Values, representing higher abstract goals in life, receive increasing attention in branding literature and practice. However, understanding of how values drive consumer behavior is limited. This research contributes to a better understanding of the importance of values and value types in marketing communications and how they can influence consumer behaviour. This is particularly relevant given the recent rise in values-based marketing, sometimes also referred to as purpose marketing. Three studies were conducted. The outcomes of study one showed that perceived values (rather than personality traits) indeed play a key role, alongside functional congruence, as a predictor of repurchase intentions. This was particularly true for consumer durables and service brands that consumers have longer relationships with. Study two confirmed that perceived brand values are, next to functional product characteristics, considered as more important than brand personality traits when longer relationships are involved. These effects were most pronounced in the case of prospective situations and services compared to products. Having demonstrated the importance of brand values, the third study zoomed in on the type of value communicated. To this end, brand messages involving self-transcending values (such as concern for society, the environment, and close others) were compared with self-enhancement values (mainly the personal need for recognition of achievements by others and power). In line with research on purpose marketing, results showed that brand messages with self-transcending values outperformed those with self-enhancement values on measures including attitudes toward the brand, perceived quality, and consideration to buy. Moreover, consumer brand identification acted as a mediator in this process, further reinforcing the aforementioned effects. The final chapter of this dissertation presents a discussion of the findings presented across the studies, including relevance to practice and directions for follow-up research. Findings across these studies show that brand values are key to consumer decision making and hence deserve more attention in marketing and branding literature.
Fire fighters operate in a dangerous, dynamic, and complex environment. Artificial Intelligence (AI) systems can contribute to improve fire fighters’ situation awareness and decision-making. However, the introduction of AI systems needs to be done responsibly, taking (human) values into account, especially as the situation in which fire fighters operate is uncertain and decisions have a big impact. In this research, we investigate values that are affected by the introduction of AI systems for fire services by conducting several semi-structured focus group sessions with (operational) fire service personnel. The focus group outcomes are qualitatively analyzed and key values are identified and discussed. This research is a first step in an iterative process towards a generic framework of ethical aspects for the introduction of AI systems in first response, which will give insight into the relevant ethical aspects to take into account when developing AI systems for first responders.
The growing prevalence of AI systems in society, has also prompted a growth of AI systems in the public sector. There are however ethical concerns over the impact of AI on society and how this technology can impact public values. Previous works do not connect public values and the development of AI. To address this, a method is required to ensure that developers and public servants can signal possible ethical implications of an AI system and are assisted in creating systems that adhere to public values. Using the Research pathway model and Value Sensitive Design, we will develop a toolbox to assist in these challenges and gain insight into how public values can be embedded throughout the development of AI systems.
Designing cities that are socially sustainable has been a significant challenge until today. Lately, European Commission’s research agenda of Industy 5.0 has prioritised a sustainable, human-centric and resilient development over merely pursuing efficiency and productivity in societal transitions. The focus has been on searching for sustainable solutions to societal challenges, engaging part of the design industry. In architecture and urban design, whose common goal is to create a condition for human life, much effort was put into elevating the engineering process of physical space, making it more efficient. However, the natural process of social evolution has not been given priority in urban and architectural research on sustainable design. STEPS stems from the common interest of the project partners in accessible, diverse, and progressive public spaces, which is vital to socially sustainable urban development. The primary challenge lies in how to synthesise the standardised sustainable design techniques with unique social values of public space, propelling a transition from technical sustainability to social sustainability. Although a large number of social-oriented studies in urban design have been published in the academic domain, principles and guidelines that can be applied to practice are large missing. How can we generate operative principles guiding public space analysis and design to explore and achieve the social condition of sustainability, developing transferable ways of utilising research knowledge in design? STEPS will develop a design catalogue with operative principles guiding public space analysis and design. This will help designers apply cross-domain knowledge of social sustainability in practice.
The transition towards an economy of wellbeing is complex, systemic, dynamic and uncertain. Individuals and organizations struggle to connect with and embrace their changing context. They need to create a mindset for the emergence of a culture of economic well-being. This requires a paradigm shift in the way reality is constructed. This emergence begins with the mindset of each individual, starting bottom-up. A mindset of economic well-being is built using agency, freedom, and responsibility to understand personal values, the multi-identity self, the mental models, and the individual context. A culture is created by waving individual mindsets together and allowing shared values, and new stories for their joint context to emerge. It is from this place of connection with the self and the other, that individuals' intrinsic motivation to act is found to engage in the transitions towards an economy of well-being. This project explores this theoretical framework further. Businesses play a key role in the transition toward an economy of well-being; they are instrumental in generating multiple types of value and redefining growth. They are key in the creation of the resilient world needed to respond to the complex and uncertain of our era. Varta-Valorisatielab, De-Kleine-Aarde, and Het Groene Brein are frontrunner organizations that understand their impact and influence. They are making bold strategic choices to lead their organizations towards an economy of well-being. Unfortunately, they often experience resistance from stakeholders. To address this resistance, the consortium in the proposal seeks to answer the research question: How can individuals who connect with their multi-identity-self, (via personal values, mental models, and personal context) develop a mindset of well-being that enables them to better connect with their stakeholders (the other) and together address the transitional needs of their collective context for the emergence of a culture of the economy of wellbeing?
De technische en economische levensduur van auto’s verschilt. Een goed onderhouden auto met dieselmotor uit het bouwjaar 2000 kan technisch perfect functioneren. De economische levensduur van diezelfde auto is echter beperkt bij introductie van strenge milieuzones. Bij de introductie en verplichtstelling van geavanceerde rijtaakondersteunende systemen (ADAS) zien we iets soortgelijks. Hoewel de auto technisch gezien goed functioneert kunnen verouderde software, algorithmes en sensoren leiden tot een beperkte levensduur van de gehele auto. Voorbeelden: - Jeep gehackt: verouderde veiligheidsprotocollen in de software en hardware beperkten de economische levensduur. - Actieve Cruise Control: sensoren/radars van verouderde systemen leiden tot beperkte functionaliteit en gebruikersacceptatie. - Tesla: bij bestaande auto’s worden verouderde sensoren uitgeschakeld waardoor functies uitvallen. In 2019 heeft de EU een verplichting opgelegd aan automobielfabrikanten om 20 nieuwe ADAS in te bouwen in nieuw te ontwikkelen auto’s, ongeacht prijsklasse. De mate waarin deze ADAS de economische levensduur van de auto beperkt is echter nog onvoldoende onderzocht. In deze KIEM wordt dit onderzocht en wordt tevens de parallel getrokken met de mobiele telefonie; beide maken gebruik van moderne sensoren en software. We vergelijken ontwerpeisen van telefoons (levensduur van gemiddeld 2,5 jaar) met de eisen aan moderne ADAS met dezelfde sensoren (levensduur tot 20 jaar). De centrale vraag luidt daarom: Wat is de mogelijke impact van veroudering van ADAS op de economische levensduur van voertuigen en welke lessen kunnen we leren uit de onderliggende ontwerpprincipes van ADAS en Smartphones? De vraag wordt beantwoord door (i) literatuuronderzoek naar de veroudering van ADAS (ii) Interviews met ontwerpers van ADAS, leveranciers van retro-fit systemen en ontwerpers van mobiele telefoons en (iii) vergelijkend rij-onderzoek naar het functioneren van ADAS in auto’s van verschillende leeftijd en prijsklassen.
