본 연구에서는 지도학의 주요 개념인 투영법과 축척에 관한 미국 학부생들의 이해 상태를 조사하였다. 첫째, 투영법 개념을 테스트하는 인터뷰에서 지도학의 비전문가인 학생들은 두 지점 사이의 대권항로가 지도상에서 직선으로 나타나지 않는 이유에 대해 항공 교통 통제 및 비행기 충돌방지, 높은 산과 같은 장애물 회피, 환승, 코리올리의 힘 때문이라는 네 가지 유형의 반응을 보였다. 본 조사에 참여한 학생들은 투영법에 따른 대권항로의 다양한 표현 형태를 제대로 이해하지 못하였다. 둘째, 축척에 대해서는 기존 연구에서 널리 알려진 대축척, 소축척 개념의 혼동이 가장 흔하게 나타나는 오해였다. 대부분의 학생들이 대축척 지도에서 사용된 ‘대’자라는 용어 때문에 대축척 지도가 넓은 지역을 표현한 지도라고 생각하였다. 그리고 축척이라는 개념 자체를 제대로 인지하지 못하는 학생들도 있었다. 이 연구는 투영법과 축척이라는 두 가지의 중요한 지도학적 개념에 대해 학생들의 이해 상태를 실증적으로 조사했다는 점에서 의미가 있다. 이 연구 결과는 추후 지도 관련 정보 디자인이나 효과적인 지리교육 전략 개발 등을 위한 기초 자료가 될 수 있을 것이다.

Black Friday, a biggest holiday shopping season in the United States, has been regarded as a great opportunity that fashion retailers can dramatically increase their sales. However, there has been a lack of attention to consumers' shopping experiences on Black Friday from the consumer perspectives. The objective of this study is to explore consumer shopping experiences on Black Friday, in terms of consumer responses toward the experiences, shopping values, and any possible factors influencing the experiences. The method of critical incident technique was used with 198 critical incidents extracted from 165 responses of university students in the United States. As results, the shopping experiences on Black Friday were categorized into positive vs. negative shopping experiences. After that, the positive and negative experiences were respectively divided into two common themes: utilitarian shopping value vs. hedonic shopping value. In addition to the common themes, 12 categories were also emerged. Among positive experiences, utilitarian shopping experiences includes two categories of off-price shopping and shopping for expensive products, whereas hedonic shopping experiences includes three categories of impulse buying, holiday atmosphere, and shopping for the latest or luxury brand products. Among negative experiences, utilitarian shopping experiences includes four categories of modest discounts, out of stock, time-consuming queues, and fatigue of holiday shopping, while hedonic shopping experiences includes three categories of crowded environments, compulsive buying, and poorly managed stores. In conclusion, it is notable that consumer can undergo negative as well as positive shopping experiences on Black Friday. Implications and suggestions are also discussed.

Food is an expression of social identity. The food we eat identifies us as members of a social group, distinguishes us from other groups, and binds us together through a process of self-categorization and social identification. This research extends the theory of collectivism versus individualism as basic dimensions of culture and personality to research on food and identity. We tested 2 hypotheses among 402 university students in Korea and the U.S. 1) Americans assume relatively individualistic orientation while Koreans relatively collectivistic in orientation. 2) Koreans and Americans differ in their orientation toward food, with Americans assuming an individualistic orientation and Koreans assuming a collectivistic approach. The level of collectivism versus individualism was measured by using Hui's INCOL Scale. We initially hypothesized that the Americans would be strongly individualistic and Koreans strongly collectivistic, however our results did not prove this. The two groups showed collectivistic social identity with the Americans being a bit more collectivistic, so little support was found. In order to test the second hypothesis, we devised a new set of questions based on a idea by Hui and Fischer. It was found that this hypothesis was strongly supported. In conclusion, it is difficult to find overall differences in collectivism versus individualism between the two groups. But in the area of attitude toward food, we found clear differences. For Koreans, food is an expression of collectivistic identity, whereas Americans assume a more individualistic approach.