9 research outputs found

    Capturing the Essence of Being Human: Two Marketing Tools That Rely on Anthropomorphization to Work

    No full text
    Technology has facilitated production processes that are mechanized and impersonal. With the increasing mechanization and automation of the value chain, marketers may find it valuable to remind consumers that there is a human source behind marketing activities. My dissertation comprises of two essays that focus on subtle, but impactful, marketing cues that make the human source salient. Specifically, I identify handwritten fonts (essay 1) and round-numbers (essay 2) as means by which the essence of being human can be captured and examine when, and why, these cues lead to positive (essay 1) versus negative (essay 2) consumer response. Essay 1 (chapter 2) investigates how product packaging using handwritten (vs. typewritten) fonts can increase product evaluation. It argues that the favorable evaluation stems from a response to handwritten fonts as subtle anthropomorphic cue. The extant literature has relied largely on overt anthropomorphic cues (e.g. human form and features) that evoke the tendency to anthropomorphize. In the current work, I propose that from a visual standpoint, anthropomorphism may occur also from activating the salience of a human source and introduce handwritten fonts as one such cue. Essay 2 (chapter 3) examines the role of numerical precision in surge pricing and its impact on consumer’s price fairness perception. I show that the surge price in the form of round (vs. precise) numbers will decrease consumer’s fairness perception in circumstances where ease of justification is low and thus the motivation to anthropomorphize (attribute to a human source) is high. I argue that the effect stems from the human tendency to round-off numbers, and such inference is particularly magnified in occasions where there is need to justify and make sense of one’s choice by attributing the surge to a human (versus non-human) source.Marketing and Entrepreneurship, Department o

    Research report (Southwest Region University Transportation Center (U.S.))

    No full text
    "The main objective of this study was to quantitatively characterize the three dimensional micro-structure of the asphalt binder withing the fine aggregate matrix of an asphalt mixture and compare the influence of binder content, coarse aggregate gradation, and fine aggregate gradation on this micro-structure.

    Research report (Southwest Region University Transportation Center (U.S.))

    No full text
    Report on a study comparing the internal microstructure of mortar within full asphalt mix to the internal microstructure of fine aggregate matrix to reduce fatigue cracking in flexible pavements

    Insights into the accuracy of social scientists' forecasts of societal change

    No full text
    How well can social scientists predict societal change, and what processes underlie their predictions? To answer these questions, we ran two forecasting tournaments testing the accuracy of predictions of societal change in domains commonly studied in the social sciences: ideological preferences, political polarization, life satisfaction, sentiment on social media, and gender-career and racial bias. After we provided them with historical trend data on the relevant domain, social scientists submitted pre-registered monthly forecasts for a year (Tournament 1; N = 86 teams and 359 forecasts), with an opportunity to update forecasts on the basis of new data six months later (Tournament 2; N = 120 teams and 546 forecasts). Benchmarking forecasting accuracy revealed that social scientists' forecasts were on average no more accurate than those of simple statistical models (historical means, random walks or linear regressions) or the aggregate forecasts of a sample from the general public (N = 802). However, scientists were more accurate if they had scientific expertise in a prediction domain, were interdisciplinary, used simpler models and based predictions on prior data. How accurate are social scientists in predicting societal change, and what processes underlie their predictions? Grossmann et al. report the findings of two forecasting tournaments. Social scientists' forecasts were on average no more accurate than those of simple statistical models

    Insights into accuracy of social scientists' forecasts of societal change

    Get PDF
    How well can social scientists predict societal change, and what processes underlie their predictions? To answer these questions, we ran two forecasting tournaments testing accuracy of predictions of societal change in domains commonly studied in the social sciences: ideological preferences, political polarization, life satisfaction, sentiment on social media, and gender-career and racial bias. Following provision of historical trend data on the domain, social scientists submitted pre-registered monthly forecasts for a year (Tournament 1; N=86 teams/359 forecasts), with an opportunity to update forecasts based on new data six months later (Tournament 2; N=120 teams/546 forecasts). Benchmarking forecasting accuracy revealed that social scientists’ forecasts were on average no more accurate than simple statistical models (historical means, random walk, or linear regressions) or the aggregate forecasts of a sample from the general public (N=802). However, scientists were more accurate if they had scientific expertise in a prediction domain, were interdisciplinary, used simpler models, and based predictions on prior data

    Insights into accuracy of social scientists' forecasts of societal change

    No full text
    corecore