Reference, Self-Reference and the Power of Signs

Sungbum Lee 19세기영어권문학회 2009 19세기 영어권 문학 Vol.13 No.1

This paper aims to address the self-division of reference into outer reference and self-reference in order to eventually show how the self-referential arbitrariness of sign systems acts as a new device for social control in early nineteenth century Britain. The in-depth discussion of what Ferdinand de Saussure describes as the arbitrary relation between the signifer and the signified in reality goes back to the Enlightenment and the Romantic era. Enlightenment and Romantic linguists are alike in that both of them note the circumstantial relation of a sign to its referent. These two groups, however, differ from each other in that the former esteems the referentiality of language whereas the latter attempts to thematize the self-referencial recursion of it. The Enlightenment theorist of rhetoric Hugh Blair, in spite of his argument for the arbitrariness of language, ultimately puts accent on the referential exactness of it. He prioritizes modern English over ancient languages since, as a simple example, the former eliminates, for the primacy of prepositions and auxiliary verbs, the qualitative marks of syntactic order (i.e., case declension and verb conjugation) that the latter, namely ancient Latin has. Blair's preference for English over Latin indicates that English develops the arbitrary ordering of words to set up purely intra-linguistic rules. Blair, however, finally contends that language should reinforce its referential clarity. Romantic linguists, on the other hand, divide reference itself into outer reference and self-reference. They exert themselves to displace the former, that is, what is referred to with the latter, that is, how it is referred to. This dividing process can be called the “desynonymization” of reference. It causes the mismatch of sign and referent. Romantic poetics thus structuralizes the constant tension between reference and self-reference. Now, just as literature is desynomymized from other social institutions, self-reference is desynonymized from reference itself for the autotelic turn of signification. Percy Bysshe Shelley observes that the structural inconsistency between sign and referent serves as a new device for social hegemony in politico-economic as well as literary systems. He questions the poetic, political, and economic web of a repressive rule by arbitrary signs. Although he cherishes the merit of language as “measured words,” he simultaneously worries about the instability of signification. He also notices that the ruling class, what he calls “a new aristocracy,” plays with the overrepresentation, underrepresentation, and misrepresentation of political representatives in the parliamentary assembly. They take advantage of the variations of representation. In the economy of currency, too, the contemporary Tory government encourages bad money, say, paper currency to misrepresent its real value, which results in the fluctuations of value. Shelley problematizes this ongoing inconsistency between the signifier and the signified that repeats itself in divergent social organizations. Coming up against the political-economic-poetic network of repression by arbitrary signs, Shelley's subversive imagination ironizes a dominant logic itself. In “The Mask of Anarchy,” his poetic strategies for tackling the deceptive system of signs is to paradoxically appropriate it for resistance. The poem shows that the power of self-referential signs operates double-edgedly; although it can facilitate domination, it simultaneously helps defamiliarize contemporary authorities. When Shelley images Hope and Shape as surfing into contradictory entities, this on-going displacement is meant to parody the repressive power of sign systems.

Reference, Self-Reference and the Power of Signs: The Cases of Hugh Blair and Percy B. Shelley

이성범 19세기영어권문학회 2009 19세기 영어권 문학 Vol.13 No.1

This paper aims to address the self-division of reference into outer reference and self-reference in order to eventually show how the self-referential arbitrariness of sign systems acts as a new device for social control in early nineteenth century Britain. The in-depth discussion of what Ferdinand de Saussure describes as the arbitrary relation between the signifer and the signified in reality goes back to the Enlightenment and the Romantic era. Enlightenment and Romantic linguists are alike in that both of them note the circumstantial relation of a sign to its referent. These two groups, however, differ from each other in that the former esteems the referentiality of language whereas the latter attempts to thematize the self-referencial recursion of it. The Enlightenment theorist of rhetoric Hugh Blair, in spite of his argument for the arbitrariness of language, ultimately puts accent on the referential exactness of it. He prioritizes modern English over ancient languages since, as a simple example, the former eliminates, for the primacy of prepositions and auxiliary verbs, the qualitative marks of syntactic order (i.e., case declension and verb conjugation) that the latter, namely ancient Latin has. Blair's preference for English over Latin indicates that English develops the arbitrary ordering of words to set up purely intra-linguistic rules. Blair, however, finally contends that language should reinforce its referential clarity. Romantic linguists, on the other hand, divide reference itself into outer reference and self-reference. They exert themselves to displace the former, that is, what is referred to with the latter, that is, how it is referred to. This dividing process can be called the “desynonymization” of reference. It causes the mismatch of sign and referent. Romantic poetics thus structuralizes the constant tension between reference and self-reference. Now, just as literature is desynomymized from other social institutions, self-reference is desynonymized from reference itself for the autotelic turn of signification. Percy Bysshe Shelley observes that the structural inconsistency between sign and referent serves as a new device for social hegemony in politico-economic as well as literary systems. He questions the poetic, political, and economic web of a repressive rule by arbitrary signs. Although he cherishes the merit of language as “measured words,” he simultaneously worries about the instability of signification. He also notices that the ruling class, what he calls “a new aristocracy,” plays with the overrepresentation, underrepresentation, and misrepresentation of political representatives in the parliamentary assembly. They take advantage of the variations of representation. In the economy of currency, too, the contemporary Tory government encourages bad money, say, paper currency to misrepresent its real value, which results in the fluctuations of value. Shelley problematizes this ongoing inconsistency between the signifier and the signified that repeats itself in divergent social organizations. Coming up against the political-economic-poetic network of repression by arbitrary signs, Shelley's subversive imagination ironizes a dominant logic itself. In “The Mask of Anarchy,” his poetic strategies for tackling the deceptive system of signs is to paradoxically appropriate it for resistance. The poem shows that the power of self-referential signs operates double-edgedly; although it can facilitate domination, it simultaneously helps defamiliarize contemporary authorities. When Shelley images Hope and Shape as surfing into contradictory entities, this on-going displacement is meant to parody the repressive power of sign systems. This paper aims to address the self-division of reference into outer reference and self-reference in order to eventually show how the self-referential arbitrariness of sign systems acts as a new device for social control in early nineteenth century Britain. The in-depth discussion of what Ferdinand de Saussure describes as the arbitrary relation between the signifer and the signified in reality goes back to the Enlightenment and the Romantic era. Enlightenment and Romantic linguists are alike in that both of them note the circumstantial relation of a sign to its referent. These two groups, however, differ from each other in that the former esteems the referentiality of language whereas the latter attempts to thematize the self-referencial recursion of it. The Enlightenment theorist of rhetoric Hugh Blair, in spite of his argument for the arbitrariness of language, ultimately puts accent on the referential exactness of it. He prioritizes modern English over ancient languages since, as a simple example, the former eliminates, for the primacy of prepositions and auxiliary verbs, the qualitative marks of syntactic order (i.e., case declension and verb conjugation) that the latter, namely ancient Latin has. Blair's preference for English over Latin indicates that English develops the arbitrary ordering of words to set up purely intra-linguistic rules. Blair, however, finally contends that language should reinforce its referential clarity. Romantic linguists, on the other hand, divide reference itself into outer reference and self-reference. They exert themselves to displace the former, that is, what is referred to with the latter, that is, how it is referred to. This dividing process can be called the “desynonymization” of reference. It causes the mismatch of sign and referent. Romantic poetics thus structuralizes the constant tension between reference and self-reference. Now, just as literature is desynomymized from other social institutions, self-reference is desynonymized from reference itself for the autotelic turn of signification. Percy Bysshe Shelley observes that the structural inconsistency between sign and referent serves as a new device for social hegemony in politico-economic as well as literary systems. He questions the poetic, political, and economic web of a repressive rule by arbitrary signs. Although he cherishes the merit of language as “measured words,” he simultaneously worries about the instability of signification. He also notices that the ruling class, what he calls “a new aristocracy,” plays with the overrepresentation, underrepresentation, and misrepresentation of political representatives in the parliamentary assembly. They take advantage of the variations of representation. In the economy of currency, too, the contemporary Tory government encourages bad money, say, paper currency to misrepresent its real value, which results in the fluctuations of value. Shelley problematizes this ongoing inconsistency between the signifier and the signified that repeats itself in divergent social organizations. Coming up against the political-economic-poetic network of repression by arbitrary signs, Shelley's subversive imagination ironizes a dominant logic itself. In “The Mask of Anarchy,” his poetic strategies for tackling the deceptive system of signs is to paradoxically appropriate it for resistance. The poem shows that the power of self-referential signs operates double-edgedly; although it can facilitate domination, it simultaneously helps defamiliarize contemporary authorities. When Shelley images Hope and Shape as surfing into contradictory entities, this on-going displacement is meant to parody the repressive power of sign systems.

Indexical Realism by Inter-Agentic Reference

Daihyun Chung 서울대학교 철학사상연구소 2017 철학사상 Vol.S No.-

I happen to believe that although human experiences are to be characterized as pluralistic, they are all rooted in one reality. I would assume the thesis of pluralism but how could I maintain my belief in realism? There are various discussions in favor of realism but they appear to stay within a particular paradigm and so to be called ‘internal realism.’ In this paper, I try to justify my belief in reality by discussing a special use of indexicals. I argue for my indexical realism by advancing the thesis that indexicals can be used as an inter-agentic referential term. Three arguments for the thesis are presented. The first argument derives from a revision of Kaplan-Kvart’s notion of exportation. The notions of exportation of singular terms can be analyzed as intra-agentic exportation in the context of a single speaker. This may be revised to be an inter-agentic exportation in the context of two speakers who use the same indexicals. The second argument is from the notion of causation, which is specifically characterized in the context of inter-theoretic reference. I argue that any two theories may each say “this” in order to refer to what is beyond its own theory. Two theories may address themselves to “this” same thing although what “this” represents in each theory can turn out to be different objects all together. The third argument is based on a possibility of natural reference. Reference is used to be taken mostly as a 3-place predicate: Abe refers an object oi with an expression ej. The traditional notion of reference has been constructive and anthropocentric. However, I argue that natural reference is a reference that we humans come to recognize among denumerably many objects in natural states: at moment mi in a natural state, there is a referential relation among objects o₁, o₂, o₃, …, oj, oj+1, … which interact with each other as agents of information processors. Natural reference is an original reference, which is given independently of a human language and to which humans are passive as they derivatively refer to it by using “this.”

Investigation of operationally more powerful duo-trio test protocols: Effects of different reference schemes

Kim, Min-A,Lee, Hye-Seong Elsevier 2012 Food quality and preference Vol.25 No.2

<P><B>Highlights</B></P><P>► Roving experimental design using two different sample pairs allowed comparisons in <I>d</I>′ based on the same model. ► Duo-trio test using saltier-reference showed the higher test performance. ► Reference position in a test showed operational effects on the test performance. ► DTFM with constant-stronger-reference tended to show the highest test performance.</P> <P><B>Abstract</B></P><P>The effects of reference schemes (reference mode – constant vs. balanced-, number, position, and nature – stronger vs. weaker) on the performance of replicated duo-trio tests were investigated using four versions of duo-trio protocols (DTF, DTM, DTFR, and DTFM), using two different pairs of tomato juices with different sodium content. Examination of proportion of correct answers (Pc) and <I>d</I>′ estimates indicated that when the cognitive strategy was fixed to the comparison of distances (COD) strategy, the constant-reference mode showed the superior test performance over the balanced-reference mode, only for DTFM performed using the stronger reference. Among the tests with the balanced-reference mode, for DTF, estimates of <I>d′</I> of the tests using the stronger-reference (W-odd) were significantly higher than tests using the weaker-reference (S-odd), whereas the opposite was true for DTM, revealing the operational influence of the reference position. In general, the DTF or DTFM using the stronger (saltier) product as a constant-reference is recommended as an operationally more powerful protocol to discriminate products having high sodium contents.</P>

중 · 한 의문사 ‘誰’와 ‘누구’의 비의문 지칭기능 대조 연구

侯文玉(Hou Wenyu),金鉉哲(Kim, Hyun-cheol) 중국어문학연구회 2015 중국어문학논집 Vol.0 No.92

The interrogative pronouns "Shei’ and "nugu(누구)’ in Chinese and Korean are both used to ask about the name or identity of a person or group of people. Besides their basic usage to ‘express doubt’, they also have several of non-interrogative usages. The reference functions of the non-interrogative usages can be divided into six types: subjunctive reference, indefinite reference, reference, anaphoric reference, citing reference and borrowing reference. thorough contrastive analysis, it is found that both "Shei’ and "nugu(누구)’ have subjunctive reference, indefinite reference, differentiating reference functions, but there are lots of differences manifested in the syntactic structure, which is specifically reflected in word order and collocation of words. In short, the word ‘nugu(누구)’ has more sentence patterns in non-interrogative usages. In addition, ‘Shei’ can be used for anaphoric reference, citing reference and borrowing reference which are not found for its counterpart ‘nugu(누구)’.

준거점 의존에 따른 묶음제품의 선호이행: 준거 제시와 할인가격제시방법을 통한 초점화 효과

강윤희 ( Yoon Hee Kang ),김재휘 ( Jae Hee Kim ) 한국소비자학회 2012 소비자학연구 Vol.23 No.2

본 연구는 소비자가 묶음제품에 대한 의사결정에 있어, 준거점 의존에 따라 효과적인 할인가격제시방법이 달라짐을 확인하고, 다른 평가 준거가 제시됨에 따라 선호가 이행됨을 밝히고자 한다. 구체적으로 묶음제품에서 주제품 혹은 부제품 중 어떠한 대상이 초점화를 통한 평가준거(판단의 기준점)가 되었는지에 따라 묶음제품 할인제시의 효과 가 다르게 나타날 것이라고 가정하고, 이를 검증하였다. 실험 1에서는 묶음제품의 구성요소 중, 특정 대상에 대한 평가준거의 제시가 할인가격제시조건에 따라 묶음제품 선호에 미치는 영향을 확인해보고자 하였으며, 주제품 준거를 제시한 조건에서는 부제품 할인이, 부제품을 준거를 제시한 조건에서는 주제품 할인이 효과적일 것이라 가정하 였다. 이를 검증하기 위하여, 135명의 참여자를 모집하여 묶음제품의 준거제시(주제품/부제품)와 할인가격제시방법 (주제품 할인/부제품 할인)의 2x2 요인설계를 통해 실험을 실시하였다. 연구 결과, 묶음제품내의 구성품 준거제시 와 할인가격제시방법의 상호작용효과가 나타났다. 구체적으로, 주제품 준거제시 조건에서는 부제품 할인조건이, 부 제품 준거제시 조건에서는 주제품 할인조건에서 더 높은 묶음제품 선호를 보였다. 실험 2에서는 실험 1의 결과를 확장하여, 직접적인 준거제시 뿐만 아니라, 다른 비교대안을 통한 준거제시에 의해서도 동일한 결과가 나타나는지 확인해보았다. 즉, 묶음제품 외의 다른 비교우위 주제품 대안을 준거로 제시하여 준거점에 의한 묶음제품 할인가격 제시방법의 타당성을 확인하고자 하였다. 이를 검증하기 위하여, 123명의 참여자를 대상으로 다른 비교우위 주제품의 준거제시 유무에 따라 묶음제품의 주제품 가치지각과 묶음제품의 구매의도, 그리고 비교우위 주제품의 준거제시 유/무와 할인가격제시방법(주제품 할인/부제품 할인)이 묶음제품 구매의도에 미치는 효과를 확인하였다. 연구 결과, 다른 비교우위 주제품 대안이 있는 조건이 없는 조건에 비하여 주제품의 가치지각과 묶음제품 구매의도가 낮았으며, 비교우위 주제품의 준거제시 유/무와 할인가격제시방법이 묶음제품 구매의도에 미치는 상호작용효과를 확인할 수 있었다. 구체적으로 다른 비교우위 주제품이 제시되는 조건에서는 주제품 할인이 묶음제품의 선호를 높였으며, 단독 으로 평가하는 조건에서는 부제품 할인조건에 대한 선호가 높게 나타났다. This study aims to find out effective ways of presenting discounted price when it comes to bundle product. It assumes that preference of bundle product can be reversed depending on whether the reference point is on the focal product or tie-in product. In study1, the effect of reference point and discounted price presentation was examined. Specifically, it assumes when the focal product is presented as a reference, discounting tie-in product is more effect and when the tie-in product is presented as a reference, focal product discounting is more effective. In order to test this hypothesis, 135 participants were gathered and randomly distributed in the 2(focal product reference/tie-in product reference) X 2(focal product discounting/tie-in product discounting) experimental conditions. The result of study 1 shows significant interaction between the reference point and the presentation of discounted price. It reveals that tie-in product discount is more effective when the reference is on the focal product, while focal product discount is more effective when the reference is on the tie-in product. In study 2, reference point was nor on the focal product or tie-in product of same bundle product rather it was on other superior product which belongs to same category of focal product in presented bundle product. To examine this, 123 participants were gathered and randomly assigned in the 2(reference product given/not given) X 2(focal product/tie-in product discounting) experimental conditions. The results reveals lower perceived product value and purchase intention of the bundle product in the condition where the superior product was present. It also shows significant interaction effect of the reference point and the discounted price presentation. It indicates that focal product discount is preferred when other superior product is presented while tie-in product discount is preferred when there is no superior product given as a reference. In current study, it provides the evidence for preference reversal due to how the price of bundle product is presented and it examined this by allowing participants to actually engage in evaluation of bundle product. While past research has focused mainly on independent evaluation of a single bundle product evaluation, or its dynamics when the value of one of the tie-in/focal was fixed, this study further investigates how people evaluate, whether depending on the focal or tie-in product, can also be important aspect. This study provides implication in various related fields. First, it contributes to the field of bundle product studies that people facing the decision making get influenced by what is presented as a reference point and by this presented reference point, it reveals that they tend to avoid potential loss. It suggests that, the consideration of reference point and evaluation context in further studies regarding the effective way of presenting the price of bundle product. Indeed, this result is in line with many research that in the context of decision making, how people put their reference point is crucial factor. Lastly, this study also provides practical implication to marketers by suggesting effective way of presenting the bundling product in both condition where the reference is in the focal or tie-in product. Also, further study might also consider consumer`s own brand recognition and brand hierarchy with regards to price-presentation of bundle product as study 2 shows that people engage in different evaluation context depending on their own brand recognition and brand hierarchy.

한국어 교육에서 호칭어, 지칭어 교육 현황과 개선 방안

강소산,전은주 한국국어교육학회 2013 새국어교육 Vol.0 No.95

The purpose of this study is to find the current status and problems of terms of address and reference education in Korean textbooks as a foreign language and to suggest remedy. In this study, forms of address defined as 'in conversation terms that the speaker calls the listener'. And terms of reference defined as 'in conversation terms that the speaker points to their own, the listener, and a third person'. And it includes classifying types of terms of address and reference such as 'name term of address and reference, pronouns term of address and reference, kinship term of address and reference, title term of address and reference, common noun term of address and reference, teknonymy term of address and reference, unfamiliar relationships term of address and reference'. Based on researching Korean textbooks, terms of address and reference education improvement plans have been proposed as follows. Firstly, terms of address and reference should be set up as the learning goals. Secondly, it is necessary to teach various terms of address and reference. Thirdly, it is required to teach multiplex terms of address and reference and to explain the hierarchy of terms of address and reference. Fourthly, kindship terms of address and reference are required systematic array. 이 연구의 목적은 외국어로서의 한국어 교재에서의 호칭어, 지칭어 교육의 현황과 문제점을 살펴보고, 이를 토대로 한국어 호칭어, 지칭어 교육의 개선 방안을 제시하는 것이다. 이 연구에서는 호칭어를 ‘화자가 대화 상대방을 부르는 말’, 지칭어를 ‘화자가 대화 중 자신, 대화 상대방, 제 3자를 가리키는 말’로 정의하고, 호칭어와 지칭어의 유형을 ‘가족형 호칭어․지칭어, 이름형 호칭어․지칭어, 대명사형 호칭어․지칭어, 직함형 호칭어․지칭어, 일반명사형 호칭어․지칭어, 자녀 이름 매개형 호칭어․지칭어, 주의 환기형 호칭어’로 분류하였다. 대학 기관 한국어 교재 분석을 바탕으로 제시한 한국어 호칭어, 지칭어 교육의 개선 방안은 다음과 같다. 첫째, 한국어의 호칭어, 지칭어를 학습 목표 차원에서 다루어야 한다. 둘째, 교재의 대화문에서 화자와 청자의 관계, 화자와 지칭되는 대상의 관계를 다양하게 설정하여 다양한 호칭어, 지칭어의 양상을 보여줄 필요가 있다. 셋째, 직함형 호칭어, 지칭어를 다양하게 제시하고 직함형 호칭어, 지칭어의 위계를 설명해야 한다. 넷째, 한국어 가족형 호칭어, 지칭어의 체계적인 배열이 필요하다.

한국어 호칭어, 지칭어에 관한 고찰

엄종란 청주대학교 대학원 2019 우암논총 Vol.41 No.-

한국어의 호칭어,지칭어는 다른 언어에 비해 다양하여 사용하는데 복잡하고 까다롭다. 따라서 부부를 중심으로 호칭어와 지칭어를 살펴보고, 이를 토대로 차별적인 한국어 호칭어,지칭어의 개선 방안도 제안해 본다. 이 연구에서는 부부를 중심으로 언어예절에서 부름말이나 호칭어는 남을 부르는 말로 내가 직접 그 사람을 부를 때를 말하며, 남을 가리키는 말인 가리킴 말이나 지칭어는 다른 사람과 대화할 때 제 3자에게 타인을 가리킬 때 사용하는 것으로 정의한다. 이러한 것은 근본적으로 윗사람에 대한 높임법의 사용에서 출발하므로 서로 관련되어 있다고 볼 수 있다. 그러나 호칭어.지칭어 사용에 있어서 몇 가지개선 해야 할 용어들이 있다. ‘도련님’, ‘아가씨’, ‘서방님’은 남자 위주의 사회에서 만들어진 차별된 표현이므로 반드시 개선해야 할 용어들이다. 본고는 이에 대한 대안으로 몇가지 제안한다. The purpose of this study is to find the current problems of terms of address and reference in Korean and to propose an alternative plan for the unconventional expressions of the term of address and reference in Korean. In this study, forms of address defined as 'in conversation terms that the speaker calls the listener'. And terms of reference defined as 'in conversation terms that the speaker points to their own, the listener, and a third person'. And it includes classifying types of terms of address and reference such as 'name term of address and reference, pronouns term of address and reference, kinship term of address and reference, title term of address and reference, common noun term of address and reference, teknonymy term of address and reference, unfamiliar relationships term of address and reference'. In this study, an alternative plan was proposed for the unconventional expressions of the term of address and reference in Korean, but more research needs to be done for them. It is required to use properly the term of address and reference in Korean.

고려상품군을 반영한 준거가격효과의 모형화:Empirical Bayes & Latent Class Approach

장광필 한국마케팅학회 2006 ASIA MARKETING JOURNAL Vol.8 No.1

A couple of previous studies have warned against the use of homogeneous choice models in assessing the effect of reference price since unaccounted for response heterogeneity may result in spurious reference price effects(Chang, Siddarth and Weinberg 1999; Bell and Lattin 2000). According to Meyer and Kahn(1991), not accounting for consideration set heterogeneity may also bias the effect parameters in the choice model. Therefore, failure to account for these two sources of bias, in fact, have cast doubt on the empirical support for reference price effects in general. In view of aforementioned potential sources of bias, the author investigates the robustness of loss aversion effect in the reference-dependent model after accounting for heterogeneity in response as well as consideration set. The proposed model defines individual household's consideration set based on the posterior distribution of preference obtained from the Empirical Bayes approach. In addition, the same posterior distribution is used to form household-specific reference prices. Response heterogeneity correction is carried out via the Latent Class approach. The proposed model outperforms the Reference-Dependent model that includes the reference price measure most often employed in the previous studies. This implies that as a way of simplifying decision task, consumers restrict their consideration set to a subset of available brands not only in making a brand choice but also in forming reference prices. 다양한 선행연구에서 준거가격효과는 실증적 지지를 받아온 것이 사실이다. 그러나 대부분의 선행연구에서 간과된 부분은 설명되지 않은 소비자 반응의 이질성이 준거가격에 반영되어 실재하지 않는 효과가 마치 유의한 것으로 나타날 수도 있다는 것이다(Chang, Siddarth, and Weinberg 1999; Bell and Lattin 2000). 또 다른 차원의 이질성으로서, 고려상표군의 이질성이 반영되지 않을 경우 모델에 포함된 변수의 모수추정치에 왜곡현상이 나타날 수 있음을 Meyer and Kahn(1991)이 지적한 바 있다. 이러한 선행연구의 문제점을 고려하여 이 연구에서는 반응의 이질성과 고려상표군의 이질성을 모두 반영한 모델을 적용함으로써 보다 정확한 준거가격효과의 추정을 시도하였다. 또한 소비자별 고려상표군의 이질성을 반영한 준거가격 측정치를 새롭게 제안하여 검증하고자 하였다. 실증분석결과, 제안된 준거가격 측정치가 선행연구에서 사용한 측정치에 비해 모델적합도와 예측타당성을 향상시키는 것으로 나타났다. 이 결과는 준거가격 형성과정에도 고려상표군의 이질성이 반영됨을 실증하는 것이다. 고려상표군의 이질성이 반영될 경우, 선행연구의 준거가격 측정치에 비해서, 제안된 준거가격 측정치의 평균이 높게 나타났으며, 표준편차는 감소한 것으로 나타났다. 이 연구에서 제안된 측정치의 실제적인 적용 측면을 본다면, Greenleaf(1995)의 연구에서처럼, 최적의 가격정책이 손실회피(loss aversion)의 크기, 즉, 준거의존(reference-dependent) 모델상의 준거가격에 의존한다면 제안된 측정치가 유용하게 사용될 수 있을 것으로 판단된다. 최대화해야 할 이익함수에 포함된 준거가격 측정치의 정확성이 최적가격결정을 좌우하기 때문이다. 따라서, 준거가격모델에 근거하여 최적가격을 추정할 경우, 모델자체에 고려상표군과 반응의 이질성을 반영할 뿐만 아니라, 준거가격 측정치 또한 고려상표군의 이질성을 반영하는 것이 바람직할 것으로 판단된다.

Comparative categorization method: Using 2-AFC strategy in constant-reference duo-trio for discrimination of multiple stimuli from a reference

Jeong, Y.N.,van Hout, D.,Groeneschild, C.,Lee, H.S. Longman Scientific Technical ; Elsevier Science Pu 2017 Food quality and preference Vol.62 No.-

<P>In the fast moving consumer goods industry, unspecified (overall) sensory difference tests are commonly used with sensory panels to compare multiple types of stimuli against a gold standard. In order to measure sensory differences accurately and reliably, it is important to investigate the efficiency of unspecified sensory difference test methods not only in terms of statistical test power, but also in practice, i.e., operational test power. One unspecified difference test method, the duo-trio method using constant-reference, is procedurally equivalent to the 2-AFC with reminder (2-AFCR), for which the 2-AFC decision strategies can be used by performing a comparative categorization task. However, the feasibility and efficiency of the comparative categorization task using a constant-reference duo-trio method has not been tested for the discrimination of multiple stimuli from a reference. The objectives of the present study were 1) to evaluate the adoption of the 2-AFC decision strategy in such comparative categorization methods for discriminating multiple products from a reference, and 2) to compare the efficiency and power of these comparative categorization methods with the unspecified tetrad and balanced-reference duo-trio methods. Using two sensory panels to discriminate two different iced tea stimuli from a reference, our results confirmed that a 2-AFC strategy can be adopted in comparative categorization methods without specifying sensory attributes. With an equal number of tastings, the comparative categorization methods using a 2-AFC strategy showed comparable operational test power with the unspecified tetrad method. Among the two versions (using a constant-reference duo-trio with the reference at the first position (DTF) and duo-trio with a reference presented first and in the middle of two alternative stimuli (DTFM)) of the comparative categorization methods examined in the present study, DTF was more reliable across repeated sessions than other unspecified methods investigated.</P>