지각적 복잡성과 정서가가 IAPS 자극 처리에 미치는 영향: ERP 연구

박수담,박태진 한국인지및생물심리학회 2013 한국심리학회지 인지 및 생물 Vol.25 No.3

This study examined the effects of affective valence and perceptual complexity of the IAPS (International Affective Picture System) pictures on affective picture processing using ERP (event-related potential) component analysis. ERP components as EPN (early posterior negativity) and LPP (late positive potential) have been reported to be modulated by valence, but some recent studies reported that LPP could be modulated by perceptual complexity as well as valence. To elucidate the modulatory effects of perceptual complexity and valence of IAPS pictures on ERPs, we examined the interaction of perceptual and affective modulations at EPN (220-280ms time window), LPP (350-600ms time window) and delta frequency (1-3Hz). Participants were asked to do affective judgement about each of IAPS pictures while ERPs were recorded. Average amplitudes of EPN at occipito-temporal area demonstrated significant effect of valence, perceptual complexity, and interaction of valence and complexity. For neutral and positive pictures, complex pictures showed higher amplitude than simple pictures, but no complexity effect was found for negative pictures. For complex pictures, negative pictures showed lower amplitude than neutral and positive pictures (EPN emotion effect of negative pictures), but no valence effect was found for simple pictures (no EPN emotion effect). Average amplitudes of LPP at parietal area demonstrated significant effect of valence and perceptual complexity. Negative pictures showed higher amplitude than neutral and positive pictures for both complex and simple pictures (LPP emotion effect of negative pictures). For neutral and positive pictures, simple pictures showed higher amplitude than complex pictures, but no complexity effect was found for negative pictures. No hemisphere-related interaction effect was found at both EPN and LPP. Maximum peak-to-peak difference amplitudes of delta at parietal area demonstrated significant effect of valence, but no significant effect of perceptual complexity was found. Negative pictures showed higher amplitude than neutral and positive pictures. The findings suggest that both LPP and EPN components are modulated by perceptual complexity as well as valence of affective pictures, but perceptual complexity effect can be attenuated or eliminated by negative valence. Delta frequency elicited by parietal area seems to be related with LPP, but contributes to only valence effect. Overall results suggest the motivational importance and priority of processing of negative stimuli. 본 연구는 IAPS 사진자극의 정서가와 지각적 복잡성이 정서자극 처리에 미치는 영향을 ERP(event-related potential) 성분 분석 및 진동분석을 통해 밝히고자 하였다. LPP(late positive potential)나 EPN(early posterior negativity)과 같은 ERP 성분들은 정서가 뿐만 아니라 지각적 복잡성의 영향을 받는다고 최근 보고되었다. IAPS 사진자극의 지각적 복잡성(단순/복잡)과 정서가(긍정/중립/부정)를 조작하고 EPN(220-280ms), LPP(350-600ms), 그리고 delta파(1-3Hz) 상에서 두 변인의 효과를 관찰하였다. 참가자들에게 IAPS자극에 대해 정서적 판단을 요구하면서 ERP를 측정 추출하였다. 그 결과, 후두-측두영역의 EPN 평균진폭에 있어 정서가와 지각적 복잡성, 그리고 상호작용의 효과가 모두 관찰되었는데, 긍정자극과 중립자극에서는 복잡조건이 단순조건보다 진폭이 더 컸지만 부정자극에서는 복잡성효과가 관찰되지 않았고, 복잡조건에서는 긍정자극과 중립자극에 비해 부정자극의 진폭이 더 작았지만(부정자극의 EPN 정서효과) 단순조건에서는 정서가조건들간 차이가 관찰되지 않았다(EPN 정서효과가 없었음). 두정영역의 LPP 평균진폭에 있어 정서가와 지각적 복잡성의 효과가 관찰되었는데, 두 복잡성조건 모두에서 긍정자극과 중립자극에 비해 부정자극의 진폭이 더 컸으며(부정자극의 LPP 정서효과), 긍정자극과 중립자극에서는 단순조건이 복잡조건보다 진폭이 더 컸지만 부정자극에서는 복잡성효과가 관찰되지 않았다. LPP와 EPN 모두에서 반구 관련 상호작용효과는 관찰되지 않았다. 두정영역의 delta파에 대해 최대 정점간 진폭을 분석한 결과 복잡성효과는 관찰되지 않았고 정서효과만 관찰되었는데, 긍정자극과 중립자극에 비해 부정자극의 진폭이 더 컸다. 요약하면, LPP와 EPN이 정서가 뿐만 아니라 지각적 복잡성의 영향을 받았지만 부정자극은 긍정자극이나 중립자극과 달리 지각적 복잡성의 영향을 받지 않았고, 두정부위의 delta파는 LPP와 관련되지만 지각적 복잡성에는 기여하지 않고 정서가에만 기여하였다. 이러한 결과는 전반적으로 부정자극 처리의 동기적 중요성과 우선성을 시사한다.

DIFFERENTIAL EFFECT OF TWO-SIDED EWOM VALENCE ON BRAND ATTITUDE CHANGE: A CROSS-CULTURAL STUDY

Hyun Hee Park,Jung Ok Jeon 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

With the rapid development of digital technologies and the Internet, the boundaries between countries are shrinking and markets are becoming global (Oh et al., 2016). Simultaneously, cross-border online shopping is another trend that has spread across the world, and global e-commerce has now become a reality (Johnson et al., 2003; Moore, 2015). However, in prior studies related to eWOM, the national culture has received little attention among the numerous factors that could adjust the effect of eWOM (Christodoulides et al., 2012). In addition, in the real world, although individuals are frequently exposed to combined eWOM messages containing both positive and negative information about the same product, most previous studies on eWOM have focused on the one-sided eWOM valence. There are not many empirical studies on the influence of the two-sided eWOM valence on consumers’ persuasions. Thus, Study I examines the attitude effect of the two-sided eWOM valence from a cross-cultural perspective, particularly on the basis of the differences in thinking styles between the Easterners and Westerners. For this, we use a 2[Valence: positive/negative, negative/positive] x 2[Culture: East (South Korea), West (United States)] factorial design. To classify the culture, the thinking style was measured as a within-group variable. As a result, the interaction effect between valence and culture (nation) was significant. Specifically, in the East (South Korea), no significant difference existed in the changes in brand attitude depending on the two-sided eWOM valence, whereas brand attitude changes from a negative/positive presentation order in the West (United States) were significantly larger than the positive/negative presentation order. Study II demonstrates the mediated moderation effect of perceived cognition congruency in a cross-cultural setting for explaining the underlying mechanism. Drawing on the cognitive fit theory, we present a two-sided eWOM-consumers’ perceived cognition congruency proposition: the two-sided eWOM valence that matches the information processing order consumers habitually have would facilitate the favorable comprehension (reflected by perceived cognition congruency) and assessment (reflected by changes in brand attitude) of the reviews. As a result, the two-sided eWOM valence indirectly affects brand attitude changes by mediating perceived cognition congruency. This valence directly affects the brand attitude changes in the Westerner (United States) group, which has an analytical thinking style. However, the direct and indirect effects of two-sided eWOM valence on brand attitude changes are not significant in the Easterner (South Korea) group, which has a holistic thinking style. This examination might explain why differences in the changes in brand attitude between the Easterners and Westerners were revealed through the twosided eWOM valence, thus providing in-depth insights into consumer responses for the valence. This study expands the diversity of studies conducted on the characteristics of the two-sided eWOM. Furthermore, it is expected to provide a strategic direction and practical implications for two-sided eWOM-driven information management by organizations.

Signaling Valence by Positive and Negative Campaigns

S. David Kim,김영세 한국계량경제학회 2020 계량경제학보 Vol.31 No.3

This paper aims at analyzing both positive and negative political campaigns which affect voters’ perception about candidate valence. Consider the situation where candidates know valences each other but the voters cannot observe one candidate’s valence. We characterize perfect Bayesian equilibria, which depend on the cost of positive campaign for the candidate and the cost of negative campaign against the opponent. The cost may be interpreted as the campaign budget constraint or the risk from backfire. We show that there always exist a pooling equilibrium and, for a wide range of parameters, a separating equilibrium. If positive campaign costs sufficiently less by the candidate with higher valence, the high valence candidate conducts positive campaign whereas the low valence candidate does not. More important, if negative campaign against the high valence opponent is sufficiently costly or risky due to backfire, the incumbent conducts negative campaign against a low valence challenger but not against a high valence one. We also show that, the smaller the valence difference is between two candidates, the larger the platform divergence becomes on the equilibrium.

Bayesian AD coder: Mesh-aware valence coding for multiresolution meshes

Kim, Junho,Nam, Changwoo,Choe, Sungyul Elsevier 2011 Computers & graphics Vol.35 No.3

<P><B>Abstract</B></P><P>The Alliez Desbrun (AD) coder has accomplished the best compression ratios for multiresolution 2-manifold meshes in the last decade. This paper presents a <I>Bayesian AD coder</I> which has better compression ratios in connectivity coding than the original coder, based on a mesh-aware valence coding scheme for multiresolution meshes. In contrast to the original AD coder, which directly encodes a valence for each decimated vertex, our coder indirectly encodes the valence according to its rank in a sorted list with respect to the mesh-aware scores of the possible valences. Experimental results show that the Bayesian AD coder shows an improvement of 8.5–36.2% in connectivity coding compared to the original AD coder despite of the fact that a simple coarse-to-fine step of the mesh-aware valence coding is plugged into the original algorithm.</P> <P><B>Graphical abstract</B></P><P>Symbol distribution in the decimation conquests: (a) the original AD coder, where 0, 1, 2, 3 and 4 represent the null-patch and the valence-6/-5/-4/-3 codes, respectively, and (b) our Bayesian AD coder.<ce:figure id='f0040'></ce:figure></P><P><B>Highlights</B></P><P>► We improve the valence coder for multires. mesh (AD coder) with a Bayesian approach. ► Our coder is aware of the geometry and connectivity of the current mesh. ► We indirectly encode a valence w.r.t. the mesh-aware scores of the possible valences. ► Our coder shows a performance improvement of 8.5–36.2% compared to the AD coder.</P>

Signaling Valence by Positive and Negative Campaigns

S. David Kim,Youngse Kim 한국계량경제학회 2020 JOURNAL OF ECONOMIC THEORY AND ECONOMETRICS Vol.31 No.3

This paper aims at analyzing both positive and negative politicalcampaigns which affect voters’ perception about candidate valence. Considerthe situation where candidates know valences each other but the voters cannotobserve one candidate’s valence. We characterize perfect Bayesian equilibria,which depend on the cost of positive campaign for the candidate and the cost ofnegative campaign against the opponent. The cost may be interpreted as the campaignbudget constraint or the risk from backfire. We show that there always exista pooling equilibrium and, for a wide range of parameters, a separating equilibrium.If positive campaign costs sufficiently less by the candidate with highervalence, the high valence candidate conducts positive campaign whereas the lowvalence candidate does not. More important, if negative campaign against thehigh valence opponent is sufficiently costly or risky due to backfire, the incumbentconducts negative campaign against a low valence challenger but notagainst a high valence one. We also show that, the smaller the valence differenceis between two candidates, the larger the platform divergence becomes on theequilibrium.

시각적 자극의 정서가(Emotional Valence)에 따른 노년층의 대면이름대기 능력

김신희(Shin Hee Kim),성지은(Jee Eun Sung) 한국언어청각임상학회 2021 Communication Sciences and Disorders Vol.26 No.3

배경 및 목적: 이 연구의 목적은 정서가 정상 노년층과 청년층의 대면이름대기에 미치는 영향을 살펴보는 것이다. 방법: 본 연구의 대상자는 총 60명(노년 30명, 청년30명)이다. 본 연구에서는 대면이름대기 과제의 자극으로 IAPS 사진을 이용하였다. 결과: 대면이름대기 과제에서 두 집단 간 정반응률 및 반응시간의 차이가 유의하였으며, 노년층이 청년층보다 유의하게 낮은 이름대기 능력과 긴 이름대기 시간을 보이는 것으로 나타났다. 또한 정서가에 따른 정반응률 및 반응시간의 차이가 유의했으며, 중립범주에 비해 정서범주(긍정, 부정)에서 정반응률이 낮았다. 반응시간의 차이는 세 정서범주 모두에서 유의하였으며 중립<긍정<부정의 순서로 긴 반응시간을 보였다. 또한 집단과 정서가에 대한 이차상호작용이 유의하였으며 이는 부정범주에서 노년층의 정반응률이 낮아지는 것과, 부정, 긍정 범주에서 노년층의 반응시간이 길어지는 것에 기인한다. 논의 및 결론: 청년층과 노년층 모두, 중립정서 범주보다 정서범주(긍정, 부정)에서 낮은 정반응률과 길어진 반응시간을 보여, 정서자극이 이름대기 수행을 방해하는 것으로 나타났으며, 그 영향이 노년층에게 더 큰 것으로 나타났다. 이는 노년층이 노화로 인한 처리 자원의 감소 및 주의력 감퇴로 인해 정서에 의한 간섭의 영향을 더 크게 받은 것으로 해석된다. 또한 정서자극에 대한 노년층의 증가된 주의 편향에 의한 결과일 수 있음을 제안한다. Objectives: The purpose of this study is to examine the effects of emotions on the confrontation naming of healthy elders and young adults. Methods: The study had a total of 60 subjects (30 elders and 30 young adults). In the confrontation naming task, the researcher asked the subjects to say the name of the picture presented on a screen as quickly and accurately as possible. Results: First, the results of the study showed significantly lower accuracy in the elders compared to the young adults and a significant difference in accuracy according to emotional valence. There was a significant difference between positive and neutral emotional valance and between negative and neutral emotional valance. Additionally, the interaction between the group and emotional valence was statistically significant. The post-hoc test showed that the naming accuracy of the elders was lower than that of the young in the negative emotional valance. Secondly, elders had a longer response time than the young adults. Also, there was a significant difference in response time according to emotional valence. There was a significant difference in response time in three emotional valences (positive, negative, neutral), and the response time increased in neutral < positive < negative. Finally, the interaction between the group and emotional valence was statistically significant, which attributed to the longer response time of the elders compared to the young adults in the positive and negative emotional valance. Conclusion: The study results suggest that emotional valence may interfere with word production, and that such interference may be greater for the elderly than for the young.

단어의 정서가와 각성가가 우연학습 이후 기억에 미치는 영향

남예은,이윤형 한국인지및생물심리학회 2017 한국심리학회지 인지 및 생물 Vol.29 No.4

The purpose of this study was to examine the effect of emotional characteristics of the word on recognition memory. To do so, the effects of valence level and arousal level of words on recognition after incidental learning were investigated. In Experiment 1, participants performed a lexical decision task with negative and neutral words. Later, participants were asked to recognize whether each test word was shown when they performed the lexical decision task. After completing the recognition task, participants also judged what color the words were(associative memory task). The results showed that words with negative valence were recognized better than those with neutral valence. Also, regardless of the memory tasks, words with higher arousal level were recognized worse than those with lower arousal level. In Experiment 2, participants performed a same task with positive and neutral words. The results show that positive words were recognized better than neutral words. However, there was no difference based on the dimensions of emotion in the performance of the associative memory task. The results of the two experiments showed the differential effects of the valence and arousal on cognitive processes. The results indicate that the reason that emotion helps memory is the effect of valence of two dimensions of emotion. The results also showed that, for negative information, the memory processing is interrupted when the arousal level is too high. Arousal level of the positive information is irrelevant to the memory. The results further suggest that the inconsistent findings across previous studies might be due to not dissociating the valence and arousal level of the affective stimulus. 본 연구의 목적은 단어의 정서적 특성이 어휘판단 이후 그 단어의 기억에 미치는 영향을 살펴보는 것이다. 보다 구체적으로 본 연구에서는 단어의 정서적 특성을 정서의 두 차원인 정서가와 각성가로 구분하고 이러한 특성이 재인 기억에 미치는 영향을 살펴보고자 하였다. 이를 위해 실험 1에서는 참가자들에게 부정단어와 중립단어에 대한 어휘판단을 실시하도록 요구하였고 이후에 재인과제를 실시하여 제시되는 단어들이 어휘판단 시 나타났었는지와 단어의 색상이 무엇이었는지를 판단하도록 요구하였다. 실험 2는 동일한 실험을 긍정단어와 중립단어를 이용하여 실시하였다. 두 실험 모두에서 재인과제를 실시한다는 것은 참가자들에게 사전에 알려주지 않았다. 실험 1의 결과 정서가가 부정적일 경우 중립에 비해 우연학습 이후 재인이 잘 되었고, 각성가가 낮은 경우에 높은 경우보다 재인의 정확률이 높았다. 실험 2에서도 정서가에 따른 유의미한 차이는 관찰되었으나 부정정서와는 다르게 긍정정서 내에서는 각성가에 따른 차이는 관찰되지 않았다. 이러한 결과는 정서가 기억에 도움이 된다는 선행연구들의 결과와 맥락을 같이 한다. 본 연구의 결과는 특히 정서의 두 차원 중 정서가는 기억에 도움을 주지만 높은 각성가는 기억 수행을 방해한다는 것을 보여준다. 본 연구의 결과는 정서가 단일한 차원의 개념이 아니라 정서가와 각성가로 구분되는 개념이라는 제안을 뒷받침하며, 향후 정서단어를 이용한 연구나 그 밖의 정서관련 연구를 진행할 때 이러한 두 차원을 독립적으로 고려할 필요가 있다는 것을 시사한다.

Affective responses to singing voice in different vocal registers and modes

WU, YINGYI,정현주 한국음향학회 2023 韓國音響學會誌 Vol.42 No.1

The purpose of this study was to investigate listener’s affective responses to different vocal registers and modes in terms of valence (i.e., negative to positive affect) and arousal (i.e., low to high energy level). The data were collected from four different conditions (i.e., higher and lower registers paired with major and minor modes). A total of 188 female college students participated in the survey online and rated their perceived valence and arousal levels on a visual analogue scale after listening to each excerpt. The two-way analysis of variance (ANOVA) was administered for data analysis. The results revealed that there were significant differences in the affective responses to the two vocal registers, showing that the arousal was more affected by the register than the valence. Secondly, mode had statistically significant impact on both valence and arousal while weighing more on valence. Further, there was significant interaction effect of vocal register and mode on valence, but not on arousal. Results also displayed that listeners had the most negative valence when listening to the excerpt of minor mode in higher register, while having the lowest arousal when listening to the excerpt of minor mode in lower register. These findings imply that it is important to consider the vocal range as well as the musical mode when selecting music for appreciation.

기업 교육훈련 참여자의 학습동기와 자기효능감, 유인가, 직무몰입 및 상사지원의 관계

곽재덕,김진모 한국직업교육학회 2010 職業 敎育 硏究 Vol.29 No.2

이 연구의 목적은 기업 교육훈련 참여자의 학습동기와 자기효능감, 유인가, 직무몰입 및 상사지원의 관계를 구명하는 데 있었다. 이를 위하여 전문적인 교육훈련 프로그램을 제공하고 있으며 교육훈련 시작 전 측정이 상대적으로 용이한 대기업 연수원 5곳과 중소기업을 중심으로 교육훈련을 제공하는 연수기관 3곳을 포함하여 총 8개 기관을 먼저 선정하였다. 그 후 이들 기관에서 제공하는 교육훈련 프로그램에 참여한 310명을 유의표집 하였으며 최종분석에서는 218명의 응답 자료를 사용하였다. 자료의 분석은 기본적으로 빈도와 백분율, 평균, 표준편차 등의 기술통계 방법을 사용하였고, 인과모형의 검증을 위해 경로분석 방법을 사용하였다. 이 연구를 통해 얻은 연구의 결과는 다음과 같다. 첫째, 기업 교육훈련 참여자의 자기효능감, 직무몰입, 상사지원은 학습동기에 정적인 영향을 직접적으로 미쳤다. 또한 기업 교육훈련 참여자의 자기효능감은 유인가에 정적인 영향을 직접적으로 미쳤으나, 유인가가 학습동기에 미치는 영향은 통계적으로 유의미하지 않았다. 둘째, 기업 교육훈련 참여자의 직무몰입은 자기효능감을 매개로 학습동기에 정적인 영향을 간접적으로 미쳤다. 셋째, 기업 교육훈련 참여자의 상사지원은 자기효능감을 매개로 학습동기에 정적인 영향을 간접적으로 미쳤다. 넷째, 기업 교육훈련 참여자의 상사지원과 학습동기의 관계에서 유인가의 매개효과는 통계적으로 유의하지 않았다. 이와 같은 연구결과를 토대로 첫째, 후속 연구에서는 교육훈련 전, 중, 후 단계마다 학습동기를 측정하고 이에 영향을 미치는 요인을 구명할 필요가 있으며, 둘째, 유인가를 측정하는데 있어서 측정 방법을 개선하는 방안이 필요하며. 셋째, 기업 교육훈련 프로그램의 유형에 따라 학습동기에 영향을 미치는 요인이 어떻게 달라지는지를 구명할 필요가 있음을 제언하였다. The purpose of this study was to identify the relationship among motivation to learn, self-efficacy, valence, job involvement and supervisor support of participants in corporate training programs. Data were collected by mail and direct survey and Total questionnaires of 257 from eight selected training institutes were returned. After screening the data, 218 responses were used in the analysis. The statistical method employed was a path analysis. Based on the findings of the study, the major conclusions of this study were as follows: First, self-efficacy, job involvement and supervisor support had the direct effect on motivation to learn while valence of the participants statistically had the least effect on the motivation to learn. Self-efficacy had the direct effect on valence. Second, job involvement had the indirect effect on motivation to learn with the partial mediation effect of self-efficacy. Third, supervisor support had the indirect effect on motivation to learn with the partial mediation effect of self-efficacy. Forth, the direct and indirect effects on the relation between the motivation to learn and supervisor support statistically had the least effect. Based on the results of the study, the following recommendations have been made:First, it is necessary to measure the motivation to learn at the early stage, middle stage and late stage, and to identify the factors that have the positive effect and negative effect on the motivation to learn at each stage. Second, when it comes to measurement of valence, not only the plan which divides valence into internal valence and external valence but also the plan which improves the measurement method is needed. Third, it is necessary to identify how the factors has changed according to the types of the corporate training programs.

소유와 유인가의 득과 실이 경쟁할 때 자기조절초점이 손실회피에 미치는 효과

이병관 ( Byung Kwan Lee ),이국희 ( Guk Hee Lee ) 한국감성과학회 2014 감성과학 Vol.17 No.4

손실회피에 대한 연구는 많은 진보가 있었다. 특히 Brenner et al. (2007)은 소유손실회피 (possession loss aversion: PLA)와 유인가손실회피 (valence loss aversion: VLA)의 상황을 구분하면서 현금과 현물 (돈, 부동산)에 대한 손실(PLA)과 잠재적으로 획득할 가치 (해외연수, 쿠폰)에 대한 손실 (VLA)에 대한 사람들의 반응이 어떻게 다른지 관찰하였다. 그러나 일상생활에서 소유와 유인가의 득과 실이 명확하게 구분되는 경우는 드물고, 대부분 소유와 유인가의 득과 실 사이에 일장일단이 있어, 결국 사람들이 평소 가지고 있는 사고방식이나 주의의 초점이 의사결정에 반영되는 경우가 더 많다. 따라서 본 연구는 사람들이 평소 어디에 주의를 기울이는지에 따라 손실회피의 반응이 어떻게 달라지는지 살펴보고자 했다. 구체적으로 자기초점을 촉진초점 또는 예방초점으로 점화한 후, 이직결정상황에서 소유와 유인가의 득실이 경쟁 (연봉증가 해외연수기간감소: P+V-, 연봉감소 해외연수기간 증가:P-V+)할 때, 이직할 것인지 여부를 결정하는 과제를 수행하였다. 결과적으로 촉진초점의 경우 소유인지 유인가 인지에 관계없이 잠정적으로 얻게 될 이익 (+)에 주의를 기울인 결과 이직하겠다는 응답이 증가한 반면, 예방초점의 경우 잠정적으로 감수할 손실 (-)에 주의를 기울인 결과 현재 회사에 머물겠다는 응답이 증가하였다. 본 연구의 결과는 소비자 및 광고심리와 마케팅분야에 폭넓은 시사점을 가진다. The study of loss aversion has progressed. Specifically, Brenner et al. (2007) distinguished between possession loss aversion (PLA) and valence loss aversion (VLA) and explained PLA is the loss of cash or spot goods (money, apartment) and that VLA is the loss of tentative value (opportunity of oversea study, coupon). Also, they explored how the tendency of loss aversion was different between when possession loss was salience and when valence loss was outstanding. But, in our everyday life, it is more common that people face some economic situation where the gain and loss between possession and valence are competing. And, in this situation, they usually choose a better option based on their ordinary mind-set or self-focus rather than on which option has more benefit. Therefore, present research is that whether the tendency of loss aversion is different based on one`s ordinary self-focus. Concretely, after priming promotion focus vs. prevention focus, participants should decide whether present occupation changes or not when gain and loss between possession and valence compete (income increase but oversea study chance decrease or income decrease but oversea study chance increase). As a result, there are more rate of changing job in promotion focusing condition than prevention focusing condition based on positive change irrespective of possession or valence. This result can have implication for marketing, consumer and advertisement psychology.