Emotional consumption value orientation has played a significant role to have a direct effect on making purchase in our lives. And emotional value has been dealt within the SPA brand contexts recently. Therefore, the current study investigates how SPA brand consumers' emotional value consumption orientation has affected brand loyalty, with a focus on mediation effects of marketing mix attributes assessment. Results of this research are as follows. First, there was a significant difference between Zara and Uniqlo on the assessment of marketing mix attributes.Second, emotional consumption value orientation had significantly impact on brand loyalty for both Zara and Uniqlo. Third, multi-regression analysis was conducted to find out the mediation effect of marketing mix attributes assessment in the relationships between emotional consumption value orientation and brand loyalty. For Zara, hedonic promotional and pricing attributes of products and place show full mediation effect on brand loyalty. For Uniqlo, utilitarian, hedonic and pricing attributes have impact on brand loyalty. The current study strives to find out how emotional consumption value orientation attected the consumer evaluation process and purchase behavior in the contexts of SPA brand product purchase. Product assessments have stronger effect than place, and hedonic attributes have stronger effect on brand loyalty in comparison with utilitarian attributes. Also, hedonic attributes of product and place have stronger effect on brand loyalty in comparison with utilitarian attributes. Key words: brand loyalty(브랜드 충성도), emotional consumption value orientation(감성적 소비가치 성향), hedonic attributes(쾌락적 가치), marketing mix attributes assessment (마케팅믹스 속성평가), utilitarian attributes(실용적 가치)

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Objectives: This paper aims to explain principles of gist-based health message design and discuss their implications for health promotion and public health education. Methods: After reviewing Reyna and Brainerd's Fuzzy Trace Theory(FTT), the authors explicate how to transform FTT into a practical guidance of health message design. Our explication is based upon FTT's reasoning that human intuition, rather than analysis, takes a primary role in message recall and comprehension, followed by judgment and decision making. We expect gist-based message design to be appropriate to serve such intuition. Results: Four principles of gist-based message design are offered: (1) provision of qualitative, as well as quantitative, information of gist, (2) inclusion of visual images corresponding to gist, (3) use of effective message formats to emphasize the gist (4) inclusion of relevant reasons and contextutal information. Conclusions: Gist-based message design has theoretical and practical implications for health promotion, specifically in the field of public health education, the press and governmental communication toward the public, and provider-patient communication in medical settings.