뇌파분석을 통합 시청자 반응 연구: 2006 월드컵방송 해설자에 대한 감정을 중심으로 = An Analysis Using Brainwave Measurement (EEG): A Study on TV Viewers' Response to Sports Broadcasters During the 2006 FIFA World Cup

다국어 초록 (Multilingual Abstract)

This research is focused on TV viewers’response to sports broadcasters from three major TV broadcasting stations in South Korea during the 2006 FIFA World Cup. This study is designed to measure two major factors, ① attitude and ② brainwave in the TV audience’s responses. This study is also projected to analyze the audience’s emotional degree by measuring the brainwave in the right parietal lobe at which most emotional responses are known to take place in human brain. This research anticipates that TV viewers might show their attitudes and emotional changes toward the broadcasters during the World Cup period. Thus, the study predicted that there might be a U-shaped relationship between emotion and attitude among TV audiences. In order to conduct the research, this study used the longitudinal method, which collected all available material involved with the TV audience’s attitude and brainwave before and after the World Cup period. The analysis of the data showed that the viewers’ attitude toward the broadcasters changed statistically significant. However, it also showed that there was a marginal change in the audience’s emotion. The research also found that there was a U-shaped relationship between emotion and attitude, which indicates that the viewers’ attitude will likely change as affective responses. Therefore, the main purpose of this study lied in understanding media phenomena through the biological index, brainwave, which is not likely distorted by the cognitive, or linguistic process. This study examined the relationship between the two main factors, attitude and affective responses through brainwave measurement. This study also explored that this newly adapted method might give a more accurate and sophisticate account for media phenomena.

참고문헌 (Reference)

• 1 "한국인 심리학" 중앙대학교 출판부 2000
• 2 "월드컵 독일, 경제효과는 맹물" 중앙일보 2006.6
• 3 "소비관련 감정척도의 개발" 17 (17): 55-91, 2002
• 4 "세계 시청자, 올림픽의 10배 넘을 듯" 중앙일보 2006.6
• 5 "문화유형과 정서의 차이 : 한국인의 정서 이해를 위한 시론" 6 (6): 1-43, 1997
• 6 "뇌파측정기술을 이용한 TV 영상 감성반응의 실험연구" 20 (20): 7-48, 2006
• 7 "lateralized parietal processing of affect and cognition" 1987
• 8 "The Role of Personality in Emotional Responses to Music- Verbal, Electrocortical and Cardiovascular Measures" 33 (33): 399-409, 2004
• 9 "The Role of Emotions in Marketing" 27 (27): 184-206, 1999
• 10 "The Power of Feelings in Understanding Advertising Effects Journal of Consumer Research" 1987
• 11 "The Place of Appraisal in Emotion" 3-4, 1993
• 12 "The Impact of Feelings on Ad-Based Affect and Cognition Journal of Marketing Research" 1989
• 13 "Psychophysiology" Harvard University Press 1995
• 14 "Physiological evaluation on emotion change induced by imagination" 30 (30): 137-150, 2005
• 15 "Parietal electroencephalogram beta asymmetry and selective attention to angry facial expressions in healthy human subjects" 314 : 13-16, 2001
• 16 "Neuropsychological mechanisms of individual differences in emotion" 1993
• 17 "Neuroanatomical correlates of pleasant and unpleasant emotion" 35 : 1437-1444, 1997
• 18 "Journal of Marketing" 1982
• 19 "Hemispherically lateralized EEG as a response to television commercials Journal of consumer research" 1988185~198
• 20 "From emotion perception to emotion experience Emotions evoked by pictures and classical music" 60 : 34-43, 2005
• 21 "Effect of inhalation of essential oils on EEG activity and sensory evaluation" 19 (19): 35-42, 2000
• 22 "EEG activity refelects the content of commercials" 1985
• 23 "EEG activity and the processing of television commercials" 1986
• 24 "Attitudinal effects of mere exposure Journal of Personality and Social Psychology" 1968
• 25 "Attitude toward the Ad An Assesment of Diverse Measurement Indices under Different Processing Set Journal of Marketing Research" 1988
• 26 "Attention to television: Alpha power and its relationship to image motion and emotional content" 5 : 283-301, 2003
• 27 "Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising Journal of Consumer Research" 1987
• 28 "Are Product Attribute Beliefs the Only Mediators of Advertising Effects on Brand Attitude? Journal of Marketing Research" 1981
• 29 "Appraisal of Emotion-Elicitating Events Testing a Theory of Discrete Emotions Journal of Personality and Social Psychology" 1980
• 30 "An introduction to theory and research" Addison-Wesley Publishing Co 1975
• 31 "Affective and Semantic Components in Political Person Perception Journal of Personality and Social Psychology" 1982
• 32 "Affective and Cognitive Factors in Preferences Journal of Consumer Research" 1982
• 33 "Affective Response Mediating Acceptance of Advertising Journal of Consumer Research" 1986