| Title |
Moderated Mediation Effect of Individual Differences on the Relationship between Affective Image and Architectural Space Preference |
| Authors |
Lee, Hyeong-Kwon ; YuEun-Mi |
| Keywords |
Individual Differences(SSA) ; Moderation ; Mediation ; Moderated Mediation ; Affective Image(PAD) ; Preference |
| Abstract |
The objective of this research is to investigate the moderated mediation effect of individual differences(SSA: stimulus screening ability) on the relationship between affective images(PAD: pleasure, arousal and dominance) and architectural space preference. That is, affective images mediate the effect of color tones on the preference and individual differences moderate this mediating relationship. To analyze the mediation, both Sobel test and bootstrapping method are used, and to analyze the moderated mediation effect, SPSS Macro is used. The major results of this article are as follows: First, SSA moderates the effect of tones on the preferences. This means that pale comparing vivid/dull has positive effect on preference, and this positive effect is higher for subjects who can screen the stimuli occurring in the classroom space. Second, PAD mediates the relationship between tones and preference. As for pleasure(dominance), pale causes more pleasure(dominance) which in turn causes more preference, whereas as for arousal, pale give rise to less arousal which leads to more preference. Third, it was confirmed that SSA moderated the mediating role of PAD between tones and preference. Furthermore, this fact suggests important implications that better screening people evaluate the positive effect as more positive when the effect is positive, while they evaluate the negative effect as more positive when the effect is negative. |