This study offers insights into when brand marketing should be aligned with personality traits and human values, respectively.
DOCUMENT
The COVID-19 pandemic led to an accelerated implementation of digital solutions, such as online proctoring. In this paper we discuss how the use of an ethical matrix may influence the way in which digital solutions are applied. To initiate an ethical discussion, we conducted an online workshop with educators, examiners, controllers, and students to identify risks and opportunities of online proctoring for various stakeholders. We used the Ethical Matrix to structure the meeting. We compared the outcome of the workshop with the outcomes of a proctoring software pilot by examiners. We found that the two approaches led to complementary implementation criteria. The ethical session was less focused on making things work and more on transparency about conditions, processes, and rights. The ethical session also concentrated more on the values of all involved rather than on fraud detection effectiveness
MULTIFILE
Artificial Intelligence systems are more and more being introduced into first response; however, this introduction needs to be done responsibly. While generic claims on what this entails already exist, more details are required to understand the exact nature of responsible application of AI within the first response domain. The context in which AI systems are applied largely determines the ethical, legal, and societal impact and how to deal with this impact responsibly. For that reason, we empirically investigate relevant human values that are affected by the introduction of a specific AI-based Decision Aid (AIDA), a decision support system under development for Fire Services in the Netherlands. We held 10 expert group sessions and discussed the impact of AIDA on different stakeholders. This paper presents the design and implementation of the study and, as we are still in process of analyzing the sessions in detail, summarizes preliminary insights and steps forward.
MULTIFILE
The European Values Study (EVS) is a large-scale, cross-national and longitudinal research programme on basic human values, initiated in the late 1970s. A product of this research is the Atlas of European Values (AoEV), published by the University of Tilburg in the Netherlands for the second time. The Atlas of European Values offers maps and background information on the opinions of the population in 46 European countries. In chapters about Europe, family, work, religion, politics, society and well-being, diversity and similarities in values patterns are shown. On the website www.atlasofeuropeanvalues.eu maps of the European Values Study are accessible for free. In addition, the website offers different map tools, videos, background information and other teaching materials that are very useful sources of information for geographers and geography teachers. The most important theories to explain the value patterns that the research shows us are modernization theories. In this article, the basic findings on values are explained with respect to the theoretical frame and some examples with a special focus on Turkey are given. The findings challenge geography and other sciences, to what extent mapping the values of Europeans is possible. Two of these challenges are regionalizing the data and exploring the "context" for explaining the differences among countries.
DOCUMENT
In the psychological field, a lot of progress has been made in values theory. In marketing theory, however, the use of values has been undervalued. Despite the widespread managerial use of brand values, attention has remained focused on the brand personality concept. This book intends to provide a new perspective to marketing science, by proposing a system of brand values that takes into account the developments in values theory. Values were tested in a number of rounds among a total of more than 3,000 respondents in the Netherlands and several other countries including Germany, Italy, and China.In this study, values that motivate consumer behavior were demonstrated to relate to each other as a consistent value system, labelled here as the Value Compass. We showed that the values with which brands profile themselves can be organized according to a similar structure as the human value system, which opens additional insights into the use of values to position brands, or to predict brand choice. The cross-cultural validation included in this book showed a high degree of equivalence of the Value Compass. This validation provided insight in the cross-cultural similarities in the structure of the value system, but it also emphasized the cross-cultural differences in priorities that individuals attach to certain values.
DOCUMENT
As AI systems become increasingly prevalent in our daily lives and work, it is essential to contemplate their social role and how they interact with us. While functionality and increasingly explainability and trustworthiness are often the primary focus in designing AI systems, little consideration is given to their social role and the effects on human-AI interactions. In this paper, we advocate for paying attention to social roles in AI design. We focus on an AI healthcare application and present three possible social roles of the AI system within it to explore the relationship between the AI system and the user and its implications for designers and practitioners. Our findings emphasise the need to think beyond functionality and highlight the importance of considering the social role of AI systems in shaping meaningful human-AI interactions.
DOCUMENT
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.
MULTIFILE
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.
DOCUMENT
This research investigates the integration of stakeholders' values into the digital frameworks of Collective Management Organizations (CMOs) within the Dutch music copyright system. Utilizing Q methodology, the study captures diverse perspectives from composers, lyricists, publishers, and CMO representatives on values, value tensions, norms, and system requirements. A pilot study with four experts tested data collection methods and refined the study design for a larger, follow-up study involving 30 participants. Preliminary findings, based on factor analysis of participant rankings of 30 statements, reveal two distinct perspectives: one focused on "Fairness and Accountability," emphasizing trust-building and equitable treatment, and the other on "Technological Efficiency and Transparency," prioritizing clear information, verification mechanisms, and advanced IT systems. Qualitative insights from participant interviews provide nuanced understanding, highlighting the importance of transparency in royalty processes, balanced application of technology, and equitable royalty distribution in the digital age. This research contributes to the modernization of copyright management systems offering a conceptual model adaptable to other creative (Intellectual Property) industries
MULTIFILE
This review is the first step in a long-term research project exploring how social robotics and AI-generated content can contribute to the creative experiences of older adults, with a focus on collaborative drawing and painting. We systematically searched and selected literature on human-robot co-creativity, and analyzed articles to identify methods and strategies for researching co-creative robotics. We found that none of the studies involved older adults, which shows the gap in the literature for this often involved participant group in robotics research. The analyzed literature provides valuable insights into the design of human-robot co-creativity and informs a research agenda to further investigate the topic with older adults. We argue that future research should focus on ecological and developmental perspectives on creativity, on how system behavior can be aligned with the values of older adults, and on the system structures that support this best.
DOCUMENT
