This study aimed to compare difference of emotions elicited by images and health functionality information of cooked rice between rice-staple culture and non-rice-staple culture in the perspective of cross-cultural study. Emotion lexicons, as a tool to measure emotions elicited by images and health functionality information of cooked rice between Koreans and Americans, were developed based on qualitative and quantitative researches, to apply specialty of the stimuli and culture and distinguish emotions among stimuli. In addition, to utilize this tool, the emotions elicited by stimuli between Koreans and Americans were measured and compared based on quantitative research. In the first study, the title of "Development of emotion lexicons elicited by images and health functionality information of cooked colored rice," emotion lexicons as a measurement were developed by generating emotion terms elicited by stimuli from FGI (Focus Group Interview) and refining emotion lexicons from the 1st customer survey. The FGI was held to generate emotion terms related with cooked colored rice with 10 Koreans aged over 20 who eat rice as staple and 10 Americans aged over 20 who do not eat rice as staple. They were asked about their perceptions, experiences and emotions regarding cooked colored rice and the emotion terms elicited by image and health functionality information of cooked colored rice were deviated from them. As a result from FGI, 46 terms (28 positive and 18 negative terms) for Koreans and 66 terms (34 positive, 22 negative and 10 unclassified terms) for Americans were extracted except overlapped terms. These terms from FGI were classified and selected in 60 through translation and back translation. In addition, 5 functional & abstract conceptualization terms frequently referred with emotion terms were also selected to understand their emotions about stimuli. The 60 emotion terms generated were further refined with 69 Koreans and 68 Americans in the 1st consumer survey. As a result of the 1st consumer survey, familiarity of cooked rice was significantly positively correlated with the number of emotion terms used (P<0.05, 0.001). The number of emotion terms used among 60 terms on 9 stimuli for Koreans was significantly higher than Americans (P<0.01), and also significantly different among 9 stimuli. On the other hand, for Americans, there was no significant difference in the number of emotion terms used among the stimuli (P<0.05). In the frequency of emotional terms used by each stimulus, emotion terms were more used and distinguished among the stimuli in Koreans. Those were more discriminated on the image (IM) of cooked white and black rice, and the images&health functionality information (IM&H) of cooked black rice for Koreans and on IM and IM&H of cooked white and yellow rice for Americans. In addition, the frequency of positive emotions was also significantly high on those stimuli for Americans. In the difference of frequency between IM and IM&H of cooked rice, the frequency of negative terms was significantly high on IM for both countries, but the frequency of positive terms got significantly higher after health functionality information presented. For the stimuli, IM of cooked red rice was significantly the highest in the frequency of negative terms for both Koreans and Americans, and the frequency of positive emotions was significantly high on IM of cooked black rice for Koreans, and yellow rice for Americans. Based on statistical analysis and the previous researches, the emotion terms with the significant difference in the frequency of each term among stimuli were selected. In addition, the terms with over 20% in the frequency and identical among stimuli between two nationality groups were taken into consideration and the final list comprised of 34 items. In the second study, the title of "Emotion response elicited by images and health functionality information of cooked colored rice," emotions elicited by images and health functionality information of cooked colored rice were qualitatively measured in the 2nd consumer survey with 208 Koreans who eat rice as staple and 208 Americans who do not eat rice as staple utilizing emotion lexicons developed from the 1st study and compared them. In addition, functional & abstract conceptualization terms generated from FGI were also measured and the relationship among emotions and them was analyzed in terms of "conceptualization." In the survey, all participants from each country were divided into two groups; only image presented in one (group 1), and images and health functionality information presented in the other (group 2). In the result from overall liking of stimuli, for Koreans, in group 1, images of cooked white and black rice were significantly higher, and the image of red cooked rice was significantly the lowest. In the group 2, the result was similar with those but the image of yellow rice was significantly higher and mean values of overall liking in all stimuli were higher than the group 1. For Americans, in the group 1, overall liking of cooked white rice was significantly the highest, and yellow in the next. For the group 2, the result was similar with the group 1, but overall liking score of cooked black rice got increased and showed difference in ranking. In the result from functional & abstract conceptualization terms, for Koreans, on the terms of "familiar," and "natural," cooked white and black rice were significantly higher and on the term of "healthy," cooked black rice was significantly the highest in both groups (P<0.001). For Americans, cooked white and yellow rice in both groups showed similar tendency with Koreans. Cooked black rice was significantly higher on the terms of "exotic," and "unfamiliar" in the group 1 (P<0.001), while on the term of "healthy" in the group 2 (P<0.001). Based on the similarity of 34 emotional terms elicited by stimuli, hierarchical cluster analysis was performed to classify the terms. In both countries, the emotional terms were classified into 3 clusters; "positive", "negative" and "new." "Positive" and "negative" included the existing emotional terms which were positive and negative of the emotions classified in the first study, respectively. The four terms of "adventurous," "curious," "different," and "interested" formed a cluster, "New" for both countries. In the result of relationship among stimuli about emotions, for both Koreans and Americans, emotion terms according to all stimuli showed comparable pattern with correlation between emotion terms and overall liking. In other words, for Koreans, cooked white and black rice were preferred for both groups and mean values on the positive emotion terms of cooked black and white rice were significantly higher, regardless of group (P<0.01, 0.001). Meanwhile, cooked red rice was significantly the highest on the negative terms (P<0.01, 0.001). For Americans, overall liking of cooked white rice was significantly the highest for both groups, and this pattern was similar with ranking on the positive emotion terms. According to health functionality information, for Koreans, the ranking of stimuli on the positive terms was clearly defined and ranking of cooked white and black rice became discrete in the group 2. Especially, ranking of cooked yellow rice tended to get higher. For Americans, the difference according to health functionality information was less than Koreans, but ranking of cooked black rice on the positive terms in the group 2 got higher and tended to be discrete from other stimuli. Overall, on the positive emotion terms according to stimuli, mean value of Koreans was higher than those of Americans and tended to be more discrete. In order to understand consumers' meanings and emotions of stimuli, relationship between emotional and functional & abstract conceptualizations elicited by stimuli were analyzed in the category of conceptualization. To classify terms based on the similarity of emotions elicited by stimuli, a hierarchical cluster analysis was performed. As a result, the conceptualization terms in both countries were classified by 3 clusters; "fun," "wellbeing," and "discomfort." The "fun" cluster included "exotic," an abstract conceptual term in Korea and US, and in the "well-being" cluster, 2 abstract ("familiar," "natural,") and 1 functional conceptualization terms ("healthy") were included. In the case of the "discomfort” cluster, "unfamiliar" was added in the "negative" emotional terms in both countries. In the relationship between emotional and functional & abstract conceptualization terms, for Korea, the term of "familiar" was strongly affiliated with positive emotion terms, while for Americans, there were no positive emotion terms strongly correlated but rather "indifferent," and "bored" were associated. It is considered though Americans felt more "familiar" in the images of cooked rice white and yellow, those were not strongly associated with positive emotions because they do not eat rice as staple. However, in the case of the term, "exotic", for Koreans, it was affiliated with negative emotions, while for Americans, it was associated with positive emotions like "adventurous," and "curious." "Healthy" and "natural" were strongly associated with positive emotions for both countries. Recently, while the interest concerning multisensory and emotion cognition is increasing, as well as sensory characteristics of food, multidirectional and interdisciplinary researches are required. This research is to explore emotional response on images and health functional information of cooked colored rice based on a cross-cultural research. It has significance on cross cultural approach of emotion study and application of different food item on emotion measurement in the academic aspects. In addition, it is also considered to be utilized as preliminary data for promotion of rice consumption with colored rice and emotional marketing of that for domestic market and export. ，韩语论文，韩语毕业论文 |
