The Chinese fashion market, which has typically been dominated by luxury brands, is expanding more into mid- to low-end fashion brands including global SPA (Specialty retailer of private label apparel) brands. This change in the Chinese fashion market is due to the growth of the middle class in China. The advance of the Chinese middle class is attributed to the fact that the wages of large city workers is improving due to the development of various industries, particularly IT. Recently, the Chinese government has initiated an anti-corruption movement, which has led to the prohibition of luxury goods consumption, and so the interest of Chinese potential fashion consumers has moved to the mid-to low-end fashion products imported from developed countries. In addition, young Chinese consumers' positive attitude toward online shopping is favorable for foreign mid-to low-end brands. These changes in the tastes of Chinese fashion consumers are favorable for Korean fashion brands in particular for several reasons. First, the Korean fashion industry does not have a history of producing luxury brands, but does produce many good mid- to low-end fashion brands. In addition, Chinese tend to consider Korean fashion and food culture as more developed and preferable due to the success of the Korean wave. Lastly, it is easy for Korean practitioners to offer online shopping and customer service. The emergence of mid- to low-end fashion brands started in Korea in the late 2000s when global SPA brands entered the market. Unlike Korea's soho brands, which are based on the "No-brand" strategy, global SPA brands have actually shaken up the market by offering reasonable prices for Korean domestic brand products that are of similar quality. Since then, consumers’ willingness to pay for clothing has been reduced even further in the Korean market even though the low-growth trend in the economy has stabilized. So, it is very important to analyze and study the consumption tendency for low and mid-priced fashion brands among both Chinese and Korean consumers. The purpose of this study was to investigate how Chinese and Korean consumers perceive the personality of mid- and low-priced fashion brands and how such personality affects brand loyalty, commitment, and perceived quality. Brand personality is a vital area of research since fashion products are a type of consumer good that is consumed by users close to the body and which can express the self and the personality to others. Aaker (1997) developed a brand personality measurement scale consisting of five dimensions which many researchers have used in exploring the brand personality dimension in various industries. In the study of fashion in particular, the dimension of brand personality has been explored and its effects have been analyzed. However, most of the research has focused on luxury or high priced brands. Also, the research has not compared cultures such as China and Korea in this regard. Therefore, this study explored how Chinese and Korean consumers perceive some of the mid- to low-end priced brands originating in Europe and Korea. Also, the research examined how multiple dimensions of brand personality affected perceived quality, commitment, and brand loyalty. This study assumed that perceived quality and commitment may mediate the relationship between brand personality dimensions and loyalty. In order to conduct quantitative research, this study adopted scales from the previous literature to measure the variables used in the research model. A professional online research company conducted the survey, which was designed to be administered only to potential consumers of mid-and low-priced fashion brands who had purchased one or both European and Korean brands which were suggested in the survey. Also, gender (female), residential area (Seoul, Beijing, Shanghai), and age (21-39 years old) were controlled for. In this research, the European origin brand was the global SPA (Zara, H & M, ONLY), and there were eight Korean brands, including “Style Nanda,” which is popular in China (Refer to Table 1). The data collected on the 250 Korean and 250 Chinese participants were analyzed using statistical package SPSS 20.0. The brand personality dimension was explored using factor analysis which applied Varimax rotation based on the principle component method. As a result, even though the items included were found to be somewhat different according to the country and origin of the brand, the brand personality dimensions of the European global brands turned out to be similar and reflected “TRENDY, SINCERITY, AND COMPETENCE.” Also, Chinese consumers’ perception of brand personality in Korean brands was found to be similar to their perception of European brands. However, Korean consumers’ perception of Korean brands, which are of course their own brands, was more diverse reflecting “TRENDY, SINCERITY, COMPETENCE, AND OUTGOING.” This seems to be because Korean consumers may have had more chance to experience Korean brands either online or offline through visiting stores or being exposed to a variety of marketing communications. Thus, because there are more Korean brands than European, Korean consumers may be able to have an accurate perception of the personality of Korean brands. The conceptual model of the current research includes the relationships among multiple dimensions of brand personality in perceived quality, commitment, and loyalty. Also, the mediating effect of quality and commitment between brand personality and loyalty was examined. In order to test the hypotheses, hierarchical multiple regression using SPSS was analyzed and is described in Table 2 in relation to European brands and in Table 3 in relation to Korean brands. As expected, brand personality dimensions that were found to be a significant factor in perceived quality, commitment, and loyalty were likely to vary based on Chinese or Korean perceptions. For Korean consumers’ perception of global brands, while TRENDY was likely to be the most powerful personality dimension forming brand loyalty, its impact on loyalty seemed not to be mediated by quality but rather by commitment. Also, the influences of COMPETENCE on loyalty were mediated by quality and commitment. For Chinese consumers’ perception of global brands, the impacts of SINCERITY as well as TRENDY on loyalty were found to be mediated by quality and commitment. In addition, COMPETENCE seemed to have a rather direct impact on quality, commitment, and loyalty without a mediating effect. For local brands, Korean consumers did not seem to rely on brand personality or commitment when considering brand loyalty. Since the R2 did not improve at all with adding mediating factors such as quality and commitment, there was found to be no mediating effects in the Korean cases for local brands. In particular, while TRENDY directly impacted loyalty, OUTGOING was found to be significant only in its impact on quality. On the other hand, all three dimensions of local brand personality turned out to be significant influencers on loyalty and quality for Chinese consumers. The impact of TRENDY and COMPETENCE on loyalty seems to be mediated by quality and commitment. In this study, we found that mid- to low-end fashion brands seemed to reflect valid brand personality according to the brand’s origin (global vs. local) as well as consumers’ culture (Chinese vs. Korean). Also, the effect of brand personality dimension was different. This study contributes to the study of brand personality and the Chinese fashion market by comparing a conceptual model of the consumption behavior of Chinese and Korean consumers in relation to mid and low-priced fashion brands and brand awareness formation. In particular, the research revealed differences between Chinese and Korean consumers, suggesting different approaches for Korean fashion practitioners who are planning on entering China, which has not only a similar market to that of Korea but also one that is familiar to Korean practitioners.

Along with the growth of disposable income and the improvement of consumers’ living condition, consumers are no longer satisfied only with the fulfillment of functional needs of products. Instead, they seek to meet higher level of demand such as emotional and symbolic needs when consuming products. One reflection of this kind of pursuit in consumer behavior is “conspicuous consumption”, which is the tendency for individuals to enhance their image and communicate status to others through overt consumption of possessions (O’Cass & McEwen, 2004). Moreover, the emergence of social networking service (SNS) has boosted the phenomenon of such overt consumption. For example, a consumer who bought a new luxury sports car uploads a photo of his/her car on Facebook to show off his/her wealth, status, uniqueness, taste, etc. In this context, if a product is scarce due to a limited supply, then consumers might use the product for conspicuous consumption (Gierl & Huettl, 2010). Thus, it can be inferred that consumers who have conspicuous consumption tendency will be attracted by new product which is scarce in its early diffusion process. Moreover, the literature has added new content to conspicuous consumption with the development of social economy and value. Consumption value goes far beyond satisfying functional needs, and consumption and possessions are regarded as the extension of the self (Belk, 1988). Hence, consumers would be eager to present and show off their “extended self” on SNS using new products. As a consequence, this research aims at exploring the relationship and internal mechanism between the new paradigm of conspicuous consumption and consumers’ new product adoption intention, mediated through perceived consumption value. Different traits of consumers and resulting value perceptions are influential on consumer adoption behavioral intention and outcomes (e.g., Kastanakis & Balabanis, 2014). Despite the fact that identifying and adequately meet the needs of target consumers is essential in new product success, current literature still lacks understanding on how consumers perceive value of new products based on their needs for conspicuous consumption in adopting new products. Moreover, even though there are some evidence in the literature showing that consumers with high needs for conspicuous consumption accept new products more quickly, there is limited guideline for managers for how and why different perspectives of conspicuous consumption tendency affect new product adoption intention through perceived value of the product. In addition, consumer behavior literature of conspicuous consumption has overemphasized the role of status seeking without fully understanding other motives and needs for it. Accordingly, we will start by examining different types of conspicuous consumption tendencies and studying how they affect different value perceptions, which lead to new product adoption intention. A large number of studies from various disciplines have defined “conspicuous consumption” differently. Earlier, Veblen (1899) proposed the term “conspicuous consumption” to describe the behavior of rich American people who spent a significant portion of their time and money on unnecessary and unproductive leisure expenditures. As indicated, in early days, “conspicuous consumption” was thought to be only occurred to the upper class of the society that wishes to display wealth or status through luxury consumption. However, Mason (1988) pointed out that conspicuous consumption is not only associated with the rich and privileged, but is a worldwide phenomenon that is easily observed at all social and economic levels. Moreover, recent research advocates that conspicuous consumption is not only about displaying wealth, but also about delivering self-images and enhancing social standing through consumption. The symbolic meaning of products is commonly used as an outward expression of consumer self-concept and connection to the society (Chaudhuri & Majumdar, 2006). The motives to show their social status, unique taste or conformity trigger overt consumption of different kinds of goods to satisfy the need of belonging, increase their popularity, as well as be highly respected, admired, or envied (Gierl & Huettle, 2010). Drawing from current literature (e.g., Chaudhuri & Majumdar, 2006; Chen, Yeh, & Wang, 2008; Gierl & Huettl, 2010; O’Cass & McEwen, 2004; Shukla, 2008), this research defines conspicuous consumption as the tendency for individuals to enhance their image and communicate status to others through overt consumption, and proposes it to be a multidimensional concept consists of three dimensions namely ostentation of a high social status (a superior position within a social hierarchy), demonstration of uniqueness (differences from people belonging to the same social group), and demonstration of conformity (similarity to people belonging to a certain social group). We aim at examining the individual differences in three different conspicuous consumption tendencies and how they are related to new product adoption intention. It is important to study new product success from the consumer’s perspective because the success of new product eventually depends on the decisions of consumers to adopt or reject the new product (Im, Bhat, & Lee, 2015). According to Hirschman (1980), innate personality of the consumer has an important influence on whether to adopt new product or not. Moreover, Venkatesh and Brown (2001) found that relevant others such as friends, family, and other important connections can influence the adoption decision. As such, those who are influenced by the people around them will choose products that can convey an image congruent with the social image they wish to project. (Sheth, Newman, & Gross, 1991). New products, depending on their characteristics and types, can be used to show social status, uniqueness, or conformity. When the new product is first launched in the market, it is often released at a high price, though it is not a necessity to most consumers. Thus, adopting the high priced but unnecessary new products or frequently upgraded products in a certain category can signal economically rich status. In addition, consumers adopt new products to demonstrate their needs for uniqueness due to the scarcity in early diffusion process. Finally, new product can also help consumers conform to a certain group they wish to belong. For example, when most of a consumer’s friends or colleagues have adopted iPhone, he/she also is willing to adopt iPhone in order to assimilate with the group member and achieve a sense of belonging. In conclusion, there might be positive relationships between consumers’ tendency to demonstrate high social status, uniqueness and conformity and new product adoption. Im et al. (2015) argued that consumers’ evaluation of or attitude toward a product and ultimate decision to adopt depends on their perceptions of the product’s value. Thus, perceived value may act as an important determinant in new product adoption. Besides, now that perceived value is derived from subjective evaluation and judgement of consumers, different consumers involved in the purchasing process can vary on the perceptions of new products (Perkins, 1993). Moreover, individuals tend to perceive what they need and want while ignoring other irrelevant stimuli around (Schiffman & Wisenblit, 2016). Since consumers with three different types of conspicuous consumption tendency have different needs and wants, they will respond differently to the value offered by products. Thus, we propose the mediating role of perceived value between conspicuous consumption and consumers’ intention of new product adoption. Another important individual level variable that impacts perception of new product is creativity-seeking personality, which refers to the tendency to seek information that is novel and meaningful (Im et al., 2015). Since novelty and meaningfulness are important features of innovation that are embedded in new products, consumers who seek for them are more likely to appreciate the new products more. Thus, we assert that creativity-seeking personality is also important in forming new product adoption behavior. Moreover, according to Im et al. (2015), novelty affects perceived hedonic value while meaningfulness influences perceived utilitarian value. This research attempts to explore the moderating role of creativity-seeking personality on the relationship between conspicuous consumption and perceived value to reveal the synergy effect of conspicuous consumption and creativity-seeking personality. Creativity-seeking personality consists of a novelty-seeking personality (a personal tendency related to the willingness to seek information that is new and different), and a meaningfulness-seeking personality (a personal tendency related to the willingness to seek information that is useful and relevant) (Hirshman, 1980; Im et al., 2015). Specifically, we propose that demonstration of uniqueness has a stronger impact on hedonic value among consumers with high level of novelty-seeking personality and demonstration of conformity has a stronger impact on utilitarian value among consumers with high level of meaningfulness-seeking personality. As such, drawing on the existing literature about conspicuous consumption, creativity-seeking personality, perceived value and purchase intention, this research proposes the mediating role of perceived value through which conspicuous consumption impact consumers’ new product adoption intention. In the meantime, this research explores the moderating role of creativity-seeking personality on the effect of conspicuous consumption on perceived value of new products. Accordingly, our research model is given as demonstrated in Figure 1. We expect the positive relationship between conspicuous consumption and new product adoption intention. Moreover, we predict perceived value mediates the impact of conspicuous consumption on new product adoption intention whereas creativity-seeking personality plays a moderating role. This research has several academic contributions and managerial implications. First, this research distinguished three types of conspicuous consumption from modern perspective including ostentation of a high social status, demonstration of uniqueness, and demonstration of conformity. By testing the impact of three types of conspicuous consumption on new product adoption intention, this study extends existing literature by identifying drivers of new product adoption. Second, it shed light on a mediating mechanism of perceived value through which conspicuous consumption conveys its effect on new product adoption. Third, it identified the moderating role of novelty-seeking personality and meaningfulness-seeking personality on the effect of conspicuous consumption on perceived value. Though we are proposing the theoretical model in Figure 1 based on prior literature in this paper, we expect to empirically validate the relationships in the model by collecting data through multiple experiments using Mechanical Turk. Before the data collection, we will go through the IRB approval for the subject pool and research design. As for managers, they can flexibly apply the consumers’ tendency of conspicuous consumption and creativity-seeking personality as market segmentation tool and implement the appropriate marketing strategy to improve new product adoption behavior for better new product performance. First, managers should be aware that conspicuous consumers are not a homogeneous group. They need to understand the heterogeneous drivers of consumers’ motives regarding conspicuous consumption and formulate appropriate marketing strategy to segment them. Second, this research provides some guidelines in new product promotion. For example, advertisement of the new products can highlight the different kinds of value when targeting consumers with different types of conspicuous consumption tendency. Third, as for sales people, they can provide novel product information to consumers who have tendency to demonstrate uniqueness and provide meaningful product information to consumers who have tendency to demonstrate conformity to increase purchase intention of consumers.

목적 : 인간의 성격 5요인 (개방성, 성실성, 외향성, 우호성, 신경증) 특성을 기반으로 하여 시기능 훈련 을 시행한 결과를 실증적으로 분석하여 성격특성별 시기능 훈련의 상관성을 예측하고자 한다. 방법 : 교정시력 1.0 이상으로 20대의 성인 남녀 57명으로 시기능 훈련 전과 후의 양안시 검사를 실시하 고, 개인별 시기능 훈련 도구를 선정하여 시기능 훈련을 실시한 이후, 성격 5요인을 분류하는 60문항 5점 척도의 Big 5 성격특성 설문지검사를 실시하였다. 결과 : 시기능 훈련 후 측정 변화량과 성격 5요인의 상관분석 결과에서 외향성p<0.05)은 폭주근점, 신경 증(p<0.05)은 원거리 음성예비량 회복점, 성실성은 -1.00 가입후 측정된 사위도와 유의한 음의 상관관계를 보였다(p<0.01). 원거리 음성융합예비량 회복점에 영향을 미치는 변수는 신경증(p=0.018)으로 신경증이 감 소할수록 원거리 음성 융합예비량 회복점이 유의하게 증가하였다. 시기능훈련 후 모건 기준에 따른 Big 5 성격특성별 상관관계에서는 범위 내와 범위 외로 구분한 결과 신경증은 근거리 양성 융합예비량 회복점에서 범위 내(4∼18) 35.17±3.47점, 범위 외(<4/≥18.1) 32.95±3.92점으로 범위 내에서 신경증의 점수가 유의 하게 높았다(p=0.029). 그러나 개방성에서는 모든 양안시검사 항목과 유의한 결과를 나타내지 않았다. 따라 서 개방성은 시기능훈련 결과 예측에 영향을 미치지 않는 것을 확인 할 수 있었다. 결론 : 성격 5요인과 시기능훈련 후 측정값에 유의한 차이를 보였던 양안시검사 항목을 일부 확인 할 수 있었으며, 향후 연구에서는 보다 축적된 자료를 기반으로 성격 5요인을 구성하는 각각의 하위요인이 시각계 에 미치는 영향에 대하여 세부적인 연구가 필요하다고 사료된다.

In this study, causes and consequences of bullying were explored, focusing on victim personality and appearance factors. The research model included the relationships among bullying, important causes of bullying (aggression, cleanliness, and obesity of victims) and consequences of bullying (self-esteem and depression) and was tested through survey data from 594 (194 male and 404 female) middle school students. Data were analyzed using descriptive statistics, confirmatory factor analysis, and path analysis with SPSS and AMOS. In the results of the model tests, victims who are more aggressive, less clean, and more overweight are more likely to be bullied. In addition, adolescents bullied by others tend to have lower self-esteem and more depression. Furthermore, the model comparison was assessed by gender and a difference between the two gender models was found. In the check of critical ratio for difference, it was concluded that the cleanliness of the victim is a more important cause of bullying for male adolescents than for female adolescents. It is meaningful to confirm the effects of the victim’s appearance factors on bullying in the literature focusing on personality issues of victims. Educators and counselors may refer to the findings in developing counseling guidelines and manuals to prevent bullying in school.

미래세대의 주역인 아동․청소년들의 전인적 성장과 공동체적 인성을 함양할 수 있는 인성 교육 중심 패러다임으로 변화하는 현시점에서 본 연구는 교육부의 인성교육 강화 추진 방향과 인성교육프로그램 인증제도 그리고 인성관련 에니어그램 연구현황을 분석하여 교육부의 인성 교육 추진 과제별 학교, 가정, 사회기반으로 아동․청소년인성교육에서의 에니어그램 활용방 안에 대해 제시하고자 한다. 아동․청소년인성교육에서의 에니어그램 활용방안으로는 첫째, 발달과업을 달성할 수 있는 주제를 선정하여 에니어그램 인성교육프로그램이 개발된다면 인 성함양뿐 만 아니라 전인적인 발달에 도움을 줄 것을 기대할 수 있다. 둘째, 교사 자신의 성격 강점뿐만 아니라 학생들의 성격강점을 잘 파악하며 학생 맞춤형 인성지도를 할 수 있는 에니 어그램 인성교육 프로그램이 교사연수로 널리 보급될 필요성이 있다. 셋째, 부모대상의 에니어 그램을 활용한 인성교육프로그램이 많이 인증되어 전국의 학교를 중심으로 학부모에게 보급 되어 자녀양육과 인성지도에 도움을 주기를 기대한다. 넷째, 인성함양에 많은 기여를 하는 에 니어그램을 활용한 인성교육프로그램이 많이 개발되고 인증되어 학교와 지역사회를 중심으로 확산되기를 기대한다.

본 연구에서는 문헌 고찰, 영유아교사 인성의 인식 및 요구도 조사, 전문가를 대상으로 한 포커스 그룹 인터뷰 등 다양한 방법을 통해 프로그램 1차 시안을 개발하였고, 전문가 적절성 검토 및 예비연구를 거쳐 프로그램 최종안을 개발하였다. 본 연구에서 개발된 프로그램은 도 입, 전개, 마무리의 단계 12회기로 구성되어 있으며, 인성 요인으로는 자기이해, 긍정적 자아수 용, 인간관계, 전문성을 기반으로 한 활동들로 구성하였다. 교육내용은 영유아교사들의 인성사 고를 돕는 인성요인을 스케치북 토의, 강의, 모델링, 코칭실습 등 다양한 기법들과 매 회기 한 국코칭학회의 ACTIVE 코칭대화모델 6단계를 적용하여 구성하였다. 각 회기마다 질문하기, 경청하기, 인정하기 등의 코칭기술을 세부 내용에 맞게 적용하였다. 본 연구에서 개발한 영유 아교사의 인성함양을 위한 코칭프로그램은 영유아교사의 인성함양을 위한 교육 내용 및 방법 의 기초연구로서, 코칭기술과 코칭대화모델을 접목하여 코칭프로그램을 개발하여 인성함양의 지평을 확대해 보고자했다는 점에서 의의가 있다.

급속하게 변화하고 있는 21세기 기업환경에서, 조직의 성공과 생존을 위해 변하는 환경에 빠르게 적응 하고 적절하게 의사결정하며 변화를 이끌어나가는 조직 구성원들이 그 어느 때보다 필요하다. 이러한 배 경 속에서 대두된 개념인 적응 수행(adaptive performance)은 급격하게 변화하는 업무 상황에 적응하는 개인의 능력을 의미한다. 그동안 적응 수행에 영향을 미치는 선행변인에 대한 연구는 어느 정도 이루어졌 으나, 특히 개인의 성격변인과 관련된 연구결과는 다소 일치하지는 않는 경우가 있었다. 따라서 본 연구는 개인의 성격 변인이 적응 수행에 미치는 영향을 명확하게 규명하는데 그 목적이 있다. 성격 변인들은 그 동안 적응 수행에 대한 영향력이 명확하게 규명되지 않았는데, 그 이유는 사용된 변인의 포괄성 때문일 수 있다는 것에 주목하고 성격요인의 하위척도 수준에서 적응수행과의 관계를 검증하였다. 본 연구에서 는 성격의 5요인 중 개방성의 외적경험지향척도, 성실성의 성취지향척도, 외향성의 야망지향척도, 그리고 정서적 안정성과 적응수행과의 관계를 분석하였다. 228명으로부터 수집한 자료를 바탕으로 실증분석한 결과 개방성의 외적경험지향척도, 성실성의 성취지향척도, 외향성의 야망지향척도, 그리고 정서적 안정성 은 조직구성원의 적응수행에 긍정적인 영향을 미치는 것으로 나타났다. 이러한 결과와 함께 다양한 이론 적, 실무적 시사점을 제시하였다.

『弟子規』는 기초한자 교육 및 인성교육을 위한 童蒙書다. 그 중에서도 한자 학습보다는 윤 리도덕교육에 더 큰 목적을 둔 책이라 할 수 있다. 책은 “總敍”를 포함하여 총 여덟 항목으 로 구성되어 있지만, 주제는 셋으로 요약할 수 있다. 첫째는 부모에 대한 효도와 長者에 대한 공경, 둘째는 사회생활과 처세의 방법, 셋째는 배움과 실천에 관한 내용이다. 대부분 孔子를 대표로 하는 유교사상을 바탕으로 하여, 인간의 기본 도리와 처세법을 자세히 설명해 놓고 있다. 내용 중에는 21세기 현실생활과는 다소 부합되지 않는 낡은 사상과 행동지침이 포함되 어 있어 논란이 되기도 하지만, 전체적으로 보아 전통문화 창달과 인성교육에 유익한 교재라고 판단한 중국 교육계에서는 현재 『弟子規』 閱讀과 교육을 활발하게 전개시키고 있다. 중국 의 ‘國學’ 열기와 함께 인성교재의 핵심으로 활용하고 있는 『弟子規』는 개인주의와 황금만능 주의가 팽배한 현대사회의 아동들에게 전통문화를 이해시키고 바람직한 가치관과 인간성을 회복시키는데 크게 도움이 될 것으로 사료된다. 이런 현상에 대한 치밀한 분석은 우리나라에 서 『四字小學』 등과 같은 교재로 한자 및 인성교육을 시키는데 있어서도 적지 않은 도움이 될 것으로 기대된다.

본 연구는 미술작품의 선호가 개인의 성격요인과 관련되는지 알아보기 위해 수행되었다. 특정 시대를 대표하는 미술사조에 대한 선호와 성격요인과의 상관에 관한 연구들이 보고되어 왔으나, 감상자에게 예술작품은 사조보다는 그림 자체가 주는 인상과 느낌이 더 중요하게 다가온다. 본 연구에서는 긍정 정서, 부정 정서를 일으키는 그림과 특정 정서를 유발하지 않는 중립적인 그림이 성격요인과 어떤 관계를 가지는지 알아보고자 하였다. 또한 자극의 친숙성 이 그림 선호에 미치는 영향을 검토하였다. 참가자는 성격 5요인 질문지에 응답한 후, 제시되는 그림을 보고 그 그림을 얼마나 선호하는지 평정하였다. 선호 평정이 끝난 후, 앞서 제시된 자극들을 다시 보고 그 그림을 알고 있었는지를 평정하였다. 결과, 성격 5요인 중 신경증 점수가 높을수록 부정적 정서를 유발하는 그림을 선호하는 것으로 나타났다. 이는 슬픔, 고통과 같은 부정적 정서를 유발하는 예술에 대한 선호라는 설명하기 어려운 현상에 대해, 신경증이라는 성격요인으로의 설명가능성을 시사한다. 또한 각 정서표현 그림의 친숙점수와 선호점수 간 정적 상관이 나타나 친숙한 그림이 더 선호될 것이라는 가설이 지지되었다. 예술작품에 대한 선호에 대해서는 개인마다 다르다는 주관성과 일반적 으로 널리 받아들여지는 미의 객관성이 모두 존재한다. 본 연구는 예술 선호가 갖는 주관성을 성격이라는 개인차를 통해 설명하고, 기존 연구의 사조적 분류방식에서 탈피하여 예술작품을 심리학적 관점에서 연구하였다는 점에서 의미 가 있다.

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

Increasingly, there is a rise of interests from practitioners and academics on the topic of consumer-brand relationships (CBR). It has been argued that consumer build relationship with a brand in consonance with its personalities. Thus, this study investigates the role of brand personality in predicting prominent CBR constructs, such as brand awareness, brand trust, and brand loyalty. Researchers consider brand personality as one of the prominent constructs in predicting consumer preferences and choices (e.g. Eisend & Stokburger-Sauer, 2013; Gordon, Zainuddin, & Magee, 2016; Guèvremont & Grohmann, 2013). It has been established that brands are capable to have personalities (Aaker, 1997; Geuens, Weijters, & De Wulf, 2009). The study of brand personality flourished since Aaker (1997) created a brand personality scale (BPS). According to her, brand personality reflects five main dimensions: sincerity, excitement, competence, sophistication, and ruggedness. Out of these dimensions, many studies mainly focus on two dimensions, sincerity and excitement respectively (e.g. Aaker, Benet-Martinez, & Garolera, 2001; Hosany, Ekinci, & Uysal, 2006; Ivens & Valta, 2012; Sung, Choi, Ahn, & Song, 2015). These studies consider these two dimensions to be of important since these dimensions appear to capture much of the variance in personality ratings of brands (Aaker, 1997) and are considered prominent to the marketing landscape (Aaker, Fournier, & Brasel, 2004; Guèvremont & Grohmann, 2013; Toldos-Romero & Orozco-Gómez, 2015). Although Aaker's BPS represents the most prominent operationalization of brand personality (Eisend & Stokburger-Sauer, 2013; Matzler, Strobl, Stokburger-Sauer, Bobovnicky, & Bauer, 2016; Freling, Crosno, & Henard, 2011), her model has been the subject of several critiques. Researchers argue that the scale measures brand identity rather than brand personality (Azoulay & Kapferer, 2003), the scale is too general and simplistic (Austin, Siguaw, & Mattila, 2003), the scale does not include negative factors (Bosnjak, Bochmann, & Hufschmidt, 2007), and the scale is non-generalizable and non-replicable cross culturally (Arora & Stoner, 2009; Geuens et al., 2009). These shortcomings led researchers to construct an alternative to Aaker’s BPS. Geuens et al. (2009) develop a new measure of brand personality, which includes five dimensions: responsibility, activity, aggressiveness, simplicity, and emotionality. Although many studies scrutinize on Aaker’s brand personality scale, only limited studies apply Geuens et al.’s BPS (e.g. Garsvaite & Caruana, 2014; Goldsmith & Goldsmith, 2012; Gordon et al., 2016; Matzler et al., 2016). Thus, the present study investigates the relationships between brand personality, using Geuens et al.’s (2009) scale, and three important consumer-brand relationships (CBR) constructs. These three constructs are brand awareness, brand trust, and brand loyalty. Aaker (1991) conceptualize brand equity to include five important constructs, which includes brand awareness and brand loyalty. Meanwhile, Keller (1993) notes that brand knowledge is an important component of brand equity, consists of brand awareness and brand image. In addition, brand trust has been considered to be essential in influencing brand performance (Chaudhuri & Holbrook, 2001). Hence, the focus of the present study lies on these three variables. As it has been discussed above, researchers consider sincerity and excitement to be essential in investigating consumer behavior. In light of a shortage of studies in applying Geuens et al.’s (2009) BPS, the present study examines two personality dimensions, which are conceptually similar to Aaker’s (1997) BPS: responsibility to replace sincerity and activity to replace excitement (see Table 1). To the best of our knowledge, no research has investigated the relationships between these three consumer-brand relationships constructs (i.e. brand awareness, brand trust and brand loyalty) and the two most relevant brand personality dimensions (i.e. responsibility and activity). The present study contributes to the marketing literature in three different ways. First, this study adds to the body of knowledge on the relationship between brand personality and CBR constructs using the new measure of BPS. Second, this study assesses the individual level of the new BPS, particularly responsibility and activity, on the three CBR constructs. In doing so, this study responds Keller and Lehmann’s (2006) and Geuens et al.’s (2009) call to assess the individual capacity of the brand personality dimensions to get consumer preference or loyalty. Third, this study displays which out of the two dimensions of the new BPS (i.e. responsible and active) are more important to predict the three CBR constructs. In this research, data were collected from Spanish respondents using online survey with snowballing technique. In total, 347 respondents participated in the survey. After checking for incomplete questionnaires and missing values, 8 questionnaires were dropped. Hence, 339 questionnaires were used for the analysis. Before conducting multivariate analysis, normality tests were conducted. The measurement and structural models was tested using AMOS 18, employing the Maximum Likelihood (ML) method. We find that brand personality predicts these three CBR constructs. Brand personality explains 56%, 58%, and 45% of the variance in brand awareness, brand trust, and brand loyalty, respectively. The results show that the strongest link is between brand personality and brand trust. Su and Tong (2015) find that there is no relationship between exciting personality and brand awareness. On the contrary, this study displays that being an active brand leads to higher brand awareness. Even the results show that active brands are more likely to build brand awareness compared to responsible brands. However, in order to build brand trust and brand loyalty, responsible brands are more preferred compared to active brands. These results are in line with Eisend and Stokburger-Sauer (2013) that reveal weak relationships between excitement on brand attitude and brand commitment. These days, consumers prefer the brands to be more responsible or sincere. As Kotler (2011) argues that there is a shift in marketing that consumers pay more attention toward social responsibilities. Interestingly, the results show that being too active could negatively affect brand trust and brand loyalty. Although the association is not statistically significant, Banerjee (2016) finds that excitement brand personality has a negative association with brand preference. A study also finds that excitement does not predict employer brand trust (Rampl & Kenning, 2014). One explanation could be that the brands would like to be something that is an opposite of what they are claiming. Guèvremont and Grohmann (2013) argue that when a sincere brand attempts to flatter the consumers, it decreases brand attitude and increases disappointment. However, this does not occur when flattery comes from exciting brands. Brand managers should be very careful in communicating their brands personalities. Communicating to the consumers that their brands are responsible as well as active is good. However, brand managers should understand the interplay between these two opposing personalities. Consumers may believe that the brand is a responsible brand but also a little bit active. However, communicating two different opposing personalities at the same time may confuse the consumers. This is due to consumers’ disconfirmation of expectations (Guèvremont & Grohmann, 2013). Although this study enlightens the literature of brand management, it is not without its limitations. This study collects data from a cross-sectional study in Spain. In order to generalize the results of this study, future studies should replicate the conceptual framework cross culturally. Particularly on the negative effects of active personality toward the three CBR constructs. Furthermore, Spanish has been regarded as individuals with high uncertainty avoidance (Hofstede, 2001). Uncertainty avoidance increases the reliability of the brand personality dimensions, namely sincerity and excitement (Eisend & Stokburger-Sauer, 2013). Thus, it would be interesting to know whether differences occur between high and low uncertainty avoidance respondents. In addition, future studies should also account for other individual differences, such as attachment style. Japutra, Ekinci, Simkin, and Nguyen (2014) note that attachment style plays a prominent role in predicting consumer behaviors.

The concept of retail therapy which refers to “the phenomenon in which consumers buy things to make themselves feel better” (Kacen, 1998) has been used by the U.S. retail firms in marketing (Kang & Johnson, 2010). Previous studies found that retail therapy concept was associated to consumption behaviors including compulsive buying (Faber & O’Guinn, 1992; O’Guinn & Faber, 1989). Frost et al. (1998) found that compulsive hoarders show compulsive buying tendencies. O’Guinn and Faber (1989) found that compulsive buyers are more likely to confirm compulsivity as a personality trait with a low self-esteem. Lack of research into association of retail therapy to compulsive consumer behaviors motivated us to pursue this study which investigate relationships among retail therapy, compulsive buying and compulsive hoarding, and to examine the moderating effect of consumers’ personality traits on the relationship between retail therapy and compulsive hoarding. Our research questions are: (1) How retail therapy is related to compulsive buying and compulsive hoarding? and (2) Which personality traits moderate the relationship between retail therapy and compulsive hoarding? Based on the literature review, the following hypotheses were proposed. H1: Retail therapy is positively related to compulsive buying; H2: Compulsive buying is positively related to compulsive hoarding; H3: Retail therapy is positively related to compulsive hoarding & H4: Personality trait moderates the relationship between retail therapy and compulsive hoarding. The researchers used 12 items to measure retail therapy (Kang, 2009), 6 items to measure compulsive buying (Faber & O’Guinn, 1992), 9 items to measure compulsive hoarding (Frost, Sketekee, & Grisham, 2004) 8 items of Big Five Inventory (Rammstedt & John, 2007) and 15 item Narcissistic Personality Inventory (NPI) (Ames, Rose & Anderson, 2006) to measure personality trait based on 7‑point Likert scales (1 = strongly disagree, 7 = strongly agree). The online survey was conducted with college students enrolled at a major Midwestern University. A total of 354 undergraduate and graduate students’ responses were used to analyze data. A principal component factor analysis with varimax rotation was conducted to evaluate the measurement of each construct. The factor loadings were above of 0.60, indicating acceptable convergent validity. Reliabilities with Cronbach’s alphas for retail therapy,compulsive buying, compulsive hoarding and personality trait construct were 0.96, 0.81, 0.90 and 0.81 respectively, exceeding the suggested level of 0.70. Simple linear regression was performed to test hypotheses. The results revealed that F statistic (F(1, 352)=126.53, p =.000) was significant and regression coefficient was statistically significant. Therefore, H1 was supported and consistent with previous findings (Faber & O’Guinn, 1992). The regression coefficient for the path from compulsive buying to compulsive hoarding was statistically significant (F(1, 352)=77.15, p=.000). Therefore, H2 was supported and consistent with Frost et al. (1998)’s study. The retail therapy contributed significantly to the prediction of compulsive hoarding with the statistically significant regression results (F(1, 352)=20.28, p=.000), supporting H3. From the principle component analysis with varimax rotation, four factors were extracted from 23 personality trait measurement items which are labeled as “authority-leadership narcissism”, “self-esteem narcissism”, “positive disposition”, and “negative disposition”. All factor loadings were above 0.60 for their respective factors. Then, the researchers divided one single group into four personality trait groups, using these four factors. 4%, 27.1%, 53.7% & 15.3% participants represented “authority-leadership narcissism”, “self-esteem narcissism”, “positive disposition” & “negative disposition” group respectively. Simple regression analysis was performed to test H4. The regression coefficients for positive disposition group (F(1, 188)=13.19, p=.000) and negative disposition group (F(1, 52)=5.01, p≤.05) were statistically significant. H4 was partially supported. The results indicated that people from two groups characterized by positive/negative personality tend to engage in compulsive hoarding to alleviate their negative feelings or mood. Anyone with narcissistic personality with a high self-efficacy may not be engaged in compulsive hoarding even when a therapeutic treatment is made through shopping. They tend to purchase products for changing their moods, but their therapeutic behavior doesn’t lead to compulsive hoarding, which causes sufferings in the end. The low self-esteem has been presented with people being engaged in compulsive behaviors (Marlatt et al., 1988). These findings can help apparel marketers develop the strategies to upgrade their sellingenvironment entertaining so that their customers’ moods are repaired and customers feel satisfied through therapeutic shopping behavior. This study has a limitation that prevents us from generalizing the results to the young consumer population due to sample size to college students.

Recent studies have shown that during the playing of violent online games, it is not increased aggression but rather alleviation in aggression that is critical in determining whether playing gaming has positive outcomes on the venting of aggression. Drawing from the aggression catharsis perspective and gaming research, we extend this line of investigation by exploring whether gaming results in a decrease in aggression, across a wide variety of games. Using data from a survey of 771 online game users in Korea, we examined the associations among Therapeutic Catharsis Seeking, Game Self-Efficacy, Big Five Personality Traits, Game genre (violent or nonviolent), Daily online gaming time, and Demographic variables. Results showed that therapeutic catharsis seeking and game self-efficacy decreased user aggression. Neuroticism negatively affected aggression while agreeableness enhanced the degree of aggression regardless of game genre. These findings have important implications for the use of gaming as a mood management tool.

본고는 에니어그램의 효과성에 대한 현장연구가 아니라, 에니어그램의 기본적인 성격분류에 대한 심리학적인 기반과 함께 성격의 하위개념을 확장하고자 하는 이론적 연구이다. 에니어그램은 성격을 감정형, 사고형, 의지형 3가지로 분류한다. 본고는 성격을 왜 3가지로 분류하는지에 대해서 프로이트 심리학, 뇌과학적 입장, 불교 심리학적 관점에서 고찰한다. 나아가서 성격의 요인분석으로 5범주 12 하위개념으로 에니어그램을 이해한다. 5범주는 대인관계, 어린 시절, 자아개념, 성격역동, 성장과 본 질로 분류하고 12개의 하위개념은 본질, 사회성, 교류방식, 애착태도, 어린 시절의 도식, 감정, 사고, 갈망, 대응, 위기, 모순, 성장으로 분류한다. 아울러서 에니어그램의 궁극적인 목표를 성격을 넘어서 본질로 나아가는 성장과정으로 이해한다.

본 연구에서는 외식시장에서 패스트푸드로 대표되는 햄버 거 브랜드들의 이미지가 현재 소비자들에게 어떻게 인지되 고 있으며, 향후 어떠한 이미지로 변화하는 것이 경쟁이 치 열한 시장에서 효과적인 마케팅전략이 될 것인가를 분석하 고자 하였다. 즉, 브랜드 개성을 적용하여 지각도 구축을 통 한 재포지셔닝 전략을 제시하고자 하였다. 실증분석결과는 다음과 같다. 첫째, 패스트푸드 브랜드 개 성은 ‘친숙함’, ‘활발함’, ‘전문성’, ‘신뢰성’, ‘세련성’ 등 다 섯 가지 요인으로 도출되었다. 둘째, 다섯 가지 브랜드 개성 요인을 기초로 바이플롯(Biplot)을 이용하여 전체집단의 지 각도를 도출한 결과 ‘맥도날도’와 ‘롯데리아’가 가장 서로 가 깝게 위치하고 있으며, 이는 소비자의 인지 상에 서로 경쟁 관계에 놓여있음을 파악할 수 있었다. 그리고 ‘KFC’와 ‘버거킹’이 비교적 독립된 위상을 차지하고 있으며, ‘맥도날드’ 와 ‘롯데리아’는 ‘친숙성’, ‘맘스터치’는 ‘열정’과 ‘신뢰성’ 및 ‘세련성’이라는 브랜드 개성을 지니고 있는 것으로 나타났 다. 이에 반해 ‘버거킹’은 여타 다른 브랜드 속성들과는 다 소 거리가 떨어져 있음을 파악하였다. 이는 소비자들에게 다 른 브랜드와 차별화된 독특한 브랜드 개성 이미지가 부족하 다는 것으로 평가할 수 있다. 셋째, 성별, 브랜드 신뢰도, 브랜드 만족도 등에 따른 세분 집단 간 지각도를 도출한 결과 서로 집단 간 유의한 차이가 있는 것으로 나타났다. 구체적으로 남성의 경우 가장 차별화 된 브랜드 개성 속성으로 ‘세련성’과 ‘친숙성’이며, ‘맥도날 드’와 ‘롯데리아’가 서로 유사 이미지로 인지되고 있는 것으 로 나타났다. 여성의 경우는 ‘신뢰성’이 가장 차별화된 브랜 드 개성 이미지로 나타났으며, ‘맘스터치’가 ‘신뢰성’, ‘KFC’ 가 ‘전문성’을 지닌 것으로 나타났다. 브랜드 신뢰도가 낮은 세분집단에서는 ‘전문성’과 ‘세련성’이 가장 차별환 된 속성 으로 나타났으며 ‘맥도날드’가 ‘친숙성’과 ‘열정’ 이미지를 지닌 브랜드로 인지하고 있는 것으로 나타났다. 브랜드 신뢰 도가 높은 세분집단의 경우는 ‘친숙성’이 최대속성으로 나타 나며 ‘롯데리아’가 그러한 브랜드 개성 이미지를 가장 많이 지닌 것으로 나타났다. ‘BBQ’가 ‘열정’과 ‘신뢰성’, ‘KFC’가 ‘전문성’을 지닌 것으로 나타나고 있다. 브랜드 저만족도 집 단에서는 ‘세련성’이 가장 차별화된 최대속성으로 나타나며, ‘전문성’이 최소속성으로 나타나고 있다. ‘KFC’가 ‘세련성’, ‘맘스터치’가 ‘신뢰성’과 ‘열정’을 지닌 브랜드로 인지되고 있 는 것으로 나타났다. 브랜드 고만족도 집단에서는 ‘열정’이 가장 차별화된 속성으로 나타나며 여기에는 ‘BBQ’가 가장 가까운 브랜드로 인지되고 있으며, ‘전문성’이 최소 속성으 로 ‘맘스터치’가 가장 가까이 위치하고 있다. 그리고 ‘롯데리 아’가 ‘친숙함’에 가장 가까우며 그리고 유사 이미지 브랜드 로는 ‘맥도날드’와 경쟁관계에 있는 것으로 나타났다. ‘버거 킹’은 ‘신뢰성’ 이미지요인에 가장 가까이 하고 있음을 살펴 볼 수 있다. 마지막으로 소비자들이 어떤 브랜드 개성 이미지를 가장 선호하는지와 그 이상점이 무엇인지를 파악하기 위해 비교 대상 브랜드 여섯 개의 선호도를 조사하여 각 브랜드의 선호집단과 이상점 벡터를 구하였다. 그 결과 전체집단은 ‘맘 스터치’를 가장 선호하며, 이의 브랜드 개성 이미지요인으로 는 ‘열정’, ‘신뢰성’, ‘세련성’을 지닌 것으로 평가받고 있었 다. 그리고 전체집단의 최대속성은 ‘친숙성’으로 향후 시장 에서 ‘친숙성’이미지를 좀 더 보완하는 전략을 구축할 필요 가 있다. 남성들은 ‘맥도날드’를 가장 선호하며 ‘친숙성’을 지닌 브랜드로 인지하고 있다. ‘맥도날드’는 향후 시장에서 ‘세련성’과 ‘전문성’을 좀 더 보완하는 재포지셔닝전략을 구 축할 필요가 있다. 여성들은 ‘KFC’와 ‘맘스터치’를 가장 선 호하며 이들 브랜드에 대해 ‘전문성’과 ‘신뢰성’을 지닌 것으 로 인지하고 있다. 앞으로 경쟁시장에서 ‘열정’ 이미지요인 을 더 보완하는 전략이 필요하다. 브랜드 신뢰도와 만족도가 낮은 집단은 ‘KFC’를 가장 선호하며 각각 ‘신뢰성’과 ‘세련 성’을 지닌 것으로 평가하고 있으며 추가적으로 ‘전문성’과 ‘열정’을 보완하는 전략이 필요하다. 마지막으로 브랜드신뢰 도와 만족도가 높은 집단에서는 ‘맥도날드’를 가장 선호하며 ‘전문성’과 ‘친숙성’을 지닌 브랜드로 인지하고 있는 것으로 나타났다. ‘맥도날드’와 ‘롯데리아’는 현재 시장에서 시장점 유율 우위에 있으나 후발 브랜드 ‘맘스터치’의 ‘신뢰성’과 ‘KFC’의 ‘전문성’에는 다소 부족한 브랜드 개성 이미지를 지 니고 있음을 파악할 수가 있었다. 따라서 이에 대한 보완전 략이 수립되어야 할 것이다. 기존의 선행연구에서도 패스트푸드 햄버거의 브랜드 개성 은 종종 도출하였다. 그러나 지각도상에서 비교대상 브랜드 의 경쟁관계와 그 이상점은 구체적으로 제시하지 못하였다. 시장에서 서로 경쟁관계에 있는 패스트푸드 햄버거 브랜드 이미지를 공간 지각도상에 도출하여 재포지셔닝 전략을 개 발한 것에 본 연구의 차별성이 존재한다고 볼 수 있다. 하지만 본 연구는 다음과 같은 한계점을 내포하고 있다. 브랜드 개성을 평가하는 속성변수들이 선행연구들을 참고로 그대로 적용한 것으로 향후에는 급변하고 있는 시장의 변화 를 적용한 다양한 속성변수들이 추가적으로 개발되어야 할 것이다. 또한 표본의 대표성문제가 있다. 부산지역 대학생들 을 대상으로 자료를 수집한 데 그 한계점이 있다. 추가연구 에서는 다양한 연령층, 지역 및 직업군 등을 고려한 연구가 진행되기를 기대한다.

본 연구는 상담심리학의 성격특성이론에 근거하여 좌·우뇌의 신경학적 비대칭성 및 두뇌 각 영역에서의 활성뇌파와 성격의 요인별 특성과의 관련성을 EEG측정을 통해 알아보고자 하였다. 이에 96명의 대학생들을 대상으로 8채널 EEG 장비를 이용하여 뇌파를 측정한 후 컴퓨터로 분석한 자료와 성격 5요인 질문지를 사용하여 조사한 자료를 통계 분석하 였다. 그 결과 전전두엽의 쎄타파 좌·우뇌비대칭이 클수록 성격요인 중 신경증이 높은 것으로 나타났고, 각 두뇌영역별 로는 전전두엽좌측의 쎄타파 활성이 클수록 신경증은 높고, 성실성은 낮아지는 것으로 나타났으며, 전두엽좌측의 베타 파 활성이 클수록 외향성과 개방성이 낮아지는 것으로 나타났다. 이러한 연구결과는 두뇌영역별 특정뇌파리듬의 활성 이 개인의 성격 및 심리적 특성에 유의미한 관련이 있음을 알 수 있게 한다. 기존의 연구들 대부분이 주로 알파파, 베타파 영역에서 성격과의 관련성에 대해 언급했던 것과 달리, 본 연구결과는 세타파가 성격특성과 관련이 있을 수 있음을 시사한다. 이러한 연구 결과를 토대로 두뇌관련 상담전략과 후속연구에 대해 제언하였다.

본고는 <漢詩敎育을 通한 人性敎育 方案 -<人性敎育振興法> 목표한 孝를 중심으로->내용이 다. 연구범위로 漢詩에서 인성의 근본이 되는 ‘효백행지본’의 효행시를 인성교육 접근 방안의 내용 범위로 삼았다. 연구방향으로는 먼저, 漢詩敎育을 通한 人性敎育의 背景을 고찰하였다. 이를 토대로 인성교육을 위한 한시교육의 방법 및 실제에서 有聲詩의 聲讀과 無聲詩의 多讀을 제시하였다. 성급 한 현대인에게 인성의 치유 일면으로 성독의 방법은 효과를 기대할 수 있을 것이며, 多讀의 교육방 법은 오늘날 청소년들에게 인내와 끈기의 성품을 함양시켜주는 좋은 인성교육 방법이 될 수 있음을 고찰하였다. 이에 필자는 현장학습에서 실제 多讀과 聲讀을 적용하고 있으며 그 학습효과의 실제를 설문조사한 결과, 성독 다독은 효과적 한시공부에 매우 영향을 미치고 인성순화에 영향을 미친다고 생각 한다는 설문내용에 조사결과 95%의 답변을 확인하였다. 두 방법이 실제 교육과 학습 과정에 서 조화롭게 통합되어 활용된다면 한시교육을 통한 인성교육 효과를 극대화 시켜 주리라 사료된다. 마지막으로 이러한 방법론을 활용할 수 있는 인성교육에 필수적인 효를 주제로 한 한시내용을 첫째, 反哺의 孝行詩 둘째, 愛日의 孝行詩로 분류하여 고찰하였다. 이에 한시교육을 통하여 인성교 육에 접근해 갈 수 있는 방법과 내용을 바람직하게 활용한다면, 韓國의 <인성교육진흥법>의 실현 범위에서 뿐만이 아니고 凡世界的으로도 중요한 교육의 성과가 될 수 있을 것이다.

There are general surveys on factors related to Life Satisfaction. However, less is known about the relationships between Life Satisfaction, personality, Social Capital, and Adaptive Game Use. This study sought to clarify several of these relationships. Using data from a survey of 981 game users in South Korea, we conducted a regression analysis to explore the association between psychological variables(Personality), social variables(Bonding Social Capital and Bridge Social Capital), Media Using Pattern(Adaptive Game Use) and demographic variables(Age and Gender). Results showed that Openness·Conscientiousness(Personality), Bonding(Social Capital), and Adaptive Game Use increase Life Satisfaction while Neuroticism·Agreeable(Personality) decrease Life Satisfaction. The implications of these results are discussed.

본 연구는 성격 유형과 연령별, 유행혁신성에 따른 구두 스타일 선호와 감성에 대해 연구한 것으로 실증적 연 구를 통해 이를 규명하고자 하였다. 본 연구는 편의표본 추출방식의 설문조사를 통한 연구를 하였으며 여대생 224명을 대상으로 조사하였다. 구두 스타일을 선정하기 위하여 구두 종류를 사전적 분류와 인터넷 검색을 이용 하여 현 여대생들에게 착용이 적합한 총 8개 구두를 선정하였다. 성격유형은 MBTI 간략척도를 본 연구에 맞게 수정하여 사용하였다. 감성척도는 선행연구를 통해 검증된 감성척도를 수정 보완하였으며 SPSS통계분석 결과는 다음과 같았다. 첫째, 구두 스타일에 따라 선호와 감성에는 유의한 차가 있었으며 대응분석 결과, 구두의 감성은 4~5가지로 묶일 수 있었다. 둘째, 여대생의 성격유형별로 몇 가지 구두에서 선호와 감성의 유의한 차가 있었다. 셋째, 유행 혁신성에 따른 구두의 선호와 감성의 유의한 차가 있었으며 구매횟수에 따른 구두의 선호도에 유의한 차가 있었다. 본 연구결과를 통하여 소비자의 특성 및 유행이 급격하게 변화하는 구두시장에서 생산자, 소비자 모두에게 유용한 효과적인 정보 자료로 사용될 수 있을 것으로 기대한다.