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- 1. 16798-4 SJ 10.17 4 : . . . . . ( - ) . . ( ) . . ( ) . . ( ) 4 ( 4.1 4.2)
2. 16798-4 SJ 10.17 . . . ( ) . . ( ) . . ( ) 4 ( 4.3) 3. 16798-4 SJ 10.17 4 : . . . . . ( - ) . . ( ) . . ( ) 4 ( 4.1-4.2) 4. 16798-4 SJ 10.17 . . . ( ) . . ( ) . . ( ) 4 ( 4.3) 5. 16798-4 SJ 10.17 4 : 4.1 4.1.1 4.1.2 4.1.3 4.2 4.2.1 4.2.2 4.2.3 4.3 4.3.1 4.3.2 6. 16798-4 SJ 10.17 1. 2. 3. 4 1. 2. 3. 7. 16798-4 SJ 10.17 4.1 4.1 4.1.1 4.1.2 4.1.3 1. 2. 4 The Max Min Con 8. 16798-4 SJ 10.17 3. 4.1 1. 2. 3. 9. 16798-4 SJ 10.17 4.1.1 3 4 10. 16798-4 SJ 10.17 1. (active variables) (attribute variables) 4.1 11. 16798-4 SJ 10.17 4.1 / (systematic variance) 12. 16798-4 SJ 10.17 The Max Min Con principle 4.1.2 (max) (min) (con) 2 1.1 (to explore) 13. 16798-4 SJ 10.17 1 2 3 1.2 (to describe) 1 14. 16798-4 SJ 10.17 2 1.3 / (to explain/to predict) 15. 16798-4 SJ 10.17 / 1 2 1.4 (to control) 16. 16798-4 SJ 10.17 (quasi experiment) 1 2 2. 17. 16798-4 SJ 10.17 2 (concept) (construct) (conceptual definition) 18. 16798-4 SJ 10.17 ( 2538 : 14) 19. 16798-4 SJ 10.17 2 2.1 (constitutive definition) 2.2 (operational definition) 2 20. 16798-4 SJ 10.17 4.1.1 4.1.1 4 4.1 4.1.1 4.1.2 1. 21. 16798-4 SJ 10.17 (Guilford 1954 : 7) 4 1.1 (nominal scales) 1 2 ( ) (mode) (chi square) 1.2 (ordinal scales) 22. 16798-4 SJ 10.17 1 2 3 1 2 3 (Median) (spearman rank correlation) 1.3 (interval scales) (additivity) (arbitrary) (absolute zero) 23. 16798-4 SJ 10.17 1.4 (ratio scales) 2 4 4 1 6,000 2 6001 12,000 3 12,001 18,000 24. 16798-4 SJ 10.17 4 18,000 2 2. 2 1 25. 16798-4 SJ 10.17 The Max Min Con Principle 2.1 (Maximize systematic variance : Max) 2 2 2.2 (Minimize error variance : Min) 2 26. 16798-4 SJ 10.17 2.2.1 (random error) / 2.2.2 (systernatic error) 2 2.3 (Control extraneous variance : Con) 27. 16798-4 SJ 10.17 2.3.1 2.3.2 28. 16798-4 SJ 10.17 2.3.3 3.2 2.3.4 (Analysis of variance) (Multiple regression) 29. 16798-4 SJ 10.17 (conceptual framework) The Max Min Con Principle 30. 16798-4 SJ 10.17 4.1.2 4.1.2 4 4.1 4.1.2 31. 16798-4 SJ 10.17 4.1.3 (validity) (reliability) 32. 16798-4 SJ 10.17 1. 4 33. 16798-4 SJ 10.17 : 1. 2. 3. (continuous data) (discrete data) 81.5 9 5 34. 16798-4 SJ 10.17 2. 35. 16798-4 SJ 10.17 1 36. 16798-4 SJ 10.17 4 1. ( ) 1. 2. 3. 1. 2. 2. 1. 2. 1. 2. 37. 16798-4 SJ 10.17 3. 4. 5. 3. 3. 1. / 2. 3. 4. 1. 2. 3. 4. 5. 4. 1. 2. 1. 2. 38. 16798-4 SJ 10.17 3. / 1. 2. 3. 1. 1. 2. 1. 39. 16798-4 SJ 10.17 / 1 40. 16798-4 SJ 10.17 2 3 (yes/no answer) (check list) (rank) (rating scale) 1 41. 16798-4 SJ 10.17 2 3 ( ).. 4 ( 1 ) ( ).. 5 ( ) 42. 16798-4 SJ 10.17 ( ) 6 / 5 4 3 2 1 5 4 3 2 1 43. 16798-4 SJ 10.17 1. 2. 3. 4. 5. 2 .. . 18 44. 16798-4 SJ 10.17 .. . . . . 1. 2. 45. 16798-4 SJ 10.17 3. 4. 1 17 8 2547 11.00-12.00 . / 46. 16798-4 SJ 10.17 11.00 11.15 11.30 11.45 12.00 3. 47. 16798-4 SJ 10.17 2 3.1 48. 16798-4 SJ 10.17 3.2 (validity) (reliability) 3.2.1 (content validity) 3.2.1.1 3-7 3.2.1.2 49. 16798-4 SJ 10.17 (Items of Congruence : IOC) 3.2.2 (empirecal evidunce) 2 3.2.3 50. 16798-4 SJ 10.17 (multitrait multimethod matrix) 2 (stability) 51. 16798-4 SJ 10.17 (internal consistency) 1 0 1 0 2 52. 16798-4 SJ 10.17 4.1 4.1.3 4 4.1 4.1.3 53. 16798-4 SJ 10.17 4.2 4.2 4.2.1 4.2.2 4.2.3 1. 2. 3. 54. 16798-4 SJ 10.17 4. E-mail 5. / 4.2 1. 2. 3. 4.2.1 55. 16798-4 SJ 10.17 1. 2 1) 2 2 56. 16798-4 SJ 10.17 2) 2 4.1 3) 2 15 20 5 15 16 57. 16798-4 SJ 10.17 17 18 19 20 2. 2 58. 16798-4 SJ 10.17 1) 2) 3) 4) / 5) 6) 59. 16798-4 SJ 10.17 7) 4.2 4.2.1 4 4.2.1 4.2.1 60. 16798-4 SJ 10.17 4.2.2 3 1. 4 1.1 61. 16798-4 SJ 10.17 1.2 62. 16798-4 SJ 10.17 63. 16798-4 SJ 10.17 30 1 - 2 1 1 10-15 64. 16798-4 SJ 10.17 1.3 65. 16798-4 SJ 10.17 1.4 2. 66. 16798-4 SJ 10.17 4.1 2 2.1 (focus group) 2.1.1 67. 16798-4 SJ 10.17 2.1.2 2.1.3 (poll) 68. 16798-4 SJ 10.17 2.1.4 (Web Page) (E-mail) 2.2 6 69. 16798-4 SJ 10.17 2.2.1 2.2.2 2.2.3 2.2.2 70. 16798-4 SJ 10.17 2.2.4 2 2.2.2 2 2.2.5 4 4 2.2.6 2.2.5 1 71. 16798-4 SJ 10.17 2.2.7 3. 72. 16798-4 SJ 10.17 3.1 3.2 73. 16798-4 SJ 10.17 4.2.2 4.2.2 4 4.2 4.2.2 74. 16798-4 SJ 10.17 4.2.3 3 1) 75. 16798-4 SJ 10.17 2540 200,000 2) 76. 16798-4 SJ 10.17 3) / 4.2.3 4.2.3 4 4.2 4.2.3 77. 16798-4 SJ 10.17 4.3 4.3 4.3.1 4.3.2 78. 16798-4 SJ 10.17 1. 2. 3. 4.3 1. 2. 3. 79. 16798-4 SJ 10.17 4.3.1 (2547) 1. 2. 3. 1. 1 25-39 2. 80. 16798-4 SJ 10.17 3. (subliminal advertising) 5 2546 (subliminal advertising) (magazine) 2546 81. 16798-4 SJ 10.17 (consumer) 25-39 82. 16798-4 SJ 10.17 1 (Concept Framework) Consumer Magazine Subliminal Advertising Selective Exposure Selective Attention Subliminal Stimulation : Sublimnal Message Selective Perception & Interpretation (Visual, Text, Voice) Subconscious Perception 83. 16798-4 SJ 10.17 Impact to Society Cognitive Affective Behavior Psychology (Qualitative Research) 2 (focus group interview) 84. 16798-4 SJ 10.17 (indepth interview) 22 1. (Purposive Sampling Method) 2 Creative Director Creative Director (in-depth interview) 2. 1 / 25-39 10 10 (focus group interview) 85. 16798-4 SJ 10.17 1. (in-depth interview) (question guideline) 1 - / - - 3 86. 16798-4 SJ 10.17 2 - - - - 3 - 3 - - - 87. 16798-4 SJ 10.17 2. (focus group interview) 1 / (discussion guideline) 1. 2. 3. 3.1 3.2 3.3 4. 88. 16798-4 SJ 10.17 5. 1 1. 2. .. 3. 3 . 89. 16798-4 SJ 10.17 2 1. .. 2. .. 3. 3 1. 2. 3. 1. 2. 3. 4. 5. 90. 16798-4 SJ 10.17 1. 2. (in-depth interview) 3. (focus group interview) (Descriptive Method) (Descriptive Method) 1. - 91. 16798-4 SJ 10.17 - 5 (checklist) (operational definition) - (conceptual framework) 2. - 1. (in-depth interviews) 2. (focus group interviews) - 92. 16798-4 SJ 10.17 - (in-depth interviews) (focus group interviews) - - 1. 93. 16798-4 SJ 10.17 t-test ANOVA 2. (validity) (reliability) 3. . 4.3. 4.3.1 4 4.3 94. 16798-4 SJ 10.17 4.3.2 * - (2543) 1. 2. 3. 4. 1. 2. 3. 95. 16798-4 SJ 10.17 - - * (conceptual framework) 96. 16798-4 SJ 10.17 - - - - - - - - - - - 97. 16798-4 SJ 10.17 1. 2. 99% 5% 150,000- 170,000 400 500 3. 5 100 500 4. 1. 1 2 2 3 2. 1) 98. 16798-4 SJ 10.17 2) 30 - - 1 / ( ) 1. ( ) ( ) 2. ( ) 20 ( ) 20-30 ( ) 31-40 ( ) 41-50 ( ) 51-60 ( ) 60 3. ( ) ( ) 99. 16798-4 SJ 10.17 ( ) ( ) 4. ( ) ( ) ( ) ( ) ( ) ( ). 5. ( ) 5,000 ( ) 5,001-10,000 ( ) 10,001-15,000 ( ) 15,001-20,000 ( ) 20,001-30,000 ( ) 30,000 6. ( ) ( ) 7. 8. ( ) ( ) 9. ( 1 ) 100. 16798-4 SJ 10.17 ( ) 06.00-07.00 . ( ) 07.01-08.00 . ( ) 08.01-09.00 . ( ) 09.01-12.00 . ( ) 12.01-15.00 . ( ) 15.01-16.00 . ( ) 16.01-17.00 . ( ) 17.01-18.00 . ( ) 18.01-21.00 . ( ) 21.01-24.00 . 10. ( 1 ) ( ) ( ) ( ) ( ) / ( ) 11. ( ) 1 ( ) 1-2 ( ) 3-4 ( ) 5-6 ( ) 6 ( ) 2 101. 16798-4 SJ 10.17 1 1. 1.1 2. 2.1 2.2 2.3 2 ( ) 102. 16798-4 SJ 10.17 3. 3.1 - 3.2 3.3 3.4 4. 4.1 4.2 - 4.3 4.4 4.5 103. 16798-4 SJ 10.17 4.6 4.7 4.8 5. 5.1 5.2 5.3 ( 6.00-24.00 ) 2 ( ) 104. 16798-4 SJ 10.17 2 1. 1.1 ( - ) 1.2 ( - ) 1.3 3 ( ) 2. 2.1 2.2 3. 3.1 - 3.3 3.4 ( ) 105. 16798-4 SJ 10.17 4. ( ( ) 4.1 4.2 5. 5.1 ( .) 5.2 ( .) 3 ( ) 1 .. 2 .. 3 .. 106. 16798-4 SJ 10.17 4 .. 1. 2. 3. 5 4.30-5.0 3.50-4.20 2.70-3.40 1.90-2.60 1.00-1.80 4. 0.05 Stepwise 5. 107. 16798-4 SJ 10.17 1. - - (operational definition) 5 3.51 - 5 4 3 108. 16798-4 SJ 10.17 2 1 3 5 4 3 2 1 4.30-5.00 3.50-4.20 2.70-3.40 1.90-2.60 1.00-1.80 (interval scale) 1.00-1.80 1.81-2.60 2.61 3.40 109. 16798-4 SJ 10.17 . 1.81-1.89 4.51 5.00 3.51 4.50 2.51 3.50 1.51 2.50 1.00 1.50 2. - ( 500 ) 1 2 3 1 1 / 110. 16798-4 SJ 10.17 1 - 1) 1 1. ( ) ( ) 1. ( ) 1 ( ) 2 2) 5. ( ) 5,000 ( ) 5,001-10,000 ( ) 5,000-10,000 5,000 3) ( 1 ) 9 ( 1 ) ( ) 06.00 07.00 . ( ) 07.01 08.00 . 1 ( 1 ) 111. 16798-4 SJ 10.17 4) 2 5 (validity) (reliability) 3 - 5 ( - Cronbach) 2 tS 2 iS 1 1k k k 2 iS 2 tS .50 ( .70 ) 112. 16798-4 SJ 10.17 ( r ) (test) - 20 21 (KR20 KR21) SPSS ) - (content validity) - 1. 2 3 (Multiple regression) 113. 16798-4 SJ 10.17 2 3 2 2. (Yamane) 95% 5% 400 500 4.3 4.3.2 4 4.3 4.3.2 114. 16798-4 SJ 10.17 2547 2545 2544 2 6 2544 7 2540 2545 2540 115. 16798-4 SJ 10.17 2543 Kerlinger. Fred N. Foundation of Behavioral Research. 3rd ed. CBS Publishing Japan 1986.