1,721,010 research outputs found
Public policy, social marketing and neuromarketing: from addressing the consumer behaviour to addressing the social behaviour - a study on the assessment of Public Service Announcements’ efficacy by neuro-metric indexes and techniques
Get PDFThe overall aim of this thesis is to investigate to what extent
marketing can be a useful science for the public policy in developing
effective Public Service Announcements (PSAs). In particular, hereby
a specific discipline will be taken in consideration: the one that
merges marketing with neuroscience, that is the so-called
‘neuromarketing’, which - in order to assess the advertising efficacy -
adopts biometric and neurometric indexes. The objective of this work
is to gain insights into the above-mentioned fields (marketing,
neuroscience and public policy) by:
- reviewing previous studies, as well as topical literature;
- exploring the latest case studies and best practises;
- examining the traditional methods’ results for the assessment of the
PSAs (i.e. polls, surveys, focus groups) in their evolutionary path (till
arriving to birth of the the neurometric methods)
Such kind of research has the purpose to identify the factors that are
considered relevant to answer the ultimate research question: is it
possible today, by using state-of-the-art neurometric indexes and
techniques, to provide policymakers with precise guidelines for
developing effective PSAs, so that marketing will be able to address
no more just the consumer behaviour, but also the social behaviour?
In fact, the goal of any advertising campaign is to convey a specific
message and reach a specific audience: the consumers. But, when
talking about PSAs, many things changes: the KPIs for the
assessment of their efficacy are no longer the commercial ones (GRP,
reach etc.), but rather the gain obtained in public health after the
airing of the campaign. Consequently, the specific message will be a
different ‘call-to-action’: no more an invite to purchase, but rather to
change a (wrong) social behaviour or adopt a (right) civil conscience.
Given these premises, it is possible that marketing could be invested
with a precise responsibility in terms of lives saved and public
health. The practical and managerial implications of the research are
the following: EU policymakers and local governments will have the
opportunity to dispose of scientific data and information about the
society that might be transformed in guidelines for producing
effective PSAs based on the inner audience’s insights. The originality
of this research resides in having framed the new neuromarketing
protocols in the traditional Consumer Behaviour theory, combining
thus future and past of the marketing research
Becoming the best: by beating or ignoring the best? Toward an expanded view of the role of managerial selection in complex and turbulent environments
No full textManagerial selection, Market selection, Competitive focus, NKC model,
Strategia explorative ed exploitative: dal modello teorico all’ approccio metodologico della content analysis
No full text
One the diffusion of innovations in evolving social networks: a simulation study
No full textExisting literature on technology diffusion increasingly agrees that social networks play a vital role in processes guiding the adoption of major innovations. Although it is generally accepted that knowledge about an innovation can be distributed unevenly within a network of potential adopters and that, therefore, the network acts as a powerful conduit of that knowledge, current research insufficiently explores the other side of that coin, namely that the diffusion process may also affect the network itself. Our study fits into this gap by examining what impact the spread of a new technology has on patterns of dyadic relationships between individuals and, in turn, how these effects interact with technology diffusion. To explore this dynamic interplay we constructed a computational model using agent-based simulation techniques. Two types of communities are considered: an explorative community whose members exchange information about the new technology in order to adopt it or to promote it further, and an exploitative community solely focused on learning about the technology that the agents already possess so as to increase its usability
Going Beyond Counting First Authors in Author Co-citation Analysis
Get PDFThe 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
Variations on the Author
Get PDF“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Appropriate Similarity Measures for Author Cocitation Analysis
Get PDFWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
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