Consumer neuroscience: usability of brain imaging methods in marketing research

Consumer neuroscience (neuromarketing) is an emerging field of marketing research which uses brain imaging techniques to study neural conditions and processes that underlie consumption. The purpose of this study was to map this fairly new and growing field in Finland by studying the opinions of both Finnish consumers and marketing professionals towards it and comparing the opinions to the current consumer neuroscience literature, and based on that evaluate the usability of brain imaging techniques as a marketing research method. Mixed methods research design was chosen for this study. Quantitative data was collected from 232 consumers and 28 marketing professionals by means of online surveys. Both respondent groups had either neutral opinions or lacked knowledge about the four themes chosen for this study: benefits, limitations and challenges, ethical issues and future prospects of consumer neuroscience. Qualitative interview data was collected from 2 individuals from Finnish neuromarketing companies to deepen insights gained from quantitative research. The four interview themes were the same as in the surveys and the interviewees’ answers were mostly in line with the current literature, although more optimistic about the future of the field. The interviews also exposed a gap between academic consumer neuroscience research and practical level applications. The results of this study suggest that there are still many unresolved challenges and relevant populations either have neutral opinions or lack information about consumer neuroscience. The practical level applications are, however, already being successfully used and this new field of marketing research is growing both globally and in Finland.

Metrics for Predicting User Behavior and Experience in an Interactive Storytelling System

In much of the previous research into the field of interactive storytelling, the focus has been on the creation of complete systems, then evaluating the performance of those systems based on user experience. Less focus has been placed on finding general solutions to problems that manifest in many different types of interactive storytelling systems. The goal of this thesis was to identify potential candidates for metrics that a system could use to predict player behavior or how players experience the story they are presented with, and to put these metrics to an empirical test. The three metrics that were used were morality, relationships and conflict. The game used for user testing of the metrics, Regicide is an interactive storytelling experience that was created in conjunction with Eero Itkonen. Data, in the forms of internal system data and survey answers, collected through user testing, was used to evaluate hypotheses for each metric. Out of the three chosen metrics, morality performed the best in this study. Though further research and refinement may be required, the results were promising, and point to the conclusion that user responses to questions of morality are a strong predictor for their choices in similar situations later on in the course of an interactive story. A similar examination for user relationships with other characters in the story did not produce promising results, but several problems were recognized in terms of methodology and further research with a better optimized system may yield different results. On the subject of conflict, several aspects, proposed by Ware et al. (2012), were evaluated separately. Results were inconclusive, with the aspect of directness showing the most promise.

Flipped classroom technology from teachers’ perspective: implementation experience, barriers and perspectives

Blended learning approaches rise their popularity, however not all professors apply them and find them useful and appropriate. This research focuses on study of flipped classroom arrangement and effectiveness of this concept implementation. The Master’s Thesis explores impact of flipped classroom implementation on resource savings for proffesors. The research is based on the literature review of different education arrangements and results of their implementation, on the survey conducted among proffesors from different Universities and on two experiments of flipped classroom implementation. The results reveal advantages and disadvantages of the concept, professors’ attitude to it and possibility to future research and practice in this field

The contagion effect of public debt on monetary policy: the Brazilian experience

This paper attempts to explain why the Brazilian inter-bank interest rate is so high compared with rates practiced by other emerging economies. The interplay between the markets for bank reserves and government securities feeds into the inter-bank rate the risk premium of the Brazilian public debt.

CONSUMER PERCEPTIONS ON A CONTENT-BASED DIGITAL SERVICE. The usage and service quality of Masennusinfo.fi

Kuluttajat käyttävät sisältöpohjaisia digitaalisia palveluita jatkuvasti saadakseen lisää tietoa terveydestään. Samalla he arvioivat käyttämiensä palveluiden laatua. Jotta yritykset voisivat suunnitella ja tarjota parhaita mahdollisia digitaalisia palveluita kuluttajille, yritysten tulisi tunnistaa ja analysoida kuluttajien kokemuksia ja käyttötarkoituksia heidän palveluissaan. Tämän tutkimuksen tarkoituksena on kuvailla kuluttajien näkemyksiä Masennusinfo.fi:stä, joka on sisältöpohjainen digitaalinen palvelu, ja joka tarjoaa käyttäjilleen tietoa masennuksesta. Päämääränä on selvittää, kuinka kuluttajat kokevat lääkeyrityksen tarjoaman palvelun laadun ja mihin tarkoituksiin sitä käytetään. Tutkimuksen tarkoitus voidaan jakaa kolmeen osa-ongelmaan: • Mihin tarkoituksiin kuluttajat käyttävät sisältöpohjaisia digitaalisia palveluita? • Miten kuluttajat kokevat näiden palveluiden laadun? • Kuinka käyttötarkoitus ja koettu laatu eroavat eri käyttäjäryhmissä? Tutkimus toteutetaan web-pohjaisella kyselytutkimuksella. Mittarit tehdään teoreettisen viitekehyksen pohjalta, joka perustuu aikaisempaan tutkimukseen. Tutkimuksen empiirinen osuus suoritetaan pop-up tutkimuksella, joka sijoitetaan tutkittavalle sivustolle antaen näin kaikille palvelun käyttäjille mahdollisuuden vastata kyselyyn. Tulokset osoittavat, että palvelua käyttävät suurimmaksi osaksi naiset, suhteellisen nuoret 16−29-vuotiaat, tai yli keski-ikäiset 50−65-vuotiaat henkilöt, jotka ovat joko työssäkäyviä tai opiskelijoita ja korkeasti koulutettuja. Masennusinfo.fi nähdään laadukkaana palveluna kaikissa käyttäjäryhmissä sekä sen käytettävyyden että sisällön perusteella. Käyttötarkoituksetkin ovat jokseenkin samankaltaisia eri käyttäjäryhmissä. Yleensä palvelua käytetään tiedon hakemiseen sairauden alkuvaiheessa. Löydöksien perusteella esitetään, että palvelua muokataan vastaamaan yhä paremmin sen käyttötarkoituksia ja tyypillistä käyttäjäprofiilia. Koska muutamia pieniä eroja käyttäjäryhmien näkemyksissä havaittiin, palveluiden tuottaja päättää, minkä ryhmän mieltymyksiä se noudattaa.

Consumer-led new product development. Case: Dairy Industry

This thesis focuses on consolidation the recommendations on the integration of consumer in new product development (NPD) given in the academic literature, and on the example of the three NPD projects in the case company. The empirical findings advocate that the case company fulfills the principles of consumer-led NPD, and it is only one-step away of the full consumer empowerment strategy. Therefore, its NPD can be seen as an example of consumer-led NPD implementation. The findings also suggest that the product can be developed in consumer-led way regardless of the source of an idea (product- or need-driven), the target audience and resources assigned, in case when consumer mindset is integrated on all levels of organisation: strategic, cultural, operational and process. It is possible with top-management commitment, internal consumer research group, and the sophisticated consumer research methods. The specific managerial recommendations are given on developing consumer-led culture, strategy, NPD process and the appropriate consumer research methods and techniques.

Consumer perceptions on a content-based digital service:the usage and service quality of Masennusinfo.fi

Kuluttajat käyttävät sisältöpohjaisia digitaalisia palveluita jatkuvasti saadakseen lisää tietoa terveydestään. Samalla he arvioivat käyttämiensä palveluiden laatua. Jotta yritykset voisivat suunnitella ja tarjota parhaita mahdollisia digitaalisia palveluita kuluttajille, yritysten tulisi tunnistaa ja analysoida kuluttajien kokemuksia ja käyttötarkoituksia heidän palveluissaan. Tämän tutkimuksen tarkoituksena on kuvailla kuluttajien näkemyksiä Masennusinfo.fi:stä, joka on sisältöpohjainen digitaalinen palvelu, ja joka tarjoaa käyttäjilleen tietoa masennuksesta. Päämääränä on selvittää, kuinka kuluttajat kokevat lääkeyrityksen tarjoaman palvelun laadun ja mihin tarkoituksiin sitä käytetään. Tutkimuksen tarkoitus voidaan jakaa kolmeen osa-ongelmaan: Mihin tarkoituksiin kuluttajat käyttävät sisältöpohjaisia digitaalisia palveluita? Miten kuluttajat kokevat näiden palveluiden laadun? Kuinka käyttötarkoitus ja koettu laatu eroavat eri käyttäjäryhmissä? Tutkimus toteutetaan web-pohjaisella kyselytutkimuksella. Mittarit tehdään teoreettisen viitekehyksen pohjalta, joka perustuu aikaisempaan tutkimukseen. Tutkimuksen empiirinen osuus suoritetaan pop-up tutkimuksella, joka sijoitetaan tutkittavalle sivustolle antaen näin kaikille palvelun käyttäjille mahdollisuuden vastata kyselyyn. Tulokset osoittavat, että palvelua käyttävät suurimmaksi osaksi naiset, suhteellisen nuoret 16−29- vuotiaat, tai yli keski-ikäiset 50−65-vuotiaat henkilöt, jotka ovat joko työssäkäyviä tai opiskelijoita ja korkeasti koulutettuja. Masennusinfo.fi nähdään laadukkaana palveluna kaikissa käyttäjäryhmissä sekä sen käytettävyyden että sisällön perusteella. Käyttötarkoituksetkin ovat jokseenkin samankaltaisia eri käyttäjäryhmissä. Yleensä palvelua käytetään tiedon hakemiseen sairauden alkuvaiheessa. Löydöksien perusteella esitetään, että palvelua muokataan vastaamaan yhä paremmin sen käyttötarkoituksia ja tyypillistä käyttäjäprofiilia. Koska muutamia pieniä eroja käyttäjäryhmien näkemyksissä havaittiin, palveluiden tuottaja päättää, minkä ryhmän mieltymyksiä se noudattaa.

Animal Experience in Kant’s Philosophy

The role of animals in the philosophy of mind is primarily to help understand the human mind by serving as practical examples of cognition that differs from ours either in kind or in degree. Kant regarded animals as beings that only have the faculty of sensibility. By examining what Kant writes about animal experience we gain knowledge concerning the role of sensibility in experience, free from the influence of understanding and reason. I look at Kant’s view of animals in the historical context of alternative views presented by Descartes’ and Hume’s views. Kant’s view can be seen as a counterargument against Descartes’ doctrine of animal machines according to which animals do not have minds and they do not think. I suggest that while it can be argued that some kind of elementary experience could be possible in the physiological level, this only makes sense when it is possible to become conscious of the unconscious sensation, and this requires a mind. A further option is to claim that there is only a difference in degree between human and animal cognitive capacities. This is Hume’s view. I argue that even though Kant’s and Hume’s view on the cognitive capacities of animals seems to depart from each other to a considerable extent, the differences between them diminish when the focus is on the experience these capacities enable. I also briefly discuss the relation of the metaphysics of animal minds to animal ethics.

International Entrepreneurship in Bottom of the Pyramid Markets – Overcoming institutional constraints

Bottom of the pyramid (BoP) markets are an underserved market of approximately four billion people living on under $5 a day in four regional areas: Africa, Asia, Eastern Europe and Latin America. According to estimations, the BoP market forms a $5 trillion global consumer market. Despite the potential of BoP markets, companies have traditionally focused on serving the markets of developed countries and ignored the large customer group at the bottom of the pyramid. The BoP approach as first developed by Prahalad and Hart in 2002 has focused on multinational corporations (MNCs), which were thought of as the ones who should take responsibility in serving the customers at the bottom of the pyramid. This study challenges this proposition and gives evidence that also smaller international new ventures – entrepreneurial firms that are international from their birth, can be successful in BoP markets. BoP markets are characterized by a number of deficiencies in the institutional environment such as strong reliance on informal sector, lack of infrastructure and lack of skilled labor. The purpose of this study is to increase the understanding of international entrepreneurship in BoP markets by analyzing how international new ventures overcome institutional constraints in BoP markets and how institutional uncertainty can be exploited by solving institutional problems. The main objective is divided into four sub objectives. • To describe the opportunities and challenges BoP markets present • To analyze the internationalization of INVs to BoP markets • To examine what kinds of strategies international entrepreneurs use to overcome institutional constraints • To explore the opportunities institutional uncertainty offers for INVs Qualitative approach was used to conduct this study and multiple-case study was chosen as a research strategy in order to allow cross-case analysis. The empirical data was collected through four interviews with the companies Fuzu, Mifuko, Palmroth Consulting and Sibesonke. The results indicated that understanding of the wider institutional environment improves the survival prospects of INVs in BoP markets and that it is indeed possible to exploit institutional uncertainty by solving institutional problems. The main findings were that first-hand experience of the markets and grassroots levels of information are the best assets in internationalization to BoP markets. This study highlights that international entrepreneurs with limited resources can improve the lives of people at the BoP with their business operations and act as small-scale institutional entrepreneurs contributing to the development of the institutional environment of BoP markets.

Consumer neuroscience: usability of brain imaging methods in marketing research

Consumer neuroscience (neuromarketing) is an emerging field of marketing research which uses brain imaging techniques to study neural conditions and processes that underlie consumption. The purpose of this study was to map this fairly new and growing field in Finland by studying the opinions of both Finnish consumers and marketing professionals towards it and comparing the opinions to the current consumer neuroscience literature, and based on that evaluate the usability of brain imaging techniques as a marketing research method. Mixed methods research design was chosen for this study. Quantitative data was collected from 232 consumers and 28 marketing professionals by means of online surveys. Both respondent groups had either neutral opinions or lacked knowledge about the four themes chosen for this study: benefits, limitations and challenges, ethical issues and future prospects of consumer neuroscience. Qualitative interview data was collected from 2 individuals from Finnish neuromarketing companies to deepen insights gained from quantitative research. The four interview themes were the same as in the surveys and the interviewees’ answers were mostly in line with the current literature, although more optimistic about the future of the field. The interviews also exposed a gap between academic consumer neuroscience research and practical level applications. The results of this study suggest that there are still many unresolved challenges and relevant populations either have neutral opinions or lack information about consumer neuroscience. The practical level applications are, however, already being successfully used and this new field of marketing research is growing both globally and in Finland.

Home Made Cars: An insight on Consumer Ethnocentrism – Case Saab

Saab outstands in the history of the Finnish car manufacturing. This is not only due to that these cars have been manufactured in Finland more than other passenger vehicles altogether. Finns also have a special emotional attachment to the “Finnish Saabs”. Findings from previous studies show that consumers connect cars well to the origin of the brand (COB). They are however rarely aware of the Country of Manufacturing (COM). Domestic brands are often popular in the COB, but research from situations in which the domestic origin is limited to the COM is rare. The case of this study is a phenomenon, in which the products origin is two dimensional and divided into domestic COM and foreign COB. The aim is to understand the phenomenon’s effect on consumer behavior. The research problem is approached with two sub questions: • Which country do consumers perceive as the origin country of the car? • What is the role of this origin in the consumers’ product perception and purchasing decision of the car? The theoretical framework of this study applies previous findings of two areas of interest: Country of Origin effect and Consumer Ethnocentrism. This is followed by feasibility studies that present and discuss the history and current state of Finnish car manufacturing. Based on the findings of earlier stages of the study, the role of the domestic COM on consumer behavior is presumed high. This expectation is confirmed by the experts and also by the first consumer respondent, who states domestic origin having been the main motivation to his car choice. All further consumer respondents do however not connect Saab to the home country, but discuss it as a Nordic car. This unexpected finding means that they do not perceive the origin to be neither the COM nor COB, but a geographical area that includes both countries. In other words, consumers have widened their in-group in a way that is in this thesis explained with reference group theory. The consumers’ perceived origin of the car is in this research found to be an important factor to the consumers’ product perception and purchasing decision. Being fit for the yields of the local environment is discovered to have been the most important factor to Finnish consumers purchasing choice of a Saab and the Nordic origin has been an indicator of this fit to them.

Motives and barriers for engaging in collaborative consumption in Finland

In this thesis the consumers’ expected motives and barriers for engaging in collaborative consumption in Finland are studied. The phenomenon is observed through the lens of consumer theory and it is connected to the context using Hofstede’s 6-D model. The phenomenon is new and there are almost no recorded results in the background research, and when considering the limitations of this study, there are no results at all. Therefore, combining different kinds of literature, as well as taking along consumer theory and Hofstede’s model that explains cultural factors, it was possible to compile a comprehensive general view of the present state of the phenomenon. The actual study was conducted using qualitative methods and the solution was sought collecting data from six in-depth interviews with interviewees having experience from using, or offering resources, or both. According to the results, the primary motive in all modes of consumption was economic. Anti-materialism, anti-consumption, and expanding lifestyle were another a bit more general motives. Perceived barriers were, especially as a new result, the amount of trouble one has to see and in single modes, a lack of trust, the used platform and too expensive prices.

Product recall process development for exported nonfood consumer products

The purpose of this research is to examine the different opportunities that companies operating on international level has for conducting a product recall. The main subject of the research is strategic decision-making of recall and product recall process. The theoretical framework, core of the research, is based on research questions. The research is performed as qualitative case study and the material has been collected by combining results of previous studies and by observing the case company. Different opportunities for conducting a recall are examined in the empirical part of this study. As a result, different product recall models have been created, which all require deep cooperation between different entities of the supply chain.