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A study into evaluating the location of fingermarks on letters given activity level propositions

A previous paper published in this journal proposed a model for evaluating the location of fingermarks on two-dimensional items (de Ronde, van Aken, de Puit and de Poot (2019)). In this paper, we apply the proposed model to a dataset consisting of letters to test whether the activity of writing a letter can be distinguished from the alternative activity of reading a letter based on the location of the fingermarks on the letters. An experiment was conducted in which participants were asked to read a letter and write a letter as separate activities on A4- and A5-sized papers. The fingermarks on the letters were visualized, and the resulting images were transformed into grid representations. A binary classification model was used to classify the letters into the activities of reading and writing based on the location of the fingermarks in the grid representations. Furthermore, the limitations of the model were studied by testing the influence of the length of the letter, the right- or left-handedness of the donor and the size of the paper with an additional activity of folding the paper. The results show that the model can predict the activities of reading or writing a letter based on the fingermark locations on A4-sized letters of right-handed donors with 98 % accuracy. Additionally, the length of the written letter and the handedness of the donor did not influence the performance of the classification model. Changing the size of the letters and adding an activity of folding the paper after writing on it decreased the model’s accuracy. Expanding the training set with part of this new set had a positive influence on the model’s accuracy. The results demonstrate that the model proposed by de Ronde, van Aken, de Puit and de Poot (2019) can indeed be applied to other two-dimensional items on which the disputed activities would be expected to lead to different fingermark locations. Moreover, we show that the location of fingermarks on letters provides valuable information about the activity that is carried out.

The campus as location for firms

Campuses are increasingly positioning themselves as attractive locations forbusinesses. This research studies how this plays out in Amsterdam. We conclude that there is currently much fragmentation in efforts to position the campus landscape as business location, and provide some policy recommendations.

Persuasive location-based messaging to increase store visits: An exploratory study of fashion shoppers

Although it appears increasingly important yet potentially challenging to attract customers to physical stores, location-based messaging, i.e., delivering mobile phone messages using data about the recipient's location when that recipient is near the sender, has been said to enable such attraction. Still, existing studies offer very limited insight into which particular location-based persuasion approach retailers should use. Drawing on persuasion theory, this exploratory study aims to investigate and compare the potential of two discrepant persuasion techniques (scarcity and social proof) to influence customers' experiences and thereby stimulate them to visit the retailer's physical store. A factorial survey design was applied to test the research model. Data were collected from a sample of actual customers of a Dutch fashion retailer (n = 579). The results suggest that scarcity is a more effective persuasion technique in the studied context than social proof; scarcity-focused messages appear to be experienced as more informative, more entertaining and less irritating, seem to be valued more because of this, and are thus more likely to incline customers to visit the store. We discuss these findings and their implications for theory as well as for practice.

"Opening" location-based mobile ads : How openness and location congruency of location-based ads weaken negative effects of intrusiveness on brand choice

Smartphone apps allow retailers to track the location of their customers and provide the opportunity to reach them with location-based mobile ads. However, the efficacy of these ads often suffers from consumers’ feelings of intrusiveness. Little research has investigated how location-based mobile messages should be designed to maximize their effectiveness and avoid undesired outcomes such as feelings of intrusiveness. The present study tested the effect of openness in ad design, in interaction with location congruency of mobile advertising, using a virtual reality supermarket setting. A process of moderated serial mediation demonstrates indirect positive effects of ad openness on brand choice (via intrusiveness and Aad), moderated by location congruency. Specifically, openness in mobile ad design lowers perceived ad intrusiveness, which positively affects consumers’ brand choice (via Aad). This effect is stronger for ads that are presented in a location-congruent situation than for location-incongruent ads.

The Social Company: Architectuur van een verandering

1e alinea column: Internet, social media, en al dan niet location based mobiele data hebben impact op de zichtbaarheid van de burger als consument, op business logica modellen en op hoe organisaties eruit gaan zien qua inrichting om in deze veranderende markt te overleven. In deze column de veranderingen in vogelvlucht en in onderling verband.

Onderzoek location based advertising : Mobile=Location=Effect