The purpose of this study is to investigate the effects of oxides (caryophyllene oxide, eucalyptol and linalool oxide), one of the major ingredients of essential oils, on odor intensity, electroencephalography (EEG) response and emotional response. The subjects were women in their twenties. Inhalation concentrations of oxides were varied from 0.01 to 10%, and EEGs were collected by Quantitative EEG. The odor intensity and average preference index (API) of the oxides were ranked in the order of eucalyptol > linalool oxide > caryophyllene oxide. Eucalyptol is a refreshing and pleasant substance that activates the brain (activation of β and γ waves and spectral edge frequencies (SEF50 and SEF90)). Linalool oxide has a calm and soft substance (activation of θ, inactivation of α, β, and γ waves) at a low concentration (<0.1%), and a fresh smell at high concentration (inactivation β and activation of θ and γ). Caryophyllene oxides were evaluated as a substance that is comfortable, soft, calm and sedating, which deactivates the brain (activation of α, inactivation of β and γ). Oxide materials showed a positive correlation between the odor intensity and the SEFs. Each of the oxides showed unique characteristics in the areas of odor intensity, emotional response, API, and EEG. These results give us a better understanding of the properties of the pure materials that make up a fragrance, and provide useful information for the manufacture of fragrance products or aroma oil blends with enhanced specific functions.

Brand placements, by providing endorsement opportunities for the placed brands, are becoming instrumental in influencing the buying behaviour of ad-savvy consumers. As this marketing tool gains momentum, with the regulatory barriers against the placement beginning to obliterate globally, product placement strategies such as TV placements have become an important choice for practitioners (PQ media 2012). Brand placements are unique in their capacity to include brands as verbal, visual or both, often, as a part of the plotline-the latter has been acknowledged as important factor in influencing placement effectiveness (Russell, 2002; Waiguny, Nelson and Marko, 2013). Within TV shows and movies, plot modality entails pairing of the brands with desirable characters (Karrh 1998) and embedding them in an emotive story. Emotions have been known to play an important role in the consumer information processing (Lau-Gesk and Meyers-Levy 2009). Studies exploring the memory effects largely rely on measures such as recognition or recall. However, if brand placements operate less consciously, explicit measures may be inadequate and implicit measures for memory become desirous (Yang, Roskos-Ewoldsen, Dinu and Arpan, 2006). This study examines the impact of positive emotions (Happiness, Interest) and degree of plot modality (character-brand integration) on consumers' implicit attitudes towards placed brands. In the experiments conducted, it was observed that participants exposed to placement sequences evoking positive emotions were more likely to form favourable implicit attitudes towards the placed brands, especially when the character interaction with the placed brand was low. The findings underscore the need to better understand the interplay of positive emotions and character-brands integration within placements to augment their effectiveness.

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.

Black Friday (BF) is the day after Thanksgiving when U.S. retailers offer “doorbuster” promotions. BF shopping has become a tradition for 48.5% of U.S. shoppers and their families (NRF, 2015). However, BF has a dark side gaining notoriety as shoppers compete for bargains, even at others’ expense. Many incidents of consumer misbehavior (CMB) have been reported: fighting, pepper-spraying, and throwing oneself on desired products to keep other shoppers at bay (Black Friday violence, 2011; Lisa, 2015). BF promotions have expanded outside the U.S. to the U.K.; related CMB (e.g., fighting) was reported in several U.K. locations (“Black Friday,” 2014). Using an online experiment, this study investigated antecedents to CMB from a psychological perspective. Specifically this study examined (1) how positive and negative emotion evoked on BF as a result of varying levels of goal blockage impacts CMB; (2) how personality traits such as self-control and public self-consciousness impact and moderate the relationship between negative emotions evoked on BF and CMB; and (3) how women and men differ in terms of antecedents driving BF CMB and the role personality traits play in impacting CMB. 576 BF shoppers completed the experiment; 411 (M=129, F=282) had shopped in stores on BF were included in analyses. Mean age was 25.8 (SD=8.2) and over half had shopped in stores and online on BF. All scales had adequate reliabilities and EFA confirmed the dimensionality of the original scales. Two emotion factors were named anger and thrill. To assess CMB, shoppers indicated the extent to which they engaged in a series of misbehaviors on BF. A second measure of misbehavior, dysfunctional severity of one’s behavior, evaluated the extent to which one’s own behavior on BF was unacceptable and inappropriate. Multi-group path analysis was used to analyze the data. Results found a significant difference between the sexes (Δdf= 8, Δχ2=32.48, p < .0001), suggesting that women and men do differ in the personality traits impacting CMB. To determine specific paths that differ between the sexes, a series of the χ2 difference tests were performed by imposing equality constraints on each of the path coefficients. The χ2 difference tests showed that women and men significantly differed in four paths; (1) how anger impacted dysfunctional severity (2) how self-control moderated the relationship between anger and CMB, (3) how public self-consciousness moderated the relationship between anger and CMB and (4) how public self-consciousness impacted CMB. For both sexes, both negative emotion such as anger and positive emotion such as thrill led to CMB. Additionally, dysfunctional severity had a positive influence on CMB for both women and men. However different personality traits moderated how anger impacted CMB. For women, public self-consciousness had a direct positive and moderating effect on CMB. When women experienced a mild level of anger, public self-consciousness appears to suppress CMB. However contrary to common beliefs that public self-consciousness may help manage behavior in public, after a certain threshold in terms of the intensity of anger, public self-consciousness had an opposite effect in women. High public women exhibited more CMB than low public women. Public self-consciousness had no direct or moderating effect on men. For men, self-control had a direct, indirect and moderating effect on CMB. In the context of intense anger, men with higher self-control exhibited less CMB than those with low self-control. Self-control also had an indirect effect on CMB by mitigating dysfunctional severity. For women, self-control had no impact on CMB. BF is part of the U.S. Thanksgiving tradition and has been adopted in other countries to kick off the holiday shopping season. Extreme deals (doorbusters) and heightened consumer anticipation as a result of such promotions have led to incidents CMB on BF (Lisa, 2015). With observations of CMB on BF across different countries and extant research findings about the role of emotion on CMB (Bedi & Schat, 2007), this study revealed (1) emotion as a motivator for CMB, (2) that personality traits moderated the impact of emotion on CMB, and (3) differences exist in these relationships between women and men. Both negative (anger) and positive emotion (thrill) led both sexes to misbehave on BF. Whereas most media highlight how angry customers misbehave on BF, positive emotion also contributes to CMB on BF. How personality traits moderated the relationship between anger and CMB significantly differed between the sexes. For women, public self-consciousness mattered, whereas self-control mattered to men in moderating the effect of anger on CMB. The findings of this research shed new light on CMB on BF and also give new insights into the CMB literature. Prior CMB research often assumed that the sexes behave similarly. This research provides empirical evidence that women and men are indeed different in how personality moderates the effect of anger on CMB. Future research is needed to determine the level of anger and public self-consciousness that lead to CMB for women.

Emotion has been discussed as a key element in the purchase decision process across several products and services by several researchers (Bagozzi, Gopinath, & Nyer, 1999; Kang, Jin, & Gavin, 2010; Lee & Park, 2013). Although a variety of products and services have been utilized to address the relationship between emotions and the purchase decision process, books, especially an online-book purchase environment, have been neglected in existing research of the relationship between emotions and the purchase decision process. Thus, the purposes of this study are 1) to investigate how book covers influence consumers’ purchase decisions in an online setting, 2) to examine the influence of two different criteria of book covers (the color of the book cover and the picture or photo on it) on consumers’ emotions of delight, and 3) to explore the cross-cultural differences (i.e., Japan vs. France) in the online book purchase decision process. Emotion is referred to “an affective, subjective, experimental, temporary, multidimensional phenomenon and a source of motivation caused by exogenous factors to the individual that interact with the process of treatment of the collected information for the purpose of experience of consumption” (Graillot, 1998, p. 12). In marketing, emotion is considered to be the beginning of the choice made by consumers (Derbaix & Pham, 1989), and many researchers have tried to find dimensions of emotion which better explain the consumer’s purchase decision process, such as circumstances (e.g., hope, relief, and joy), external cues (e.g., like, dislike, and anger), or self-created cues (e.g., regret, shame, and guilt) (Roseman, Antoniou, & Jose, 1996). In order to fill in gaps from previous research, in this study we present the following research hypotheses: H1: There will be a positive relationship between the color of the book cover and the consumer’s emotion of delight when purchasing a book from an online bookstore. H2: There will be a positive relationship between the picture or photo on the book cover and the consumer’s emotion of delight when purchasing a book from an online bookstore.H3: There will be a positive relationship between the consumer’s emotion of delight and a book’s perceived usefulness when purchasing a book from an online bookstore. H4: There will be a positive relationship between a book’s perceived usefulness and the purchase of the book. H5: The impact of the book cover on the purchase decision process will vary by country. Japan and France were chosen as the countries for the study as they are significantly similar in terms of the size of the book market on the global stage (Oricon, 2015), however the two countries are very dissimilar in terms of culture. In addition, there is no existing research that compares consumers in these two countries in an online book purchase setting. A total of 398 usable date sets were collected in Japan (n = 191) and France (n = 207) using a questionnaire survey. Two sets of questionnaires were developed in Japanese and French for the respondents and the respondents were randomly chosen for this study. All measurement items of each construct (i.e., the importance of the color of the book cover, the importance of the picture on the book cover, the emotions of delight, the perceived usefulness of the book, and the book purchase) were adopted from previous studies and measured using a 5-point Likert scale. To test the proposed research framework, in this study we developed a structural equation modeling method. Multigroup confirmatory factor analysis was conducted to test construct validity, which showed satisfactory evidence of convergent and discriminant validity. Based on Table 1, there is no significant relationship between the color of the book cover and the emotion of delight, therefore Hypothesis 1 was rejected. On the other hand, Hypotheses 2 (the relationship between the picture on the cover and the emotion of delight), Hypotheses 3 (the relationship between the emotion of delight and a book’s perceived usefulness), and Hypotheses 4 (the relationship between a book’s perceived usefulness and the book purchase) were found to be statistically significant. Finally, Hypothesis 5, indicating that the impact of the book cover on the purchase decision process varies across countries, was supported. In other words, the χ² difference test between the two countries revealed that an unconstrained model indicated a significantly better model fit than a fully constrained model (Δχ²(7) = 117.58, p < .001), indicating the evidence of differences in the path relationships between the two countries (Laukkanen et al., 2013). Since Hypothesis 5 was indicated to be significant, a further analysis of each path from Hypothesis 1 to Hypothesis 4 was conducted. This revealed that only the relationship between a book’s perceived usefulness and the book purchase was significantly different by country (Δχ²(1) = 3.91, p < .05). The study provides meaningful academic implications. This study examines the influence of the book cover on consumers’ emotions, which lead to the actual purchase of the book in an online setting and accurately explains the role of consumers’ emotions in the relationship. Furthermore, this study proved that the relationship between the book’s perceived usefulness and the purchase of the book was different by country. Given this, marketers should develop tailored marketing strategies for the two countries. For French consumers, practitioners should focus more on the usefulness of the book itself, such as the meaning of the book to readers, the impact of the book on readers, the potential for improving reader’s knowledge andhappiness, etc. In other words, marketers should emphasize and promote the concept of the usefulness of the book itself rather than the design components, such as the color of the book cover. Additionally, consumers’ emotions of delight have a significant role on the online book purchase decision, therefore promoting and arousing consumers’ positive emotions, for example, with music, easy transactions, easy access, etc., may be critical while shopping for books online.

The purpose of this study was to identify the change attributes of food courts inside department stores or shopping centers, which are becoming more sophisticated and gentrified. A survey was conducted regarding customer satisfaction level of food services, which influences customers’ revisit behavioral intentions, to provide future development direction. Using an exploratory factor analysis, 55 questions on food and beverage service, atmosphere, comfort, sanitation, and food quality were produced. This study tested how these choice factors affect customers’ positive or negative impressions of their dining experiences through multiple regression analysis. Results indicate that ‘food service’ was the most important factor contributing to customers’ positive impressions along with higher revisit behavioral intentions. On the contrary, respondents who received poor ‘food service’ had higher negative impressions with low revisit intentions. The results and findings of this study will positively influence marketing and customer relationship management and thus help design of successful strategies for food court development.

This study investigated the convergence of the QEEG and mood state changes in healthy females from teens to twenties on the inhalation of jasmine oil in different concentrations (0.01~100%). Brain activity upon stimulation by different concentrations was analyzed based on the RPVs and CVB, representing a rate of change compared with the background QEEG. The emotions elicited through jasmine were evaluated on a 20-point scale. The result of this evaluation showed that jasmine deactivated fast alpha but activated theta. In addition, it provided evidence for changes in the frequency band according to concentration. As concentration increased, the effect of alpha inhibition decreased, while the effect of inhibition of the high frequency band (20~50 Hz) increased. SEF50 and SEF90, which indicate the state of arousal, decreased as the jasmine concentration increased. Furthermore, it was assessed as having a pleasant, feminine, fresh and soft odor. Therefore, this study suggested that the inhalation of jasmine oil affected brain wave activities and mood states.

Due to recent interest in user experience and its significance, much research surrounding this theme is now being conducted. If user experience is defined as the emotions and satisfaction the user feels while using the product, how much of such experience will contribute to the overall satisfaction of using the product? In this research, user experience during usage of a product and the satisfaction acquired by it were investigated. The same experiment was conducted in South Korea and the United States of America in order to get more generalized experimental results. Amongst the six representative user emotions expressed while using a product, ‘Satisfaction in Usability’, ‘Discomfort or Displeasure’, and ‘Excellence’ correlated the most. The above three factors were found to be of the most influence concerning satisfaction of the product. The significance of this finding is that aside from focusing on the attractiveness of the product's exteriors and design, one should be concerned on the ease of usage and effectiveness as well as usability of the product, all of which contribute to how efficiently a consumer will utilize the product.

With the sweeping popularity of Korean Wave across Asia, the number of Chinese tourists to Korea has rapidly been increasing over the last decade. Korea Tourism Organization estimates that the number of Chinese visitors exceeded 6 million in 2014, and Korea Institute for Industrial Economics and Trade estimates that their spending in Korea surpassed KRW 7.67 trillion in 2013 alone. In particular, Chinese tourists spend most of their money in Korea on shopping. Since Chinese have become the major customers of the Korean market, it is critical to understand their consumption patterns and behavior. Previous studies looked into tourist destinations and shops that Chinese people frequently visited, and also researched on product selection criteria regarding their preference on fashion products. However, this study focuses on how Chinese tourists feel while they are shopping in Korea and how such emotions affect their evaluation on the purchased products. Planned purchase refers to the situation where the buying intention of a consumer has already been formed prior to entering the store based on the perception of purchase necessity. An unplanned purchase is not anticipated or planned before the customer enters the store, and products are bought without planning similar to impulsive buying. Oliver (1980) suggested that emotions are an important factor when consumers evaluate a product. Therefore, this study focuses mainly on the emotion created during the shopping. We conceptualized product attitudes based on the expected consumer satisfaction paradigms of Oliver and Desarbo (1988). This study also explores the product usage satisfaction of tourists as a post-purchase attitude. According to statistics, majority of Chinese tourists who buy fashion products are women. The survey is conducted on 550 women in the age group between 20 and 60 years who have visited Seoul before, using an online panel of respondents sampled by an international survey firm. 530 questionnaires are analyzed, with the remaining responses determined to be incomplete. For the demographic characteristics of the sample group, the average age is 33.5 years old, with 201 in their 20s (37.9%), 190 in their 30s (35.8%), 107 in their 40s (20.2%), and 32 in or over their 50s (6.0%). As for the average household income, RMB 10,000 to 20,000 is the most frequent (210 or 39.6%). For residential areas, Hua Dong (East China) is the most frequent (207 or 39.1%). Data are analyzed using structural equation modeling by AMOS 20.0. Respondents were asked to recall most impressive fashion product that they bought in Korea during their visit, and to answer whether it was planned or unplanned purchase.This study also attempts to measure the emotions they had during the purchase in order to understand differences in attitude toward the purchased products. Although emotions cannot persist over time, previous studies have measured emotions during consumption to evaluate the situation. The study categorizes respondents according to their purchasing power into heavy and light buyers to determine the moderating effects of purchase amount. In the literature, purchasing power is described in terms of the number of purchase and purchase amount. Based on previous studies on purchasing power, consumers can be categorized as heavy or light buyers. This study focuses on purchase amount in the context of tourism shopping. The results find that planned purchases tend to deliver positive emotions, which in turn enhances product satisfaction. Unplanned purchases, positive shopping emotions have positive impact on their attitude toward purchased products. Interestingly, unplanned purchases have negative direct impact on the product attitude without the mediating role of positive shopping emotions, showing the importance of positive emotions that consumers feel while shopping When it comes to the impact of purchasing power, the effect of unplanned purchases of light buyers on shopping emotions or product attitude was not significant. Only planned purchases trigger positive emotions, many of which induced positive impact on product satisfaction. For heavy buyers, on the other hand, even unplanned purchases have positive impact on their product satisfaction when positive shopping emotions are developed. This study is differentiated from previous studies in that it deals with how purchase types (planned vs. unplanned) affect shopping emotions and post-purchase product attitude of Chinese tourists who account for the significant share of the Korean tour industry. It is also notable that this study groups tourists by their purchasing power and identifies the impact of their purchasing power, considering the fact that tourists are increasingly influencing the domestic consumption market. The Korean government and companies may tap into the results of this study to provide better environments to trigger positive shopping emotions to tourists. However, it should be considered that the subject of this study is limited to Chinese female tourists, which should be complemented by future studies.

This study investigated whether people experience a correspondence between color hue-tone and the main characters’ emotions in the 2012 British musical drama film, Les Misérables through three practical experiments. Six screen images, which represent the characters’ different emotions (Parrot’s six primary types including love, joy, surprise, anger, sadness, and fear) were selected. For each screen image, participants were asked to judge the degree of the character’s dominant emotions evoked from 17 varied screen images, which consisted of original chromatic and achromatized images as well as 15 color-filtered images (5 hues X 3 tones of the IRI color system). These tasks revealed that a chromatic color scheme is more effective to deliver the characters’ positive emotions (i.e. love and joy) than an achromatic one. In addition, they proved that the hue and tone dimensions partially influence the relationships between the character emotions and colors.

In this study, it is explored the effect of fashion therapy on depression, positive emotion, negative emotion, appearance interest, body satisfaction, self-esteem, and self-efficacy of female patients. Eight cancer patients and 12 general patients participated in the 4-week fashion therapy program. When comparing results before and after the fashion therapy, depression and negative emotions were significantly decreased while positive emotions and self-efficacy were significantly increased. There was no significant influence on appearance interest, body satisfaction, self-esteem, and self-efficacy. In group comparison, significant changes were observed in depression, positive emotion and negative emotion regardless of groups. However, cancer patients indicated a significant improvement in self-efficacy compared to general patients who did not whereas patients with a high level of depression showed a significant enhancement on body satisfaction compared to patients with a low level of depression. Also, patients with a low level of pain indicated a significant improvement on self-esteem and self-efficacy compared to patients with a high level of pain. Perceived effect and satisfaction of the fashion therapy were relatively high. Study results may positively contribute to building a knowledge and experimental base of fashion therapy that is widely applicable to diverse parties for the future.

최근 들어 사용자 경험에 대한 관심과 중요성이 많이 부각되면서 이와 관련된 많은 연구들이 진행되고 있다. 본 연구에서는 사용자가 제품을 사용하면서 느꼈던 감성과 해당 제품에 대한 만족도 및 향후 제품 구매 시 현재 사용 중인 제품의 제조사와 동일한 회사의 제품을 구매하고 싶은 지 여부와의 관계를 알아보기 위하여 실험을 진행하였다. 또한 현재 사용 중인 제품에 대한 만족도와 향후 제품 구매 시 현재 사용 중인 제품의 제조사와 동 일한 회사의 제품을 구매하고 싶은 지 여부와의 관계를 검토해 보았다. 그리고 보다 일반화된 실험결과를 도출하기 위하여 한국과 미국에서 동일한 실험을 진행하였다. 연구 결과 제품을 사용하면서 느끼는 6가지 대표감성 중에서 제품의 사용성이나 실용적인 측면에서의 만족스 러운 감성인 ‘사용적 만족성’과 제품 사용 중 느끼는 불편하거나 불쾌한 감성인 ‘불편성’이 해당 제품에 대한 만 족도에 가장 크게 영향을 미치는 것으로 나타났다. 또한 ‘사용적 만족성’은 향후 제품 구매 시 현재 사용 중인 제품의 제조사와 동일한 회사의 제품을 구매하고 싶은 지 여부에도 가장 크게 영향을 미치는 것으로 나타났다. 이는 제품 디자인 시 제품의 외관, 즉 겉모양에서 느끼는 매력에만 집중할 것이 아니라 제품을 쉽고 효과적으로 사용할 수 있게 하는 사용성, 즉 사용자로 하여금 제품의 기능을 얼마나 잘 사용할 수 있게 하느냐에 대한 문제 또한 신중하게 고려해야 함을 시사해 준다. 또한 제품의 만족도가 재구매 의도에 정(正)의 영향을 미친다는 기존 의 선행연구들과 마찬가지로 본 연구에서도 현재 사용 중인 제품에 대한 만족도가 높을수록 향후 해당 제품 구 매 시 현재 사용 중인 제품의 제조사와 동일한 회사의 제품을 구매할 가능성이 높다는 결과를 도출할 수 있었다.

본 연구는 대학생을 대상으로 하여 컴포트 푸드(comfort food)의 구성요인과 종류, 그리고 희노애락의 4개 정 서에 따른 컴포트 푸드의 섭취에 성차가 존재하는가를 확인하고자 하였다. 이를 위해 대학생 425명을 연구 참가 자로 선정하여 설문조사를 실시하였다. 그 결과 첫째, 남학생과 여학생 모두에서 따뜻함과 위안을 주는 음식, 즐 거운 추억을 떠올리게 하는 음식, 맛있는 음식을 컴포트 푸드의 개념으로 가장 높게 지각하고 있었으며, 음식 외 적 요소에서 부담 없는 음식, 편리한 음식을 컴포트 푸드의 개념으로 가장 낮게 지각하고 있었다. 그러나 건강을 고려한 음식에서는 여자가 남자보다 컴포트 푸드로 더 적합하게 생각하는 것으로 나타났다. 둘째, 컴포트 푸드의 종류로 남자는 고기류, 찌개 및 백반, 술을 보고하였고, 여자는 찌개 및 백반, 과일 및 야채, 고기류를 보고하였 다. 남자가 음식종류를 선호하고 여자가 스낵 종류를 선호한다는 가설을 지지되지 않았다. 셋째, 제시된 4개의 정서에 따라 섭취하는 컴포트 푸드의 종류를 살펴본 결과, 부정적 정서를 경험하는 상황에서는 남녀 모두 주로 술, 초콜릿, 매운 음식 그리고 음료를 선호하고 있었으며, 긍정적 정서를 경험하는 상황에서는 남녀 모두 치킨이 공통적으로 선호되었으며 여학생들은 다양한 음식들을 컴포트 푸드로 선택한 것에 반해 남학생들은 술을 주요 상위권의 음식으로 선택하고 있었다. 마지막으로 본 연구의 제한점과 후속연구에 대해서 논의하였다.

The ability to succeed in a competitive market means to respond flexibly to difficult market demands by setting appropriate price, quality, and not least by creating a favourable environment for cultural, but also attractive shopping at a point of sale. Thanks to the innovative interdisciplinary approach using neuromarketing, we can create effective marketing strategies and thereby stimulate human emotions through which it is possible to achieve an increase in the number of deals, multiply revenue and improve the ability to stimulate a purchase. Commercial spaces are becoming more sophisticated day by day and the results of several surveys of consumer behaviour show that more than half of decisions 50-80% related to purchases are made on the point of sale and 80% are realized on the basis of positive emotions. An emotion is a complex processing of phenomena or situations which is determined by the relationship between their objective characteristics and needs of the subject. The element of lighting in shops also influences positive emotions of consumers being able to increase or decrease the sales. Lighting is the only factor that can be accurately measured and controlled. Accent lighting of a modern shop is largely involved in the overall design and the resultant atmosphere of the shop, playing a crucial role in presenting different kinds of goods. The use of accent lighting can draw the customer's attention to a specific part of retail space and achieve the overall harmonization of the shop. For some goods (fresh unpackaged food) lighting is not only powerful, but also the only marketing tool. The main objective of this paper is to clarify the influence of various types of accent lighting (different colour temperature, intensity) on the brain activity of respondents and their resultant emotional state (arousal / valence). Cortical brain activity was recorded via a wireless 14 channel electroencephalograph. The object of investigation is the impact of accent lighting in the section of fresh food (fruit, vegetables, bread, pastry). In the end of the article we explain how neuroscience can be used for a better understanding of consumer perception of accent lighting in the food market.

For retailers price promotions are an important instrument to increase store visits. Building on prior research on the role of emotions in decision making processes we show a strong mediating effect of both valence and arousal on store visit intentions. Therefore, managers should be aware of emotional responses when planning their price promotions.

People have been experiencing lot of incidents for their lives which results in gaining their impetus. Each impetus derives an emotion and such emotion is either of positive or negative one. The positive emotion motivates activation of his life but the negative emotion demotivates one. Specifically, the negative motivation will be much worse for children and it could be adversely affected to their emotional development. The paper first characterizes how to regulate an emotion in a view of psychology base and also characterizes how to regulate the emotion for children. And then, we analyze serious game contents which have been developed to care a negative emotion for children and youth to derive some game elements to be used in the games. Finally, by combining the two characterizations of regulation of emotion in psychology view and the serious games, we propose effective game elements for caring children’s negative emotion. We expect that the results will provide a good guideline when we make a serious game to care children’s negative emotion.

본 연구는 폭력적 비디오 게임 이용자들을 대상으로 하여, 게임을 하는 동안 느끼는 정서적 경험을 심층 면접으로 탐색하였다. 정 서적 경험은 우리말을 분석한 기존 연구에서 제시된 아홉 개의 기본 정서를 대상으로 하였다. 기본 정서는 기쁨, 긍지, 사랑, 분노, 공포, 연 민, 수치, 좌절, 슬픔이 상정되었다. 심층 면접은 2단계로 구분하여 진 행하였는데, 1차 면접에서는 각각의 정서를 경험할 것으로 예상되는 상황을 선정하였다. 이 과정에서 사랑은 감사로 대치하였다. 2차 면접 에서는 각각의 상황을 제시하고 어떤 정서를 느끼는지 살펴보았다. 2 차 면접에서 슬픔은 직접적으로 표현되지 않아 하위 범주의 정서인 후 회로 대치하였다. 이와 같이 조정이 필요하였으나 대략적으로 폭력적 비디오 게임을 하는 동안 아홉 개의 기본 정서를 풍부하고 다양하게 경험하는 것으로 나타났다. 본 연구에서 나타난 정서적 상황에 대한 자 료는 추후 몰입, 중독, 폭력성 등의 비디오 게임 연구에서 정서적 역할 을 심층적으로 규명하는데 도움이 될 것으로 기대된다.

자동차 인테리어에 사용된 여러 가지 재질에 대하여 현재까지 촉감을 측정하고 평가하여 소재의 적용과 표면질감의 기준을 결정하고자 했던 연구는 자동차의 조작 장치에 대한 인간공학적 평가, 시각적 디자인요소에 대한 연구에 비해서는 많지 않다. 본 연구에서는 자동차 인테리어의 여러 소재에 대한 촉감 관련 감성을 측정하고 평가하는데 사용될 수 있는 촉감 관련 대표감성을 추출하고자 하였다. 기존의 감성어휘 연구에서 추출되어 있는 대표감성어휘를 이용하여, 자동차에 탑승하여 여러 재질을 보고 만지면서 촉각으로 느껴지는 촉감에 대해 느껴지는 감성어휘와 자동차 사용기의 분석 및 자동차 전문가에 대한 인터뷰 등을 종합하여 최종적으로 52개의 촉감 관련 감성어휘를 추출하였다. 이를 요인분석한 결과 거칠기, 단단함, 마찰감, 안락감, 뻣뻣함, 부드러움, 온도감, 매끈함, 친숙함, 유연함 등 10개의 대표감성으로 분류되었다. 이러한 대표감성 어휘는 자동차 인테리어의 촉감에 대한 소비자의 감성을 측정하고 평가하는데 활용될 수 있을 것이며 금속, 플라스틱, 가죽 등 다양한 소재들의 고급감을 향상시킬 수 있는 질감을 결정할 수 있는 감성평가의 기본 자료로 활용될 수 있을 것이다.