With the rise of social media platforms, influencer marketing has become an essential tool for marketers to promote their products and services. Value co-creation behavior of influencers involves collaborating with their followers and brands to create content that provides value to their audience. This approach can help to build stronger relationships with followers and drive engagement and sales for the brands they work with.

이 연구는 광물과 암석을 주제로 진행된 야외지질학습에 참여한 초등학생들의 학습 효과를 생소한 경험 공간 (Novelty space) 개념을 중심으로 탐색하는 것을 목적으로 한다. 방과 후 자율 동아리 활동 형식으로 서울의 한 공립 초등학교에서 진행된 본 프로그램에 6학년 학생 총 10명이 참여하였다. 학생들은 교실 학습 환경에서 광물과 암석 표 본을, 야외 학습 환경에서 노두에 노출되었거나 정원석 등으로 쓰이고 있는 광물과 암석을 각각 관찰하였다. 저자들은 각 차시별 연구 참여자들이 작성한 활동지(글, 그림), 연구자 참여 노트, 연구 참여자의 활동이 담긴 영상 및 음성 자료 와 사후 인터뷰 자료를 수집하였다. 인지적 영역에서 학생들의 학습 효과를 분석하기 위해 Remmen and Frøyland (2020)의 암석 분류를 위한 관찰 분석틀과 Oh (2020)의 암석 기술어 분석틀을 활용하였다. 또한 심리 및 지리적 영역 의 학습 효과를 탐색하기 위해 학생들의 그림과 담화 및 면담 자료를 귀납적으로 분석하였다. 연구 결과 학생들은 교 실 학습 환경에서 ‘일상적’, ‘과도기적’ 관찰 양상을 보였으며 야외 학습 환경에서(학교 운동장, 지역사회)는 ‘과도기적’ 및 ‘과학적’ 관찰 단계까지 발전하는 모습을 나타냈다. 덧붙여 과학적 관찰 단계로 갈수록 더 많은 종류의 암석 기술어 가 사용되는 것 또한 확인되었다. 심리, 지리적 측면에서 학생들은 익숙한 야외 학습 환경으로의 답사 장소 선정, 야외 지질학습에 대한 긍정적인 인식, 심미적 감상 등을 표현하였다. 끝으로 이 연구는 학생들의 학습 효과 분석을 위한 도 구로써 생소한 경험 공간 개념이 유용한 도구가 될 수 있음을 강조하며 아울러 가상야외지질학습과 같은 새로운 학습 환경을 고려하는 학술적인 접근이 필요함을 제안하는 바이다.

Using an experimental design, we investigated whether the relationship between apparel product novelty and consumers’ curiosity depends on perceived fashion influencers’ socioeconomic status. In addition, we investigated mediating role of curiosity in the product novelty effect on purchase intentions and intention to use a social shopping service.

Effect of product message type (novelty and meaningfulness) on new product evaluation with spendthrift and tightwad consumers New product development is one of key strategies that firms can use for survival and growth alike. Well-developed new products can generally provide much needed values for consumers, which in turn provide reasons and bases for firm’s growth and sustainable competitive advantages. Given this importance of new product development and launch, the understanding of what factors influence consumer’s new product purchase behavior is extremely critical for firms' success and just as important as the new product development itself. Previous research shows that many factors - such as perceived risk of new products (Ross 1975; Stone and Gronhaug 1993), consumer innovativeness as a personality (Midgley and Dowling, 1978; Steenkamp et al., 1999), and type of new products, e.g., discontinuous new product (Veryzer 1998) - influence the evaluation of new products. The current study contends that firm’s communication efforts for new products, in particular, the contents and types of message for new products, are as important as any other factors (often, even more critical than others). A consumer’s awareness of new product in the form of actual product launch or preannouncement of new product (Eliashberg and Robertson 1988) is important. Then, a naturally rising questions will be: (1) how should firm develop the contents of messages to consumers to spread the words? (2) who should be the target audience? In other words, depending on consumers and their individual differences, the message development for new product should be accordingly changed or modified to maximally generate consumer’s purchase behaviors. The goal of the message content is how to frame new products so that consumers seek to purchase the products. Two main approaches to frame advantages, strengths, or unique selling propositions of a new product would be (1) novelty and (2) meaningfulness (Im and Workman 2004). However, the framing message should be different depending on consumer’s individual differences. Given the complexity of modern consumers, firms need to understand not only the effect of situational factors such as product involvement (De Wulf, Odekerken-Schröder and Iacobucci, 2001), but also the influence of consumer’s different orientations in personality such as need of cognition (Cacioppo and Petty 1982) and need for uniqueness (Tian, Bearden, and Hunter 2001). Formally, in this study, not only message type, but also spending orientation of individual consumers will be explicitly examined to identify possible interactions effects on the new product purchase. In sum, the purpose of the current study is to examine the effect of message types and consumer’s spending orientation on the new product purchase decision. Specifically, the current study aims to suggest a significant interaction effect of message types of new product introduction (novelty or meaningfulness) as well as the format in which information is provided and individual consumers with opposite spending orientations. Theoretical background The development of the spendthrift-tightwad scale was created by Rick, Cryder, and Loewenstein (2008). In their scale, the authors define tightwads as individuals that have difficulty spending money whereas spendthrifts are individuals who have difficulty controlling their spending. Tightwads and spendthrifts do differ in levels of self-regulation (Tangney et al 2004). Tightwads are unable to free themselves from self-control even though their situation would become more favorable by spending money and spendthrifts have issues with exerting self-control even though it is in their best interest to limit their spending. Based on Rick et al (2008), spendthrifts are three times more likely than tightwads to carry debt as well as more amount of debt. Spendthrifts carry more debt and save less than tightwads. Spendthrifts are significantly more likely than tightwads to carry credit card debt at each income level. With respect to consumption purchase, spendthrifts are nine percent more likely than tightwads to buy a utilitarian massage and 26 percent more likely to buy the hedonic massage Rick et al (2008). Tightwads are significantly less likely to buy a massage in general. In sum, there will be a clear distinction between spendthrifts and tightwads in terms of utilitarian and hedonic purpose of consumptions. Thus we predict that, H1: Spendthrifts are more likely to have a higher purchase intention score than tightwads Meaningfulness and novelty are the two dimensions of new product creativity(Amabile 1983). Novelty is defined as the degree to which a new product is perceived as new and uniquely different to competitors, while meaningfulness is defined as the extent to which a new product is perceived as appropriate and useful. Consumers value novelty or meaningfulness depending on their level of product involvement and knowledge Rubera, Ordanini, and Mazursky (2010). However, products must have a wow or coolness factor to be accepted. Consumers do not appreciate a new product's creativity for its own sake but try to relate a product's meaningfulness and novelty to its utilitarian and hedonic value respectively(Im, Bhat, and Lee 2015). Therefore, we expect that H2 (a): Spendthrifts have higher intentions to purchase a product if presented as a message with a novelty message than meaningful message. H2 (b): Tightwads have higher intentions to purchase a product if presented as a message with meaningfulness than novelty. Study design The purpose of study is to see whether or not the manipulation of the message type describing a new product will lead to a higher purchasing intention. Framing the message with novelty shows that the product is new and unique, while framing the message with meaningfulness emphasizes a product's usefulness and ability to fulfill needs. We predict that the message type significantly influences the intentions a new product changes based on their tendencies of money use. The pretest is designed to check to see if the perceived value from both meaningfulness and novelty framing are be similar as well as the strength of attributes. Participants had been randomly assigned to one of two groups: a flyer with a meaningful message, a flyer with a novelty message. Participants were asked on a single item (7-point scale) of how much value the new product provides them. A second question asked the participants to rate on a 7 point scale asking how strong or convincing the message was given the provided attributes. A total 158 undergraduate students from a Midwestern land-grant university participated in this experiment, all provided with extra credits for class. Participants were randomly assigned to a group based on a 2 (Message type: Meaningfulness vs. Novelty) x 2 (individual difference: tightwad vs. spendthrift) x 2 (advertisement only vs. advertisement + customer review) between-subjects experiment. The dependent variables are attitude toward new product and purchase intentions. Participants were classified either as spendthrifts or tightwads. The spendthrift-tightwad scale provided by Rick, Cryder, and Loewenstein in (2008) came out to be reliable with a Cronbach alpha of .75 as stated in their development and validation section. With this reliability check, it will be safe to use their scale to differentiate participants as either spendthrifts or tightwads. This scale is used to measure an important individual trait of spending behavior which we believe is to interact with the message type. We also tested the effect of message vehicle (either advertisement or customer’s review), given the importance of source credibility. In the meaningfulness message type, participants are provided an advertisement flyer about a new product. There are six attributes about a new product (3 meaningful attributes and 3 novel attributes) and a message in the bottom half of the flyer describing the how this product will satisfy the customer's needs, useful, and or life changing. In the novelty message type, participants receive a similar flyer with the same product attributes as in the meaningfulness condition. The difference is in the message provided in the bottom half of the flyer. The message for novelty include phrases that indicate how new, unique, or revolutionary the product is. After the participants look over the flyer, they were asked if they would buy this new product. Then participants answered a follow-up question for the manipulation check. Participants in their respective message types were asked if how meaningful they think the product is they if they are in the meaningful condition and how novel they think they product is if they are within the novelty condition. For the customer review condition, a similar manipulation was used and the difference is that participants read customer reviews (emphasizing either meaningfulness or novelty of new product) Measures Advertisement novelty and meaningfulness are composite scales from six items respectively, with Cronbach alpha of 0.874 and 0.923. Product attitude are measured using four items (outstanding quality, reliable, consistent, and dependable) (Cronbach alpha = 0.919). Purchase intention measure is based on two items (how likely, how probable to purchase this product) using 7-point scales (Cronbach alpha = 0.827).Individual difference of spendthrift and tightwad measure is adopted from Rick, Cryder, and Loewenstein (2007). They used four items and simply summed scale responses (range from 4 to 26), and then divide respondents into three equally sized groups of sums (tightwad, unconflicted, and spendthrift). In our analysis, we followed the same approach, and used two groups (tightwad and spendthrift). The reliability (Cronbach alpha) was 0.756. However, for the manipulation check neither the novelty nor meaningfulness variable was significant. In the novelty condition, the participants did not experience a higher level of novelty in the message (t=.46, p=.65) while in the meaningfulness condition, participants did not experience a more meaningful focused message (t=-.485, p=.63). We must redesign the stimuli so that survey participants are properly manipulated to their allotted conditions. Initial results Attitude and purchase intention were higher for the advertisement plus customer review condition, compared to only advertisement groups. Also, there is a significant interaction effect among the message type and spending orientations influencing purchase intention. The spendthrifts to have higher intentions to purchase the product than tightwads similar to Rick, Cryder, and Loewenstein (2008) study with utilitarian and hedonic variables. There should be a significant effect of message type. The ANOVA results showed that overall model was significant (F =2.23, p=.048). ST-TW trait showed a significant effect on purchase decision (F= 7.454, p=.009). Thus, spendthrift respondents are more likely to purchase new products than tightwad ones, which is a consistent result to the existing literature. Implications and conclusions Message strategy for new product will be of critical criterion, because a convincing and creative advertising campaign will capture the attention of consumers. It will be important for firms to incorporate customer reviews in juxtaposition with the advertisement message, as it is much more likely for a consumer to purchase a product when a review is present based on the results above. Essentially, providing customer information becomes important, when you develop a message in advertisement that also provides a complimentary consumer review. However, depending on consumer’s characteristics regarding spendthrift-tightwad orientation, the choice of either advertising or specific promotion, encouraging encourage consumer to purchase. In sum, the results strongly suggest that using both advertisement and customer review information provision would increase purchase decision, but complementary focus of information provision will be the most effective way to deliver message to audience. In addition, individual different in spending orientation can be an important moderator, which suggest a series of further research.

최근의 급격한 환경변화는 생태계 전망에 대한 합리적인 논의를 필요로 한다. 우리나라의 경관생태 그리고 생태계 변화를 합리적으로 이해하는 것은 미래적 생태계 보전 및 자연자원 활용의 지속성 확보를 위한 가장 기초 작업이다. 한국의 70년대 이후, 자연보호사상의 성립과 확산, 화석연료의 보급 (연료혁명), 인구급증, 그리고 도시화 및 산업화, 그리고 국제화에 따른 사회경제적 변화, 그리고 조선 후기부터 이미 진행된 먹이그물의 급변 (예, 대형 포유류의 cascade-effect 소멸)은 현재의 식생 경관 성립의 핵심 배경일 뿐만 아니라, 이전에 존재하지 않았던 새로운 종조성과 식생-동물 상호작용의 재조합을 가져왔다. 국내·외에서 많이 언급되는 우리나라의 숲식생 복원 또는 회복은 먼저 과거로부터 지속적으로 그것이 유지-교란 및 쇠락-재성립의 생태 과정을 경험하였다는 것을 전제로 한다. 그러나 과거 기록과 야생동물의 다양성과 수도 및 그것의 부양에 필요한 식생, 그리고 현재의 숲 식생의 구조와 종조성은 그러한 전제 조건을 뒷받침하지 못한다. 기존의 쇠퇴로 표현되는 20세기 초·중기의 식생경관은 식생과 다양한 야생동물의 상호작용이 지속적으로 이루어지던 시스템으로 볼 수 있다. 한국전쟁 후 1970년대 이전까지 지속되던 최고차 소비자의 절멸, 그리고 연결된 초식동물의 급감은 산림녹화 활동에 의한 급속한 숲식생 발달의 숨은 생물학적 요인이다. 기존 초지 및 관목류가 우점하는 저식생 (low vegetation)의 전환에 의한 숲식생의 재빠른 성립은 남한 생태계에 다양한 긍정적 (탄소 축적, 목재 생산 및 휴양) 및 부정적 (경관 단순화, 서식처 변화) 영향을 야기하고 있다. 특히 자연보호사상과 같은 사회경제적 배경은 오랫동안 유지되어 온생태계와 인간 활동의 상호작용을 부정적인 관점에서만 인식하게 만들었으며, 자연성, 자연도 및 자연 과정에 대한 착시 현상을 가져왔다. 최근 생태계 및 생물다양성 보전, 그리고 다양한 영역의 생태 복원은 자연성 또는 생태 과정을 긍정적으로 개선하는 목적이지만, 역설적으로 인간의 관리와 개입 수준을 급속히 상승시키는 결과를 가져오고있다. 흥미로운 것은, 이미 변화한 시스템 조건에 대하여 다양한 보전 정책이 이루어지고 있는 것인데, 이에 따라 최근의 보호구역 및 서식처는 이미 인간의 조정 활동으로 변화한 시스템에 대한 가치 평가를 기반으로 설정되고 있다. 미래의 생태계 기능 및 생태 과정은 더욱 높은 인간 조정활동 (보호구역, 서식처의 보전 및 다양한 복원) 아래 놓일 수밖에 없다. 그러므로 이미 인간 활동에 의해 형성된 한국의 생태계 및 식생 변화 양상을 올바로 이해하고 미래를 고민하는 것이 중요할 것이다. 특히 생태계의 적응 과정 및 변화에 대한 왜곡된 인식은 생태계 보전 정책 속의 오류와 낭비 요소를 증가시킬 수 있다. 물론, 환경생태적 관점 역시 환경변화, 복잡성 및 불확실성의 증가, 환경정책의 환경, 비용, 의도하지 않은 오류 등 수 많은 고려 사항들이 존재한다. 이미 변화한 생태환경은 큰 틀에서 남한 생태계의 온전성과 건강성에 대한 재검토 및 관련 기초 생태 연구의 필요성을 강조하고 있다. 이미 많은 환경이 변화했고, 보다 복잡해지고 있음을 충분히 수용하는 것이 필요하다. 그리고 많은 연구 결과들을 재검토하고 제대로 현상을 이해하였는가를 살펴보는 것은 한국 생태학의 현재와 미래를 준비하는 기본이 될 것이다. 특히 새로운 생태 관점을 시민 및 정책 부문과 공유하는 것이 필요하다.

The aim of the paper is to develop a framework capturing the process of how management novelty emerges and is stretched out in organizations. Taking a sociomaterial approach, it seeks to integrate the generation-implementation and rational-institutional dualisms that prevent us from gaining a holistic understanding of the complex and dynamic process of generating and adopting new management/marketing practices. The framework suggested draws on ideas from the sociology of knowledge and practice theories and puts premium on the significant role of material artefacts. The paper argues that an understanding of the emergence of novelty in organization presupposes a continuity between ideas and the activities to implement them. Conclusions and implications of this approach are drawn.

Marketers often attribute the premium charged on a luxury brand over a value brand to innovation in product form (Von Hippel 1986). One way of conveying this innovation is through the use of perceptual cues which use visual depiction of a product (Gregan-Paxton, Hoeffler, and Zhao 2005). Consequently, what we think of as high fashion or innovation in product form is essentially novelty in the perceptual cues of a product (Cox and Cox 2002) and it is known that moderate levels of novelty can increase complexity (or incongruity) of product design and is in general, favored by consumers (Cox and Cox 2002). However, despite the fact that novelty in form offered in high fashion or complex products is expected to bring value, we predict that novel designs are perceived as more favorable depending on their positioning as luxury (value) brands. In detail, we expect that value brands more than luxury brands benefit from novelty of form and that peripheral cues in product design informs a sense of brand authenticity which drives preferences. Past research showed that a product’s positioning in advertising moderates the effect of schema incongruence on product evaluation (Noseworthy and Trudel 2011). When products with a moderately incongruent design are positioned based on their functionality, they are evaluated more favorably. Conversely, when products are positioned based on experiential dimensions, this effect is reversed, and moderately incongruent designs are evaluated less favorably. We believe that these relationships can be explained using the perception of hedonic or utilitarian benefits offered by the product. In general, consumers are motivated by utilitarian concerns until they think that they have earned the right to indulge in hedonistic consumption (Kivetz and Simonson 2002). With congruent products, consumers may infer functionality from memory, and they are therefore liberated to indulge in hedonic pleasure. With incongruent products, however, consumers must work out the functionality of the product for themselves. Thus, we expect that brand positioning will influence the way novel designs are evaluated on functionality, such that novel designs are perceived as more functional in the value (vs. luxury) brand positioning (H1). Also, we predict that consumers of luxury brands will prefer prototypical designs to novel ones (H2). Recently, Stanton, Townsend, and Kang (2015) analyzed automobile market and showed that consumers prefer novel designs if their consideration set includes allpossible automobiles, but changed to prototypical designs, when the consideration set was entry-level automobiles. In addition, Hagtvedt and Patrick (2014) revealed that altering the form of a product has a more positive impact on product evolutions in a utilitarian context rather than a hedonic one. This is because luxury brands have a greater capacity to be extended into other product categories due to their hedonic potential, namely their ability to provide emotional benefits (Hagtvedt and Patrick 2009). Based on these findings, we postulate that brand positioning will moderate the influence of product design on functional evaluations and perceived comfort, such that only under the value (vs. luxury) brand positioning, individuals will prefer novelty over typicality. Lastly, given the consumers’ motivation of luxury brands for conspicuous consumption and desire for authenticity (Beverland and Farrelly 2010), we predict that consumers will avoid novel designs in a luxury brand. We believe this to be true because in order to convey the status which such consumers seek, the brand must be instantly and easily recognizable to others. In this case, a novel design can be a threat to this transmission of status, and may bring about less favorable evaluations of the brand. As a result, a novel design, even a moderately incongruent one, will be seen as a violation of the brand’s authenticity and the diminished authenticity will therefore explain the less favorable evaluations. Thus, we expect that for value (vs. luxury) brand positioning, brand authenticity will mediate the effect of product design on evaluations (H3). To test our hypotheses, a pilot study was conducted in advance to identify whether luxury positioning would influence the perceptions of functionality when evaluating the same novel design. Participants (N = 102; 63.7% female; Mage = 35.78) were recruited in an online panel and were randomly assigned to one of two conditions of brand positioning: a value brand positioning or a luxury brand positioning. The experiment was a between-subjects factorial design and from the pretest, Serafini brand was chosen as a luxury brand and New Balance brand was chosen as a value brand. Then, Participant saw an advertisement that featured the novel shoe design and indicated their perceived functional efficacy, the concept (value-luxury) of a presented product, and perceived status conferred by purchasing the product. As expected, participants saw Serafini as more of a luxury brand (M = 4.76) than New Balance (M = 3.92) and indicated that purchasing the same product by Serafini conferred more status to someone (M = 4.83) in comparison to purchasing the same product by New Balance (M = 4.22; t(100) = 2.18, p < .05). Importantly, participants viewed the novel design featured in the luxury brand advertisement of (Serafini) as less functional (M = 4.95) in comparison to the novel design featured in the value brand advertisement (New Balance; M = 5.50; t(100) = 2.19, p < .05) although the design of the two products were the same (H1 supported). Next, in Study 1, we intended to identify whether brand positioning would influence typical designs of a product in the same way that it would novel designs. Participants (N = 263; 59.7% female; Mage = 38.03) were recruited in an online panel and were randomly assigned to one of four conditions in a 2 (brand positioning: value vs. luxury) × 2 (product design: typical vs. novel) between-subjects factorial design. In this study, however, we used a fictitious watch brand (Dali) to manipulate the brand positioning. Manipulations were adopted from Hagtvedt and Patrick (2009). Like pilot test, pretestconfirmed that the manipulations worked as intended (Mvalue = 4.85; Mluxury = 5.67; t(39) = 2.19, p < .05) and participants rated Dali as having different abilities to confer status (α = .81; Mvalue = 4.43; Mluxury = 5.26; t(39) = 2.68, p < .05). After, each participant saw an advertisement that featured the new product and that corresponded to the randomized condition that they were assigned and responded to the questionnaires asking their perceived functional efficacy, overall attitudes toward the product, perceived comfort as well as the measures for the manipulation checks. As expected, result showed that in the absence of luxury brand positioning, the novel design was evaluated more favorably (M = 5.00) than the typical product design (M = 3.90; F(1, 259) = 18.74, p < .001). This effect was consistent with past studies that demonstrate the moderate incongruity effect (Noseworthy and Trudel 2011; Meyers-Levy and Tybout 1989; Mandler 1982). However, in the presence of the luxury brand positioning, this difference was not significant (Mnovel = 4.46 vs. Mtypical= 4.25; p = .41). Also, an analysis of functionality indicated that in the value brand condition, the novel design was perceived to be higher in functionality (M = 4.88) than the typical product design (M = 4.39; F(1, 259) = 4.25, p < .05). However, in the presence of the luxury brand positioning, this difference was not significant (Mnovel = 4.57 vs. Mtypical= 4.79; p = .35). Finally, analysis of comfort indicated that in the value brand condition, the novel design was perceived to have more comfort (M = 4.45) than the typical product design (M = 3.82; F(1, 259) = 6.97, p < .01). However, in the presence of the luxury brand positioning, this difference was not significant (Mnovel = 4.14 vs. Mtypical= 4.33; p = .44). Thus, the results supported H1 and H2. To replicate the observed effects and to identify the underlying mechanism, Study 2 was followed. Same recruitment method and experimental design in Study 1 was used with a fictitious camera brand OLEG. Pretest confirmed that the manipulations worked as intended. Experimental procedures were similar to Study 1. However, this time, brand authenticity was measured (Morhart et al. 2015) in addition to the measures used in Study 1. Again, result indicated that in the absence of luxury brand positioning, the novel design was evaluated more favorably (M = 4.85) than the typical product design (M = 3.92; F(1, 209) = 10.30, p < .005) and in the presence of luxury branding, this difference was not significant (Mnovel = 4.50 vs. Mtypical= 4.57; p = .80). Also, result showed that in the value brand condition, the novel design was perceived to be higher in functionality (M = 4.79) than the typical product design (M= 3.89; F (1, 209) = 11.75, p < .001) and in the presence of the luxury brand positioning, this difference was not significant (Mnovel = 4.44 vs. Mtypical= 4.51; p = .79). Regarding comfort, in the value brand condition, using the camera with the novel design was perceived to be more comfortable (M = 4.49) than the typical product design (M= 3.82; F(1, 209) = 6.34, p < .01). However, in the presence of the luxury brand positioning, this difference was not significant (Mnovel = 4.06 vs. Mtypical= 4.25; p = .46). Lastly, mediated moderation analysis (Hayes 2012; Model 8; bootstrapped with 10,000 draws) found that only when design presented was typical, was there mediation through authenticity (95% confidence interval [CI]: .07, .86), but not when presented with the novel design (95% CI: -.60, .24) and thus, provided support to H3.Overall, three studies showed that while product evaluations and functional inferences with novel designs are higher for value brands, they are not for luxury brands. Also, we provided perceived authenticity as an underlying mechanism. From our findings, we provide four theoretical contributions. First, by showing that only value, not luxury brands benefit from novel product design, we demonstrated that brand positioning is another moderator to the effect of schema incongruity that consumers prefer a moderately incongruent product design over a congruent design or an extremely incongruent design (Noseworthy and Trudel 2011; Meyers-Levy and Tybout 1989; Mandler 1982). Second, although the research in product design and innovation has shown that the novelty in perceptual cues may signal innovativeness to consumers and thus engender favorable product evaluations (Gregan-Paxton, Hoeffler, and Zhao 2005; Cox and Cox 2002), we found that such novelty in perceptual cues in product design may not work in certain circumstances – when the product is positioned as luxury. Third, this research contributes to the understanding of luxury branding by offering evidence that prototypical designs benefit luxury brands because they increase perceived authenticity. Fourth, we broaden the research on authenticity in the aspect that merely having a novel or fashion forward design may impair authenticity and cause unexpected results. Managerially, we provide guidelines in that although brands benefit from novel designs in general, the manager of a luxury brand should be cautious when changing the design of a luxury good, especially ones in which functionality and comfort are important attributes. In other words, a luxury brand manager should adopt fashion and design in a way that is beneficial to the consumer. Some luxury brands, such as Porsche, are well-respected for their innovation, while other luxury brands, such as Louis Vuitton create value through promotion of a particular lifestyle (Reddy and Terblanche 2005). For brands that are particularly sought for their functional benefits, like Porsche, the importance of the impact of novel designs on perceptions of authenticity is particularly important. In addition, managers must be aware that novelty is not always perceived the same way. Consumer inferences on functionality and comfort can be elicited for fashion forward designs for value brands, where the novelty of design is used as a strategic tool. Nevertheless, when it comes to the luxury products, this effect might not appear and impairs brand authenticity. To extend our research, potential future research may examine the effect of novel designs on inconspicuous luxury goods. When conspicuous consumption is decoupled from the luxury brand, it is doubtful that prototypical designs would still be favored among consumers of luxury brands. Also, future research could examine the effect of other kinds of innovation. In our research, we mainly examined the product form and design as a method of innovation. However, it is possible that other kinds of innovation method can be used (i.e., change in product concept) and thus, can be potential future research topics. Finally, we believe that how other kinds of positioning might influence the relationship that we revealed could be studied further. For example, there are instances where value brands try to create a luxury line. In such instances, the effect of authenticity may differ from what we observed.

A travel destination offers a form of novelty to the traveler since it can provide experiences that are not of the everyday variety. Therefore, a search for novelty is important as a motivation factor when planning leisure trips and vacation activities and to identify travel market segments. This study aimed to examine the differences in demographic characteristics, travel style, and preferred food-related activities in accordance with the level of tourists’ novelty seeking. This study investigated potential tourists using a self-administered questionnaire survey, which resulted in 300 usable questionnaires. The respondents of this study were classified into two groups according to their level of novelty seeking: Active novelty-seeking group and Passive novelty-seeking group. These two groups were significantly different with respect to demographic characteristics, travel style, and preference of food-related-activity experience. The results show that the Active noveltyseeking group tended to have a higher proportion of females and specialized jobs, a higher level of monthly income and education, more frequent travel, and preference for food-related activity experience than other groups. The result of this study will be helpful for the tourist industry, which needs to develop culinary and food-related experience tour programs and travel market segments.

수치한정발명은 공지발명에‘수치’라는 구성 이 개시되어 있지 않거나, 그 구성에 차이가 있음에 도 대부분 그 수치범위에 임계적 의의가 없다거나, 반복 실험에 의해 쉽게 도출할 수 있는 단순한 수치 한정에 불과하다는 이유로 특허성을 인정받지 못 한다. 그런데 최근 수정한정에 따른 임계적 의의가 없음에도 진보성이 인정된 대법원 판결들이 나타 나고 있고, 일본에서도 지적재산고등재판소가 생긴 이후 수치한정발명에서 진보성을 인정하는 사례들 이 많이 생겨나고 있다. 우리나라의 경우는 대부분 기술적 과제 내지 효 과의 이질성으로 인해 특허성이 인정되고 있지만, 일본의 경우는 임계적 의의로 인해 특허성이 인정된 사례도 있고, 또한, 효과의 이질성 내지 임계적 의의 가 없더라도 수치한정의 기술적 의의만으로 인해 특허성이 인정된 사례도 찾아볼 수 있다. 수치한정 을구성의곤란성관점에서바라볼때수치한정자체 에 기술적 의의가 있는 경우에는 해당 수치한정을 용이하게 도출할 수 있다고 볼 수 없기 때문에 우리 나라에서도 일본처럼 수치한정 자체에 기술적 의의 를 갖는 경우에도 특허성을 인정할 수 있도록 새로 운 판단기준을 마련해야 할 것이다 한편 수치한정을 수반하는 파라미터 발명의 경우 넓은 의미에서의 수치한정발명에 포함된다. 하지만 우리나라에서는 파라미터 발명에 관한 판 단기준을 수치한정발명의 판단기준과 별도로 제시 하고 있기 때문에 실무적으로 수치한정발명과 파 라미터 발명을 별도로 구분해서 특허성 여부를 판 단하고 있다. 그런데 이러한 이원론적인 접근 방법 은 특허성 판단 이전에 청구항에 기재된 발명이 파 라미터 발명인지 수치한정발명인지를 구분해야 하 기 때문에 심사관이나 심판관에게 부담이 될 수 있 고, 잘못된 판단을 초래할 가능성도 있다. 또한, 수 치를 포함한 발명이 수치를 한정하고 있는 대상(관 용적 파라미터인지 특수한 파라미터인지)에 따라서 그 판단방법이 달라진다는 것은 타당하다고 말하 기 어렵기 때문에 수치를 포함한 모든 발명에 공통 적으로 적용될 수 있는 통합적인 판단기준이 필요 하다고 본다. 이글에서제시된통합적인판단기준은현재의 판단기준을 그대로 따르면서도 수치한정발명이든 파라미터 발명이든 관계없이 하나의 판단기준만으 로 특허성 여부를 판단할 수 있도록 한 것이어서, 수치한정을 포함한 모든 발명의 특허성 여부를 좀 더 일관적이고 효율적으로 판단할 수 있게 될 것으 로 기대된다.

대표적인 후행발명 혹은 개량발명들인 광학이 성질체 발명, 결정형 발명, 기타 선택발명들의 특허 성을 판단함에 있어서는, 이들 발명들이 기존의 기 술수준을 향상시킴으로써 기술 발전과 산업의 발 전이라는 특허법적 목적을 충실히 달성하였는지와 기술내용의 공개를 통하여 그 성과를 사회가 공유 할 수 있게 되었는지를 살펴, 출원인에게 기술개발 인센티브로서의 특허권이라는 배타적인 독점권을 부여할지 혹은 후속 발명자의 발명의지를 꺾지 않 도록 공중의 자유이용에 맡겨야 할지 조화롭고 균 형 있는 판단이 요구된다. 일반적인 화학물질 발명에 있어서는 물질 자체 가 발명의 구성에 해당하고, 그 물질을 실제로 제조 하였다는 것이 발명의 효과에 해당하는 경우가 많 이 있어서, 발명자가 원소분석치, 융점, 굴절율 등 그와 같은 구성을 가진 물질을 실제로 제조할 수 있 다는 점을 보이기만 하면 명세서 기재요건으로서의 발명의 효과기재가 있는 것으로 볼 수 있겠지만, 이와는 달리 선택발명은 기본적으로 중복발명이어 서 신규성이 없다고 하여야 할 것임에도 예외적으 로 선행발명이 인식하지 못한 우수한 효과를 가졌 다는 점에서 특허권을 부여하는 것이기 때문에 일 반적인 화학물질발명과는 구별되는 기재요건, 신 규성, 진보성요건을 충족하여야 한다. 선택발명에 있어서 신규성, 진보성에 직접적인 영향을 미치는 명세서 기재 정도에 관한 기준을 명 확히 함은, 궁극적으로 해당발명을 완성한 특허 출 원인의 부담을 경감시키고, 해당특허를 이용 혹은 회피하려는 후행발명자들에게 있어 법적안정성을 제공할 수 있을 것이라고 생각한다.

The purpose of this study is to evaluate Aldo Rossi's work as representation or non-representation, for some hold that the works of Aldo Rossi are representative and others say that they are non-representative. According to the three kinds of novelties appearing after Stephen Pepper's concept, “the breaking of reference” happens, and Aldo Rossi's concept, “the sense of deposition” Rossi's work is uncovered as non-representation. In order to clarify Rossi's work as non-representation, we are going to borrow Pepper's terms, intrusive novelty, emergent novelty, and naive novelty. The breaking of reference accompanies intrusive novelty to bring a sense of representation, emergent novelty to intuit a sense of non-representation, and naive novelty to a sense of newness of disorder. We hope to verify a hypothesis that Aldo Rossi's architectural thought and the architecture come from ‘emergent novelty’ on the basis of his two books, A Scientific Autobiography and Architecture of the City. Also this paper discusses qualitative aspects rather than visual aspects. The main concepts of emergent novelty are applied to Aldo Rossi's works and his thought. Finally this paper verifies 'the hypothesis' through revealing what Aldo Rossi means by the quality of suspension, the sense of deposition, and idea of the unfinished(repetition). Rossi's work is not textural reference of representation appearing after blocking, but qualitative reference of non-representation.

본 연구에서는 기존의 전형성에서 긍정/부정이라는 정서적 방향성이 분명하게 이탈된 디자인을 활용한 제품에 대한 선호도와 구매의사에 성격이 어떤 영향을 미치는지를 알아보았다. 기존의 긍정적 전형성에서 부정적으로 이탈된 디자인 제품과 기존의 부정적 전형성에서 긍정적으로 이탈된 디자인 제품에 대한 참가자들의 선호도와 구매의사가 측정되었으며 여기에 미치는 개인 특성으로 외향성, 신경증, 심미적 성향이 측정되었다. 연구 결과, 참가자들은 부정적으로 이탈된 디자인 제품보다 긍정적으로 이탈된 디자인 제품을 훨씬 더 선호하였고 구매의사도 더 높았다. 부정적으로 이탈된 디자인 제품의 선호도에는 신경증이 유의미한 영향을 미쳐 신경증이 높을수록 부정이탈 디자인 제품을 더 선호하였다. 또한 부정이탈 디자인 제품의 구매의사에 대해서는 선호도와 외향성의 상호작용 효과가 나타났는데, 즉 내향적인 사람일수록 높은 선호도가 실제 구매의사로 이어질 가능성이 유의미하게 높았다. 반면 긍정이탈 디자인 제품에 대해서는 성격의 효과가 전혀 나타나지 않았다. 본 연구의 결과는 부정적인 정서를 유발하는 전형성 이탈 디자인 제품에 있어서는 개인의 성격적 특성이 선호도 및 구매의사에 중요한 역할을 함을 보여준다.

본 연구는 디지털미디어 시대 뉴 플랫폼 시장의 형성으로 폭발적인 성장을 하고 있는 브랜디드 콘텐츠 유형을 분류하여 콘텐츠노블티, 몰입, 적합성에 차이가 있는지 살펴보고, 브랜드 태도, 구매 의도 간의 구조적 관계를 살펴보고자 하였다. 연구 결과, 콘텐츠노블티와 몰입, 적합성은 모두 웹드라마, 뮤직비디오, 1인미디어 순으로 유의한 차이가 나타났다. 또한 콘텐츠 노블티, 적합성은 브랜드 태도에 유의한 수준으로 정(+)의 영향을 미쳤다, 반면 몰입은 브랜드 태도에 영향을 미치지 못하는 것으로 나타났다. 이러한 브랜드 태도는 구매의도에 정(+)의 영향을 미쳤다. 이러한 결과를 통해 브랜디드 콘텐츠를 제작하는 기업은 콘텐츠 자체로서 소비자들이 즐길 수 있도록 참신함과 즐거움, 공감을 불러일으킬 수 있는 웹드라마 형식의 콘텐츠를 제작하는 것이 마케팅 관점에서 유리할 것이라는 전략적 시사점을 제공하였다.