감정과 관련된 문법소의 기능에 관한 연구

문병열 인문사회 21 2022 인문사회 21 Vol.13 No.3

감정과 관련된 문법소의 기능에 관한 연구문 병 열* 요약: 이 연구는 뇌 과학의 관점에서 감정을 정의하고 분류하여 이와 관련된 한국어 문법 요소의 기능을 체계적으로 살펴보는 데에 그 목적이 있다. 뇌 과학의 관점에 따르면, ‘감정’은 과거 경험에 기반하여 외부의 사태에 대해 변연계에서 내리는 판단이며 감정 반응이 뒤따르는 것으로 정의할 수 있다. 이러한 정의를 통해, 우리는 ‘감정 판단’과 ‘감정 반응’을 구별할 수 있게 된다. 선행 연구에서 감정 양태를 세우지 않거나 그 하위 체계를 상정하지 않은 것은 이들을 구별하지 않은 까닭이다. ‘설렘, 기쁨, 공포, 슬픔’ 등은 감정 판단의 결과로 문법 범주 ‘양태’와 관련되며, ‘감탄, 놀람’ 등은 감정 반응으로 문법 범주 ‘감탄’과 관련된다. 또한 변연계 공명이라 불리는 특이한 감정 반응인 ‘공감’은 생리 반응의 일종이라는 점에서 ‘감정 반응’의 특성을 보이지만 상대방의 감정을 추론한다는 점에서 ‘이성적 판단’의 특성을 보이기도 한다. 이 연구를 통해 ‘감정 판단’과 ‘감정 반응’이 구분되는 감정 양태 체계를 세울 수 있었고 이를 통해 감정과 관련된 한국어 문법소의 체계적 기술이 가능해졌다. 향후 감정 양태 체계에 속하는 개별 문법소의 의미와 기능에 대한 좀더 세밀한 기술과 설명이 이루어지길 기대한다. 핵심어: 뇌 과학, 감정 판단, 감정 반응, 양태, 감탄 □ 접수일: 2022년 5월 26일, 수정일: 2022년 6월 13일, 게재확정일: 2022년 6월 20일* 한남대학교 국어국문창작학과 교수(Professor, Hannam Univ., Email: bym@hnu.kr) A Study on the Functions of Grammartical ElementsRelated to EmotionsByungyul Mun Abstract: The purpose of this study is to systematically examine the functions of Korean grammatical elements related to emotions by defining and classifying them from the point of view of brain science. According to the perspective of brain science, ‘emotion’ can be defined as a judgment made by the limbic system about an event based on past experiences, and followed by an emotional response. This definition allows us to distinguish between ‘emotional judgment’ and ‘emotional response.’ The reason that the previous study did not establish the emotional modality or postulate its sub-system is because it did not distinguish between ‘emotional judgment’ and ‘emotional response.’ ‘Excitement, joy, fear, sadness’, etc. are related to the grammatical category ‘modality’ as a result of emotional judgment, and ‘admiration, surprise’ and the like are related to the grammatical category ‘exclamation’ as an emotional response. In addition, ‘empathy’, a peculiar emotional response called limbic resonance, shows the characteristics of ‘emotional response’ in that it is a kind of physiological response, but it also shows the characteristics of ‘rational judgment’ in that it infers the emotions of the other person. Through this study, it was possible to establish a system of emotional modality in which ‘emotional judgment’ and ‘emotional response’ are distinguished, and through this, a systematic description of Korean grammaical elements related to emotions became possible. It is expected that more detailed descriptions and explanations of the meaning and function of individual grammaical elements belonging to the emotional modality system will be made in the future. Key Words: Brain Science, Emotional Judgment, Emotional Response, Modality, Exclamation

어머니의 부부적응, 우울과 불안, 정서반응이 유아의 정서조절에 미치는 영향

이은정(Eun Jeong Lee),김영희(Yeong Hee Kim) 충북대학교 생활과학연구소 2015 생활과학연구논총 Vol.19 No.1

The purpose of this study was to examine effects of marital adjustment, depression, anxiety and emotional response on emotional regulation in young children. Subjects of this study were 212 mothers of young children aged 3-5 years old attending 7 kindergartens and child care centers located Chungbuk province. Data were analyzed by frequency, percentage, Cronbach's α, t-test, F-test, Tukey post-hoc test, Pearson's product-moment correlation coefficient using the SPSS 12.0 program, and path analysis was done using AMOS 7.0 program. The results of this study were as follows: First, mother's marital adjustment had direct effects on mother's depression and anxiety. Also, mother's marital adjustment had an indirect effect on young children's maladaptive emotional regulation mediated by mother's anxiety and mother's discouraging emotional response. Second, mother's depression had a direct effect on mother's encouraging emotional response while mother's anxiety did on mother's discouraging emotional response. Mother's encouraging emotional response was a mediator between mother's depression and young children's adaptive emotional regulation whereas mother's anxiety was mediated by discouraging emotional response in young children's maladaptive emotional regulation. Third, mother's encouraging emotional response had a direct effect on young children's adaptive emotional regulation while mother's discouraging emotional response had a direct effect on young children's maladaptive emotional regulation.

호텔 서비스스케이프가 종사원의 직무만족과 조직몰입에 미치는 영향

최홍임,윤태환 대한관광경영학회 2011 觀光硏究 Vol.25 No.6

본 연구는 호텔의 서비스스케이프가 종사원의 인지와 감정 반응을 매개로 하여 직무만족과 조직몰입에 미치는 영향에 대한 분석을 시도하였다. 부산지역 소재 5개 호텔의 종사원 238명을 대상으로 수행한 실증분석을 통해 본 연구에서 제시한 연구가설을 검증한 결과는 다음과 같다. 첫째, 호텔 서비스스케이프 중 기능성/편의성 요인은 종사원의 인지적 반응 중 혁신적 반응에, 심미성 요인은 미적 반응과 안정적 반응에 영향을 미치는 것으로 나타났으며, 안전성 요인은 안정적 반응에 유의한 영향을 미치는 것으로 나타났다. 둘째, 종사원의 감정적 반응 중 부정적 감정에는 기능성/편의성과 심미성 요인이, 긍정적 감정에는 주변요소와 심미성 요인이 유의한 영향을 미치는 것으로 나타났다. 셋째, 종사원의 인지적 반응 중 미적 반응과 안정적 반응이 종사원의 감정적 반응 중 부정적 감정에 유의한 영향을 미쳤고, 긍정적 감정에는 미적, 혁신적, 안정적 반응 모두가 유의한 영향을 미치는 것으로 나타났다. 넷째, 종사원의 직무만족과 조직몰입에 대해서 인지적 반응 중 안정적 반응이 유의한 영향을 미치는 것으로 나타났다. 다섯째, 감정적 반응 중 부정적 감정은 직무만족에만 유의한 영향을 미쳤고, 긍정적 감정은 직무만족과 조직몰입에 유의한 영향을 미치는 것으로 나타났다. The purpose of this study is to examine the relationship among hotel servicescape, employee's job satisfaction, organizational commitment through the mediating effects of employee's cognitive and emotional responses. The results of testing are shown as follows. First, functionality/convenience of hotel servicescape had statistically significant influence on innovative response. And aesthetics had an effect on aesthetic response and stable response. Safety dimension was also found to have significant influence on stable response. Second, negative emotion of the employee's emotional response had a significant effect on functionality/convenience and aesthetics. Positive emotion has been shown to influence ambient factors and asthetics. Third, aesthetic response and stable response of the employee's cognitive response had an effect on negative emotion of the employee's emotional response. And positive emotion has been shown to influence aesthetic, innovative, stable response. Fourth, the employee's job satisfaction and organizational had a significant influence upon stable response of cognitive response. Fifth, negative emotion of emotional response had a statistically significant effect on job satisfaction and positive emotion has been shown to influence job satisfaction, organizational commitment.

판매원의 감정지능은 고객을 즐겁게 만들 수 있는가?

김상희(Sang Hee Kim) 한국경영학회 2010 經營學硏究 Vol.39 No.6

This study is suggesting salesperson`s emotional intelligence is one of abilities to consider customers and to express positive emotion to customers at service encounter. It is observed about the influence of this emotional intelligence upon salesperson`s selling behavior at the service encounter This study also shows how the salesperson`s this behavior influence the customers emotional response and behavior. In other words, it is examined whether salesperson`s emotional intelligence can make customer happy and promote positive behavior or not. In this purposes it is used empirical analysis to see whether the internal marketing called selection, education, and socialization in salesperson has ultimately the customers` positive response. It is offering an opportunity available for examining the internal marketing and the external marketing from the integrative perspective. The previous researchers have studied independently by separating internal and external marketing. A research with the aim or empirically verifying relevancy to this is insufficient. The prior studies have carried out independently by separating a research of the internal marketing on the influence of salesperson`s propensity, ability, and selling knowledge upon salesperson`s performance. On the other hand research on the external marketing on the influence of several stimuli in a selling situation upon customers recognition, behavior, and evaluation. However, what is important in marketing is to perform external marketing through internal marketing. A reason is that enterprise aims to perform the internal marketing by investigating lots of costs is because of loading to customers` positive responses through this. Accordingly, when salesperson perform service in the process of interacting with customers. the customer recognition on these peoples service needs to be grasp simultaneously. This will just become what properly measure an effect of internal marketing. As this is related to whether the management of employees through selection and education for employees can lead finally to customers` positive responses. The successful external-marketing strategy through the internal marketing will be a part that will need to be considered deeply from the marketing aspect. In this aspect, this study aims to attempt the integrated approach in the internal marketing and external marketing by examining the influence of the salesperson`s emotional intelligence upon the salesperson`s positive emotional expression and pro-social behavior to customer`s emotional response and behavior at the service encounter. The specific objectives of this study are as follows: Firstly, this study elms to examine about the influence of salesperson`s emotional ability upon salesperson`s selling behavior at the service encounter, This study suggests the positive emotional expression and the pro-social behavior to customer as salesperson`s selling behavior. Through this, it aims to examine about the influence of the salesperson`s emotional intelligence upon salesperson`s behavior in the actual selling situation. Second, the aim is to verify the influence of salespereon`s positive emotional expression and pro-social behavior upon customers` emotional response at the service encounter. In other words, the aim is to examine how the salesperson`s behavior influences by emotional intelligence upon customers` emotion at the service encounter. Third. to examine the influence of the customers` emotion, this is formed at the service encounter, upon customers` behavior, This study aims to examine whether salesperson`s emotional intelligence at service encounter has upon the selling behavior and whether this selling behavior has customers` emotion, thereby, possibly leading to resulting finally in customers` positive behavior-this study examine these three aspects. In other words, it aims to suggest a question about whether salesperson`s emotional intelligence makes customer happy and to verify this em

항공 서비스 인카운터에 대한 감정적 반응이 고객만족에 미치는 영향

배준철 ( Jun Chul Bae ),황수영 ( Su Young Hwang ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2015 호텔리조트연구 Vol.14 No.2

This study, the effect of service encounter on customer satisfaction through emotional response is addressed. For the research, 160 samples are collected by convenience sampling. In order to measure service encounter, used quantitative(communication time, information richness, proxemics) and qualitative compositional factors(interaction quality, physical environment quality, outcome quality). The results of the analyses are as follows: First, the quantitative compositional factors(communication time, proxemics) have a direct impact on positive and negative emotional response. But the information richness doesn``t give any significant impacts on the emotional response. Second, qualitative compositional factors(physical environment quality, outcome quality) are significantly affected by the positive and negative emotional response. But the interaction quality doesn``t give any significant impacts on the positive and negative emotional response. Third, two dimensions(positive emotional response, negative emotional response) of the emotional response have a direct impact customer satisfaction.

관광수용태세, 부정적 감정반응 및 회피행동의 영향관계

윤정헌 ( Yoon Jung-heun ),박명서 ( Park Myeong-seo ) (사)한국마이스관광학회 2017 MICE관광연구 Vol.17 No.3

This study is to test whether the tourism preparedness affects the negative emotional response and whether the negative emotional response affects the avoidance behavior. The results showed that tourism preparedness influenced negative emotional response. Negative emotional response was found to have a effect on avoidance behavior. This results can provide the following implications. First, the government and tourism enterprises operating tourism destinations will need to continuously improve through periodic evaluation in strategical view. Second, six components of tourism preparedness has effect on the negative emotional response. Therefore, detailed correspondence is requested for each component. Third, it is necessary to pursue the minimization of the negative emotional response in the first place. Fourth, it would be desirable to construct strategy that focuses on expanding the positive emotional response rather than focusing on reducing the negative emotional response in the long term.

예술작품에 있어서 관람자의 감정과 가치 평가와의 관계 연구

홍찬석 ( Chan Seock Hong ),박성민 ( Sung Min Park ),임아영 ( Ah Young Lim ) 한국기초조형학회 2012 기초조형학연구 Vol.13 No.2

본 연구는 관람자 관점에서, 그로테스크한 사진을 통해 유발되는 관람자의 소비감정과 예술에 대한 가치평가 관계를 탐색한 것이다. 이를 위해 본 연구는 그로테스크한 사진 이미지를 연구대상으로 삼아 첫째, 현대 예술에 많이 등장하고 있는 그로테스크의 예술적 가치를 탐색하고, 둘째, 순수예술영역에서 관람자의 감정반응의 중요성을 부각시키면서, 마지막으로, 부정적 감정과 예술적 가치 차원의 관계를 살펴보았다. 연구결과는 다음과 같다. 첫째, 그로테스크한 사진 이미지에 대해 관람자들은 일반적으로 ``걱정스럽다``, ``기분 나쁘다``, ``당황스럽다``, ``두렵다``, ``부담스럽다``, ``불쾌하다``, ``불편하다``, ``싫다`` 등의 부정적인 감정이 강하게 나타냈으나, 긍정적 감정으로는 유일하게 ``놀랍다``만이 유의한 것으로 나타났다. 둘째, 관객이 평가하는 그로테스크한 사진에 대한 예술적 가치를 심미성, 독특성, 고귀성, 여성성 등의 4가지 차원으로 나누어 살펴보았다. 실험 결과 관람자들은 독특성 가치를 가장 높게 평가했다. 그리고 심미성차원 항목 중 ``세련되었다, 감각적이다, 심미적이다`` 등에 대해서 긍정적인 평가 반응 보임으로써, 그로테스크가 부정적 감정을 유발함에도 불구하고 예술로서 가치가 있음이 실증되었다. 따라서 그로테스크와 같이 예술가의 부정적인 감정표현도 예술로서 그 가치를 인정받고 있음이 드러났다. The purpose of this study emphasizes on viewer`s emotional response and explores the artistic value on grotesque through viewer`s response. The emotional response is being recognised as an important source of evaluation of the visual art. The artistic value is being evaluated and completed by interaction of viewer and the work of art. So this study explores the relationship between viewer`s emotional response and artistic value through grotesque photograph. The results of this study are as follows. Firstly, grotesque photograph evokes negative emotional response more than positive response. Viewers have experienced negative emotion such as ``be anxious``, ``be repellent``, ``be baffling``, ``be fearful``. ``be burdened``, ``be discomfort``, ``be displeasure``, ``dislike`` through grotesque image. However, positive response is only ``be astonishing``. Secondly, despite of strong negative emotional response, viewers can feel artistic value through grotesque image. Especially, among artistic value dimensions(esthetics, uniqueness, noble, femininity), uniqueness has received a favorable evaluation as artistic value of grotesque photograph. And some of components of the Aesthetic dimension are evaluated positively(stylish, sensual, tasteful). Lastly, generally, positive emotional response affects on positive evaluation and attitude. Negative emotional response cause negative evaluation. However, In visual art, negative emotional response is signigicant.

브랜드 성과에 영향을 미치는 마케팅 커뮤니케이션과 인지적 반응 및 정서적 반응 간의 구조적 관계: 외식산업을 중심으로

권준혁,우종필 한국상품학회 2019 商品學硏究 Vol.37 No.5

The purpose of this study is to suggest the direction of marketing management by deriving the leading factors and verifying the structural relations among the factors in order to achieve brand performance in various situations and service marketing in the rapidly changing food service industry. In the field, empirical research is needed to see how leading factor affect brand performance. Therefore we tried to analyze empirically the relationship between key and differentiated marketing communication, cognitive response, and emotional response variables affecting brand performance variables in restaurant industry. The research subjects were restaurant service, consumers who perceived marketing communication such as advertisement/promotion, word of mouth, press, social network service (SNS) contents related to restaurant. An online survey was conducted and a sample of valid 376 men (183 men and 193 women) was collected and analyzed by structural equation modeling. First, the three factors of advertisement/promotion, word of mouth, and the publicity have positive effects on cognitive responses, but SNS contents have no statistically significant effect on cognitive responses. Second, advertising/promotion, word of mouth, and SNS contents had a positive effect on emotional response, but the publicity did not have statistically significant effect on emotional response. Third, cognitive response and emotional response had a positive effect on brand attitude. Fourth, the cognitive response had a positive effect on the dependent variable, brand loyalty, but the emotional response did not have a statistically significant effect on brand loyalty. Fifth, brand attitude affects positively (+) on brand loyalty. Finally, advertising and promotion, which are ‘firm—controlled media’ or ’controlled communications‘, have a statistically significant effect on emotional response than word-of-mouth, which is ’uncontrolled communications‘, in marketing communication. 본 연구는 다양한 상황과 급변하는 외식산업 분야의 서비스 마케팅에서 브랜드 성과를 달성하기 위해 선행요인들을 도출하고 요인들 간에 구조적 관계를 검증하여 구체적인 마케팅관리 방향을 제시하고자 하였다. 현장에서는 어떠한 선행요인들이 브랜드 성과에 어떻게 영향을 미치는지 실증적인 연구가 필요하다. 그러므로 외식산업 분야에서 브랜드 성과 변수들에 영향을 미치는 핵심적이고 상이한 성격의 마케팅 커뮤니케이션과 인지적 반응 및 정서적 반응 변수들 간의 관계를 실증적으로 분석하고자 하였다. 연구대상은 외식 서비스를 이용하였으며 외식과 관련된 광고·촉진, 구전, 언론, SNS(social network service) 콘텐츠 등의 마케팅 커뮤니케이션을 지각한 소비자들이다. 온라인 설문조사를 실시하였으며 유효한 376명(남성 183명, 여성 193명)의 표본을 수집하여 구조방정식모델링 분석을 실시하였다. 분석 결과, 첫째, 광고·촉진, 구전, 언론의 3가지 요인은 인지적 반응에 정(+)의 영향을 미치는 것으로 나타났으나 SNS 콘텐츠는 인지적 반응에 통계적으로 유의한 영향을 미치지 않았다. 둘째, 광고·촉진, 구전, SNS 콘텐츠는 정서적 반응에 정(+)의 영향을 미쳤으나 언론은 정서적 반응에 통계적으로 유의한 영향을 미치지 않았다. 셋째, 인지적 반응 및 정서적 반응은 브랜드 태도에 정(+)의 영향을 미쳤다. 넷째, 인지적 반응은 최종 결과변수인 브랜드 충성도에 정(+)의 영향을 미쳤으나 정서적 반응은 브랜드 충성도에 통계적으로 유의한 영향을 미치지 않았다. 다섯째, 브랜드 태도는 브랜드 충성도에 정(+)의 영향을 미치는 것으로 나타났다. 마지막으로 독립변수인 마케팅 커뮤니케이션에서 ‘기업-통제 미디어’ 및 ‘통제된 커뮤니케이션’인 광고·촉진이 ‘통제되지 않은 커뮤니케이션’인 구전보다 정서적 반응에 더욱 크게 통계적으로 유의한 영향을 미치는 것으로 나타났다.

구전활동이 전달자의 감정에 미치는 영향: 구전극성과 구전동기의 역할

박기경 ( Ki Kyoung Park ),류강석 ( Gang Seong Ryu ) 한국소비자학회 2011 소비자학연구 Vol.22 No.4

구전연구의 오랜 전통에도 불구하고, 구전활동이 전달자에게 미치는 영향에 관한 연구는 거의 이루어지지 않았다. 이에 본 연구에서는 구전 이전과 비교하여 구전 이후에 전달자의 감정이 어떻게 변화하는지 실험적인 방법을 사용하여 고찰하였다. 감정조절(긍정감정의 유지와 부정감정의 회복)과 책임감 문헌이 이론적 배경으로 사용되었고, 전달자의 감정변화를 결정하는 영향요인으로서 구전의 극성과 구전동기의 초점 두 가지가 제시되었다. 본 연구의 실험결과에 의하면, 만족한 소비자가 긍정적 구전을 하면, 구전동기가 자아초점인 경우 소비자의 긍정적 감정이 강화되고, 타인초점인 경우 소비자의 긍정적 감정이 약화되는 것으로 나타났다. 반면, 불만족한 소비자가 부정적 구전을 하면, 자아초점인 경우 소비자의 부정적 감정이 약화되고, 타인초점인 경우 소비자의 부정적 감정이 강화되는 것으로 나타났다. 이러한 결과는 구전동기에 따라 구전에 포함된 감정노출의 정도가 달라지고, 그것이 감정변화에 미치는 효과가 구전극성에 따라 다른 방향으로 작용하는 기제에 의하여 일정 부분 설명되는 것으로 분석되었다. 본 연구는 이론적인 측면에서 구전현상을 이해하기 위한 새로운 시각과 결과를 제공하고, 기존의 감정조절 문헌을 구전상황으로 확장하는 이론적인 기여를 제공한다. 또한 기업이 구전마케팅 전략을 수립할 때, 구전대상인 신규고객뿐만 아니라 구전을 수행 하는 기존고객의 반응도 고려해야 함을 강조하며, 이를 위한 몇 가지 실무적인 제안을 하고자 한다. Despite its long tradition of research on word-of-mouth (WOM), little is known about the impact of WOM on communicators` responses as opposed to those of recipients. In the early literature, scholars were mainly interested in studying the critical role that WOM played in the diffusion of new products and in examining the influential effects that WOM had on various responses of its recipients(e.g., memory, involvement, attitude). They also suggested several moderators and explored potential mechanisms for those effects. On the other hand, some researchers identified what factors were related to or influenced consumers` intention to engage in WOM(e.g., satisfaction, market maven). To fill this gap in the literature, this research is to investigate how a communicator`s affect will change after compared to before engaging in WOM, using experimental approaches. Specifically, the present study differs from previous ones in (1) dealing with WOM which is more comprehensive post-purchase behavior than complaint, (2) focusing on emotions as a key determinant to a communicator`s post-WOM responses, (3) directly comparing satisfaction and dissatisfaction in a single setting, and (4) proposing the motive of WOM as a moderator. Findings from research on complaint behavior could provide some insights in understanding the research problem. For example, Nyer and Gopinath(2005) found that dissatisfied customers who made a complaint toward the company were less likely to spread negative WOM than those who did not. Also Tax, Brown and Chandrashekaran(1998) showed that if a company addressed complaints of dissatisfied customers in a fair fashion, their loyalty tended to increase (i.e., recovery paradox). Emotions were assumed to play an important role in affecting postcomplaint behavior in those studies(e.g., relief by venting). Thus, we employ emotional regulation as one of the theoretical underpinnings to derive our predictions. Emotional regulation refers to maintaining, expressing and controling emotional states(Gross 1998). It is based on hedonic principle; people are inherently motivated to maintain it when they``re in positive emotions or to recover it toward positive emotions if they``re in negative mood. There are two strategies for maintaining positive mood. First, people do avoid or do not pay attention to any information threatening current positive state. Second, they tend to recall the positive aspects of the event repeatedly(e.g., savoring). On the other hand, negative emotional recovery is closely related to the concept of catharsis suggested by Freud. He argued that psychological recovery could be obtained by venting negative emotions like anger. According to the clinical psychology literature, if an individual exposes the trauma or stressful experiences to others, his cognitive structure will be reconstructed, which reduces the frequency of intrusive thoughts. It is also known that just sharing their experiences with others provides certain benefits and value to people. However, they need to disclose or express their emotions in the communication in order to enjoy the recovery effect. The other relevant construct is accountability that can be defined as the internal expectation to justify individuals` behavior. Accountability also serves as social pressure or anxiety for people to manage their impressions in social contexts(Tetlock 1992). Individuals who feel accountable for their communication tend to follow more complex processing style. Drawing upon emotional regulation theory(i.e. affect maintenance and recovery effects) and the notion of accountability, the authors propose the valence of and motive of WOM as the determinants of the change that occurs to a communicator`s affective responses in the WOM context. The valence of WOM is directly related to appraisal of consumption experience as satisfaction or dissatisfaction, whereas the motive of WOM can be classified to be self-oriented or other-oriented. Self-oriented motives include managing one`s self-image and expressing emotions that consumers have experienced during their purchase or consumption. Other-oriented motives are that consumers engage in WOM to help their friends make the best choice. These discussions lead to the development of hypotheses. Specifically, if satisfied customers engage in WOM for self-oriented motives, they tend to attend to and express their emotions vividly during WOM. Then their positive emotions are reinforced and their self image can be boosted, which leads to increases in positive emotions. However, in other-oriented WOM, consumers would focus on objective information as opposed to emotional information. Moreover, they might feel accountable for the potential consequences of their WOM. These are likely to result in decreases in positive emotions after WOM. On the other hand, if dissatisfied customers engage in WOM by self-oriented motives, expressing and venting their negative emotions would give them the catharsis effect. Their negative emotions are likely to be reduced. For other-oriented WOM in which more factual information is transmitted, communicators would not get much emotional recovery. This combined with the elevated level of accountability would aggravate their negative emotions. We also propose that the amount of emotional disclosures in WOM and communicator``s perceptions of accountability mediate the change of emotions in WOM. We used a 2(the valence of WOM: positive vs. negative) X 2(the motive of WOM: self-oriented vs. other-oriented) X 2(time of emotions: before WOM vs. after WOM) mixed design with the first two as between-subject factors and the last as a within-subject variable. The main dependent variable was WOM communicator`s emotions. In the beginning, participants were asked to recall the most satisfied or dissatisfied consumption incidence that they had recently experienced (i.e., manipulation of WOM valence). And participants` emotional responses were measured about the recalled experience using a scale adapted from CES(Consumption Emotion Set, Richins 1997). An hour later, participants performed a WOM transmission task; they wrote a WOM message about their consumption experiences to their friends. In the instruction for this task, WOM motive was manipulated by using concrete examples of either self- or other-motives. After the WOM transmission, they completed the same scale used earlier for emotional responses. To test the main hypotheses, we ran separate analyses for each valence of WOM; repeated measures ANOVA was performed on the emotional responses with WOM motive as a betweensubjects factor and time of emotions as a within-subjects factor. The analyses produced a significant interaction between WOM motive and emotion time for both valence conditions. As to positive WOM, satisfied participants showed more positive affective responses after(vs. before) engaging in WOM if their WOM motive was self-oriented(4.61 vs. 4.97; F(1,46)=3.81, p<.10), whereas they revealed less positive emotions when their motive was other-oriented (5.01vs.4.57; F(1,46)=6.35, p<.05). As for negative WOM, dissatisfied participants`` emotions became less negative after(vs. before) WOM in self-oriented WOM(3.82 vs. 3.33; F(1,53)= 4.76, p<.05), whereas their negative emotions became stronger after other-oriented WOM(3.72 vs. 4.16; F(1,53)=4.77, p<.05). Regarding amount of emotional exposures in WOM as a potential mediator, first, participants tended to included more emotional expressions in the self- than other-oriented WOM(positive WOM condition: 1.74(self) vs. 0.96(other); F(1,46) =5.63, p<.05; negative WOM condition: 1.68(self) vs. 0.96(other); F(1,53)=7.02, p<.05). In addition, the mediation tests confirmed that the change of emotions could be attributable in part to how much a communicator expressed his feelings in the WOM transmission. The more he exposed, positive emotions became more positive, and negative emotions became less negative. However, accountability could not explain the effect as another mediator. The research findings provide a new perspective and knowledge for better understanding of WOM, and extend emotional regulation theory to the area of WOM. Emotional recovery effect in psychology has typically been examined in the context of strong private feelings like trauma. Our research demonstrate that similar effects could be observed for less intensive emotions like consumption-related ones. Moreover, we formally tested the mediation effects of emotional expressions, which had been mostly assumed in the existing literature. Lastly, we identified the motive of WOM as an important moderator that could be applicable for both positive and negative experiences. These findings also have several implication for managers. It is recommended that firms should not consider only generating positive responses from new customers(i.e., WOM recipient), but also exerting positive influences to existing customers(i.e., WOM communicator) in designing WOM marketing strategies. For example, firms should encourage satisfied customers to express their emotions vividly. Also, they need to devise reward programs for referrals to help WOM communicators relieve the psychological burden including accountability. In addition, appropriate venues or channels should be provided for dissatisfied customers to express their negative emotions easily without being exposed to other consumers.

해양레저스포츠 체험환경 요인이 참가자의 감정적 반응, 만족 및 재참가의도에 미치는 영향

문태영(Tae Young Moon) 한국사회체육학회 2010 한국사회체육학회지 Vol.0 No.40

The purpose of this study was to examine the impact of hands-on environments of marine leisure sports to the emotional response, satisfaction level and re-participation intention of participants. It`s basically meant to provide useful information on successful marketing planning of marine leisure sports to keep offering better, future-oriented chances for participants to experience the sports. Marine sport centers and local governments that are responsible for preparing hands-on environments for marine leisure sports have provided opportunities for people in general to take part in the sports, and one of the prerequisites for the sustainable success of such an event is a creation of good hands-on environments. As a result of making an investigation, the following findings were given: First, the physical factor, one of the subfactors of hands-on environments, didn`t have any impact on the positive and negative response of participants, which belonged to emotional response. Second, the accessibility factor, one of the subfactors of hands-on environments, exerted an influence on their positive and negative response, which belonged to emotional response. Third, the service factor, one of the subfactors of hands-on environments, didn`t affect their positive and negative response, which belonged to emotional response. Fourth, the perceived factor, one of the subfactors of hands-on environments, didn`t influence their positive response, part of emotional response, and that had a significant impact on their negative response. Fifth, the emotional response of the participants in marine leisure sports affected their satisfaction level in a significant manner. Sixth, the satisfaction level of the participants in marine leisure sports impacted on their re-participation intention in a significant way. As the findings of the study suggested, the hands-on environment factor of marine leisure sports exercised a significant influence on all the emotional response, satisfaction level and re-participation intention. Given the findings, there are some suggestions: It could be said that there is much room for improvement in facilities, product development and system in hands-on events for marine leisure sports held by marine sport centers and local governments. In order to step up the development of marine leisure sports, a lot of efforts should be directed into that from diverse angles.