221,600 research outputs found
Mind-reading versus neuromarketing: how does a product make an impact on the consumer?
Purpose
– This research study aims to illustrate the mapping of each consumer’s mental processes in a market-relevant context. This paper shows how such maps deliver operational insights that cannot be gained by physical methods such as brain imaging.
Design/methodology/approach
– A marketed conceptual attribute and a sensed material characteristic of a popular product were varied across presentations in a common use. The relative acceptability of each proposition was rated together with analytical descriptors. The mental interaction that determined each consumer’s preferences was calculated from the individual’s performance at discriminating each viewed sample from a personal norm. These personal cognitive characteristics were aggregated into maps of demand in the market for subpanels who bought these for the senses or for the attribute.
Findings
– Each of 18 hypothesized mental processes dominated acceptance in at least a few individuals among both sensory and conceptual purchasers. Consumers using their own descriptive vocabulary processed the factors in appeal of the product more centrally. The sensory and conceptual factors tested were most often processed separately, but a minority of consumers treated them as identical. The personal ideal points used in the integration of information showed that consumers wished for extremes of the marketed concept that are technologically challenging or even impossible. None of this evidence could be obtained from brain imaging, casting in question its usefulness in marketing.
Research limitations/implications
– Panel mapping of multiple discriminations from a personal norm fills three major gaps in consumer marketing research. First, preference scores are related to major influences on choices and their cognitive interactions in the mind. Second, the calculations are completed on the individual’s data and the cognitive parameters of each consumer’s behavior are aggregated – never the raw scores. Third, discrimination scaling puts marketed symbolic attributes and sensed material characteristics on the same footing, hence measuring their causal interactions for the first time.
Practical implications
– Neuromarketing is an unworkable proposition because brain imaging does not distinguish qualitative differences in behavior. Preference tests are operationally effective when designed and analyzed to relate behavioral scores to major influences from market concepts and sensory qualities in interaction. The particular interactions measured in the reported study relate to the major market for healthy eating.
Originality/value
– This is the first study to measure mental interactions among determinants of preference, as well as including both a marketed concept and a sensed characteristic. Such an approach could be of great value to consumer marketing, both defensively and creatively
Relational Collaborative Filtering:Modeling Multiple Item Relations for Recommendation
Existing item-based collaborative filtering (ICF) methods leverage only the
relation of collaborative similarity. Nevertheless, there exist multiple
relations between items in real-world scenarios. Distinct from the
collaborative similarity that implies co-interact patterns from the user
perspective, these relations reveal fine-grained knowledge on items from
different perspectives of meta-data, functionality, etc. However, how to
incorporate multiple item relations is less explored in recommendation
research. In this work, we propose Relational Collaborative Filtering (RCF), a
general framework to exploit multiple relations between items in recommender
system. We find that both the relation type and the relation value are crucial
in inferring user preference. To this end, we develop a two-level hierarchical
attention mechanism to model user preference. The first-level attention
discriminates which types of relations are more important, and the second-level
attention considers the specific relation values to estimate the contribution
of a historical item in recommending the target item. To make the item
embeddings be reflective of the relational structure between items, we further
formulate a task to preserve the item relations, and jointly train it with the
recommendation task of preference modeling. Empirical results on two real
datasets demonstrate the strong performance of RCF. Furthermore, we also
conduct qualitative analyses to show the benefits of explanations brought by
the modeling of multiple item relations
Attentive Aspect Modeling for Review-aware Recommendation
In recent years, many studies extract aspects from user reviews and integrate
them with ratings for improving the recommendation performance. The common
aspects mentioned in a user's reviews and a product's reviews indicate indirect
connections between the user and product. However, these aspect-based methods
suffer from two problems. First, the common aspects are usually very sparse,
which is caused by the sparsity of user-product interactions and the diversity
of individual users' vocabularies. Second, a user's interests on aspects could
be different with respect to different products, which are usually assumed to
be static in existing methods. In this paper, we propose an Attentive
Aspect-based Recommendation Model (AARM) to tackle these challenges. For the
first problem, to enrich the aspect connections between user and product,
besides common aspects, AARM also models the interactions between synonymous
and similar aspects. For the second problem, a neural attention network which
simultaneously considers user, product and aspect information is constructed to
capture a user's attention towards aspects when examining different products.
Extensive quantitative and qualitative experiments show that AARM can
effectively alleviate the two aforementioned problems and significantly
outperforms several state-of-the-art recommendation methods on top-N
recommendation task.Comment: Camera-ready manuscript for TOI
Neural Collaborative Ranking
Recommender systems are aimed at generating a personalized ranked list of
items that an end user might be interested in. With the unprecedented success
of deep learning in computer vision and speech recognition, recently it has
been a hot topic to bridge the gap between recommender systems and deep neural
network. And deep learning methods have been shown to achieve state-of-the-art
on many recommendation tasks. For example, a recent model, NeuMF, first
projects users and items into some shared low-dimensional latent feature space,
and then employs neural nets to model the interaction between the user and item
latent features to obtain state-of-the-art performance on the recommendation
tasks. NeuMF assumes that the non-interacted items are inherent negative and
uses negative sampling to relax this assumption. In this paper, we examine an
alternative approach which does not assume that the non-interacted items are
necessarily negative, just that they are less preferred than interacted items.
Specifically, we develop a new classification strategy based on the widely used
pairwise ranking assumption. We combine our classification strategy with the
recently proposed neural collaborative filtering framework, and propose a
general collaborative ranking framework called Neural Network based
Collaborative Ranking (NCR). We resort to a neural network architecture to
model a user's pairwise preference between items, with the belief that neural
network will effectively capture the latent structure of latent factors. The
experimental results on two real-world datasets show the superior performance
of our models in comparison with several state-of-the-art approaches.Comment: Proceedings of the 2018 ACM on Conference on Information and
Knowledge Managemen
Deep Item-based Collaborative Filtering for Top-N Recommendation
Item-based Collaborative Filtering(short for ICF) has been widely adopted in
recommender systems in industry, owing to its strength in user interest
modeling and ease in online personalization. By constructing a user's profile
with the items that the user has consumed, ICF recommends items that are
similar to the user's profile. With the prevalence of machine learning in
recent years, significant processes have been made for ICF by learning item
similarity (or representation) from data. Nevertheless, we argue that most
existing works have only considered linear and shallow relationship between
items, which are insufficient to capture the complicated decision-making
process of users.
In this work, we propose a more expressive ICF solution by accounting for the
nonlinear and higher-order relationship among items. Going beyond modeling only
the second-order interaction (e.g. similarity) between two items, we
additionally consider the interaction among all interacted item pairs by using
nonlinear neural networks. Through this way, we can effectively model the
higher-order relationship among items, capturing more complicated effects in
user decision-making. For example, it can differentiate which historical
itemsets in a user's profile are more important in affecting the user to make a
purchase decision on an item. We treat this solution as a deep variant of ICF,
thus term it as DeepICF. To justify our proposal, we perform empirical studies
on two public datasets from MovieLens and Pinterest. Extensive experiments
verify the highly positive effect of higher-order item interaction modeling
with nonlinear neural networks. Moreover, we demonstrate that by more
fine-grained second-order interaction modeling with attention network, the
performance of our DeepICF method can be further improved.Comment: 25 pages, submitted to TOI
Recommendation, collaboration and social search
This chapter considers the social component of interactive information retrieval: what is the role of other people in searching and browsing? For simplicity we begin by considering situations without computers. After all, you can interactively retrieve information without a computer; you just have to interact with someone or something else. Such an analysis can then help us think about the new forms of collaborative interactions that extend our conceptions of information search, made possible by the growth of networked ubiquitous computing technology.
Information searching and browsing have often been conceptualized as a solitary activity, however they always have a social component. We may talk about 'the' searcher or 'the' user of a database or information resource. Our focus may be on individual uses and our research may look at individual users. Our experiments may be designed to observe the behaviors of individual subjects. Our models and theories derived from our empirical analyses may focus substantially or exclusively on an individual's evolving goals, thoughts, beliefs, emotions and actions. Nevertheless there are always social aspects of information seeking and use present, both implicitly and explicitly.
We start by summarizing some of the history of information access with an emphasis on social and collaborative interactions. Then we look at the nature of recommendations, social search and interfaces to support collaboration between information seekers. Following this we consider how the design of interactive information systems is influenced by their social elements
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