A Normative Classification of Consumer Big Data

The big data phenomenon has transformed every area of life and business. Businesses today rely on the volume, velocity, and variety (3Vs) of data available today in product design, advertisement, sales, and post-sale follow up activities. Communication between the firm and the consumer is personalized using data collected on the consumer to match the consumer’s location, time, and needs. Some marketers argue that this has birth a new era of marketing; transformative marketing, in which the firm’s ability to deliver value and to acquire and maintain long-run competitive advantage determined by the firm’s data resources. In other words, data are the currency of the transformative marketing era. This sentiment is pervasive and has led to massive investments in data in recent years. This dissertation puts forward a classification of consumer big data to aid the firm extract value out of big data despite the 3Vs. The classification also demonstrates how value in a transformative marketing era does not have to be created at the expense of the consumer, but with the consumer. Five conceptual dichotomies are put forward in essay two that are more comprehensive than any other classification of data available in the research. Finally, the third essay investigates how the big data phenomenon affects consumer freedom and emotions. Most people agree that freedom is a fundamental human right, and that business practices should respect consumer freedom. However, research on consumer freedom is scant. Two experiments investigate how the characteristics of data collected on consumers affects consumer perception of decision freedom and satisfaction with value propositions. With the big data phenomenon has come a push toward algorithmic decision making. Consumer’s anxiety toward algorithmic decision making is investigated along with the satisfaction derived from decisions made by third parties that collect data on consumers

Looking for c(l)ues. How visual cues can help predict personality traits in video interviews.

There is an ongoing trend that asynchronous video interviews are used more and more frequently for their efficiency gain (Brenner, 2019), especially in large scale selection processes (Brandt, Justenhoven & Schöffel, 2020). Visual cues that are present during those video recordings are not yet systematically processed and used, which is a miss under the argument of further efficiency gain (e.g. to measure personality traits). However, in a first step, a framework as well as a systematic visual cue analyses needs to be completed to establish the available data source that can – in a second step – be further used in an automatic scoring process. The purpose of the present study exactly that first step: to outline an approach to capture, categorize and systematically process visual cues to then link them to personality traits which are captured in various other forms as well. As an approach to this topic, the work from Gosling and colleagues (2005) is leveraged and with it Brunswik’s lens model (1956). Ultimately, and postulated as a research question, the aim of this body of research is to find functional achievement between self-rated and observer rated personality traits using the visual cues as elements of the lens. The body of research is structured in three steps. In step 1 visual cues present in research are catalogued, enriched with visual cues captured through various studies with asynchronous video interview data and categorized in five categories: Face, Body, Appearance, Media Properties, and Environment. In step 2 a visual cue inventory is developed that allows a manual systematic cue coding process of the 236 visual cues that are used in this work. In step 3, a dataset with n = 99 participants is generated that includes coding for all of the visual cues, as well as self and observer ratings on the video respondee’ s personality traits. Contrary to the hypotheses, however, little evidence is found that suggest visual cues can be linked both to self-ratings and observer ratings of personality traits. The cues seem to be either valid (i.e. linked to self-ratings) or used (i.e. linked to observer ratings) but generally the results show a very confound picture. Given the present results, it is not recommended to proceed further with the approach to leverage visual cues as a predictor for personality traits in asynchronous video interviews.Es gibt einen anhaltenden Trend, dass asynchrone Videointerviews wegen ihres Effizienzgewinns immer häufiger eingesetzt werden (Brenner, 2019), insbesondere in groß angelegten Auswahlverfahren (Brandt, Justenhoven & Schöffel, 2020). Visuelle Hinweisreize, die während dieser Videoaufnahmen vorhanden sind, werden noch nicht systematisch verarbeitet und verwendet, was unter dem Argument der weiteren Effizienzsteigerung (z. B. zur Messung von Persönlichkeitsmerkmalen) ein Versäumnis ist. In einem ersten Schritt muss jedoch ein Rahmenwerk sowie eine systematische Analyse der visuellen Hinweise geschaffen werden, um die verfügbare Datenquelle zu ermitteln, die in einem zweiten Schritt in einem automatischen Scoring-Prozess weiterverwendet werden kann. Das Ziel der vorliegenden Studie ist genau dieser erste Schritt: einen Ansatz zur Erfassung, Kategorisierung und systematischen Verarbeitung visueller Hinweise zu skizzieren, um diese dann mit Persönlichkeitsmerkmalen zu verknüpfen, die auch in verschiedenen anderen Formen erfasst werden. Als Grundlage zu diesem Thema wird die Arbeit von Gosling und Kollegen (2005) genutzt und damit das Linsenmodell von Brunswik (1956). Letztlich, und als Forschungsfrage postuliert, ist das Ziel der vorliegenden Forschung, die funktionale Leistung zwischen selbst- und beobachterbewerteten Persönlichkeitsmerkmalen – unter Verwendung der visuellen Hinweise als Elemente der Linse – zu finden. Die Forschungsarbeit ist in drei Schritte gegliedert. In Schritt 1 werden die in der Forschung vorhandenen visuellen Anhaltspunkte katalogisiert, mit visuellen Anhaltspunkten angereichert, die in verschiedenen Studien mit asynchronen Videointerviewdaten erfasst wurden, und in fünf Kategorien kategorisiert: Gesicht, Körper, Erscheinungsbild, Medieneigenschaften und Umgebung. In Schritt 2 wird ein Inventar visueller Hinweisreize entwickelt, das einen manuellen systematischen Kodierungsprozess der 236 visuellen Hinweisreize ermöglicht, die in dieser Arbeit verwendet werden. In Schritt 3 wird ein Datensatz mit n = 99 Teilnehmern generiert, der die Kodierung aller visuellen Hinweisreize sowie Selbst- und Beobachtereinschätzungen zu den Persönlichkeitsmerkmalen des Video-Respondenten enthält. Im Gegensatz zu den Hypothesen finden sich jedoch nur wenige Hinweise darauf, dass visuelle Hinweisreize sowohl mit Selbst- als auch mit Fremdeinschätzungen von Persönlichkeitsmerkmalen verknüpft werden können. Die Hinweisreize scheinen entweder gültig zu sein (d. h. mit Selbsteinschätzungen korrelierend) oder verwendet zu werden (d. h. mit Beobachtereinschätzungen korrelierend), aber im Allgemeinen zeigen die Ergebnisse ein sehr diffuses Bild auf. In Anbetracht der vorliegenden Ergebnisse wird nicht empfohlen, den Ansatz weiter zu verfolgen, visuelle Hinweise als Prädiktor für Persönlichkeitsmerkmale in asynchronen Videointerviews zu nutzen

Useful Products in Information Systems Theorizing: A Discursive Formation Perspective

Although there is a growing understanding of theory building in the information systems (IS) field, what constitutes IS theory remains the subject of intense debate. Following Weick recommendation to focus on the products of theorizing rather than on what theories are, we assemble and analyze 12 products (question, paradigm, law, framework, myth, analogy, metaphor, model, concept, construct, statement, and hypothesis) that are rarely discussed together in any depth in the IS field and combine them into a coherent theorizing framework. Drawing on Foucault thesis of discursive formation we characterize the unique role of each product in IS theorizing and illustrate the usefulness of the framework in relation to both classical IS theorizing in the form of media richness theory as well as next-generation theorizing

A literary theoretical exploration of silenced African women from psychoanalytic and feminist perspectives

The study explores the gender relationship in the three English speaking regions of Sub Saharan Africa through three novels: Nervous Conditions by Tsitsi Dangarembga; Purple Hibiscus by Chimamanda Ngozi Adichie; and Parched Earth by Elieshi Lema. The aim of this research is to raise awareness of, and contribute to, the general discussion regarding gender equality and promoting the empowerment of silenced African women through the study of fiction. This research examines the discourses underpinning the lives of Africa women through a literary theoretical perspective, with feminism and psychoanalysis the primary modes that are utilised. The study further uses autoethnography as a qualitative research approach that seeks to systematically describe and analyze personal experience to understand cultural experience. It is a form of self-reflection and writing that explores the researcher’s personal experience and connects this autobiographical account to wider cultural, political, and social meanings and understandings. Findings from textual analysis reveal that the texts do convey strong messages in favour of deconstructing the primacy of male perspectives, and further argue that literature can offer a concrete and particularist understanding of the felt and lived realities of oppression. The findings also reveal the hidden sufferings of African women and critique the traditional constructions of masculinity and femininity portraying women as subordinate to men and victims of domestic violence, and certain strands of traditional African practices, while acknowledging the differences in different countries. The thesis concludes by appreciating the contribution made by women to African literature, especially in voicing the unvoiced and in deconstructing patriarchal hegemony. It is recommended that a more critical engagement with gender issues is important in bringing change and promoting a fair representation and treatment of women in contemporary African society.N

Investigating Subtitling Strategies for the Translation of Wordplay in Wallace and Gromit - An Audience Reception Study

This thesis constitutes an experimental, receptor-oriented study which investigates the reception of two different strategies for subtitling English wordplay into German. Two translations of the animated short film Wallace and Gromit in A Matter of Loaf and Death are screened for test audiences, whose reaction is then recorded in a questionnaire. The existing translation, which was broadcast on German television and published on DVD, follows an approach based on formal equivalence and therefore rarely diverges from the original dialogue at word level, but equally sacrifices parts of the extensive humorous content inherent the text. This is contrasted by a specifically produced alternative translation which prioritises equivalence of effect, the transfer of linguistic humour at the cost of formal similarity. The research project also explores the influence of source language comprehension on the reception of both versions, as it is assumed that a formally different subtitle text could be interpreted as "incorrect" by members of the audience with knowledge of English. In light of the fact that English as a second language is spoken by a growing number of people in the German language community, the effect of this development on the viewers' requirements for audiovisual translation strategies and modes of linguistic transfer are considered relevant for the field. Furthermore, the reception of subtitling by a German audience is investigated in this context

On becoming an academic : an autoethnographic exploration of individual's transition from independent consultant to academic in management

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