본 연구는 숲체험 활동이 고등학생의 숲에 대한 태도, 심리적 안녕감, 스트레스에 미치는 효과를 검증하기 위해 실행되었다. 연구대상은 화성시 B동에 위치한 고등학교의 학생 26명으로 도시숲 체험에 참가한 실험집단과 학교숲 체험에 참가한 통제집단으로 나누었고, 각 집단은 매주 1회 2시간씩 5회기의 숲체험 프로그램에 참여하였다. 고등학생 들의 정신적 심리적 변화를 관찰하기 위해 숲에 대한 환경태도 척도, 심리적 안녕감 척도, 학업스트레스 척도를 이용해 사전과 사후 설문조사를 하였다. 자료 분석은 SPSS 23.0 프로그램과 Wilcoxon 부호순위검정을 실시하였다. 연구결과 숲체험 활동에 참여한 고등학생의 숲에 대한 태도에는 유의미한 증가가 있었다. 심리적 안녕감은 학교숲에 참가한 집단은 통계적으로 유의한 정도는 아니었으나 증가가 있었고, 도시숲 체험에 참가한 집단은 유의미한 증가가 있어서 숲체험 활동은 고등학생의 심리적 안녕감에 영향을 주었다. 학업스트레스에 있어서는 학교숲 체험에 참가한 집단은 통계적으로 유의한 정도는 아니었으나 감소가 있었고, 도시숲 체험에 참가한 집단은 유의미한 감소가 있어서 숲체험 활동은 고등학생의 학업스트레스에 영향을 주었다.

This study aims to explore the diverse characteristics of obese groups of Korean males in their 20’s to 40’s. A total of 201 males who each had a BMI (Body Mass Index) of 23 or over were recruited through a convenient sampling. Samples were categorized into groups of overweight, slightly obese, and severely obese, and submitted for data analysis. Results are summarized as follows. First, in terms of demographic characteristics, slightly and severely obese males were older than overweight males. There were also group differences in marital status and household income. Second, slightly and severely obese groups demonstrated a higher perception of obesity and a lower perception of health than did the overweight group. Third, there were no group differences in body satisfaction, socio-cultural attitudes toward appearance, and self-esteem. Based on these results, we concluded that overweight, slightly obese, and severely obese groups were distinguishable from each other in terms of their demographic characteristics, whereas the slightly obese group and the severely obese group were not different in terms of perception of obesity, perception of health, weight control behaviors, body satisfaction, body image, socio-cultural attitudes toward appearance, and self-esteem. These findings may reflect that people may not become increasingly sensitive to socio-psychological stimulations as they gain more weight if they have exceeded a certain level of obesity. This observation provides meaningful implications for the differences among obesity groups given the lack of prior research focusing on this issue.

Noises in each construction field cause residents in the neighborhood to make complaints due to their high sound pressure level and repetitive, shocking sound. While South Korea regulates construction noises on the basis of legal criteria to minimize the damage from the noises, the regulation only involves a weighted sound level (dB(A)), which is loudness, like other types of noises. It is therefore necessary to make typology of construction noise sources and evaluation vocabularies with the objective of making criteria for regulating construction noises suitable for the South Korean situation. While research based on a survey has been conducted to make typology of construction noise sources and evaluation vocabularies, there have been lots of difficulties in using it to make criteria for regulation because no consideration was given to psychological responses of people. On the basis of the findings from literature review, this study aimed to make typology of construction noise sources and vocabularies through a psycho-acoustic experiment and analyze the psychological characteristics and meanings of construction noises more accurately. The respondents’ psychological responses to construction noise sources were grouped into three factors ‘normal, shocking, and fluctuating noises’ and into ― ― six factors ‘annoying,’ ‘loud,’ ‘confusing,’ ‘noisy,’ ‘alarming,’ and ‘boisterous’ in terms of evaluation ― ― vocabularies. Since the factor with the biggest eigenvalue drawn from the respondents’ psychological responses is most important, the most important influential factor in evaluating construction noises was ‘normal noises’ for construction noise sources and ‘annoyance’ for evaluation vocabularies. This typology is expected to be useful to make and revise criteria for regulating construction noises.

목적 : 본 연구의 목적은 안경원 정기 휴무제 실태를 분석하여 안경사의 감정조절능력을 알아보고자 하였다. 방법 : 2018년 4월부터 12월까지 충남과 강원지역 안경원에 근무하는 안경사 478명을 대상으로 안경원 개설유무 및 안경원 정기 휴무제 시행을 설문 조사하였다. 이에 따른 안경사의 감정노동, 스트레스 대처에 대한 자기관리, 심리적 안녕감의 차이를 비교 분석하였다. 결과 : 종사자는 개설자보다 감정노동과 감정소진은 높았고, 스트레스 대처에 대한 자기관리와 심리적 안녕감은 낮게 나타났다. 안경원 정기 휴무제를 시행하지 않는 안경사는 정기 휴무제를 시행하는 안경사보다 감정노동과 감정소진이 높았고, 심리적 안녕감과 스트레스 대처에 대한 자기관리는 낮았다. 결론 : 정기 휴무제를 시행하는 안경사는 감정노동, 감정소진이 낮았으며, 스트레스 대처에 대한 자기관리와 심리적 안녕감은 높았다. 본 연구는 안경사의 감정조절능력과 심리적 안녕감을 이해하는데 유용하게 활용될 수 있으며, 향후 안경원 경영 및 안경사 직무수행 시 발생하는 직무스트레스를 줄이는데 기여하리라 생각된다.

스트레스는 자율신경계 반응의 변화를 수반하며, 특히 심박변이도 지표는 스트레스에 의한 자율신경계의 활동을 반영하는 양적 지표로 사용된다. 본 연구에서는 스트레스 완화를 위한 산소와 색채 조명의 복합 자극이 제시되는 동안 자율신경계 반응의 변화를 확인하였다. 42명의 실험참가자는 지난 2주 동안 경험한 스트레스에 대한 증상들을 스트레스 반응 척도에 평가하였다. 스트레스 평가 후, 실험참가자는 복합 자극을 제시받았고, 자극 제시 전과 후, 그리고 자극이 제시되는 동안 심전도 신호가 기록되었다. 자극 조건은 30% 농도의 산소와 백색 조명, 산소와 주황색 조명과 산소와 파란색 조명의 조합의 세 가지로 구성되었다. 심박률(HR), R-R간격의 표준편차(SDNN), 연속한 R-R 간격 차이 값의 평균제곱근(RMSSD)과 심박변이도의 저주파 성분(LF), 고주파 성분(HF), 그리고 LF와 HF의 비율을 심박변이도 지표로 추출하였다. 이들 지표는 자극 제시 전과 후의 평균을 비교하는데 활용되었다. 결과는 자극 조건이 제시되고 난 후, HR과 LF/HF ratio의 유의한 감소를 보여주었다. 특히, 산소와 파란색 조명이 제시된 조건에서 다른 두 조건보다 유의하게 큰 RMSSD와 HF의 증가 및 LF/HF ratio의 감소가 나타났다. 이는 30% 농도의 산소와 파란색 조명의 조건이 부교감신경 의 활성화에 의한 자율신경의 균형을 유발하여 스트레스 이완에 가장 효과적임을 보여주었다.

본 탐색적 연구는 사회적 배제 경험과 반려동물 키우기의 상호작용이 심리적 안녕감에 미치는 효과를 확인하기 위해 이루어졌다. 이를 위해 참가자들이 공동체로부터 얼마나 존중받고 있는지(네/아니오), 현재 반려동물을 키우고 있는지(네/아니오), 키우고 있다면 어떤 동물인지(복수응답 가능)에 대해 응답하게 하였고, 참가자들의 심리적 안녕감을 측정하였다. 결과적으로 사회적 배제를 경험한 집단은 그렇지 않은 집단보다 심리적 안녕감이 낮았고, 반려동물을 키우는 집단은 키우지 않는 집단보다 심리적 안녕감이 높았다. 아울러 사회적 배제를 경험한 집단은 반려동물을 키울 때가 키우지 않을 때보다 심리적 안녕감이 높았고, 사회적 배제를 경험하지 않은 집단은 반려동물 키울 때와 키우지 않을 때의 심리적 안녕감에 차이가 없었다. 즉 사회적 배제(없음 vs. 있음)와 반려동물 키우기(안 키움 vs. 키움)의 이원상호작용이 심리적 안녕감에 미치는 효과가 관찰되었다. 본 연구는 반려동물 키우기가 웰빙을 증진시키는 효과가 있는 조건과 없는 조건을 경험적 데이터를 통해 확인했다는 점에서 이론적 시사점을 가진다.

The present study aimed to investigate rapid weight loss (RWL) and consequent physical and psychological challenges among judo athletes at the national athlete training center in 2017. The following results were obtained. Judo athletes used weight loss methods such as “gradually reduce meal portion,” “skip meals,” “limit water intake,” “wear sweat suit for training,” and “use sauna,” and had physical and mental distress from such unhealthy weight management practices. Information about weight loss was obtained from “colleagues or senior athletes,” “Internet,” and “head coach or coach,” and not experts such as nutritionists or physicians. Thus, athletes are recommended to employ healthy weight control methods based on advice from experts, such as nutritionists and physicians

본 연구는 심리적 계약에서 조직의 5가지 의무들(개발적 의무, 재정적 의무, 사회적 의무, 권한적 의무, 이념적 의무)들이 조직 동일시에 미치는 영향에 대하여 살펴보았다. 다음으로는 자기개념의 구성요소인 조직기반 자존감과 자기개념 명확성을 통한 매개효과 분석을 통하여 심리적 계약과 조직 동 일시의 관계에서 이루어지는 메커니즘을 찾고자 했다. 공군 비행단에서 근무하는 조종사 297명을 대상으로 분석한 결과, 이념적 의무는 조직기반 자존감과 자기개념 명확성을 통하여 완전 매개하였으며, 사회적 의무 이행은 자기개념 명확성에 부분 매개하였다. 권한적 의무와 재정적 의무는 조직기반 자존감을 통하여 완전 매개하였으나, 재정적 의무는 그 값이 음의 값을 나타냈다. 이에 따라 추가분석을 실시하였다, 그 결과 재정적 의무에 대한 인식 후 개발적, 사회적, 권한적, 이념적 의무에 대한 인식의 프로세스를 발견하였으며, 사회적 의무와 권한적 의무를 결합한 사회권한 의무와 이념적 의무는 조직기반 자존감과 자기개념 명확성에 정의 역할을 확인하였다. 이를 통해 위생요인과 동기요인의 관계를 재확인할 수 있었다. 본 연구는 공군조종사들의 조직에 대한 몰입과 관련 변인들을 확인할 수 있는 의미있는 연구이다.

본 연구의 목적은 학원 강사의 코칭리더십 수준과 학원 수강생의 긍정심리자본의 수준을 알아보고, 학원 강사의 코칭리더십이 학원 수강생의 긍정심리자본에 미치는 영향을 분석하는데 있다. 이를 위해 S시와 Y시 소재 학원 6곳에서 중고등학교 수강생 400명을 대상으로 설문조사를 하였고, 이중 회수된 393명의 설문을 빈도분석, 상관분석 및 다중회귀분석을 통해 분석하였다. 연구결과는 다음과 같다. 첫째, 학원 강사의 코칭리더십 수준은 전체 평균 3.72로 나타났다. 둘째, 학원 수강생의 긍정심리자본의 전체 평균은 3.46으로 나타났다. 셋째, 학원 강사의 코칭리더십과 학원 수강생의 긍정심리자본의 상관관계를 분석해 본 결과 학원 수강생의 긍정 심리자본의 하위요인인 자기효능감, 희망, 복원력, 낙관주의 모두 학원 강사의 코칭리더십과 유의미한 정(+)의 상관이 있는 것으로 나타났다. 특히 학원 강사의 코칭리더십의 하위요인인 관계가 학원 수강생의 긍정심리자본에 가장 큰 영향을 미치는 것으로 나타났다. 따라서 학원 수강생의 긍정심리자본을 향상시키는 방안으로써 학원 강사의 코칭리더십에 주목할 필요가 있으며, 학원 강사의 코칭리더십의 중요성에 대한 인식이 필요하다. 또한 이러한 인식을 바탕으로 학원 강사의 코칭리더십을 향상시킬 수 있는 코칭 프로그램의 개발이 이루어져야 할 것이다.

목적 : 안경사의 직무스트레스의 수준을 파악하고 심리적 안녕감과 소진이 미치는 영향에 따른 직무스트레스의 차이를 확인하기 위해 분석하고자 한다. 방법 : 2018년 4월부터 5월까지 안경사 343명을 대상으로 직무스트레스 평가는 10개 문항, 소진 척도는 3 개 하위요인(정서적 고갈, 자아성취감 저하, 탈 인격화)의 18개 문항, 심리적 안녕감은 3개의 하위요인(개인적 성장, 자아수용, 긍정적 대인관계) 평가를 위해 21개 문항을 사용하였다. 결과 : 대상자 중 고용주는 218(63.6%)명, 고용인은 125(36.4%)명이었다. 설문문항 및 하위요인의 신뢰도는 직무스트레스는 0.84, 소진은 0.96, 심리적 안녕감은 0.86이었다. 하위요인별 평균값은 개인적 성장이 3.11점으로 높았고, 자아성취감 저하가 2.51점으로 가장 낮게 나타났다. 안경원 근속년수가 높을수록 직무스트레스는 증가하였고, 직무스트레스는 심리적 안녕감의 자아수용을 제외한 모든 변인들과 상관성이 있었다. 안경사의 직무스트레스가 증가함에 따라 정서적 고갈, 자아성취감 저하, 개인적 성장, 긍정적 대인관계는 감소 하였고 탈 인격화와 자아수용은 유의하게 증가하는 것으로 나타났다. 결론 : 직무스트레스는 안경사의 자아성취감을 떨어뜨리고 부정적인 대인관계와 자신에 대한 불만족을 증가시키게 된다. 이는 안경사 직업에 대한 불만족으로 이어질 수 있다. 이에 안경사 직업특성에 맞는 직무스트레스 대처방법의 연구가 필요하다고 사료된다.

본 연구는 간호대학생과 비 간호대학생의 문화적 역량과 심리적 안녕감 정도를 탐색하기 위한 서술적 조사연구이다. 본 연구를 위해 S와 I지역의 종합대학 간호대학생 127명과 비 간호대학생 124명, 총 251명을 대상으로 자료를 수집하였다. 연구 결과 문화적 역량 정도는 평균 5점 만점에 간호대학생 3.35점, 비 간호대학생 3.23점, 심리적 안녕감 정도는 평균 5점 만점에 간호대학생 3.53점, 비 간호대학생 3.37점으로 나타났으며, 두 군 모두 문화적 역량 및 심리적 안녕감 정도가 ‘중’ 수준 이상으로 나타났으며, 간호대학생이 비 간호대학생보다 유의하게 높았다. 문화적 역량과 심리적 안녕감 간의 관계 분석결과 간호대학생은 문화적 인식, 문화적 지식, 문화적 민감성, 문화적 기술, 문화적 경험, 자아수용성, 환경에 대한 통제, 긍정적 대인관계, 자율성, 삶의 목적, 개인적 성장 모든 항목에서 유의한 정적인 상관관계가 있었다. 따라서 간호대학생의 문화적 역량을 높은 수준으로 유지하도록 정규교육과정에 다문화교과목 편성 및 다문화현장체험, 특강 등 교과외 활동을 병행하여 심리적 안녕감을 가지고 문화적 다양성을 고려한 간호를 제공할 수 있도록 해야 할 것이다.

본 연구의 목적은 어린이집의 조직건강성이 보육교사의 심리적 소진과 이직의도에 미치는 영향에 대해 알아보는 것이다. 본 연구의 대상은 서울과 경기지역에 근무하고 있는 보육교사 210명으로 질문지를 사용하여 자료를 수집하였다. 수집된 자료는 SPSS 16.0 프로그램을 사용하여 빈도분석, t 검증, ANOVA 검증, Scheffe 사후검증, Pearson 적률상관분석, 중다회귀분석을 실시하였다. 연구결과, 첫째, 보육교사의 사회인구학적 배경에 따른 어린이집의 조직건강성은 모든 변인에 유의미한 차이가 있었고, 교사의 심리적 소진은 기관교사 인원, 일일 근무시간, 학력에 유의미한 차이가 있었다. 교사의 이직의도는 교사 연령, 일일 근무시간, 학력에는 유의미한 차이가 있었다. 둘째, 어린이집의 조직건강성과 심리적 소진은 부적 상관관계, 조직건강성과 이직의도는 부적 상관관계, 심리적 소진과 이직의도 간에는 정적 상관관계를 보였다. 셋째, 어린이집의 조직건강성은 보육교사의 심리적 소진과 이직의도에 부적 영향을 미치는 것으로 나타났다. 결론적으로 본 연구의 결과는 보육교사의 심리적 소진과 이직의도를 낮추고 완화시키기 위해 교사의 개인적인 변인보다는 조직의 구조적 측면에서 접근하여 조직건강성을 건전하게 발전시키기 위한 지원과 노력이 필요함을 시사한다.

Nail-care services are growing rapidly. If causes for the increase in nail-care service consumption is diversion or self-satisfaction, we can speculate that consumers perform self-care through nail-care services. Nail-care-service consumption should be allowed to increase because of the positive psychological effects such as improving mood or alleviating depressed emotions. Moreover, the psychological effects of nail-care services differ according to consumers’ tendencies. Therefore, this study divides the types of consumers, to investigate whether there is a difference in the psychological effects of nail-care services depending on the types. This study used the questionnaire survey method. Results of the study revealed that the sub-factors of self-esteem, extracted as two factors, were “personal self-esteem” and “social self-esteem”. Consumers were classified according to the sub-factors of self-esteem into four groups. There were differences in the psychological effects of nail-care services according to these four groups. It was found that all groups had psychological effects above the average value. This result indicates that only the degrees of psychological effects differ in accordance with the types of self-esteem, and that psychological effects generally play a large role in all types. Since psychological effects were positive for everyone regardless of their self-esteem, utilizing nail-care services considerably reduces the depression and anxiety of modern people. Nail-care services expected to become the basis of the nail therapy field.

In today’s highly inter-connected market environment, a holistic understanding of the emergence and transfer of brand meanings is essential to design well-grounded marketing strategies. Yet, research to date has grasped the phenomenon of brand meaning alteration mostly within isolated, theoretical concepts, such as Consumer Brand Sabotage (Kähr, et al., 2016), Doppelgänger Brand Images (Thompson, Rindfleisch, & Arsel, 2006), or Conspicuous Brand Usage (Ferraro, Kirmani, & Matherly, 2013). Hence, the present research was conducted to develop a systematic understanding of how unintended brand meanings emerge outside of marketer’s control. Based on Gioia’s case study approach, the two brands Birkenstock and New Balance were qualitatively explored, as both companies experienced a serious socio-cultural meaning transition over the last years. The findings indicate that marketers need to be aware of consumers taking psychological brand ownership – a possessive state of mind that evokes unpredictable interpretations and ostentations of brand symbols due to consumers’ desire for self-identity construction (Pierce, Kostova, & Dirks, 2001). Psychological ownership is identified to impact both consumption practices and the process of meaning movement (cf. McCracken, 1986). In both cases, marketers lost control of their brands, as consumers utilized them to construct their self-identity and therefore altered the brands’ publicly perceived meaning. Whereas the brand meaning alteration had a positive outcome for Birkenstock, New Balance suffered badly under its brand disruption. Based on the researched insights, three key propositions are developed, which should support marketers to foresee, prevent, and countervail the emergence of unintended brand meanings.

Service recovery strategies have been examined for their effectiveness in compensating for the customer’s loss and in restoring customer satisfaction. Current research on service recovery has largely focused on the customer involved. For instance, the most common recovery strategies hotels used for the guest involved are compensatory (e.g., discount), corrective (e.g., correction), and personal response (e.g., apology). Service recovery research suggest that, while corrective responses are viewed by customers as the minimal action, both apology and compensation have been shown to be effective in increasing customer satisfaction (e.g., Goodwin & Ross, 1992). Due to the prevalence of online reviews, our understanding of service failure and recovery must expand beyond the customer involved to include potential customers who are searching online. The difference between the customer involved and the potential customer is that while the focal customer suffered an economic or psychological loss, the potential customer has not. Past studies suggest that this difference may change the attribution tendency of potential customers (e.g., Wan, Chan, & Su, 2011). Consequently, one can expect that potential customers may use different criteria in assessing recovery strategies. For instance, in line with the equity theory which posits that people in general seek fairness in social interactions (Blodgett et al., 1997), potential customers might be more concerned about justice rather than the compensation. From the company’s perspective, in order to recover effectively from a service failure, it must know whether what works for the customer involved would also work for potential customers. The current research provides evidence that potential customers’ reaction to an online review and a hotel reply is contingent on the perceived similarity between this potential customer and the focal guest (i.e., the customer involved in the incident that the review describes), the type of hotel reply (i.e., no reply, apology, and explanation with no apology). Moreover, results suggest that the psychological mechanism that underlies this relationship is not due to negative emotions but a sense of vulnerability.

Introduction Frontline employees (FLEs) play a very important role in service delivery due to the interactive nature of the service encounter. They span the boundary between the firm and its customers and service firms rely on their FLEs to deliver their promise and create a favorable company image to customers (e.g., Bitner et al., 1990). Considerable previous research addresses how effective management practices and supportive work environments will induce positive attitudinal and behavioral responses of FLEs, which will, in turn, contribute to the positive customer perceptions of the service providers (e.g., Hartline and Ferrell 1996). In other words, the relationship quality or the exchange quality of the employee-organization interface will have a spillover effect on that of the customer-organization interface. But the question examined here is: can this spillover effect occur in an opposite way? In other words, will firms’ treatment of customers shape the employees’ relationship with their firms? With a few exceptions, limited research has paid attention to this inverse relationship. The purpose of our research is threefold: (1) to investigate whether employee perception of customer injustice can influence employees’ psychological contract violation with the firm, (2) to examine whether role conflict mediates the relationship between customer injustice and psychological contract violation, and (3) to explore the moderating impacts of customer identification on the mediation effect of role conflict. Method We conducted an experiment using a 2 (customer injustice: high vs. low) x 2 (customer identification: high vs. low) between-subjects factorial design. Two hundred participants were recruited from Amazon Mturk. Twelve responses were deemed unusable and excluded from the study, resulting in a final sample size of 188 (53.7 % female; age ranging from 18 to 65). Each participant was randomly assigned to one of the four experimental scenarios that corresponded to a combination of the two manipulated factors at either high or low level. All manipulations worked as intended. To analyze the moderating effect of customer identification via role conflict, we used the procedure of Hayes (2013) to estimate a conditional process model. We also controlled for the effects of empathy, income, and ethnicity. To test whether the indirect effect of injustice on contract violation is moderated by customer identification, an index of moderated mediation proposed by Hayes (2014) was calculated. To test whether this index is statistically significantly from zero, a 95% confidence interval was calculated for this index by bootstrapping 5,000 samples. The confidence interval of this index is .0162 to 1.1105, indicating the indirect effect is significantly moderated by identification. The results showed that the indirect effect of customer injustice via role conflict on contract violation is only significant (p< .05) when customer identification is high. In other words, when customer identification is low, the effect of injustice on contract violation is not mediated through role conflict. Research implications Our research provides empirical evidence that FLEs are sensitive to the treatment of customers by the firm. The traditional wisdom in the sales literature is that “if you treat your employees well, they will treat your customers well.” Our study complements this “trickle-down effect” in the extant literature and demonstrates a “bottom-up effect” that the firm’s unfair treatment of customers will adversely influence employees’ relationship with their firm. Our research also offers important insights into why customer injustice may lead to FLEs’ perceived psychological contract violation with the firm. Previous sales research suggests that role conflict can be influenced by an organization’s structure and culture as well as salespeople’s job characteristics (Singh 1998; Barnes et al. 2006). Our study complements these findings and identifies perceived customer injustice as a new role stressor of FLEs. In addition, our research reveals that the mediating effect of role conflict is moderated by customer identification. Customer identification increases the likelihood that customer injustice would manifest in a psychological contract violation via increased role conflict. The findings of this research also have several managerial implications. First, service and sales managers should be aware of the negative consequence of unfair customer treatment by the firm and how it may eventually jeopardize employees’ relationship with the firm. Second, managers should consult with their FLEs when implementing any new customerfacing policies to understand how these policies would impact FLEs’ other duties of serving customers. Finally, FLEs may form strong identification with their customers, which may amplify the negative consequence of customer injustice on psychological contract violation. Managers should try to counteract FLEs’ over-identification with customers by increasing organizational identification.

Introduction As one of the visual elements in advertising, typeface elicits psychological associations that might have an impact on ad effects and can convey a significant meaning with cognitive and emotional responses. Previous studies illustrate that typeface influences consumers’ perceptions of advertised products, has an impact on readability and memorability of ads (Childers & Jass, 2002), and generates brand personality (Grohmann, Giese, & Parkman, 2013). Therefore, typeface has the potentiality to change the effect of advertising, and could be one of the critical elements to enhance the ad effectiveness by matching with other elements in advertising (McCarthy & Mothersbaugh, 2002). The purpose of the current study is to examine how representative type styles (e.g., Sans-serif, Handwriting, and Serif) can influence consumers’ psychological perception (i.e., warmth and competence), to explore what underlying mechanism exists between typefaces and the ad effectiveness, and to investigate the impact of typeface in ads considering congruence of typeface with the communicator’s perceived power for more effective communications. Theoretical Development The findings of related research support that fonts evoke specific consumer’s perceptions and emotion (Grohmann et al., 2013). Serif typefaces such as Times New Roman were perceived as elegant, charming, emotional, and interesting and Sans-serif typefaces such as Helvetica or Arial were considered manly, powerful, smart, upper-class, and high readability (Grohmann et al., 2013). In terms of the features of typefaces, handwriting typefaces have a curved appearance and they are irregular, unplanned, and characterized by slanted and curved strokes, while Sans-serif typefaces are usually planned and drawn by straight and angular strokes. According to the studies on font in psychology (Jiang, Gorn, Galli, & Chattopadhyay, 2016) and design (Bartram, 1982), circular shapes activate a softness association such as love, warmth, and harmony and angular shapes activate a hardness association such as coldness, aggressiveness, and conflict associations. The research on the transference of some impressions from typefaces illustrates that psychological associations related to type font in ads are transferred to the advertised product or brand (Grohmann et al., 2013). Previous research, based on the Construal Level Theory (Trope, Liberman, & Wakslak, 2007), demonstrated that psychological distance influences individuals’ perceptions and engagement. According to each stream of prior literature on typefaces’ association and Construal Level theory, we predict that handwriting typefaces are associated with closer psychological distance and it reduces the social distance between consumers and the message in marketing activities. In contrast, Sans-serif typefaces are angular and typically associated with professionalism, justice, competence, and power and it may increase the social distance. The current study deals with warmth and competence in consumers’ perceptions. Based on the preceding discussion and research questions, a hypothesis leads to the following. H1: Sans-serif typeface would be more likely to provoke competence perception, whereas handwriting typeface arouses much warmer and more friendly feeling. Variables influenced by typeface Based on the findings of Study 1, the following research question and hypotheses could be built up on the potential variables that influence the effectiveness of typeface: RQ 1. How many reliable and interpretable factors are there among the following variables: Handwriting and Sans-serif typefaces, the perceived power, engagement, and attitude toward typeface? In addition, how much variance in the set of variables is explained by the factors? what kind of underlying mechanism between typefaces and the effectiveness of typeface is such there? H2: Typeface (Sans-serif) would be more likely to provoke (a) perceived power, in turn, positively influences (b) engagement toward the typeface. H3: Typeface (Sans-serif) would be less likely to provoke (a) engagement toward the typeface, in turn, positively influences (b) attitude toward the typeface. H4: Perceived power would be more likely to provoke (a) engagement toward the typeface, in turn, positively influences (b) attitude toward the typeface. Typeface and the perceived spokesmodel’s power in ads Including typeface, as a visual imagery in an ad, a spokesmodel can generate psychological perceptions in persuasive communication. According to the agentic-communal model of power theory, the power of communicators has an influence on the persuasion process (Dubois et al., 2016) and attitudinal and behavioral responses. However, the communicators’ power would be different by individuals’ perceptions or experiences for the category of people (e.g., employee or expert). Therefore, it would be critical to consider the communicators’ power as ‘perceived power’ in communication. The previous study suggested high-power communicators, compared to low-power communicators, are more inclined to generate responses or arguments related to competence. In addition, low-power communicators are more inclined to generate responses related to warmth (Dubois et al., 2016). Based on each stream of literature of typefaces (Grohmann et al., 2013) and communicators’ power (Dubois et al., 2016), the following hypotheses occur. H5. When an ad includes a handwriting typeface in a headline copy, if consumers perceive low power from the spokesmodel’s in ads, by the matching (congruence) effects, it leads to a more favorable attitude toward the ad, ad engagement, and purchase intention than when an ad is employed by sans-serif typeface in a headline copy. H6. When an ad includes a sans-serif typeface in a headline copy, if consumers perceive high power from the spokesmodel’s in ads, by the matching (congruence) effects, it leads to a more favorable attitude toward the ad, ad engagement, and purchase intention than when an ad is employed by handwriting typeface in a headline copy. Overview of Research Design Three separated experiments were conducted to investigate all hypotheses. Study 1 was examined to test the effect of typeface across three representative typefaces such as Sans-serif, Serif, and handwriting, on psychological responses (i.e., warmth and confidence) (H1). Study 2 was conducted to explore the interrelations between the factors and the model with other strong potential effects (RQ1 & H2, H3, and H4). Study 3 was conducted to investigate the effects of typeface along with a spokesmodel in an ad on ad attitude, engagement, and behavioral intention (i.e. purchase intention) (H5 & H6). Research Design in Study 1 Participants were exposed to all 15 typefaces in each 3 font-style (i.e., sans-serif, handwriting, and serif). To test and choose an appropriate typeface in consumer’s perceptions and psychological associations (i.e., warmth and competence) among several typefaces, there were sans-serif (e.g., Arial, Helvetica, Oswald, Quarrion, etc.), handwriting (Bradley, Children, Dandelion, etc.), and serif (Time New Roman, Soria, Courier, Playfair, etc.). Results and Discussion The results of repeated ANOVA (Analysis of Variance) showed that participants perceived different level of competence (F (1.40, 54.63) = 17.23, p < .001, Partial η2 = .31) and warmth (F (1.28, 49.96) = 10.32, p < .01, Partial η2 = .21) depending on typefaces. The post-hoc analyses indicated that participants were more likely to perceive competence in Sans-Serif (M = 4.89, SD = 1.15) and Serif (M = 5.07, SD = 1.04) than in handwriting typeface (M = 4.23, SD = 1.22). On the other hand, participants perceived higher warmth in handwriting (M = 4.75, SD = 1.26) and Serif (M = 4.47, SD = .96) than in Sans-Serif typeface (M = 4.01, SD = 1.08). Model fit for competence was Wilks’ λ = .58, F (2, 38) = 13.82, p < .001, Partial η2 = .42 and model fit for warmth Wilks’ λ = .61, F (2, 38) = 12.11, p < .001, Partial η2 = .39. Study 1 examined the effects of three kinds of font-styles across each typeface on warmth and competence. The findings provide distinct evidence that Sans-serif font-style provokes more competent associations than others (i.e., serif and handwriting) and handwriting font-style generates more warm associations than others. Research Design in Study 2 Given that a certain font-style is more associated with psychological perceptions (warmth vs. competence), the next step was to ascertain whether is the relationship of the variables (i.e., attitude toward typeface, engagement, and perceived power of typeface) (RQ1, H2, H3, and H4). Participants were exposed to two typeface-conditions by using handwriting typeface (i.e., Tornac) and sans-serif typeface (i.e., Nimbus) with several text phrases. Factor analysis was conducted to determine what underlying structure exists for measures on the following variables: typeface, the perceived power, engagement, and attitude toward typeface and to summarize the structural equation modeling among the set of variables. Results and Discussion To check the structural equivalence of measures, reliability test, correlation analysis, and confirmatory factor analysis (CFA) were conducted. Reliabilities for all measurements indicated acceptable levels: perceived power (a = .89) (Dubois et al., 2016), engagement toward the typeface (a = .95), attitude toward the typeface (a = .94). The correlations analysis showed that there is no violation of multicollinearity among the variables (r ≤ .62). A CFA was conducted to confirmed the measurement model fit. The results of CFA indicated that the measurement model had a good fit to the data, χ2 (41) = 55.38, p > .05, χ2/df = 1.35, GFI = .94, CFI (comparative fit index) = .99, TLI (Tucker-Lewis index) = .99, RMSEA (root mean square error of approximation) = .05, SRMR (root mean square error of approximation) = .04. For study model analysis, the Amos 23 with 5,000 bootstrap samples for mediation analyses was employed to analyze the proposed study model. Figure 1 indicate the result of path analysis. The results of the analysis showed that people perceived stronger power in Sans-Serif than in handwriting typeface (β = .43, p < .001, SE = .22, 95% CI [.00, .86]), but they were likely to engage in handwriting than in Sans-Serif typeface (β = -.34, p < .001, SE = .23, 95% CI [-.79, .11]). Perceived typeface power is positively associated with the typeface engagement (β = .60, p < .001, SE = .60, 95% CI [.44, .76]). Indirect effect of typeface on engagement through perceived power was significant (β = .26, p < .001, SE = .06, 95% CI [.16, .38]). Insignificant effect of typeface on engagement become significant when mediator, perceive power, was included in the model. The result shows a full mediation model. Engagement toward the typeface is a significant predictor of attitude toward the typeface (β = .62, p < .001, SE = .07, 95% CI [.48 .76]). Indirect effect of power on attitude toward typeface through engagement was significant (β = .28, p < .01, SE = .07, 95% CI [.24, .51]), but indirect effect of typeface on attitude through engagement was not significant (β = -.21, p > .05, SE = .05, 95% CI [-.15, .04]). Research Design in Study 3 An experimental study between-subjects randomized factorial design, 2 (typeface: handwriting vs. sans-serif) x 2 (perceived power of the communicator in ads: high vs. low), was used to test the proposed Hypotheses 5 and 6. Results and Discussion Regression analyses were conducted to test proposed hypotheses, controlling for the differences of communicators’ characteristics (e.g., a business woman vs. a housewife). Even though ad stimuli were developed by two conditions on communicator’s power, there are individual differences from the perceived power toward each spokesmodel in ads. Therefore, we measured and analyzed the perceived power. The results (Table 1) revealed that perceived communicators’ power positively influences ad engagement (β = .19, p < .05), attitude toward to ad (β = .41, p < .001), and purchase intention (β = .38, p < .001), but typeface does not. Different from the expectation, typeface and perceived communicator power did not interact to generate advertising effectiveness. Conclusion Study 1 obviously revealed that handwriting typefaces are associated with warmth and Sans-serif typefaces provoke competence in consumers’ perception. Study 2 illustrated that there were strong relationships between typeface and the perceived power toward typeface, between typeface and engagement through the perceived power toward typeface, and between the perceived power toward typeface and attitude toward typeface through engagement. Engagement toward the typeface is a significant predictor of attitude toward the typeface. Moreover, there were relatively relationships between typeface and engagement; between engagement and attitudes toward typefaces. The result of Study 3 shows that advertising audiences are more likely to process other visual information (e.g., photo images) than typefaces (e.g., a headline copy) in order to indicate audiences’ responses in advertising contexts and to generate advertising effectiveness. The current research has demonstrated that the strong effects come from a typeface itself might eventually dissipate when woven with other visual elements such as photo images in ads, even though the current research previously indicates that there are influential effects come from typefaces such as warmth and competence and the relationship with the perceived power.