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Full-Text Articles in Social and Behavioral Sciences
Diversified Social Influence Maximization, Fangshuang Tang, Qi Liu, Hengshu Zhu, Enhong Chen, Feida Zhu
Diversified Social Influence Maximization, Fangshuang Tang, Qi Liu, Hengshu Zhu, Enhong Chen, Feida Zhu
Research Collection School Of Computing and Information Systems
For better viral marketing, there has been a lot of research on social influence maximization. However, the problem that who is influenced and how diverse the influenced population is, which is important in real-world marketing, has largely been neglected. To that end, in this paper, we propose to consider the magnitude of influence and the diversity of the influenced crowd simultaneously. Specifically, we formulate it as an optimization problem, i.e., diversified social influence maximization. First, we present a general framework for this problem, under which we construct a class of diversity measures to quantify the diversity of the influenced crowd. …
Of Accessibility And Applicability: How Heat-Related Primes Affect Belief In “Global Warming” And “Climate Change”, Jonathon P. Schuldt, Sungjong Roh
Of Accessibility And Applicability: How Heat-Related Primes Affect Belief In “Global Warming” And “Climate Change”, Jonathon P. Schuldt, Sungjong Roh
Research Collection Lee Kong Chian School Of Business
Research shows that exposure to heat-related cues (e.g., warm temperatures, “fry” and “boil”) influences the belief that global warming exists and poses a serious threat to humans. Drawing on social-cognitive principles of concept accessibility and applicability, we hypothesized that these effects may depend on how the issue is framed, given that heat-related concepts are more compatible with “global warming” than “climate change.” Exploring this possibility, we asked campus passersby about their belief in global warming or climate change shortly after a real-life unseasonably cold weather event (i.e., snowfall during Spring; Study 1). A controlled Web experiment …
An Oreo With Chinese Characteristics, Srinivas K. Reddy
An Oreo With Chinese Characteristics, Srinivas K. Reddy
Research Collection Lee Kong Chian School Of Business
In late 2005, Shawn Warren, head of biscuits, Asia Pacific for Kraft, was in desperate need of a quick turnaround strategy. Oreo, after nearly 10 years in the China market was facing the imminent disaster of being completely pulled from the shelves. Local retail channels, along with company headquarters near Chicago, had finally grown impatient of the iconic product's lacklustre sales. When Warren described the turnaround in March 2012, he said, "The first step to solving a problem is to admit you have one. We are committed to have this brand and put resources behind it."