8 research outputs found
Enhancing VAEs for Collaborative Filtering: Flexible Priors & Gating Mechanisms
Neural network based models for collaborative filtering have started to gain
attention recently. One branch of research is based on using deep generative
models to model user preferences where variational autoencoders were shown to
produce state-of-the-art results. However, there are some potentially
problematic characteristics of the current variational autoencoder for CF. The
first is the too simplistic prior that VAEs incorporate for learning the latent
representations of user preference. The other is the model's inability to learn
deeper representations with more than one hidden layer for each network. Our
goal is to incorporate appropriate techniques to mitigate the aforementioned
problems of variational autoencoder CF and further improve the recommendation
performance. Our work is the first to apply flexible priors to collaborative
filtering and show that simple priors (in original VAEs) may be too restrictive
to fully model user preferences and setting a more flexible prior gives
significant gains. We experiment with the VampPrior, originally proposed for
image generation, to examine the effect of flexible priors in CF. We also show
that VampPriors coupled with gating mechanisms outperform SOTA results
including the Variational Autoencoder for Collaborative Filtering by meaningful
margins on 2 popular benchmark datasets (MovieLens & Netflix)
Enhancing VAEs for Collaborative Filtering: Flexible Priors & Gating Mechanisms
학위논문(석사)--서울대학교 대학원 :융합과학기술대학원 융합과학부(디지털정보융합전공),2019. 8. 서봉원.Since Matrix Factorization based linear models have been dominant in the Collaborative Filtering context for a long time in the past, Neural Network based CF Models for recommendation have started to gain attention recently. One branch of research is based on using deep generative models to model user preferences and Variational Autoencoders where shown to give state-of-the-art results.
However, there are some potentially problematic characteristics of the current Variational Autoencoder for CF. The first is the too simplistic prior VAEs incorporate for learning the latent representations of user preference, which may be restricting the model from learning more expressive and richer latent variables that could boost recommendation performance. The other is the models inability to learn deeper representations with more than one hidden layer.
Our goal is to incorporate appropriate techniques in order to mitigate the aforementioned problems of Variational Autoencoder CF and further improve the recommendation performance of VAE based Collaborative Fil-tering. We bring the VampPrior, which successfully made improvements for image generation to tackle the restrictive prior problem. We also adopt Gat-ed Linear Units (GLUs) which were used in stacked convolutions for lan-guage modeling to control information flow in the easily deepening auto-encoder framework.
We show that such simple priors (in original VAEs) may be too restric-tive to fully model user preferences and setting a more flexible prior gives significant gains. We also show that VAMP priors coupled with gating mechanisms outperform SOTA results including the Variational Autoencoder for Collaborative Filtering by meaningful margins on 4 benchmark datasets (MovieLens, Netflix, Pinterest, Melon).최근 뉴럴넷 기반 협업필터링 추천알고리즘이 주목을 받고 있다. 그 중 한 갈래의 연구는 깊은 생성모형 (Deep Generative Model)을 이용해 사용자들의 선호를 모델링하는 방법이다. 이중 Variational Autoencoder를 (VAE) 이용한 방법이 최근 state-of-the-art (SOTA) 성능을 보여주었다. 그러나 VAE를 이용한 협업필터링 알고리즘은 현재 몇 가지의 잠재적인 문제점들을 지니고 있다. 첫 번째는 사용자 선호를 압축하는 잠재변수를 학습하는 과정에서 매우 단순한 사전분포를 사용한다는 것이다. 또 다른 문제점은 모델이 현재 여러 단을 이용한 깊은 인코더와 디코더를 사용하지 못하고 있다는 것이다. 본 연구는 최신기술들을 활용하여 앞선 문제점들을 해결하고 VAE를 이용한 협업필터링 알고리즘의 추천성능을 더욱 높이는 것이 목표이다. 본 연구는 협업필터링 문제에 더 복잡한 사전분포 (Flexible Prior)를 적용한 첫 연구로서, 기존의 단순한 사전분포가 모델의 표현력을 제한할 수 있으며 더 복잡한 사전분포를 정의함으로써 모델의 성능을 더욱 높일 수 있음을 보였다. 이를 위해 이미지 생성 문제에서 좋은 결과를 보인 VampPrior를 이용해 실험을 진행하였다. 또한 VampPrior를 Gating Mechanisim과 함께 사용하였을 때 기존 SOTA를 넘어서는 성능을 보임을 추천알고리즘에서 사용되는 대표적인 데이터셋들을 통해 보여준다.1 INTRODUCTION 1
1.1 Background and Motivation 1
1.2 Research Goal 3
1.3 Enhancing VAEs for Collaborative Filtering 3
1.4 Experiments 5
1.5 Contributions 5
2 RELATED WORK 7
2.1 Collaborative Filtering 7
2.1.1 Traditional methods & Matrix-Factorization based CF 8
2.1.2 Autoencoders for CF 12
2.2 Deep Generative Models (VAE) 17
2.2.1 Variational Bayes 18
2.2.2 Variational Autoencoder 18
2.3 Variational Autoencoder for Collaborative Filtering 20
2.3.1 VAE for CF 21
2.4 Recent research in Computer Vision & Deep Learning 24
2.4.1 VampPrior 24
2.4.2 Gated CNN 25
3 METHOD 28
3.1 Flexible Prior 29
3.1.1 Motivation 29
3.1.2 VampPrior 30
3.1.3 Hierarchical Stochastic Units 31
3.2 Gating Mechanism 32
3.2.1 Motivation 32
3.2.2 Gated Linear Units 34
4 EXPERIMENT 35
4.1 Setup 35
4.1.1 Baseline Models 35
4.1.2 Proposed Models 37
4.1.3 Strong Generalization 37
4.1.4 Evaluation Metrics 38
4.2 Datasets 38
4.3 Configurations 39
4.4 Results 40
4.4.1 Model Performance 40
4.4.5 Further Analysis on the Effect of Gating 44
5 CONCLUSION 45
Bibliography 47
국문초록 51Maste
Human Practice. Digital Ecologies. Our Future. : 14. Internationale Tagung Wirtschaftsinformatik (WI 2019) : Tagungsband
Erschienen bei: universi - Universitätsverlag Siegen. - ISBN: 978-3-96182-063-4Aus dem Inhalt:
Track 1: Produktion & Cyber-Physische Systeme
Requirements and a Meta Model for Exchanging Additive Manufacturing Capacities
Service Systems, Smart Service Systems and Cyber- Physical Systems—What’s the difference? Towards a Unified Terminology
Developing an Industrial IoT Platform – Trade-off between Horizontal and Vertical Approaches
Machine Learning und Complex Event Processing: Effiziente Echtzeitauswertung am Beispiel Smart Factory
Sensor retrofit for a coffee machine as condition monitoring and predictive maintenance use case
Stakeholder-Analyse zum Einsatz IIoT-basierter Frischeinformationen in der Lebensmittelindustrie
Towards a Framework for Predictive Maintenance Strategies in Mechanical Engineering - A Method-Oriented Literature Analysis
Development of a matching platform for the requirement-oriented selection of cyber physical systems for SMEs
Track 2: Logistic Analytics
An Empirical Study of Customers’ Behavioral Intention to Use Ridepooling Services – An Extension of the Technology Acceptance Model
Modeling Delay Propagation and Transmission in Railway Networks
What is the impact of company specific adjustments on the acceptance and diffusion of logistic standards?
Robust Route Planning in Intermodal Urban Traffic
Track 3: Unternehmensmodellierung & Informationssystemgestaltung (Enterprise Modelling & Information Systems Design)
Work System Modeling Method with Different Levels of Specificity and Rigor for Different Stakeholder Purposes
Resolving Inconsistencies in Declarative Process Models based on Culpability Measurement
Strategic Analysis in the Realm of Enterprise Modeling – On the Example of Blockchain-Based Initiatives for the Electricity Sector
Zwischenbetriebliche Integration in der Möbelbranche: Konfigurationen und Einflussfaktoren
Novices’ Quality Perceptions and the Acceptance of Process Modeling Grammars
Entwicklung einer Definition für Social Business Objects (SBO) zur Modellierung von Unternehmensinformationen
Designing a Reference Model for Digital Product Configurators
Terminology for Evolving Design Artifacts
Business Role-Object Specification: A Language for Behavior-aware Structural Modeling of Business Objects
Generating Smart Glasses-based Information Systems with BPMN4SGA: A BPMN Extension for Smart Glasses Applications
Using Blockchain in Peer-to-Peer Carsharing to Build Trust in the Sharing Economy
Testing in Big Data: An Architecture Pattern for a Development Environment for Innovative, Integrated and Robust Applications
Track 4: Lern- und Wissensmanagement (e-Learning and Knowledge Management)
eGovernment Competences revisited – A Literature Review on necessary Competences in a Digitalized Public Sector
Say Hello to Your New Automated Tutor – A Structured Literature Review on Pedagogical Conversational Agents
Teaching the Digital Transformation of Business Processes: Design of a Simulation Game for Information Systems Education
Conceptualizing Immersion for Individual Learning in Virtual Reality
Designing a Flipped Classroom Course – a Process Model
The Influence of Risk-Taking on Knowledge Exchange and Combination
Gamified Feedback durch Avatare im Mobile Learning
Alexa, Can You Help Me Solve That Problem? - Understanding the Value of Smart Personal Assistants as Tutors for Complex Problem Tasks
Track 5: Data Science & Business Analytics
Matching with Bundle Preferences: Tradeoff between Fairness and Truthfulness
Applied image recognition: guidelines for using deep learning models in practice
Yield Prognosis for the Agrarian Management of Vineyards using Deep Learning for Object Counting
Reading Between the Lines of Qualitative Data – How to Detect Hidden Structure Based on Codes
Online Auctions with Dual-Threshold Algorithms: An Experimental Study and Practical Evaluation
Design Features of Non-Financial Reward Programs for Online Reviews: Evaluation based on Google Maps Data
Topic Embeddings – A New Approach to Classify Very Short Documents Based on Predefined Topics
Leveraging Unstructured Image Data for Product Quality Improvement
Decision Support for Real Estate Investors: Improving Real Estate Valuation with 3D City Models and Points of Interest
Knowledge Discovery from CVs: A Topic Modeling Procedure
Online Product Descriptions – Boost for your Sales?
Entscheidungsunterstützung durch historienbasierte Dienstreihenfolgeplanung mit Pattern
A Semi-Automated Approach for Generating Online Review Templates
Machine Learning goes Measure Management: Leveraging Anomaly Detection and Parts Search to Improve Product-Cost Optimization
Bedeutung von Predictive Analytics für den theoretischen Erkenntnisgewinn in der IS-Forschung
Track 6: Digitale Transformation und Dienstleistungen
Heuristic Theorizing in Software Development: Deriving Design Principles for Smart Glasses-based Systems
Mirroring E-service for Brick and Mortar Retail: An Assessment and Survey
Taxonomy of Digital Platforms: A Platform Architecture Perspective
Value of Star Players in the Digital Age
Local Shopping Platforms – Harnessing Locational Advantages for the Digital Transformation of Local Retail Outlets: A Content Analysis
A Socio-Technical Approach to Manage Analytics-as-a-Service – Results of an Action Design Research Project
Characterizing Approaches to Digital Transformation: Development of a Taxonomy of Digital Units
Expectations vs. Reality – Benefits of Smart Services in the Field of Tension between Industry and Science
Innovation Networks and Digital Innovation: How Organizations Use Innovation Networks in a Digitized Environment
Characterising Social Reading Platforms— A Taxonomy-Based Approach to Structure the Field
Less Complex than Expected – What Really Drives IT Consulting Value
Modularity Canvas – A Framework for Visualizing Potentials of Service Modularity
Towards a Conceptualization of Capabilities for Innovating Business Models in the Industrial Internet of Things
A Taxonomy of Barriers to Digital Transformation
Ambidexterity in Service Innovation Research: A Systematic Literature Review
Design and success factors of an online solution for cross-pillar pension information
Track 7: IT-Management und -Strategie
A Frugal Support Structure for New Software Implementations in SMEs
How to Structure a Company-wide Adoption of Big Data Analytics
The Changing Roles of Innovation Actors and Organizational Antecedents in the Digital Age
Bewertung des Kundennutzens von Chatbots für den Einsatz im Servicedesk
Understanding the Benefits of Agile Software Development in Regulated Environments
Are Employees Following the Rules? On the Effectiveness of IT Consumerization Policies
Agile and Attached: The Impact of Agile Practices on Agile Team Members’ Affective Organisational Commitment
The Complexity Trap – Limits of IT Flexibility for Supporting Organizational Agility in Decentralized Organizations
Platform Openness: A Systematic Literature Review and Avenues for Future Research
Competence, Fashion and the Case of Blockchain
The Digital Platform Otto.de: A Case Study of Growth, Complexity, and Generativity
Track 8: eHealth & alternde Gesellschaft
Security and Privacy of Personal Health Records in Cloud Computing Environments – An Experimental Exploration of the Impact of Storage Solutions and Data Breaches
Patientenintegration durch Pfadsysteme
Digitalisierung in der Stressprävention – eine qualitative Interviewstudie zu Nutzenpotenzialen
User Dynamics in Mental Health Forums – A Sentiment Analysis Perspective
Intent and the Use of Wearables in the Workplace – A Model Development
Understanding Patient Pathways in the Context of Integrated Health Care Services - Implications from a Scoping Review
Understanding the Habitual Use of Wearable Activity Trackers
On the Fit in Fitness Apps: Studying the Interaction of Motivational Affordances and Users’ Goal Orientations in Affecting the Benefits Gained
Gamification in Health Behavior Change Support Systems - A Synthesis of Unintended Side Effects
Investigating the Influence of Information Incongruity on Trust-Relations within Trilateral Healthcare Settings
Track 9: Krisen- und Kontinuitätsmanagement
Potentiale von IKT beim Ausfall kritischer Infrastrukturen: Erwartungen, Informationsgewinnung und Mediennutzung der Zivilbevölkerung in Deutschland
Fake News Perception in Germany: A Representative Study of People’s Attitudes and Approaches to Counteract Disinformation
Analyzing the Potential of Graphical Building Information for Fire Emergency Responses: Findings from a Controlled Experiment
Track 10: Human-Computer Interaction
Towards a Taxonomy of Platforms for Conversational Agent Design
Measuring Service Encounter Satisfaction with Customer Service Chatbots using Sentiment Analysis
Self-Tracking and Gamification: Analyzing the Interplay of Motivations, Usage and Motivation Fulfillment
Erfolgsfaktoren von Augmented-Reality-Applikationen: Analyse von Nutzerrezensionen mit dem Review-Mining-Verfahren
Designing Dynamic Decision Support for Electronic Requirements Negotiations
Who is Stressed by Using ICTs? A Qualitative Comparison Analysis with the Big Five Personality Traits to Understand Technostress
Walking the Middle Path: How Medium Trade-Off Exposure Leads to Higher Consumer Satisfaction in Recommender Agents
Theory-Based Affordances of Utilitarian, Hedonic and Dual-Purposed Technologies: A Literature Review
Eliciting Customer Preferences for Shopping Companion Apps: A Service Quality Approach
The Role of Early User Participation in Discovering Software – A Case Study from the Context of Smart Glasses
The Fluidity of the Self-Concept as a Framework to Explain the Motivation to Play Video Games
Heart over Heels? An Empirical Analysis of the Relationship between Emotions and Review Helpfulness for Experience and Credence Goods
Track 11: Information Security and Information Privacy
Unfolding Concerns about Augmented Reality Technologies: A Qualitative Analysis of User Perceptions
To (Psychologically) Own Data is to Protect Data: How Psychological Ownership Determines Protective Behavior in a Work and Private Context
Understanding Data Protection Regulations from a Data Management Perspective: A Capability-Based Approach to EU-GDPR
On the Difficulties of Incentivizing Online Privacy through Transparency: A Qualitative Survey of the German Health Insurance Market
What is Your Selfie Worth? A Field Study on Individuals’ Valuation of Personal Data
Justification of Mass Surveillance: A Quantitative Study
An Exploratory Study of Risk Perception for Data Disclosure to a Network of Firms
Track 12: Umweltinformatik und nachhaltiges Wirtschaften
Kommunikationsfäden im Nadelöhr – Fachliche Prozessmodellierung der Nachhaltigkeitskommunikation am Kapitalmarkt
Potentiale und Herausforderungen der Materialflusskostenrechnung
Computing Incentives for User-Based Relocation in Carsharing
Sustainability’s Coming Home: Preliminary Design Principles for the Sustainable Smart District
Substitution of hazardous chemical substances using Deep Learning and t-SNE
A Hierarchy of DSMLs in Support of Product Life-Cycle Assessment
A Survey of Smart Energy Services for Private Households
Door-to-Door Mobility Integrators as Keystone Organizations of Smart Ecosystems: Resources and Value Co-Creation – A Literature Review
Ein Entscheidungsunterstützungssystem zur ökonomischen Bewertung von Mieterstrom auf Basis der Clusteranalyse
Discovering Blockchain for Sustainable Product-Service Systems to enhance the Circular Economy
Digitale Rückverfolgbarkeit von Lebensmitteln: Eine verbraucherinformatische Studie
Umweltbewusstsein durch audiovisuelles Content Marketing? Eine experimentelle Untersuchung zur Konsumentenbewertung nachhaltiger Smartphones
Towards Predictive Energy Management in Information Systems: A Research Proposal
A Web Browser-Based Application for Processing and Analyzing Material Flow Models using the MFCA Methodology
Track 13: Digital Work - Social, mobile, smart
On Conversational Agents in Information Systems Research: Analyzing the Past to Guide Future Work
The Potential of Augmented Reality for Improving Occupational First Aid
Prevent a Vicious Circle! The Role of Organizational IT-Capability in Attracting IT-affine Applicants
Good, Bad, or Both? Conceptualization and Measurement of Ambivalent User Attitudes Towards AI
A Case Study on Cross-Hierarchical Communication in Digital Work Environments
‘Show Me Your People Skills’ - Employing CEO Branding for Corporate Reputation Management in Social Media
A Multiorganisational Study of the Drivers and Barriers of Enterprise Collaboration Systems-Enabled Change
The More the Merrier? The Effect of Size of Core Team Subgroups on Success of Open Source Projects
The Impact of Anthropomorphic and Functional Chatbot Design Features in Enterprise Collaboration Systems on User Acceptance
Digital Feedback for Digital Work? Affordances and Constraints of a Feedback App at InsurCorp
The Effect of Marker-less Augmented Reality on Task and Learning Performance
Antecedents for Cyberloafing – A Literature Review
Internal Crowd Work as a Source of Empowerment - An Empirical Analysis of the Perception of Employees in a Crowdtesting Project
Track 14: Geschäftsmodelle und digitales Unternehmertum
Dividing the ICO Jungle: Extracting and Evaluating Design Archetypes
Capturing Value from Data: Exploring Factors Influencing Revenue Model Design for Data-Driven Services
Understanding the Role of Data for Innovating Business Models: A System Dynamics Perspective
Business Model Innovation and Stakeholder: Exploring Mechanisms and Outcomes of Value Creation and Destruction
Business Models for Internet of Things Platforms: Empirical Development of a Taxonomy and Archetypes
Revitalizing established Industrial Companies: State of the Art and Success Principles of Digital Corporate Incubators
When 1+1 is Greater than 2: Concurrence of Additional Digital and Established Business Models within Companies
Special Track 1: Student Track
Investigating Personalized Price Discrimination of Textile-, Electronics- and General Stores in German Online Retail
From Facets to a Universal Definition – An Analysis of IoT Usage in Retail
Is the Technostress Creators Inventory Still an Up-To-Date Measurement Instrument? Results of a Large-Scale Interview Study
Application of Media Synchronicity Theory to Creative Tasks in Virtual Teams Using the Example of Design Thinking
TrustyTweet: An Indicator-based Browser-Plugin to Assist Users in Dealing with Fake News on Twitter
Application of Process Mining Techniques to Support Maintenance-Related Objectives
How Voice Can Change Customer Satisfaction: A Comparative Analysis between E-Commerce and Voice Commerce
Business Process Compliance and Blockchain: How Does the Ethereum Blockchain Address Challenges of Business Process Compliance?
Improving Business Model Configuration through a Question-based Approach
The Influence of Situational Factors and Gamification on Intrinsic Motivation and Learning
Evaluation von ITSM-Tools für Integration und Management von Cloud-Diensten am Beispiel von ServiceNow
How Software Promotes the Integration of Sustainability in Business Process Management
Criteria Catalog for Industrial IoT Platforms from the Perspective of the Machine Tool Industry
Special Track 3: Demos & Prototyping
Privacy-friendly User Location Tracking with Smart Devices: The BeaT Prototype
Application-oriented robotics in nursing homes
Augmented Reality for Set-up Processe
Mixed Reality for supporting Remote-Meetings
Gamification zur Motivationssteigerung von Werkern bei der Betriebsdatenerfassung
Automatically Extracting and Analyzing Customer Needs from Twitter: A “Needmining” Prototype
GaNEsHA: Opportunities for Sustainable Transportation in Smart Cities
TUCANA: A platform for using local processing power of edge devices for building data-driven services
Demonstrator zur Beschreibung und Visualisierung einer kritischen Infrastruktur
Entwicklung einer alltagsnahen persuasiven App zur Bewegungsmotivation für ältere Nutzerinnen und Nutzer
A browser-based modeling tool for studying the learning of conceptual modeling based on a multi-modal data collection approach
Exergames & Dementia: An interactive System for People with Dementia and their Care-Network
Workshops
Workshop Ethics and Morality in Business Informatics (Workshop Ethik und Moral in der Wirtschaftsinformatik – EMoWI’19)
Model-Based Compliance in Information Systems - Foundations, Case Description and Data Set of the MobIS-Challenge for Students and Doctoral Candidates
Report of the Workshop on Concepts and Methods of Identifying Digital Potentials in Information Management
Control of Systemic Risks in Global Networks - A Grand Challenge to Information Systems Research
Die Mitarbeiter von morgen - Kompetenzen künftiger Mitarbeiter im Bereich Business Analytics
Digitaler Konsum: Herausforderungen und Chancen der Verbraucherinformati
Smart Urban Water Networks
This book presents the paper form of the Special Issue (SI) on Smart Urban Water Networks. The number and topics of the papers in the SI confirm the growing interest of operators and researchers for the new paradigm of smart networks, as part of the more general smart city. The SI showed that digital information and communication technology (ICT), with the implementation of smart meters and other digital devices, can significantly improve the modelling and the management of urban water networks, contributing to a radical transformation of the traditional paradigm of water utilities. The paper collection in this SI includes different crucial topics such as the reliability, resilience, and performance of water networks, innovative demand management, and the novel challenge of real-time control and operation, along with their implications for cyber-security. The SI collected fourteen papers that provide a wide perspective of solutions, trends, and challenges in the contest of smart urban water networks. Some solutions have already been implemented in pilot sites (i.e., for water network partitioning, cyber-security, and water demand disaggregation and forecasting), while further investigations are required for other methods, e.g., the data-driven approaches for real time control. In all cases, a new deal between academia, industry, and governments must be embraced to start the new era of smart urban water systems
Safety and Reliability - Safe Societies in a Changing World
The contributions cover a wide range of methodologies and application areas for safety and reliability that contribute to safe societies in a changing world. These methodologies and applications include: - foundations of risk and reliability assessment and management
- mathematical methods in reliability and safety
- risk assessment
- risk management
- system reliability
- uncertainty analysis
- digitalization and big data
- prognostics and system health management
- occupational safety
- accident and incident modeling
- maintenance modeling and applications
- simulation for safety and reliability analysis
- dynamic risk and barrier management
- organizational factors and safety culture
- human factors and human reliability
- resilience engineering
- structural reliability
- natural hazards
- security
- economic analysis in risk managemen
Can Upward Brand Extensions be an Opportunity for Marketing Managers During the Covid-19 Pandemic and Beyond?
Early COVID-19 research has guided current managerial practice by introducing
more products across different product categories as consumers tried to avoid
perceived health risks from food shortages, i.e. horizontal brand extensions. For
example, Leon, a fast-food restaurant in the UK, introduced a new range of ready
meal products. However, when the food supply stabilised, availability may no
longer be a concern for consumers. Instead, job losses could be a driver of higher
perceived financial risks. Meanwhile, it remains unknown whether the perceived
health or financial risks play a more significant role on consumers’ consumptions.
Our preliminary survey shows perceived health risks outperform perceived
financial risks to positively influence purchase intention during COVID-19. We
suggest such a result indicates an opportunity for marketers to consider
introducing premium priced products, i.e. upward brand extensions. The risk-as�feelings and signalling theories were used to explain consumer choice under risk may adopt affective heuristic processing, using minimal cognitive efforts to
evaluate products. Based on this, consumers are likely to be affected by the salient
high-quality and reliable product cue of upward extension signalled by its
premium price level, which may attract consumers to purchase when they have
high perceived health risks associated with COVID-19. Addressing this, a series of
experimental studies confirm that upward brand extensions (versus normal new
product introductions) can positively moderate the positive effect between
perceived health risks associated with COVID-19 and purchase intention. Such an
effect can be mediated by affective heuristic information processing. The results
contribute to emergent COVID-19 literature and managerial practice during the
pandemic but could also inform post-pandemic thinking around vertical brand
extensions