목적: 멀티포컬 소프트 콘택트렌즈가 시기능에 미치는 영향을 +1.00 D 안경렌즈를 이용한 저교정과 비교하고자 한다. 방법 : 17명의 대상군(평균 23.6±2.1세)이 본 연구에 참여하였다. 대상군의 구면 굴절 이상이 ±1.00 D 범위 이며, 난시가 –0.75 D 미만인 자로 선정하였다. 나안(NC), 근용 +1.00 D 처방의 멀티포컬 콘택트렌즈(CM), +1.00 D 안경렌즈를 사용한 저교정 (UL) 등 3가지 교정 방법에 대해 각각 반복 측정하였다. 원용 시력은 고대비 및 저대비 차트를 이용하여 측정하였으며, 원용 대비 민감도와 근용 시력을 측정하였다. 결과 : 시력 교정의 방법은 고대비와 저대비 차트를 이용한 원거리 시력에 유의한 영향을 끼치는 것으로 나타났으며 (p<0.01), 근거리 시력에는 시력 교정의 방법이 유의한 영향을 끼치지 않았으며 (p=0.34), 원거리 대비 민감도에는 유의한 영향을 끼치는 것으로 나타났다 (p=0.01). 결론 : 멀티포컬 콘택트렌즈는 최대 교정 시력과 대비 감도를 달라지게 하지 않았으며, 완전 교정 안경과 견줄 만한 전체적인 시각적 성능을 유지했다. 따라서, 중심부 근용 멀티포컬 콘택트렌즈는 시각적 성능이 저하될 수 있는 40대 이상과 같이 다른 연령대에 더 많이 처방될 수 있다.

목적 : 본 연구는 각막난시가 있는 대상자에게 등가구면콘택트렌즈, 토릭콘택트렌즈를 처방하였을 때 시력과 각막지형도에서의 차이점을 알아보고자 하였다. 방법 : 대상자는 안질환이 없고 자각식 굴절검사를 통해 도출된 난시량이 –0.75 D 이상 –2.00 D 미만인 성인 남녀 20명(22.4±2.0세), 39안을 대상으로 하였다. 첫 번째로 토포그래피를 이용해 나안의 각막지형도를 측정하고 등가구면콘택트렌즈를 착용한 상태와 토릭콘택트렌즈를 착용한 상태에서 각각 각막지형도와 시력을 측정하여 비교하였다. 두 번째로 각막지형도를 Bogan 등7)의 5가지 분류법에 따라 원형(Round), 타원형(Oval), 대칭성 나 비형(Symmetric bow tie), 비대칭성 나비형(Asymmetric bow tie), 부정형(Irregular)의 5가지 형태로 나누었다. 등가구면 콘택트렌즈와 토릭콘택트렌즈를 착용하였을 때 검사한 시력을 대응표본 t검정을 통해 검정하였고 빈도분석을 통해 구면콘택트렌즈와 토릭콘택트렌즈간 Bogan등의 분류법에 따른 형태가 어떻게 달라지는지 알아보았다. 본 연구에는 C사의 somofilcon A재질의 콘택트렌즈를 사용하였다. 결과 : 나안에서 각각 원형 2.6%, 타원형 61.5%, 대칭성 나비형 33.3%, 비대칭성 나비형 2.7%의 비율을 보였고 구면콘택트렌즈 처방시에는 원형 2.6%, 타원형 48.7%, 대칭성 나비형 28.2%, 비대칭성 나비형 12.8%, 부정형 7.7%, 토릭콘택트렌즈 처방 시에는 원형 53.8%, 타원형 20.5%, 대칭성 나비형 7.7%, 비대칭성 나비형 5.1%, 부정형 12.8% 의 비율로 나타났다. 시력은 구면콘택트렌즈에서 평균 0.80±0.06(p<0.050), 토릭콘택트렌즈에서 평균 1.00±0.08(p<0.050) 으로 측정되었다. 결론 : 난시안에 등가구면 굴절력이 가입된 구면콘택트렌즈보다 토릭콘택트렌즈 착용 시 시력이 평균 0.2만큼의 큰 차이를 보이며 시력이 더 향상되었다. 각막지형도에서는 토릭콘택트렌즈에서 원형의 형태가 구면콘택트렌즈보다 월등히 많았다. 이러한 결과로 미루어보아 난시안을 정확하게 교정하기 위해서는 등가구면콘택트렌즈보다 토릭콘택 트렌즈 처방이 이루어져야 한다고 사료된다.

목적 : 본 연구는 Tait-Wick과 Duke-Elder의 방법에 의한 시기능이상과 읽기능력의 상관성을 확인하고자 하였다. 방법 : 안질환이 없고 굴절이상이 완전 교정된 151명을 대상으로 Tait-Wick과 Duke-Elder의 방법으로 시기 능이상군의 종류를 나누어 읽기능력검사를 실시하였다. 시기능검사는 원‧근거리 수평사위도와 조절력, 폭주근점, 원․근거리 융합버전스, 조절용이성을 측정하였고, 읽기능력은 ReadAlyzer를 사용하여 단어주시시간, 단어반복보기횟수, 줄반복보기횟수, 읽기속도, 이해도를 측정하였다. 결과 : 폭주부족군은 정상군에 비해 유의하게 단어주시시간이 감소하였고(t=-2.423, p=0.019), 단어반복보기 횟수는 증가하였으며(t=4.770, p=0.000), 그 결과 읽기속도가 감소하였다(t=-5.674, p=0.000). 조절용이성이상군은 정상군에 비해 유의한 차이로 단어반복보기횟수가 증가했고(t=2.844, p=0.006), 읽기속도는 감소했다(t=-5.617, p=0.000). 다른 시기능이상군은 읽기요소에 대한 유의한 차이와 상관성을 보이지 않았다. 결론 : 폭주부족군은 독서 시 폭주가 충분치 않아 근거리 주시상태를 유지하기 어려워 단어주시시간이 감소하 고 단어를 반복해서 보게 되며 그 결과 읽기속도가 감소한 것으로 사료된다. 조절용이성이 작을수록 단어반복보기 횟수가 증가하고 읽기속도가 감소한 것으로 보아 검사거리가 40cm로 고정된 상태에서도 독서 시 미세한 조절자극의 변화가 발생하였고 이에 대한 부적응이 일어난 것으로 사료된다. 일부 시기능이상은 읽기의 운동적 요소에 영향을 미칠 수 있으나 인지적 요소에는 영향을 주지 않는다고 사료된다.

인도의 토착신 나가는 중국에 전해지면서 용으로 번역되고, 기존의 용과 결합되면서 불교 미술에 표현이 됐다. 실제 존재하는 생명인 인도의 나가는 중국과 동북아시아에서 재현되지 않았다. 동남아에서 나가는 토착신으로서의 뱀 신앙에 더해져 다양하게 변모되었고, 힌두교 신화 속의 나가와 토착신 나가가 융합하기도 했다. 나가는 물과 관련이 깊어서 화재나 수재 (水災)를 막기 위한 비보(裨補)를 목적으로 건물에 조각됐다. 중국과 동남아의 건축물에 용 과 나가가 표현된 것은 같은 맥락에서, 같은 속성을 지닌 영험한 존재로 받아들여졌음을 의 미한다. 동남아시아의 나가와 중국의 용은 물과 관련된 속성, 인간에게 위협적인 반신(半神) 과 같은 존재, 종교와 신화의 세계에서 하급 신격(神格)으로 간주되는 공통점이 있다.

목적: 본 연구는 근거리 동체시력(Dynamic visual acuity) 측정장치를 이용하여 측정된 근거리 동체시력과 원거리에서 측정된 동체시력과의 차이를 알아보고, 플러스렌즈 가입에 의한 조절자극의 변화가 동체시력에 미치는 영향을 알아보고자 하였다. 방법: 대상은 전신질환 및 안질환이 없고, 시력이 1.0 이상인 성인 남·여 40명(22.84±2.43세)으로 선정 하였다. 원거리와 근거리 동체시력의 비교, 플러스렌즈 가입(+0.50D, +1.00D, +1.50D)으로 유도된 동체시력의 변화를 알아보았다. 결과: 완전교정상태에서 원거리 동체시력과 근거리 동체시력은 각각 78.86 ±19.46 deg/sec, 76.90±18.05 deg/sec로 원거리 동체시력이 약간 높게 나타났다(p=0.04). 원거리 동체시력이 높을수록 근거리 동체시력이 높은 양의 상관관계를 보여 원거리 동체시력이 우수한 사람이 근거리 동체시력도 우수한 것으로 나타났다 (r=0.95, p=0.00, Fig. 4). 조절자극변화에 따른 근거리 동체시력은 완전교정상태에서 75.95±18.85 deg/sec 이었고 +0.50D 구면도수를 가입한 상태에서 동체시력은 76.95±16.45 deg/sec로 통계적으로 유의한 차이가 없었으나(p>0.05), +1.00D를 가입한 상태는 79.02±13.51 deg/sec로 약간 높게 나타났으며, +1.50D를 가입한 상태에서는 84.28±18.96 deg/sec로 통계적으로 유의한 차이가 있었다(p<0.05). 결론: 원거리와 근거리의 동체시력의 차이는 없지만 원거리 동체시력이 우수한 경우 근거리 동체시력도 우수하며, 조절자극 변화를 위해 플러스렌즈가 가입됨에 따라 동체시력이 증가함을 알 수 있었다.

목적: 만 65 세 이상 고령운전자와 50 ~ 65 세 이전의 예비고령 운전자의 시각적 기능을 검사하고, 일반인과 직업 운전자를 구분하여 그 차이점을 연구하고자 한다. 방법: 본 연구에 참여한 대상자는 만 65 세 이상 고령운전자(40 명), 만 65 세 이하 운전자(67 명)이었다. 모든 대상자들은 안과적 질환이 없고, 운전 경력은 5년 이상이었다. 기본적인 데이터(성별, 직업, 연령, 건강상태)와 함께 시각기능 데이터 (대비감도, 정적 및 동적 입체시, 시력회복시간, 눈부심 지수)등을 측정하였다. 결과: 명소시 조건에서의 대비감도는 전반적으로 버스군에서 가장 좋은 감도를 보였으며, 12 cpd와 18 cpd의 주파수에서 일반 1.57, 버스 1.70으로 그 차이 값이 통계적으로 유의하게 나타났다(p<0.05). 암소시 조건에서는 65 세 이상 고령층에서는 주파수가 높아질수록 일반군과 택시군에서 유의한 차이를 보여주었다 (p<0.05). 눈부심 후 시력회복시간은 통계적으로 유의한 차이를 보이지는 않았다. 다만 연령대가 증가할수록 시간이 길어지는 경향은 보였다. 눈부심 지수에 관한 결과는 65 세 이상의 일반군에서 운전에 방해가 되는 눈부심에 해당하는 지수 3에 가까운 결과를 보였고, 택시 및 화물 운전군에서는 양호한 눈부심에 해당하는 지수 5에 가까운 결과 값을 보여주었다(p<0.05). 결론: 고령자들의 시기능을 분석한 결과, 나이가 들수록 대부분의 시기능이 저하되는 것을 확인할 수 있었다. 따라서 65 세 이상의 고령 운전자의 안전운전을 위해서는 현재 시행되어지고 있는 시력, 색각 검사 외에도 운전 환경과 연관되어 있는 시기능인 대비감도, 눈부심, 입체시력 등의 시각기능 검사가 추가적으로 고려되어야 할 것으로 보인다.

본 연구는 신화적 장면을 그린 고전기의 아티카 지역의 도기화 가운데 대부분의 인물들이 고전기 양식으로 표현된 것과 달리 신상만이 아르카익 양식으로 묘사된 사례들을 선별하여 이러한 도상학적 현상의 의미를 살펴보고자 한다. 이들 아티카 지역의 고전기 도기화에서 의도적으로 아르카익 양식을 차용한 것은 양식적인 대조를 통하여 아르카익 양식의 신상이 고전기 양식으로 표현된 신화적 인물들 보다 더 예스러운 존재임을 드러내기 위한 의도로 사용되었다. 이들 고전기에 아티카의 도기화가들이 상대적 시간을 표현하기 위한 하나의 ‘고전적 규범’으로 아르카익 양식을 사용하였다는 사실은 고전기 미술에서 아르카익 양식이 지닌 시각적 역사성이 당대의 미술가들과 관람자들에게 공유되었음을 드러낸다는 점에서 미술사적으로 의미가 있다.

PURPOSES: In this study, algorithms were proposed for determining the crack condition of an asphalt pavement image using deep learning methods. METHODS: For the configuration of a deep learning network, the study used a Convolution Neural Network and You Only Look Once algorithms. To obtain input data for analysis, a camera was mounted on the bonnet of the vehicle to obtain images of asphalt pavement and to mark the ground-truth cracks in the asphalt pavement image. In addition, an algorithm suitable for the automatic determination function of Deep Learning was proposed in order to calculate the crack ratio and crack rating. RESULTS: The result of analysis showed that the recall rate of cracks in this system was higher from FPPW 5.0E-06 to 96.03%. Furthermore, the accuracy of the grading system was found to be 100%, enabling the determination of very accurate ratings. The rate of processing per image was 0.4448 seconds on average, and the real-time analysis of pavement images presented no problem because the assessment took place within a short time. CONCLUSIONS : Applying this system to the pavement management system is expected to reduce the time required in finishing work and to determine a quantitative crack rating.

목적: 본 연구는 입체시를 인식하는 데에 수평안위의 방향에 따라 어떤 특징들이 있는지 살펴보고 인위적 입체지각의 시간적 특성을 개선할 수 있는 방안을 모색하고자 한다. 방법: 안질환이 없으며 교정시력 0.8 이상인 성인 26명을 대상으로 i.Polatest® (version 1.2 by Carl Zeiss Vision GmbH, Aalen, Germany) 를 사용하여 사위 교정 전후 입체시 반응시간을 측정했다. 결과: 외사위 군의 경우 외안근의 긴장을 이완시킨 후 기준 값에 비해 근치감에서의 반응시간은 115.1±77.9 ms 감소했으며 신경상의 긴장까지 이완시켰을 때의 반응시간은 98±85.8 ms 가 감소한 것으로 나타났으나 통계적 의미는 없었다(각각 p=0.08, p>0.07). 한편, 내사위 군의 경우 외안근의 긴장을 이완시킨 후 기준 값에 비해 원치감에서의 반응시간은 78.3±96.1 ms 감소했으며 신경상의 긴장까지 이완시켰을 때의 반응시간은 107.2±80.3 ms 감소하는 것으로 나타났으며 모두 유의미한 차이를 나타냈다(각각 p=0.047, p<0.013). 결론: 내사위성 수평 안위이상을 가진 사람에게서 근성긴장을 이완시키는 프리즘 교정만으로도 시간적인 입체지각력을 높일 수 있으므로 이에 대한 많은 연구들이 이루어져야 한다고 생각된다.

목적: 본 연구는 시기능이상과 읽기능력변인의 상관성을 알아보고자 하였다. 방법: 교정시력 1.0 이상인 평균나이 22.74세 남녀 120명을 대상으로 양안시기능과 읽기능력변인을 검사 하였다. 양안시기능검사는 원,근거리 수평사위, 폭주근점, 조절용이성을 측정하였고 임상기준값에 의해 정상군과 이상군으로 분류하였고, 읽기능력변인의 종류는 읽기속도, 주시횟수, 주시시간, 주시반복횟수, 이해도, 읽기등급이며 VisagrapⅡ(ReadAlyzer)를 이용해 검사하였다. 읽기능력변인에 대한 시기능이상군과 정상군의 차이는 독립표본 t-검정(Independent t-test)로 평가하였고, 시기능이상의 정도에 따른 읽기능력변 인의 상관성은 Pearson`s 상관분석을 통해 분석하였으며 유의수준은 p < 0.05로 하였다. 결과: 원·근거리 모두에서 외사위군은 정상군에 비해 읽기속도는 감소하고, 주시횟수는 증가하였으며(p < 0.05), 근거리 외사위군에서는 사위도가 증가함에 따라 읽기속도가 감소하였고, 주시반복횟수의 증가로 인해 읽기등급이 감소하였다(p < 0.05). 조절용이성은 이상군이 정상군에 비해 읽기속도가 더 느렸고(p < 0.05), 조절용이성이 증가함에 따라 읽기속도가 증가하였다(p < 0.05). 결론: 주시거리에 관계없이 정상범위를 벗어난 외사위안은 내사위안보다 읽기능력에 더 큰 영향을 미쳤으며 이는 독서 시 요구되는 폭주량이 내사위보다 외사위에서 더 크기 때문이라 사료된다. 일부 시기능이상은 읽기속도 등의 읽기능력변인에 영향을 줄 수 있으나 다른 변인과 상관성이 없다면 읽기능력에 미치는 영향이 미미할 것이라 생각된다. 따라서, 읽기능력을 향상시키기 위해서는 외사위와 조절용이성 이상을 교정 할 필요가 있다고 사료된다.

목적: 각막굴절교정 수술안의 수술 전 근시도에 따른 대비시력과 대비감도를 비교하였다. 방법: 각막굴절교정 수술안 68명과 정시안 20명을 대상으로 하였으며, 대비시력은 고대비시력 (HCVA)과 저대비시력(LCVA)을 ETDRS 시력표를 이용하여 측정하였고, 대비감도 검사는 CSV-1000E 사용하여 시행 하였다. 대비시력과 대비감도 검사는 밝은 조명과 어두운 조명 모두에서 각각 수행하였고 수술안은 수술 전 등가구면굴절력(SE) ˂ -6.00 D 와 ≥-6.00 D을 기준으로 두 그룹으로 분류하여 비교 분석하였다. 결과: 대비시력은 정시안을 포함한 세 그룹 사이에서 고대비시력(밝은 조명) (p=0.028), 저대비시력(밝은 조명) (p=0.047), 고대비시력(어두운 조명) (p=0.002), 저대비시력(어두운 조명) (p=0.018)에서 유의한 차이가 있었고, 수술안 그룹 2가 수술안 그룹 1보다 대비시력이 감소하면서 수술안 두 그룹사이에도 통계적으 로 유의한 차이가 있었다. 대비감도는 정시안을 포함한 세 그룹 사이에서 밝은 조명에서 측정한 공간주파수 6(cpd)을 제외한 모든 공간주파수에서 유의한 차이가 있었다(밝은 조명3cpd; p=0.002, 12cpd; p=0.006, 18cpd; p=0.000, 어두운 조명 3cpd; p=0.003, 6cpd; p=0.001, 12cpd; p=0.000, 18cpd; p=0.000). 수술 안에서는 수술안 그룹 2가 수술안 그룹 1보다 대비감도가 감소하였지만, 두 그룹 사이에는 통계적 차이는 나 타나지 않았다. 결론: 각막굴절수술안은 대비시력과 대비감도가 정시안과 비교하여 감소하는 것으로 나타났고, 굴절수술 안에서 수술 전 굴절이상이 고도근시로 갈수록 대비시력과 대비감도가 감소하였으나 대비감도는 수술안의 두 그룹사이에 유의한 차이는 발견할 수 없었다.

목적: 모노비전 시력교정 수술을 받은 노안을 대상으로 수술 후 시력과 양안시기능 변화를 평가하였다. 방법: 모노비전 노안교정 수술(라식 또는 라섹)을 받은 환자 58명(49.57 ± 3.27세)을 대상으로 하였다. 시기능은 100% 및 10% 대비시력, 근거리 입체시, 원·근거리 폭주융합력과 조절력을 측정하였으며, 실생활에서 느끼는 시각적 만족도는 설문조사를 이용하여 평가하였다. 수술 전 검사는 안경이나 콘택트렌즈를 착용한 상태에서 측정하였고, 수술 후에는 1, 3, 6 개월 후에 측정하였으며, 검사값은 SPSS 21.0을 이용하여 분석하였다. 결과: 대상자 58명 중 원시안은 5명(10안), 근시안은 53명(106안)이었다. 수술 후 양안 원거리 및 근거리 시력은 수술 전보다 저하되었고, 특히 박명시 상태에서 10 % 대비시력은 크게 감소하였으며, 수술 1개월 후 부터는 경과기간에 따라서 차이가 없었다. 설문조사 결과에서는 수술 후 원거리와 근거리 시력 만족도는 향상되었고, 야간 빛번짐이 불편사항으로 나타났으나 전반적인 만족도는 높았다. 모노비전 수술 후 근거리 입체시와 원거리 폭주융합력은 감소하였고, 근거리 억제와 근거리 폭주융합력은 차이가 없었으며, 양안과 비 우세안의 조절력은 증가하였다. 결론: 모노비전 각막굴절교정 수술 후 시력, 근거리 입체시와 원거리 융합력은 안경이나 콘택트렌즈 착용 시보다 감소하였지만 시생활에서 시각적 만족도는 높게 나타났다.

기존의 사회인지와 정서 연구들은 주로 얼굴자극을 이용하여 초기지각단계 및 후기인지과정에의 정서 효과를 조사해 왔다. 그러나, 정서의 효과가 정보처리과정의 각 단계에서 어떤 양상으로 나타나는지와, 정서유형에 따른 효과 양상의 변화 여부는 불확실하다. 본 연구에서는 얼굴 대신 생물형운동자극을 이용해 자극에 내포된 행복, 분노, 중립정서가 지각과제와 작업기억과제 수행에 미치는 영향을 조사하였다. 참가자는 연달아(지각과제) 또는 시간차를 두고(작업기억 과제) 제시되는 두 생물형운동의 동일 여부를 판단하였다. 지각과제에서는 정서가를 가진 자극 시행의 정확도가 중립정 서자극에 비해 낮아 정서정보가 초기지각처리에는 부정적 영향을 미치는 것으로 보였으나, 작업기억과제에서의 기억정보유지에는 도움이 되는 것으로 나타났다. 또한, 각 과제에서 정서유형에 따라 다른 수행 양상이 관찰되었다. 분노정서는 지각단계에서 더 많은 정신적 자원을 요구하여 부하가 증가할 경우 정확도가 낮아지지만 기억유지에는 긍정적으로 작용하는 것으로 보이며. 행복정서의 경우 중립정서가 이어서 제시될 때 이를 행복정서와 유사하게 처리하려는 편향을 유도하는 것으로 보인다. 본 연구는 생물형운동자극을 이용하여 정보처리과정에서의 정서 영향을 재확인하였고, 처리 단계별 및 정서 종류별로 다른 양상의 영향이 나타난다는 점을 추가로 밝혀, 정서정보의 정교한 조작 및 통제를 위한 유용한 단서를 제공한다.

목적 : 본 연구는 양손 협응력 훈련도구의 활용과 평가를 적용하여 만성 뇌졸중 환자의 시지각 능력과 양손 기민성의 효과에 대해 검증하고 훈련도구로서의 역할을 제시하는데 목적을 두었다. 연구방법 : 본 연구의 선정기준에 적합한 41명을 무작위로 선정하여 실험군 21명과 대조군 20명으로 성별·연령별 동질성을 확보하여 분류한 후 실험군은 매일 양손훈련도구와 일반작업치료를 각각 15분간 실시하고, 대조군은 일반작업치료를 30분간 실시하였다. 훈련 제공기간은 주 5회 6주 동안 실시하였다. 평가는 Motor-free Visual Perception Test-3(MVPT-3)와 Complete Minnesota Dexterity Test(CMDT)를 활용하여 모든 집단에 실시하고 실험군은 양손 협응력 훈련도구의 수행능력 측정을 추가로 실시하였으며 평가는 총 3회(훈련 전, 3주후, 6주후)를 시행하였다. 결과 : 실험군에 대한 양손 협응력 훈련도구의 평가결과 수행시간에 대한 통계적 차이는 없었으나(p>.05) 수행시간은 평가 주차별로 감소하였으며, 오류수는 통계학적으로 유의한 차이를 보였다(p<.05). MVPT –3에서 실험군은 훈련기간에 따라 유의한 차이(p<.05)로 증가하였고 대조군은 유의한 차이를 보이지 않았다(p>.05). 또한, 집단간 분석에서 통계학적으로 유의한 차이(p<.05)를 보인 훈련기간은 3주후와 6주 후 훈련이었다. CMDT에서는 집단과 훈련기간에 따른 유의한 차이를 보이지 않았다(p>.05). 결론 : 양손 협응력 훈련도구의 활용 및 평가를 통해 만성 뇌졸중 환자의 시지각 기능과 상지 기능향상에 효과적인 훈련도구로서의 적용이 가능함을 보였으며 향후 병실이나 가정에서도 누구나 쉽게 활용할 수 있을 것을 기대한다.

The visual inspection device was developed for non-destructive test of piping from the inside. The developed components of the system can be classified as camera module, main body module named crawler module and system module. Because the system has driving part as electric motors, it can run not only the horizontal and vertical straight lines but also bend lines. The system has video processors, it can make it possible to display the video on the monitor and to save the video clips simultaneously. Several tests were performed to check the development objectives.

Introduction - Dubois (2002) said that luxury is identical with perception of comfort, beauty, and sumptuous lifestyle. There are five key factors of perceived luxury goods such as uniqueness, quality, hedonic, conspicuousness, and extended self (Vigneron and Johnson, 2004). So that, the definition of luxury fashion brand itself is goods (in terms of fashion) that has brand image and perceived as something that has uniqueness, quality, hedonic, conspicuousness, and extended self and could give comfort, beauty, and sumptuous lifestyle. Online visual display nowadays is one of maketer’s channel to promote the product. In terms of exclusivity, there is only few channels that has been used by marketer, such as website of the luxury brand itself, Instagram, Facebook, Youtube, and so on. This research of online luxury fashion brand is focused on one mobile app, named Instagram. Instagram is choosen because the usage of Instagram is increasing over time, especially in Indonesia. This research is focused on pre-loved luxury fahion brand on online shop at Instagram. There is one problem of this research, which is the percentage of middle to high income is increasing in 5 years (2010-2015) in Indonesia, but consumer is less likely to buy pre-loved luxury fashion brand. The tendency that consumer is less likely to buy because of decreasing sales of some pre-loved online shops in Indonesia. Exploratory research was taken and it can be concluded that the root cause of decreasing sales happens because visual display of pre-loved online luxury fashion brand is not too attractive. Method - The method that which is used is experiment design. The respondent of this research are choosen by non-probability sampling, which is judgemental sampling (we already know the priority characteristic of respondent, such as middle to high income) and female (because the online shop that will be observed is only offer luxury fashion for female). This research will use eye tracker, named Gaze Point. To get the quantitative experiment data, the minimum respondents that will be need is 39 people if we want to generate until get the heatmaps (Kara Pernice and Jakob Nielsen, 2009). Users will be given some oral question after they finished the experiment with eye tracking. There are some contents that will be measured in this reseach, such as caption, image clarity, and background of product. This research will be conducted only for consumer in Bandung. Respondents are female with middle to high income that has been bought pre-loved luxury fashion bag. The variables which are used in this research are the result of combination of construct from previous research about luxury brand perception and attractiveness of visual display. Sensory stimuli of sights will make automated perception actives and determine whether the information attractive or not. Findings – This research found that pre-loved online luxury fashion brand is currently growing rapidly. However, more respondents still prefer to buy online product if the visual display could be more attractive and the longer respondent saw the visual display, means that the respondents tend to be more interested of that posting. Author made proposed design improvements. Author then recommend them to the owner of pre-loved online luxury bag.

Although several researchers have investigated atypical naming effects with respect to food and color names, no research has examined atypical names in the context of apparel products. In this research, we investigated the way in which atypical clothing names influence consumers’ mental imagery, followed by consumers’ evaluations, compared to typical clothing names. We also investigated the moderating effect of the clothing design’s visual complexity. An experimental design was used with 2 name (atypical vs. typical name) × 2 levels of visual complexity (complex vs. simple design) between-subjects design. A total of 292 responses were collected. The results showed that the atypical name was more effective than were the typical one in influencing consumer’s attitudes and purchase intentions. Also, we found significant interaction effects of visual complexity and names on consumers’ evaluations, which are mediated by mental imagery. For clothes with a simple design, the atypical clothing name increased mental imagery, followed by product attitudes and purchase intentions, more than the typical name did. In contrast, when participants were presented with a garment with a complex design, typical and atypical names did not have different effects on consumers’ evaluations of the garment through their mental imagery. The findings of this study help marketers understand better the way in which consumers process certain names associated with a garment’s design cognitively, and therefore, improve their ability to name garments strategically depending on their design details.

Introduction The social Web is becoming more and more visual. While Facebook remains the leading social networking site (SNS), visual-based platforms such as Instagram and Pinterest have showed a significant increase in the proportion of online users worldwide (Greenwood, Perrin, & Duggan, 2016; Statista, 2017; Pew Research Center, 2017). The trend toward visual communication on SNSs is influenced by the emergence of advanced mobile technologies and the shifting habits of how social media users consume content today. While images displayed on Instagram are past-oriented sharing of memories, or present-oriented displays of creativity, Pinterest presents opportunities for future-oriented inspiration to evolve (Jin, Lin, Gilbreath, & Lee, 2017; Phillips, Miller, & McQuarrie, 2014). Pinterest also serves as a searchable archive of visual content, allowing users to seek and include brand-relevant pins and boards into their own aspirations and inspirations, thus facilitating the sharing of branded content (Phillips et al., 2014). Extant industry reports also suggest that Pinterest users are more likely to image-search for products, interact with sponsored pins, and show favorable attitudes toward advertising, compared with Facebook or Twitter users (McMullen, 2015; Ruscillo, 2017; Williamson, 2015). Considering the benefits of social media for global marketing and the role that imagery plays for developing international brands (Mikhailitchenko, Javalgi, Mikhailitchenko, & Laroche, 2009), this research focuses on the visual aspects of consumer engagement with branded content on Pinterest and investigates how such engagement leads to consumer-brand relationship building and Pinterest-inspired purchase intention. Theoretical Frameworks The extant consumer research has documented the superiority effect of visual content on facilitating persuasion (Childers & Houston, 1984; Miniard, Bhatla, Lord, Dickson, & Rao, 1991). Recent research on social media marketing also suggests that branded content with visual elements help generate favorable consumer responses (De Vries, Gensler, & Leeflang, 2012; Trefzger, Baccarella, & Voigt, 2016). The presentation of branded posts is directly related to the flow construct and trust (Bart, Shankar, Sultan, & Urban, 2005; Hoffman & Novak, 1996). Along this logic, consumer engagement, the degree to which consumers consume, contribute, and create social media content in relation to brands (Schivinski, Christodoulides, & Dabrowski, 2016), is likely to be influenced by brand-related visual cues on Pinterest. While consumption refers to consumers’ acquisition of both brand-created and user-generated content (Muntinga, Moorman, & Smit, 2011), contribution refers to consumers’ inputs to content created by brands or by other consumers (Shao, 2009). Further, creation is the highest level of engagement, which refers to consumers’ generation of brand-related content that could stimulate further consumption and contribution (Muntinga et al., 2011). Therefore, the visually dominant and appealing presentation style, such as appearance, layout, and images, on Pinterest would provide users with high information content, and is likely to increase both active and passive consumer engagement with brands (Bart et al., 2005). Consumer engagement is then expected to encourage social media users’ willingness to actively promote and endorse brand-related content, including organic and sponsored pins. Such volunteer display of their preferred brand-related content is likely to help engender eWOM communication and make such content become more influential in the social Web (Chu & Kim, 2011). As a result, users’ brand-related Pinterest activities are likely to enhance their relationships with brands (Rapp, Beitelspacher, Grewal, & Hughes, 2013) and their intention to purchase from the brands featured in the pins and boards (King, Racherla, & Bush, 2014). All hypothesized relationships are therefore formulated and displayed in Figure 1. Methods To test the proposed conceptual model, an online survey was conducted with participants recruited from a consumer panel administrated by Qualtrics. A total of 467 Pinterest users (58.2% female, Mage = 28.9, SDage = 5.6) comprised the sample, including Caucasian (76%), African American (7.5%), Hispanic (7.4%), Asian (6.9%), multiracial (1.3%), and others (.9%). The participants spent an average of 9.5 hours on Pinterest per week. Smartphones (54.8%) emerged as the most dominant devices for their Pinterest usage, followed by computers (34.9%) and tablets (10.3%). They had an average of 33.7 boards (Range = 1,233), 1,384.1 Pins (Range = 69,000), 930.1 likes (Range = 100,000), 319.0 followers (Range = 44,231), 65.0 following topics (Range = 3,442), 173.0 following people (including brands, Range = 7,000), and 102.0 following boards (Range = 6,000). To note, 78.3% of the participants reported that they made Pinterest-inspired purchases frequently (including 24.8% always, 24.4% usually, and 29.1% often). In addition, the participants were asked to answer questions pertaining to their perceptions of visual cues related to a self-selected brand on Pinterest, engagement with brand-related content, brand endorsing behavior, consumer-brand relationships, and Pinterest-inspired purchase intention (see Table 1). Results To test the proposed hypotheses, a two-step modeling approach following Anderson and Gerbing’s (1988) procedures was employed. The results of confirmatory factor analysis (CFA) showed that the measurement model achieved acceptable fit for the data (χ2 = 1178.30, df = 393, χ2/df = 2.99, RMSEA = .065, SRMR = .054, CFI = .930, TLI = .922). The constructs had good composite reliability (>.70). Factor loadings of the construct indicators were all above .70 with significant t values, which indicated good convergent validity for each of the construct items (Nunnally & Bernstein, 1994). Following Fornell and Larcker’s (1981) criteria, the results achieved satisfactory discriminant validity because the average variance extracted (AVE) for each factor was above .50 and greater than the squared correlations between each pair of constructs. The factor scores were then used to perform a path analysis for hypothesis testing which showed satisfactory fit of the conceptual model (see Figure 2). The results indicated that visual cues positively influenced consumer engagement with brand-related content (β = .68, p < .001), which positively led to brand endorsing behavior (β = .86, p < .001). Consequently, brand endorsing behavior positively enhanced the development of consumer-brand relationships (β = .97, p < .001) and increased Pinterest-inspired purchase intention (β = .48, p < .001). In turn, all hypotheses were supported. Discussion and Conclusion In response to the thriving academic interests in understanding how social media users connect and interact with international brands across SNSs (Hennig-Thurau, et al., 2010), this research sheds light on factors that determine social media users’ active discovery, creation, and distribution of visual branded content and the effects of consumer engagement on social media marketing outcomes. By focusing on Pinterest, the research findings showed that users, both men and women, actively seek inspiration from Pinterest across brand-relevant categories. They are highly engaged, open to brand activities, and ready to take Pinterest-inspired actions in the real world. The visual presentation of branded content plays an important role in generating consumer engagement, which is likely to act as a form of perceived relationship investment and subsequently stimulates brand endorsing and advocacy behavior (Simon & Tossan, 2018). Engaged Pinterest users search and select brand-relevant visual content, including sponsored pins, as part of their self-presentation to others (Phillips et al., 2014). Through such interactions with brands and other like-minded users on the platform, their relationships with brands and purchasing behavior are likely to be further enhanced. This research integrates several important literature streams in the conceptual model and employs a representative adult sample to provide theory-driven and generalizable insights into how visually-focused social media marketing works. Marketing managers face opportunities and challenges that social media and the interconnected international business environment present. Therefore, it is crucial to understand how social media users interact with brands on different platforms in order to tailoring brand strategies accordingly for fostering consumer engagement. Specifically, as Pinterest’s popular visual discovery engine continues to attract myriads of global users, managers should harness the power of visual content marketing and engage current as well as potential consumers on the platform, which could have a significant impact on consumer-brand relationship building and business performance in domestic and foreign markets. Building on the findings of this research, future studies should further delve into the psychological underpinnings and motivations that drive consumer engagement with visual branded content on SNSs across cultures and discover how paid, owned and earned brand communication on visual-based SNSs can help strengthen consumer-brand relationships.

This study explores the effect of ad variation effectiveness as a function of cultural differences, drawing from visual attention and encoding variability theory. Findings on HK and UK participants suggest that varying ad features may be most effective by changing those features that correspond to the intended consumer’s cognitive styles. Introduction Previous research suggests that showing varied ads can enhance brand recall, and result in more positive attitudes towards the brand (Unnava & Burnkrant, 1991). Following the encoding variability theory (Lee & Lee, 2016; Yaveroglu & Donthu, 2008), variations in encoded information improve recall because these variations provide additional memory representations for the target information, hence leading to more retrieval cues for the information to be recalled (Anderson & Bower, 1973). Transposed to an advertising context, each element of an ad (e.g., graphics, layout, backgrounds, products, brand logo, etc.) can serve as a retrieval cue for information recall. For instance, if a target product is embedded in two different backgrounds (e.g., a beer in a social event vs beach background), these two different contexts can serve as two different retrieval cues for the target product, compared to only one possible retrieval cue provided in same ad repetition. Since encoding variability theory relies on contextual changes and multiple memory paths to explain the ad variation effect, it may be affected by cultural difference (specifically, selective attention), which can act as a moderator of ad variation effectiveness. Western and East-Asian people have been found to have different visual attentional biases (e.g., Nisbett & Masuda, 2003), with Westerners being more attentive on focal objects (analytic perception) and Easterners focusing more on the whole picture (holistic perception). As such, the selective attention they paid towards the ad may enable them more susceptible to specific changes of an ad, thus increasing the available memory pathway towards brand information, i.e., brand recall. Brand attitudes are suggested to be formed through learning (e.g., Van Osselaer & Alba, 2000), i.e., consumers learn and process the information conveyed in an ad, which eventually affects their attitude towards a brand. This study therefore also tested the role of visual attention in moderating the effect of ad variation on brand attitude, since Eastern and Western customers learn differently due to their visual attentional styles. To examine the possible moderation of ad-variation effectiveness by visual attention in a cross-cultural context, this study exposed HK (Eastern) and UK (Western) participants with two different varied-ad executions, foreground-varied ads (ads that vary in focal object) and background-varied ads (ads that change in background features). Identical-ad execution was also included as a baseline. We hypothesized that, due to the difference in attentional bias in Eastern participants (holistic) and Western participants (analytic), different types of ad variations might results in different extents of effectiveness of the ad variation. Method A 2 (Culture: UK vs. HK) x3 (Ad type: identical vs. background-varied vs. foregroundvaried) between-subject factorial design experiment was used in this study. We used a fictitious Beer brand - Helga Brugge - for this study. In the identical-ad condition, the same target ad was repeated three times. We designed a target beer and two beer pints as foreground features and background features included a camping scene (in identical-ad condition), and a football stadium, camping scene and a social event scene (in background-varied condition). In foreground-varied condition, while keeping the background image constant (camping background), the foreground features differed, i.e., a bottle beer, a canned beer, and a bottle beer with two beer pins. See Figure 1 for the target ad stimuli. Participants were randomly assigned to one of the three ad type conditions and watched the 20 advertisement slides (3 target ads with 17 filler ads), each of which was presented singularly for 3 seconds. Filler ads were chosen from real ads that were not used anymore at the time of the study. They included various product categories other than beer such as toy, beverage, and cosmetics. After being exposed to the advertisement, participants were asked to answer a series of questions measuring a number of variables in the following order: ad recall and brand recall (Lee & Lee, 2016), brand attitude (MacKenzie, Lutz & Belch, 1986) and demographic information. Data was collecting online using Qualtrics. Both Chinese and English versions of instructions were back translated (Miracle and Bang, 2002). Results After excluding incomplete datasets and participants whose nationality was not British or Hong Kong, the final sample comprised 117 UK (78 female) and 108 HK (63 female) participants. Cross-cultural Cognitive Differences in Perception To confirm the underlying assumption that HK participants tend to have holistic visual perception and UK participants tend to have analytical visual perception, participants’ responses were coded to identify the type of foreground information (e.g., beers, pints, foams) and background information (e.g., sunset, camping). The coding processes were independently performed by two coders; Cohen’s κ analyses showed a moderate agreement (Sim & Wright, 2005) between the two coders' judgments on both foreground information (κ = .781, p < .001, 95% CI, .716 to .846) and background information (κ = .775, p < .001, 95% CI, .706 to .843). Two 2(Culture: UK vs. HK) x 3(Ad type: identical, background-varied and foregroundvaried) analysis of variance (ANOVA) were conducted. Results support our assumption: UK participants elicited more comments on foreground information (M= 1.56, SD= 1.20) than HK participants did (M= 1.05, SD= 1.03; F(1, 219)= 11.80, p= .001, =.051), and HK participants elicited more comments on background information (M= 1.69, SD= 1.19) than UK participants did (M= 1.09, SD= 1.03; F(1, 219)=16.22, p<.001, =.069). There was no statistically significant main effect on ad type or any statistically significant interaction effect. Brand Recall For UK participants, we hypothesized that their selective attention towards focal objects would enable them more susceptible to changes in the foreground-varied ad conditions, but not in the background-varied ad conditions. Chi-squared analyses revealed that UK participants’ brand recall scores in foreground-varied condition (M=89.2%) was significantly higher than those in both background-varied (M=53.7%): X^2 (1, N=78) = 11.80, p<.001, ϕ =.39, and identical conditions (M=43.6%): X^2 (1, N=76) = 17.5, p<.001, ϕ =.48. There was no difference in brand recall between identical and background-varied conditions. Conversely, we hypothesized that both background- and foreground-varied ads would be equally effective for HK participants due to their holistic attention towards both foreground and background objects. Multiple chi-squared tests revealed that, HK participants’ brand recall scores in both foreground-varied condition (M=59.5.%) and background-varied condition (M=58.3%) were significantly higher than that in the identical condition (M=34.3.%; foreground-varied vs. identical,X^2 (1, N=72) = 4.57, p=.032, ϕ =.25; background-varied vs. identical, X^2 (1, N=71) = 4.13, p= .042, ϕ =.24). The difference between the two varied ad conditions was not significant. Brand Attitudes We hypothesized that HK and UK participants’ brand attitudes also differ to different extents in the three conditions, following a similar pattern found in measuring brand recall. Consistent with this, independent-sample t-tests on UK participants revealed that the mean scores for brand attitude in both foreground-varied ads condition (M= 4.64) was higher than that in both identical ads condition (M= 3.71; t=-4.09, p<.001, d=0.94) and background-varied ads condition (M=3.98; t=3.49, p=.001, d=0.80). No significant difference was found between the identical-ad condition and background-varied condition. For HK participants, results of t-tests revealed that the mean scores for brand attitude in both foreground-varied condition (M= 4.18) and background-varied condition (M=4.33) were both significantly higher than that in identical ads condition (M= 3.53; foreground vs identical: t=-3.19, p=.002, d=0.51; background vs identical: t=4.87, p<.001, d=0.80). No significant difference was found between the two varied ads conditions. Discussion This research provides supporting evidence that visual attentional biases initiated by cultural differences can moderate the effectiveness of ad variation. Specifically, for UK participants, ad variation appeared to be effective only in foreground-varied ads. Conversely, both foreground-varied and background-varied ads were effective for HK participants. These findings have both theoretical and managerial implications. To the best of our knowledge, it is the first cross-cultural research in the domain of ad variation. It addresses a gap in the ad variation literature, by identifying the moderating effect that cultural differences can have on the ad variation effect. This opens up new research directions including considering other forms of cultural variations (e.g., language) and cognitive differences (e.g., reasoning styles) to better understand individual differences in the domain of ad-variation. This study also offers insights for international marketers looking at tailoring their advertising strategies for different target audiences to maximize ad- and cost-effectiveness. Besides varying features that correspond to the intended consumer’s cognitive styles, marketers could also consider priming consumers’ cognitive styles when determining advertising strategies, as previous research has shown that consumers’ cognitive styles are relatively malleabile (Lin & Han, 2009). For example, when executing foreground-varied ads, inserting them into an article that could induce an analytic cognition (e.g., bibliography programs about a successful life story of a person) would be an effective strategy. This study has two main limitations. First, it only included data from nationals of the United Kingdom and Hong Kong. Non-cognitive cultural differences such as language and geographical mobility can affect cognitive styles (e.g., Rhode & Voyer, 2015). Future research should replicate and expand findings by looking at more countries (e.g., US, South Korea), with increased level of control on relevant non-cognitive crosscultural factors. Second, this study only looked at one hedonic product category: beer. Future research can replicate and expand findings, by looking at different product categories (e.g., utilitarian products, such as toothbrushes).

Despite of its strategic role in shaping corporate image, Instagram predicts that 70% of its contents are not seen by users due to content overload and saturation problems. As more than 95 million photos are shared on Instagram on daily basis, when accessing Instagram, users are bombarded with a lot of visual information and consequently tend to selectively choose photos to pay attention to. Therefore, it is important for marketers to design an ads that has the ability to stop consumers and hold their attention for enough time to be processed cognitively before they scroll up or down to see other photos. This study investigates how visual aesthetic, vividness, and message type of pictures posted on Instagram affects customer responses. A content analysis of 3,952 brand content posted between July and December 2017 was conducted from the official Instagram accounts of seven global luxury brands. The top-listed brands on the Luxury Fashion Social Index namely Burberry, Calvin Klein, Chanel, Gucci, Hermes, Louis Vuitton, and Prada; were investigated as they were considered as good representatives of luxury brands with good social media presence. The coding guide in this study included the numbers of consumer responses (likes and comments), visual aesthetic (classical and expressive), vividness (high and low), and message type (literal and symbolic). For the independent variables, binary coding was used. ANOVA was used to test the hypotheses. Findings suggest that brand posts using expressive aesthetic image received more likes and comments on Instagram than the ones with classical aesthetics. Brand posts with high level of vividness receive more likes and comments than the ones with low level of vividness. Brand posts adopting using symbolic message receive more likes and comments than the ones implementing literal message. The results also suggest that there was a significant interaction between visual aesthetics, vividness, and message types in generating likes Brand content on Instagram using a combination of expressive aesthetic, high vivid, and symbolic message generates more likes and comments than any other combinations. Instead, the content adopting a combination of classical aesthetic, low vivid, and literal message produced the least responses. From theoretical perspective, findings can extend and modify media richness theory to luxury brand and social media contexts. Instagram can be used to display brand contents with various levels of vividness. This study imply that luxury consumers favor expressive aesthetics and symbolic message more positively indicating that they tend to have high level of need for cognition in consuming brand messages. Luxury brand marketers can increase their cognitive load by increasing the level of information complexity increasing the number of colors or patterns, using metaphoric statements, or crafting symbolic messages when creating brand posts on Instagram.