Personality in Computational Advertising: A Benchmark

In the last decade, new ways of shopping online have increased the possibility of buying products and services more easily and faster than ever. In this new context, personality is a key determinant in the decision making of the consumer when shopping. A person’s buying choices are influenced by psychological factors like impulsiveness; indeed some consumers may be more susceptible to making impulse purchases than others. Since affective metadata are more closely related to the user’s experience than generic parameters, accurate predictions reveal important aspects of user’s attitudes, social life, including attitude of others and social identity. This work proposes a highly innovative research that uses a personality perspective to determine the unique associations among the consumer’s buying tendency and advert recommendations. In fact, the lack of a publicly available benchmark for computational advertising do not allow both the exploration of this intriguing research direction and the evaluation of recent algorithms. We present the ADS Dataset, a publicly available benchmark consisting of 300 real advertisements (i.e., Rich Media Ads, Image Ads, Text Ads) rated by 120 unacquainted individuals, enriched with Big-Five users’ personality factors and 1,200 personal users’ pictures

Measuring compulsive buying behaviour: Psychometric validity of three different scales and prevalence in the general population and in shopping centres

Due to the problems of measurement and the lack of nationally representative data, the extent of compulsive buying behaviour (CBB) is relatively unknown. Methods: The validity of three different instruments was tested: Edwards Compulsive Buying Scale (ECBS; Edwards, 1993), Questionnaire About Buying Behavior (QABB; Lejoyeux & Adès, 1994) and Richmond Compulsive Buying Scale (RCBS; Ridgway, et. al., 2008) using two independent samples. One was nationally representative of the Hungarian population (N=2710) while the other comprised shopping mall customers (N=1447). Results: A new, four-factor solution for the ECBS was developed (ECBS-R), and confirmed the other two measures. Additionally, cut-off scores were defined for all measures. Results showed that the prevalence of CBB is 1.85% (with QABB) in the general population but significantly higher in shopping mall customers (8.7% with ECBS-R, 13.3% with QABB and 2.5% with RCBS-R). Conclusions: Due to the diversity of content, each measure identifies a somewhat different CBB group

POINT-OF-PURCHASE SIGNS, IMPULSE PURCHASES, AND INDIVIDUAL DIFFERENCES IN THE "DESIRE TO TOUCH"

What is the role of touch in consumer behavior? Consumers are especially motivated to touch some products before buying them, and for some people, those high in "desire to touch", touching before buying is especially important. In addition, some situations encourage consumers to touch goods before purchasing them. How do these relate to impulse purchases? People high in their "desire to touch" are more likely to make impulse purchases. Point-of-purchase signs that encourage touching a product stimulate impulse purchases in consumers who notice the sign, whether they are high or low in "desire to touch." High "desire to touch" are much more likely than other consumers to notice the sign. Signs that praise a product, but stress vision rather than touch, do nothing to increase impulse purchases by either type of shopper. These results grow out of a study of shopper in front of the peaches and nectarines in a supermarket produce department. The characterization of consumers as high or low "desire to touch" was based on a 2 page questionnaire administered to 340 shoppers who had already placed peaches or nectarines in their shopping carts. How and how much they touched the fruit was previously recorded, and matched up with the characterization based on the questionnaire as a way of validating the classifications.Consumer/Household Economics, Food Consumption/Nutrition/Food Safety,

Buying Better For Your Money: The Smart Buyer’s Decalogue

There are lot of papers offering information on products and services. Some of them are potentially useful to consumers, while others remain simple and incomplete pamphlets without insight or significant research information. In their majority, these papers only analyze the consumers (in) satisfaction degree. This paper shows what to look for in comparing values of many basic frequently bought items and suggest potential good advices for valuable buys. This is more a philosophical attempt than an unreleased approach to determine what sources offering values can be used as basic personal comparisons issued on a large selectivity and low expenses. Smart shopping is a new concept that we are proposing to be studied. In our persepctive its field is greater than the simple purchase to cover a certain need that can open new areas of research, complex, n –dimensioanllz dynamic, ready to fit the new perception to see the consumer as an important busienss partner. The success in shopping is attainted when both consumer and sellers get fulfilled under a valuable partnership. With plenty of money, most could satisfy hidden and hollow hungers. But wise shopping isn’t only about money. Beyond the today shopping conditions buffing quite well, there are still people that get confusion and expenses. As such thing doesn’t make money to buy more, everything should be about buying wisely. Emotionally connected to increase personal satisfaction this can also make the shopping a sound activity. If consumers have learned their expenses lesson, this is the right time to learn something new, that shopping must be a pleasant activity in saving money, time and feelings, for both individual and society benefit.customer rights, rational purchases, smart shopping, partnership value

Using Transaction Utility Approach for Retail Format Decision

Transaction Utility theory was propounded by Thaler to explain that the value derived by a customer from an exchange consists of two drivers: Acquisition Utilities and Transaction utilities. Acquisition utility represents the economic gain or loss from the transaction. Where as transaction utility is associated with purchase or (sale) and represents the pleasure (or displeasure) of the financial deal per se and is a function of the difference between the selling price and the reference price. Choice of a format has been studied from several dimensions including the cost and effort as well as the non-monetary values. However, the studies that present the complete picture and combine the aspects of the tangible as well as intangible values derived out of the shopping process are limited. Most of the studies, all of them from the developed economies, have focussed on the selection of a store. They represent a scenario where formats have stabilised. However, in Indian scenario formats have been found to be influencing the choice of store as well as orientation of the shoppers. Also, retailers are experimenting with alternate format with differing success rates. The author has also not found a study that has applied this theory. It is felt that the Transactional Utility Theory may provide a suitable approach for making format decisions.