate the brain areas for creativity of the subjects.

This study investigated the effects of Acorus gramineus aroma on electrical activity in the brain as evaluated by an electroencephalogram (EEG). The subject was 20 healthy female young adult. EEG electrodes were attached at the frontal, temporal, occipital, and parietal lobes according to the international 10-20 system. The subject was exposed to Acorus gramineus aroma for a period of 1 minutes each before, and after aroma smelling. Acorus gramineus aroma increased the alpha power/beta power ratio on the frontal and parietal lobes of the brain. These increases induced by the increased alpha power. The increased alpha power induced calmness and stable status. It is concluded that Acorus gramineus aroma diminishes the state of wakefulness in the brain; alpha powers/beta powers ratio was decreased in the brain of subject. Acorus gramineus aroma may be used for a sleep-inducing effect.

service advertising (PSA) and commercial advertisements on consumers' social and emotional values. Specifically, we include source credibility on advertising models as a mediating variable to compare the path difference between the social and emotional value of consumers, and to test the appropriateness of advertising expenses. Research design, data, and methodology – A total of 219 copies of effective questionnaires were used and methodologies such as Cronbach’s alpha, paired samples t-test, and structural equation modeling (SEM) were conducted. Results – The results showed that the consumer model was effective at PSA, while celebrities and CEOs were effective at commercial advertising. Further, only credibility (among source credibility) made a significant difference in the test of PSA models of both PSA and commercial advertising that consumers preferred. Conclusions – The advertising model types varied depending on advertising types (for example, PSA and commercial advertising). Therefore, celebrities and CEOs appearing in commercial advertising should have no ethical or moral defect by self-control, and marketers should elect the model considering such a fact.

Purpose - This study attempted to identify the value promotion clues that may operate as a consumer’s motive, by shedding new light on consumer value and by reconstructing each variable analyzed through the means–end chain (MEC) theory. Research design, data, and methodology - In this study, 202 copies of effective questionnaires using the data of Yang and Ju (2012) were subjected to correlation, regression, and SEM. Results - All store selection attributes were verified as having a positive influence on the relationship quality. Although the store selection attributes were verified as exerting a positive influence on the relationship quality, according to the verification result of the mediating effect, consumer value was verified to be influenced only by the relationship quality instead of by the store selection attributes. Conclusion - As a result of path analysis on the proposed model after modification, it was verified that only product factor had a statistically significant positive influence and that social value was completely mediating between relationship quality and emotional value. It may be highlighted that the MEC theory concept would be applicable to the cause-and-effect relationship model.