This study examined differences in brand attitude bases between Japanese and Americans. ‘Pride’ was a universal predictor of brand attitudes among both Japanese and American participants. However, Japanese consumers strongly emphasized ‘emotional attachment’, whereas Americans’ brand attitudes mostly derived from product functionality. The reason was discussed in light of Cultural-psychology.

The purpose of this studyis to conduce the survey of three groups of college women living in different residential districts, Seoul, Gyeonggi-do and a district, each other, analyze the actual condition of wearing blue jeans, comparative investigate actual condition in each residential district of wearing blue jeans and cognition by change of crotch length and trend through comparison of cognition on dressed blue jeans with short crotch length. By which investigation, it was intended to understand their condition and propose of blue jeans as may offer fit with short crotch length. As the result of this study, it presented college women had hipbone blue jeans in order of 2～3 and more than 4 in all of residential districts, they purchased hipbone blue jeans with crotch length in order of for middle crotch(23 ㎝) and short crotch(21㎝) commonly in all of residential districts, and they care a lot for exposing back waist and hip of hipbone blue jeans without reference to residential district. They had a bad feeling for exposure, and as an alternative to deal with this, they answered mostly on ‘wearing hipbone underwear’ or ‘wearing long upper garment’, and there was significant difference between residential districts in silhouette and exterior fitness of crotch length among important factors when wearing hipbone blue jeans.

This research is concerned with a comparative cognition of environmental issues in the countryside between socio-cultural groups. Environmental issues have been con연nod to litter, soil, sewage, wild life, noise, landscape, air, housing development, waste land and pesticides. Socio-cultural groups consisted of urban and countryside people who live in Korea and UK. The method of this study depended upon a standard questionnaire with a semantic scale. The cognition of Korean and British people are significantly different in every respect(p =.0001)except air issues. There is a significant similarity between Korean groups in 10 environmental issues(p > .03). Both Korean groups have generally recognized that their countryside environment has faced serious problems to be solved while British groups have not recognized serious problems in their countryside compared to the Korean groups. To both Korean and British groups the most worrying amongst the 10 environmental issues is the litter problem. In particular, there is a significant difference between British groups in soils(p = .0001), wildlife(p = .0009), air(p = .0001) and waste land(p = .0027). The existing policies (or countryside environment in Korea should be completely reconsidered and in Britain policies towards soils, wild life, air and waste land need to be reviewed. From the results it can be seen that cognition to countryside environment undergoes more cultural influences rather than social ones.