Elucidation of Factors Predicting the Impression of “<I>Yuru-sa</I>” in Japanese Yuru-kyara Mascot Characters
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- JIYAVORANANDA Sittiphan
- Graduate School of Comprehensive Human Sciences, University of Tsukuba
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- ISHIKAWA Hiroko
- Graduate School of Comprehensive Human Sciences, University of Tsukuba
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- SAKAI Shunsuke
- Graduate School of Comprehensive Human Sciences, University of Tsukuba
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- YAMANAKA Katsuo
- Graduate School of Comprehensive Human Sciences, University of Tsukuba
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- YAMANAKA Toshimasa
- Graduate School of Comprehensive Human Sciences, University of Tsukuba
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- MASUDA Tomoyuki
- Graduate School of Comprehensive Human Sciences, University of Tsukuba
Bibliographic Information
- Other Title
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- Elucidation of Factors Predicting the Impression of “ Yuru-sa ” in Japanese Yuru-kyara Mascot Characters
- Elucidation of Factors Predicting the Impression of “<I>Yuru-sa</I>” in Japanese Yuru-kyara Mascot Characters
Abstract
In recent years, “Yuru-kyara” mascots, a class of mascot characters popularized by their characteristic of “yuru-sa”, have played important roles in the promotions of regional events and products. Although previous studies implicated the importance of structural and emotional factors for yuru-sa in Yuru-kyara mascots, it is unclear what factors affect or predict the impression of yuru-sa in these mascots. Here we examined structural and emotional factors that predict the yuru-sa impression in Yuru-kyara mascots. The independent t-tests and multiple regression analyses revealed that the factors of “childlikeness” and “friendliness” may correlate with a stronger impression of yuru-sa. Furthermore, we found that altering the ratio or size of structural factors showed different levels of the yuru-sa impression on the perceivers. We propose that our results may facilitate the design of Yuru-kyara mascots to be more appealing and effective in promoting brand images of local communities.
Journal
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- International Journal of Affective Engineering
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International Journal of Affective Engineering 15 (3), 231-238, 2016
Japan Society of Kansei Engineering
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Details 詳細情報について
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- CRID
- 1390282680457892224
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- NII Article ID
- 130006935849
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- ISSN
- 21875413
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- HANDLE
- 2241/00151108
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- Text Lang
- en
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- Data Source
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- JaLC
- IRDB
- Crossref
- CiNii Articles
- KAKEN
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- Abstract License Flag
- Disallowed