Do people's user types change over time? An exploratory study

In recent years, different studies have proposed and validated user models (e.g., Bartle, BrainHex, and Hexad) to represent the different user profiles in games and gamified settings. However, the results of applying these user models in practice (e.g., to personalize gamified systems) are still contradictory. One of the hypotheses for these results is that the user types can change over time (i.e., user types are dynamic). To start to understand whether user types can change over time, we conducted an exploratory study analyzing data from 74 participants to identify if their user type (Achiever, Philanthropist, Socialiser, Free Spirit, Player, and Disruptor) had changed over time (six months). The results indicate that there is a change in the dominant user type of the participants, as well as the average scores in the Hexad sub-scales. These results imply that all the scores should be considered when defining the Hexad's user type and that the user types are dynamic. Our results contribute with practical implications, indicating that the personalization currently made (generally static) may be insufficient to improve the users' experience, requiring user types to be analyzed continuously and personalization to be done dynamically.Comment: 5th International GamiFIN Conference 2021 (GamiFIN 2021), April 7-10, 2021, Finlan

The effects of personalized gamification on students’ flow experience, motivation, and enjoyment

Gamification refers to the attempt to transform different kinds of systems to be able to better invoke positive experiences such as the flow state. However, the ability of such intervention to invoke flow state is commonly believed to depend on several moderating factors including the user’s traits. Currently, there is a dearth of research on the effect of user traits on the results of gamification. Gamer types (personality traits related to gaming styles and preferences) are considered some of the most relevant factors affecting the individual’s susceptibility to gamification. Therefore, in this study we investigate how gamer types from the BrainHex taxonomy (achiever, conqueror, daredevil, mastermind, seeker, socializer and survivor) moderate the effects of personalized/non-personalized gamification on users’ flow experience (challenge-skill balance, merging of action and awareness, clear goals, feedback, concentration, control, loss of self-consciousness and autotelic experience), enjoyment, perception of gamification and motivation. We conducted a mixed factorial within-subject experiment involving 121 elementary school students comparing a personalized version against a non-personalized version of a gamified education system. There were no main effects between personalization and students’ flow experience, perception of gamification and motivation, and enjoyment. Our results also indicate patterns of characteristics that can lead students to the high flow experience (e.g., those who prefer to play multiplayer have a high flow experience in both personalized and non-personalized versions). Based on our results, we provided recommendations to advance the design of gamifed educational systems.publishedVersionPeer reviewe

The Effects of Lunch Eligibility and School Size on the Literacy Achievement of African American Males Communication

The purpose of this research was to examine the effects of lunch eligibility and school size on the literacy achievement of African American males. While researching the effects of lunch eligibility and school size on the literacy achievement of African American males, this scholar observed that a correlation between historical viewpoints and the academic performance of African American males were intertwined in the findings and research of some experts. Therefore, this researcher was compelled to intimately explore the literature as it related to the literacy achievement of African American males and how it evolved throughout history. During the development of historical and cultural analysis, the researcher correlated the observations of scholars who asserted their findings concerning the influence of the past on the present literacy performance of African American males, while simultaneously searching for a reference to their socioeconomic status or the size of the schools they attended. Some literature included the impact of poverty on the literacy achievement of students in general, and explicitly, on the literacy achievement of African American males. However, the literature failed to specifically address the literacy performance of African American males who qualify for free or reduced-cost lunch in comparison to those who do not. Although the findings on poverty were significant, the findings on school size were inconclusive. Researchers, Ready and Lee (2006) studied the impact of class size on the literacy achievement of elementary level students, and Schneider (2016) scrutinized the small school movement that took place in New York City; however, no study directly addressed the effects of school size as it relates to the literacy achievement of African American males. This lack of research concerning the effects of lunch eligibility and school size as it relates to the literacy achievement of African American males makes this research unique and valuable. The findings of which can be used to positively impact educational procedures related to the literacy achievements of all students. The results of this study indicated the existence of a substantial gap in literacy achievement between African American males in Grades 4, 6, and 8 who were eligible for free or reduced-cost lunches and African American males who were not eligible for free or reduced-cost lunches. Non-eligible students scored significantly higher than did eligible students. These findings aligned with Fantuzzo (2009) who asserted that the third grade African American males of Philadelphia from homes of low socioeconomic status were at risk for academic struggles. In addition, there was a general indication that the size of the schools they attended was not a significant factor in the literacy achievement of African American males in Grades 6 and 8. However, the data did reflect a significant interaction between the size of schools and lunch eligibility among Grade 4 African American males. Thus, indicating that the size of the school was a significant factor when coupled with school lunch eligibility

Common Core State Standards’ Influences On Teacher Self-Efficacy And Instructional Practices For Students With Learning Disabilities

This study uses survey data to assess the influences of Common Core State Standards on teacher self-efficacy. Participants in this study included African-American teachers (who taught at least one special education student) from an online network that hosts approximately 153,000 members from across the United States. A convenience sample of 156 teachers participated in the survey, and 124 participants met criteria. The survey included the Teacher Self-Efficacy Scale Survey. The survey was comprised of three subscales, which included Efficacy in Student Engagement, Efficacy in Instructional Strategy Practices, and Efficacy in Classroom Management. Demographic information was also collected. A One-Way ANOVA Model was used to determine the effect of key variables, including years of teaching experience, grade level taught, and Common Core Professional Development, had on the primary outcome variable Teacher Self-efficacy. Classroom Management and the Common Core Professional Development subscale significantly and negatively predicted Teacher Self-Efficacy, while other variables, such as Student Engagement and Instructional Practices, did not. The findings of this study suggest that teachers may need additional professional development support in Classroom Management strategies as they are implementing Common Core

High-street fashion brand communication amongst female adolescents

This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.The nature of high-street fashion brands amongst female adolescents is a combined set of fast fashion movements and early adopter demands within a compressed timeframe. This research has investigated the need for a communication plan to appropriately deliver the brand message for this sector. There are a number of information barriers for high-street fashion brands to build customer value and differentiate the core values of their brands from competitors because of 1) imbalanced strategic communication implementation particularly in the encoding process, 2) ambiguous interpretation of target audience behaviour as a key disseminator of brand messages and 3) a lack of an integrated communication approach to complement the brand building communication plan. Accordingly, there is a need for a brand building communication framework to formulate and direct the female adolescent perceived values within a limited time based on mutual understanding and shared requirements between a high-street fashion brand and its target audience. Moreover, a strategic plan using an integrated brand-building communication in the encoding process which optimises the contribution of the audience must be developed. This research has revealed that high-street fashion brands should concentrate on consumer self-construal, consumer-brand congruence and consumer-brand relationships of female adolescents in order to clearly construct brand messages which match audiences’ values and lifestyles. Due to the needs for informative cooperation amongst the target audiences, the brand-building communication strategy as a persuasive medium, which encourages audiences and prospects to initiate interactivity with the high-street fashion brand, was thoroughly examined in the empirical study. A conceptual model of a high-street fashion brand-building communication was developed and evaluated by means of design research methodology and soft systems methodology. The proposed model explains the platform of brand-building communication strategy in the encoding process for the high-street fashion market. A number of advantages are offered: Firstly, brand managers may use the model to overcome the barriers to integrate a fashion brand communication strategy. Secondly, it can enhance the recognition of fashion brand-building communication. Thirdly, the model offers an approach to leverage customer-brand relationships by means of the communication process. Fourthly, it allows the description of a holistic view of brand message construction in the encoding process. Finally, it offers a strategy to integrate online and off-line communications

Inequality and higher education: marketplace or social justice?

Professor Hall’s paper addresses the key social issues of poverty and inequality of educational opportunity, comparing the UK’s policy history and experience with that of South Africa and identifying the important roles that higher education leaders at institutional and system levels can play. Professor Hall’s paper is accompanied by a short commentary from six higher education leaders who all have a strong track-record of addressing the issues that Professor Hall’s paper raises

An Islamic identity approach to developing pro-recycling attitudes in Malaysia

Recycling attitude and behaviour change have been traditionally explored from a socio-psychological perspective. Recent work on integrating social marketing communications interventions to influence this attitude and behavioural change has also grown. In particular, framing as a communications strategy has formed an important focus of this renewed stream of query. However, although the individual main effects of both positive and negative framing have been studied, the findings are mixed and do not offer clear justification in environmental studies. Sufficient articles emphasise that designing effective communication tools is vital and could be one of the reinforcement mechanisms to bridge the discrepancy. Furthermore, the studies on message framing effects and how consumer responses for single or multiple messages have received limited empirical consideration. Critically earlier studies have not specifically accounted for the influence of religion and moral identity in inducing behaviour change. Yet, within the type of context this study is embedded in, i.e. Malaysia, it would seem logical to tailor any interventions based on the socio-psychology on the target audience. Given the targeted nature of social marketing campaigns, this study proposes factoring in the Islamic self-identity of the Muslim target audiences in understanding recycling attitude change.In this study, an experimental design was employed. This study utilised a 2 (positive vs. negative) X 2 (Islamic identity framing: yes/no) X 2 (Moral identity framing: yes/no) between-subjects experimental design. Hence, eight groups (two control groups, six experimental groups) were required in total. The participants (n=850) were final-year business students at the Universiti Teknologi MARA (UiTM). The study found that informants would reflect different degrees of advertising effectiveness in response to different combinations of advertising framings, and Islamic framing will induce a better attitude towards the ad and a greater inclination to recycling intention. The results also indicated that, positive frames may be the most salient with Islamic appeals and may work effectively when emphasised with moral identity framing. Using identity framing to embed religion in these messages could have greater persuasive impact. As such this study is the first to highlight the use of Qur’anic verses as indicators of Islamic self-identity and demonstrate the effectiveness thereof for generating social change. Given the growing use of Qur’anic verses for social marketing interventions, this initial study represents an important contribution to validating the salience of this powerful social marketing approach

Towards the Affect of Intimacy

Abstract This thesis explores the trajectory that the developing technological fields of Ambient Intelligence and Persuasive Technologies introduce new intricate relationships beyond fundamental use and availability because they change our abilities to act. Since its classic articulation by Hegel (1927) philosophical explication of the relationship between people and technology states that technology is a mediating factor between people and the world. Associated with this view, which has characterized the resulting phenomenology and philosophy of technology for nearly two decades, is an understanding of technology as a form of alienation. In this dissertation the author shows how this old interpretation of the relationship between a person and their tool has emphasized how the person is active whilst the tool is passive. This traditional distinction fails to grasp the complex interaction between people and technology in the contemporary world. The nature of new technologies and novel theoretical work in this field suggests that this critical framework is now inadequate. Today, technology mediates the relationship between people and the world in increasingly complex and often collective ways. McLuhan (1967) stated: “Media evoke in us unique ratios of sense perceptions. The extension of any one of these senses alters the way we think and act”. As Greenfield (2006) and Fogg (2002) also posit, certain Ambient Intelligence and Persuasive Technologies are in-principle shaping everyday human behaviours in radically new ways. In particular, I explore how new technologies like those developed in the Artificial Companions Project can impact on our understanding of intimacy and identity. Indeed, Ambient Intelligence Technologies may play the role of reference groups (Shibutani 1987), groups who are real or imaginary and whose standpoints are being used as the frame of reference for the human actor. Given that these technologies have continuously reconfigured identification and profiling practices, this analysis rephrases insight of philosophers like Paul Ricoeur (1990), George Herbert Mead (1959) and Helmuth Plessner (1975) to trace how: The construction of our identity is mediated by how we profile others as profiling us. Thus, new technologies can become reference groups, encroaching on our everyday activities and even affecting our moral decision-making processes. As genuine upgrades of our practical space, they are destined to play a larger formative role in people’s lives in the future. Following Heidegger in Das Ding (Heidegger 1951), Latour once framed the wider social role of technologies as res publica or ‘public things’ (Latour 2005). He pointed out that the old German word ‘ding’ etymologically did not only infer ‘material object’ but also to assembly as gathering space - that thing that can bring together what it separates. Following Latour, Verbeek states that technological ‘things’ do not only mediate our existence, but are places where these mediations are made explicit – therefore, Verbeek argues, they are the places where people have to start to discuss and criticise the quality of the ways in which these ‘things’ help to shape our daily lives (Verbeek 2008). This thesis attempts to offer a new approach to this criticism through theoretical comparison and transdisciplinary analysis