1,720,987 research outputs found
MuSeS and Pro-SeT. Towards the creation of a new method to investigate the organizational and the brand image
No full textDopo un approfondito esame della letteratura, è emersa una carenza di strumenti in grado di misurare l'immagine di un’organizzazione (in particolare nei suoi aspetti maggiormente simbolici ed emotivi). Per superare questo problema, ho creato e testato un nuovo strumento, chiamato "Multi-Sensory Sort" (MuSeS). Allo stato attuale, difatti, la maggior parte degli strumenti finalizzati ad indagare l'immagine organizzativa si basa su questionari aventi scale di atteggiamento. Ciò presuppone che l'immagine organizzativa sia un costrutto consapevole e completamente verbalizzabile. MuSeS, invece, si basa su un’altra prospettiva, cercando di misurare gli aspetti maggiormente inconsapevoli e non-verbali dell'immagine organizzativa, utilizzando degli strumenti derivati sia dalla Psicologia che dal Marketing. MuSeS si compone di un insieme di tecniche proiettive basate su una stimolazione multisensoriale.
MuSeS è stato testato su un totale di 198 persone. Un campione di 448 persone è stato inoltre utilizzato per i test di validazione. I risultati corroborano l’affidabilità (reliability) di MuSeS e la sua validità discriminante, concorrente, convergente e di contenuto. I risultati hanno mostrato, inoltre, come le MuSeS permetta di raccogliere dati in profondità, altrimenti difficili da ottenere attraverso altri tipi di indagine. Infine, vengono riportate le implicazioni teoriche e le possibili aree di ricerca future.After a thorough review of the literature, a lack of tools able measure the Organizational Image (especially in its symbolic and emotive sides) was observed. In order to overcome this problem, I created and tested a new instrument, called “Multi-Sensory Sort” (MuSeS). Most of the tools created to investigate the Organizational Image are based on questionnaires with attitude scales; this assumes that the brand image is a conscious and fully verbalized construct. I started from another assumption, trying to measure the non-verbal and the unconscious brand image aspects, using instruments derived both from Psychology and Marketing.
MuSeS, a direct methodology of exploring the consumer’s symbolic universe and the unconscious expectations, is composed of a set of projective techniques based on multisensory stimuli. MuSeS was tested on a total of 198 people. A sample of 448 was also used for the validation tests. Results supported MuSeS reliability and its discriminant, concurrent, convergent, and content validity. Results showed how MuSeS allows us to collect in depth data, otherwise difficult to obtain through other kinds of surveys. The theoretical implications are discussed along with the areas of future research
Analisi dei processi psicologici utilizzati dalle persone per scegliere la barca a vela. Technical Report elaborato per la Timavo Ship Supply Srl
No full textDal ServQual al ServPerval
No full textLa misurazione della qualità del servizio è probabilmente uno degli ambiti di ricerca più sviluppati in marketing, ma, al contempo, anche uno dei più frammentari. Questo articolo si propone di analizzare i quattro modelli che hanno rivoluzionato la letteratura del settore (il ServQual, il ServPerf, la “Scuola Europea” e il ServPerval), i quali si distaccano molto da ogni altro modello, per il loro impatto teorico e pratico. Si introdurrà dapprima la definizione di qualità percepita, per poi presentare e comparare i quattro modelli. Nella parte finale dell’articolo vengono riportate alcune considerazioni sullo stato attuale della ricerca e sullo sviluppo di altri modelli derivati
Algorithmic transference: people overgeneralize failures of AI in the government
No full textArtificial intelligence (AI) is pervading the government and transforming how public services are provided to consumers across policy areas spanning allocation of government benefits, law enforcement, risk monitoring, and the provision of services. Despite technological improvements, AI systems are fallible and may err. How do consumers respond when learning of AI failures? In 13 preregistered studies (N = 3,724) across a range of policy areas, the authors show that algorithmic failures are generalized more broadly than human failures. This effect is termed "algorithmic transference" as it is an inferential process that generalizes (i.e., transfers) information about one member of a group to another member of that same group. Rather than reflecting generalized algorithm aversion, algorithmic transference is rooted in social categorization: it stems from how people perceive a group of AI systems versus a group of humans. Because AI systems are perceived as more homogeneous than people, failure information about one AI algorithm is transferred to another algorithm to a greater extent than failure information about a person is transferred to another person. Capturing AI's impact on consumers and societies, these results show how the premature or mismanaged deployment of faulty AI technologies may undermine the very institutions that AI systems are meant to modernize
Advertising a desired change: when process simulation fosters (vs. hinders) credibility and persuasion
No full textAds promising a desired change are ubiquitous in the marketplace. These ads typically include visuals of the starting and ending point of the promised change ("before/after" ads). "Progression" ads, which include intermediate steps in addition to starting and ending points, are much rarer in the marketplace. Across several consumer domains, the authors show an ad-type effect: progression ads foster spontaneous simulation of the process through which the change will happen, which makes these ads more credible and, in turn, more persuasive than before/after ads (Studies 1-3). The authors also show that impairing process simulation and high skepticism moderate the ad-type effect (Studies 4-5). Finally, they show effect reversals: if consumers focus on achieving the desired results quickly, and it is possible to do so, progression ads and the associated process simulation backfire in terms of credibility and persuasion (Studies 6-7). These findings contribute to existing research by identifying conditions under which progression ads have beneficial or disadvantageous effects. These findings have managerial implications because they run counter to current marketing practices, which favor before/after over progression ads
Artificial Intelligence in Utilitarian vs. Hedonic Contexts: The “Word-of-Machine” Effect
No full textRapid development and adoption of AI, machine learning, and natural language processing applications challenge managers and policy makers to harness these transformative technologies. In this context, the authors provide evidence of a novel "word-of-machine" effect, the phenomenon by which utilitarian/hedonic attribute trade-offs determine preference for, or resistance to, AI-based recommendations compared with traditional word of mouth, or human-based recommendations. The word-of-machine effect stems from a lay belief that AI recommenders are more competent than human recommenders in the utilitarian realm and less competent than human recommenders in the hedonic realm. As a consequence, importance or salience of utilitarian attributes determine preference for AI recommenders over human ones, and importance or salience of hedonic attributes determine resistance to AI recommenders over human ones (Studies 1-4). The word-of machine effect is robust to attribute complexity, number of options considered, and transaction costs. The word-of-machine effect reverses for utilitarian goals if a recommendation needs matching to a person's unique preferences (Study 5) and is eliminated in the case of human-AI hybrid decision making (i.e., augmented rather than artificial intelligence; Study 6). An intervention based on the consider-the-opposite protocol attenuates the word-of-machine effect (Studies 7a-b)
La maggioranza schiaccia. O forse no. Conformismo e influenza tra maggioranza e minoranza, un approccio psicosociale
No full textLo scopo di questo libro è mostrare alcune tecniche di “contro-comunicazione” da parte di minoranze critiche che vogliono coinvolgere – con mezzi interattivi e a basso costo – altre minoranze per cambiare lo stato (o almeno la visione) delle cose.
L’idea di fondo è che i mezzi di comunicazione, in quanto strumenti, possono essere utilizzati per veicolare messaggi molto diversi da quelli che siamo abituati a ricevere. Possono essere reinventati, al fine di intendere la comunicazione non più solo come “passiva” e “di massa” ma anche come “attiva” e “soggettiva”. In questo libro viene esplorato come Internet, giornalismo, televisione, teatro, musica, arte, pubblicità e marketing possano essere mezzi potenti nelle nostre mani.
Molti degli autori che hanno offerto il loro contributo sono riusciti a innescare qualche cambiamento (dal sito sul giornalismo partecipativo alle azioni di Subvertising, dal Teatro dell’Oppresso all’Hacktivism, dalla rivista Rumore al tribal marketing). Ecco quindi la finalità ultima del libro: diffondere questo tipo di cultura e di azioni, attraverso spunti ed esempi, sia sul piano teorico sia sul piano empirico e applicativo, su come re-inventare la comunicazione. Riflessioni e metodi per non essere solo e sempre un ricettore passivo di comunicazione, ma anche un mittente critico di opinioni
ExPerO – a model to assess the quality of the learning outcome
No full textInside Leonardo da Vinci Action, it has been developed a theoretical model and some tools aimed to assess the quality of the learning outcome in vocational courses. The model takes in consideration three main stakeholder categories (internal, external and trainees) and it is based on two survey phases, before and after the course, in order to evaluate the quality and comparing expectations and perceptions. We used both customer satisfaction and service quality strategies to assess the quality level. Focus groups, semi structured interviews, and questionnaires were used to test different indicators of the learning outcome. The image of the organization (school) has been surveyed and analyzed as a main component of the model. The model has been tested inside schools from five Countries (Italy, Slovenia, Spain, Lithuania and Bulgaria) and it is going to be submitted as a quality assurance model
Going Beyond Counting First Authors in Author Co-citation Analysis
Full text linkThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
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