The domestic artificially sweetened beverage market has grown rapidly in recent years, and sodas have led this growth. This study investigated consumer food purchasing behavior of artificially sweetened sodas in terms of the food health stereotypes of “vice” and “virtue”; used to denote unhealthy and healthy food purchases, respectively. The study was conducted using consumer panel data collected by the Rural Development Administration from 2017 to 2020. Given the semi-continuous nature of artificially sweetened soda purchases, Cragg’s two-part model was used for the analysis. The probability of purchasing artificially sweetened sodas increased as expenditure on snacks (a vice food category) increased. However, of those panelists who purchased artificially sweetened sodas, expenditure on artificially sweetened sodas decreased with expenditure on snacks and increased with expenditure on fruits (a virtue food category). These results suggest that vicious-lifestyle consumers choose artificially sweetened sodas when they regulate eating habits, whereas virtuous-lifestyle consumers increase artificially sweetened soda expenditure for hedonic consumption to reduce guilt based on a sensible trade-off effect.

Drawing on the Stereotype Content Model, we examine how CSR impacts brand stereotypes and, in turn, drives consumers’ behavioral intentions towards the stereotyped brand. We do so in the context of (a) varying combinations of brands’ warmth and competence and (b) varying types of CSR activities (i.e. environmental and social).

The purpose of this study is to examine the perspective of gender in Korean textbooks in the Korea Immigration and Integration Program(KIIP), and to provide basic materials to develop more balanced gender consciousness and to reflect the reality of gender consciousness in Korean society. The purpose of this study was to analyze Korean language textbooks for KIIP. Korean textbooks in KIIP are graded from 0 to 4 levels. However, in this study, level 0 and the beginning level 1 were excluded. The study mainly analyzed illustrations, specifically pictures including those that depict the characters in the textbooks, as well as texts, specifically, the sentences, exercises, an listening dialogues of the target grammar. This study analyzed the gender roles and gender stereotypes in the illustrations and texts in Korean textbooks. As a result, gender stereotypes that were biased to one side in the elementary and intermediate textbooks were suggested or implicitly recognized in a whole society Therefore, in order for migrants to adapt to Korean society, it is necessary to suggest the correct gender role of Korean society within the Korean textbook. To this end, it is necessary to consider the part that can be perceived as one-sided gender stereotypes, and education on the proper recognition of gender and gender equality must be carried out in the development of textbooks.

Over time popular media has used the idea of Italian Mafia and the related image of mobsters in TV series, movies, and cartoons. The overall image surrounding Mafia is so powerful that nowadays many people associate the name Mafia to The Godfather movie or other fictional images. In addition to this, there are also businesses that offer products and services branded with names that remind the idea of Mafia, despite, in reality, the Mafia is a violent criminal organisation involved in drug trafficking, human trafficking, murders, etc. However, marketing research has never studied consumers’ attitudes towards the use of these stereotypes in marketing and their willingness to buy products and services that use them. This research tries to fill this gap and, by adopting Forsyth’s (1980) ethical ideologies questions, it studies the links between consumers’ ethical ideologies and: 1) consumers’ attitudes towards these products and services; 2) consumers’ willingness to buy them in order to understand whether there are differences between relativists and ideologists consumers. This research is based on an online survey made up of open and closed-ended questions. Section one of the survey was made up of closed-ended questions aimed at studying ethical ideologies; section two was made up of a mix of open- and closedended questions aimed at understanding the perceptions that respondents had towards the Mafia; their degree of acceptance towards the use of the Mafia for commercial purposes; and their willingness to buy Mafia-inspired products; the last section included some demographic questions. The survey was made available via Qualtrics and respondents were recruited through Prolific. In the end 152 responses from UK participants were collected. Data analysis has not been carried out yet, but it is expected to analyse data through the Necessary Condition Analysis (NCA), a new data analysis technique that is aimed at identifying necessary, but not sufficient conditions within data. In addition to this, analysis of group differences will be carried out through ANOVA, in conjunction with regression analysis. Through this research it is expected to be able to understand whether consumers’ attitudes towards the use of Mafia stereotypes in marketing and their willingness to buy products and services that use these stereotypes differ according to whether consumers are classified as relativists or ideologists. With this study it is expected to analyse an area of consumption that so far has been neglected by research, i.e. consumers’ attitudes and willingness to buy products and services that use Mafia-related stereotypes.

The purposes of this study are to survey stereotypes of control-display relationships for seven principal controls in passenger cars using the paper-pencil and hardware tests, and to examine stereotype strength of the paper-pencil test through comparing the stereotypes for the controls derived by the two methods. Ninety two and 60 college-aged students participated in the paper-pencil test and the real car simulation of the hardware test, respectively. There are dominant motion-directions for all controls in the paper-pencil test, while in the hardware test, there are dominant motion-directions for six controls including head light, high beam, door window, ignition key, door key and door lock controls. The stereotypes of motion-directions for six controls obtained by the paper-pencil test were the same as or similar to those by the hardware test. It was inferred from this that the congruence of the stereotypes by the two methods might be attributed to two simple motion-direction principles of 'clockwise for increase' and 'upward for increase.' Although it is known that the hardware test would be best for obtaining accurate stereotypes between controls and displays, this study implies that if the paper-pencil test is well designed, the paper-pencil test can produce the same results as the hardware test at low cost and without consuming time.

The aims of this study are to investigate stereotypes of motion-direction and real motion-directions for seven principal controls in passenger cars, and to compare the stereotypes and real motion-directions for the controls. The stereotypes were obtained by using questionnaire survey, in which 385 subjects participated. The real motion-direction data were gathered for 64 passenger cars including RVs and SUVs. The results showed that while there are dominant motion-directions for head light, door key and door lock controls, dominant motion-directions are not found for other controls investigated in this study. The stereotypes of motion-directions for seven controls obtained in this study were much different from those of the real data. Furthermore, the stereotypes for wiper, head light and high beam controls based on the questionnaire survey were opposite to the real motion-directions.

본 연구는 급수전('tap'과 'faucet'은 호환사용)의 종류에 따른 사용자의 조작방향에 대해 우리나라와 다른 나라의 문화적인 차이를 비교한 연구결과이다. 이를 위하여 우리들이 가정과 공공시설의 화장실이나 욕실 등에서 많이 사용하고 있는 냉 온수 일체형 레버형 손잡이 급수전과 냉 온수 분리형 손잡이 급수전을 선정하여 이의 열림 방향에 대한 스테레오타입을 파악하였다. 또한 본 실험결과와 다른 문화권의 자료를 비교하여 이의 차이를 규명함으로써 서로 다른

Today's driver information system often features a rotary control type as a main controller for menu navigation. Population stereotype should be clearly understood in designing those systems to minimize the misunderstanding by the operator. This paper investigates stereotypes for rotary controlled menu interfaces and influences of contributing principles. A human factors experiment was conducted using various configurations of control-display layouts, cursor shapes/positions, and movement directions. The results showed that the control should be on the left of the display, with a rightward icon on the right side of the cursor, in order to match the stereotype. Regression analysis indicated that Warrick's principle was the most influential principle, followed by Icon shape, Icon position, Clockwise away, and Clockwise up principles. This study provides valuable information to designers of menu-based systems such as driver information systems and main control rooms that uses rotary controls.

본고에서는 한국어능력시험 교재의 듣기 영역에 나타난 성 고정 관념을 분석하였다. 기존 연구들의 기준을 참고로 외적ž내적 영역에 대해 분석한 결과, 외모 및 직업에서 일부 성 고정관념이 드러났으나, 독백 텍스 트의 유형별 성별 빈도에서는 유의미한 차이를 발견하지 못했다. 내적 영 역의 경우 독백 텍스트의 성별 발화 주제는 남성 화자의 발화 비중이 높아 비교가 유의미하지 않았으며, 담화 유형의 불균형성에서는 전통적인 남녀 의 심리적 특질이 드러났다. 이와 같은 분석 결과는 최근 한국 사회에서 변화의 움직임을 보이는 젠더가 추후 출판될 한국어능력시험 교재가 성 평등한 방향으로 구성되는 데에 도움을 줄 수 있다는 점에서 의의가 있다.

이 연구의 목적은 초등학교 현장체험학습의 장소인 선사유적 박물관을 ‘젠더 관점에서의 비판적 읽기’(이후 젠더 읽기로 표기)를 통해 선사시대를 바라보는 정형화된 전시의 문제점을 밝히는 데 있다. 잘 알다시피 우리가 알고 있는 선사시대는 실제가 아니라 해석의 결과물이다. 따라서 선사시대를 바라보는 관점이 반영될 수밖에 없다 그렇다면 어떤 관점에서 과거를 재현하고 있을까? 이를 위해 하나의 사례로서 ‘삼양동 선사유적 전시관’에 주목하면서 우리나라 선사유적 박물관들이 ‘남성이 된다는 것’과 ‘여성이 된다는 것’이라는 젠더 차별화가 관행으로 뿌리내리고 있음을 확인하고, 이를 통해 젠더 중립적 관점에서의 새로운 선사유적 박물관의 젠더 중립적 전시와 초등학교 현장체험 학습의 올바른 방향을 탐색한다.

우리는 흔히 은유적(METAPHORICAL)인 표현으로서 아날로그 이미지(ANALOG IMAGE : AI)또는 디지털 이미지(DIGITAL IMAGE : DI)라는 표현을 사용한다. 예를 들어 브라운관 TV를 보면 AI라고 느낄 것이며, 최근의 디지털TV를 보면 DI로 느끼는 것을 의미한다. 이와 같이 제품으로부터 AI와 DI를 느끼게 하는 시각적 자극요소에는 사람에게 그렇게 느끼게 하는 어떤 특정한 스테레오타입(STEREOTYPE : ST)이 존재할 것이라는 가설을 세우고 그것이 무엇인지 실험을 통하여 밝히려 하였다. 1차 2차 실험결과 여러 다양한 요소가 관련되어 있다는 것을 알 수 있었으며 그 중에서도 AI를 가진 제품에서는「곡선적」「둥근」그리고, DI를 가진 제품에서는「심플한」「각이 있는」「사각의」「직선적」등 기하학적 형태와 관련된 요소가 매우 강하면서도 서로 상이하게 나타나 AI와 DI를 구분 짓게 하는 중요한 ST요소라는 것을 알 수 있었다. 이렇듯 형태에서 느껴지는 AI와 DI의 상이한 ST가 존재한다는 결과로부터 형태요소가 AI와 DI를 구분 짓는 중요한 요소라는 점에 착안하여「형태(shape)」요소에 초점을 맞추어 3차 실험을 진행하였다. 실험은 삼각형으로부터 점점 원으로 변환해가는 과정에 있어서 사람들의 AI에서 DI로의 변화시점을 확인하고자 하였으며, 피험자들로부터 그 변화 시점을 명확히 확인해 볼 수 있었다. 즉 AI와 DI의 변화 시점이 존재한다는 것은 AI와 DI의 판단에 있어서 ST가 확실히 영향을 미친다는 것을 의미한다.

본 연구는 사회적 소수자가 사회 교과서 속에서 어떤 전형성을 가지고 있는 것으로 묘사되는지 살펴보고 현실에 대한 반성과 앞으로의 방향을 제시하는 것을 목적으로 한다. 이를 위해 2009 개정 사회과 교육과정에 따른 중학교 교과서 12권을 분석하였다. 분석 결과는 다음과 같다. 첫째, 사회적 소수자는 타자, 약자 등의 이미지로 묘사되고 있다. 둘째, 사회적 소수자로서 인종(민족)에 해당하는 하위 집단이 가장 많이 다루어지고 있고 여성, 장애인이 그 뒤를 잇고 있다. 셋째, 사회 변화를 반영하여 성적 소수자나 양심적 병역 거부자도 새롭게 다루어지고 있다. 넷째, 이주 노동자와 결혼 이민자에 대한 부정적이거나 다소 부정확한 전형적 묘사도 나타나 있다. 다섯째, 사회적 소수자는 대체로 어려움을 겪는 존재, 약자, 차별의 대상, 지원의 대상, 갈등과 문제의 원천 등과 같은 맥락에서 주로 다루어지고 있다. 교과서가 학생들에게 미치는 영향력을 고려할 때 앞으로는 사회적 소수자가 시혜의 대상이 아니라 적극적, 주체적, 협력적으로 문제를 해결하고 현실을 개선하는 데 참여할 수 있는 존재라는 점도 부각될 필요가 있다.