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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
221

Konsumenters perspektiv på anpassad annonsering : En kvalitativ studie om konsumenters attityder till individanpassad annonsering på sociala medier

Nordlund, Linnea, Persson, Linda January 2021 (has links)
No description available.
222

Formulation and In-vitro Evaluation of FDM 3D Printed Tablet with different Drug Loading

Subah, Farhana Noor January 2021 (has links)
No description available.
223

Personalized physiological-based emotion recognition and implementation on hardware / Reconnaissance des émotions personnalisée à partir des signaux physiologiques et implémentation sur matériel

Yang, Wenlu 27 February 2018 (has links)
Cette thèse étudie la reconnaissance des émotions à partir de signaux physiologiques dans le contexte des jeux vidéo et la faisabilité de sa mise en œuvre sur un système embarqué. Les défis suivants sont abordés : la relation entre les états émotionnels et les réponses physiologiques dans le contexte du jeu, les variabilités individuelles des réponses psycho-physiologiques et les problèmes de mise en œuvre sur un système embarqué. Les contributions majeures de cette thèse sont les suivantes. Premièrement, nous construisons une base de données multimodale dans le cadre de l'Affective Gaming (DAG). Cette base de données contient plusieurs mesures concernant les modalités objectives telles que les signaux physiologiques de joueurs et des évaluations subjectives sur des phases de jeu. A l'aide de cette base, nous présentons une série d'analyses effectuées pour la détection des moments marquant émotionnellement et la classification des émotions à l'aide de diverses méthodes d'apprentissage automatique. Deuxièmement, nous étudions la variabilité individuelle de la réponse émotionnelle et proposons un modèle basé sur un groupe de joueurs déterminé par un clustering selon un ensemble de traits physiologiques pertinents. Nos travaux mettent en avant le fait que le modèle proposé, basé sur un tel groupe personnalisé, est plus performant qu'un modèle général ou qu'un modèle spécifique à un utilisateur. Troisièmement, nous appliquons la méthode proposée sur un système ARM A9 et montrons que la méthode proposée peut répondre à l'exigence de temps de calcul. / This thesis investigates physiological-based emotion recognition in a digital game context and the feasibility of implementing the model on an embedded system. The following chanllenges are addressed: the relationship between emotional states and physiological responses in the game context, individual variabilities of the pschophysiological responses and issues of implementation on an embedded system. The major contributions of this thesis are : Firstly, we construct a multi-modal Database for Affective Gaming (DAG). This database contains multiple measurements concerning objective modalities: physiological signals (ECG, EDA, EMG, Respiration), screen recording, and player's face recording, as well as subjective assessments on both game event and match level. We presented statistics of the database and run a series of analysis on issues such as emotional moment detection and emotion classification, influencing factors of the overall game experience using various machine learning methods. Secondly, we investigate the individual variability in the collected data by creating an user-specific model and analyzing the optimal feature set for each individual. We proposed a personalized group-based model created the similar user groups by using the clustering techniques based on physiological traits deduced from optimal feature set. We showed that the proposed personalized group-based model performs better than the general model and user-specific model. Thirdly, we implemente the proposed method on an ARM A9 system and showed that the proposed method can meet the requirement of computation time.
224

Implications de la protéine DYRK1A dans la pathologie Alzheimer et développement de stratégies thérapeutiques / Involvements of DYRK1A protein in Alzheimer’s pathology and development of therapeutic strategies

Souchet, Benoit 02 October 2018 (has links)
La maladie d’Alzheimer (MA) est actuellement conceptualisée comme un continuum : la démence représentant la conséquence clinique d’une longue période où s’accumule des éléments pathologiques dans le cerveau d’individus indemnes de symptômes comportementaux. Les futures thérapies devront idéalement débuter avant l’apparition des symptômes mais le manque actuel d’outils reproduisant avec pertinence cette phase préclinique empêche leurs développements. Dans ce travail de thèse, nous avons d’abord levé ce verrou technologique. Un nouveau modèle a été créé dans lequel la production de peptides Aβs solubles en quantité faible, mais néanmoins suffisante pour induire une hyper-phosphorylation des protéines Tau, perturbe la fonction cognitive bien avant l’apparition d’éléments caractéristiques de la MA (plaques amyloïdes, dégénérescences neurofibrillaires, inflammation). Cette avancée technologique, nous a ensuite permis d’évaluer l’implication de la protéine kinase DYRK1A et le potentiel thérapeutique de molécules modulant ses fonctions dans l’ensemble de la pathologie Alzheimer. Nos résultats démontrent que l’inhibition de son activité kinase réduit l’hyper-phosphorylation des protéines Tau et améliore la fonction mnésique chez notre animal modélisant la phase préclinique de la MA. A contrario, nous démontrons que DYRK1A est sensible à un clivage protéolytique dans le cerveau de patients atteints de démence Alzheimer et acquiert de nouvelles fonctions biologiques. Dans ce contexte, la prévention de ce clivage réduit l’inflammation et restaure les déficits cognitifs chez la souris modélisant la phase clinique de la MA. En ciblant différentes phases de la MA, ces données ouvrent donc la voie à la médecine personnalisée et à des stratégies de traitement plus ciblées. / Current view conceptualizes Alzheimer’s disease (AD) as a continuum, with dementia representing the clinical outcome of a long period of cumulative pathological events in the brain of individual with free cognitive symptoms. New therapies for AD should ideally be started before the onset of symptoms but the lack of suitable tools mimicking preclinical stage of AD limits their future evaluations. In this work, we break this technological limitation. A new animal model have been developed in which a small amount of soluble Aβs forms able to induce hyper-phosphorylation of Tau is sufficient to disturb cognitive function long before classical lesions occur (amyloid plaques, neurofibrillary tangles and inflammation). This technological breakthrough allows us to evaluate involvement of the protein kinase DYRK1A and therapeutic potential of molecules modifying its functions in different stages of AD. Our results demonstrate that inhibition of its kinase activity reduces hyper-phosphorylation of Tau proteins and alleviates memory function in our preclinical AD-like animal model. In contrast, we provide evidences that DYRK1A undergoes a cleavage in brain of patient with clinical AD and gains new biological functions. Prevention of this proteolysis reduces inflammation and restores cognitive impairments in a clinical AD-like mice model. By targeting distinct phases of the disease, these data open avenue for personalized medicine and more-targeted treatment strategies.
225

The Role of Personality, Memory, and Regulatory Focus for Human-Robot Interaction. / Le Rôle de la Personnalité, de la Mémoire et du Regulatory Focus sur l’Interaction Homme-Robot

Cruz maya, Arturo 05 April 2018 (has links)
Dans le domaine de l'Interaction Homme-Robot, et plus particulièrement dans le domaine de la robotique sociale, les robots compagnons font de plus en plus partie de notre vie quotidienne et ont un grand potentiel pour aider les gens dans leurs activités quotidiennes, speciallement dans le cas d'une interaction "one to one". Ce scénario où les robots partagent le même environnement avec les humains et interagissent avec eux peut être bénéfique mais il peut aussi présenter des effets négatifs, comme générer un stress sur les utilisateurs humains, c'est aussi le cas de l'effet de la facilitation sociale, abordé au début de ce travail.Avoir des robots qui nous aident dans nos activités quotidiennes conduit à la nécessité de les doter de capacités sociales afin d'adapter leur comportement à leurs utilisateurs, leur environnement et leurs tâches. Néanmoins, comment réaliser cette adaptation reste un défi.Afin de répondre à ces questions de recherche, "Comment atteindre l'apprentissage tout au long de la vie et l'adaptation pour l'interaction humaine-robot personnalisée?" et "Quel est le rôle de la personnalité, de la mémoire et de l'orientation réglementaire dans HRI?", nous proposons l'utilisation du modèle "Big 5 traits" de personnalité afin d'adapter le comportement du robot au profil des utilisateurs. De plus, notre système contient une implémentation du modèle OCC et une mémoire de type épisodique, afin de générer un comportement naturel, capable de se souvenir des événements passés et de se comporter en conséquence. Nous présentons plusieurs études expérimentales, où nous testons notre système, et où nous analysons le lien entre les traits de personnalité de l'utilisateur humain et le comportement du robot. La contrainte générée sur les utilisateurs a été mesurée en utilisant des capteurs externes tels qu'une caméra thermique et un capteur GSR. Notre système proposé s'est révélé efficace pour générer un comportement de robot adapté à la personnalité des utilisateurs. Nous avons trouvé quelques relations entre la personnalité, les préférences de l'utilisateur et la performance de la tâche, qui sont détaillées dans ce travail. Nos études ont montré que les personnes ayant un haut niveau de conscience ont une meilleure performance que les personnes peu consciencieuses. En outre, les personnes introverties étaient plus influencées pour effectuer une tâche que les personnes extraverties. En outre, nous avons observé une augmentation du stress de l'utilisateur, causée par un robot avec une voix semblable à une machine.En plus de s'adapter aux préférences des utilisateurs, nous voulions que notre système soit capable de générer des comportements de robot capables depersuader efficacement leurs utilisateurs d'accomplir les tâches qu'ils doivent accomplir (prendre des médicaments, appeler des membres de la famille, etc.). Pour cette raison, nous proposons l'utilisation de la théorie Regulatory Focus, qui se concentre sur les inclinations que les gens ont lorsqu'ils prennent des décisions, et comment augmenter la motivation des gens à atteindre un objectif. Nous avons mené plusieurs expériences afin de valider cette théorie dans le contexte de l'interaction homme-robot. Nos résultats montrent que les comportements de robot basés sur la théorie de la focalisation réglementaire, y compris les gestes corporels et la vitesse de la parole, sont efficaces pour persuader les utilisateurs d'accomplir une tâche. Nous avons également constaté une augmentation du stress chez les utilisateurs lorsque le robot ne correspondait pas à l'état réglementaire de l'utilisateur.Nous concluons que les sujets abordés dans cette thèse, à savoir: personnalité, mémoire et focus réglementaire, doivent être inclus dans la conception des comportements des robots, afin d'avoir des robots plus efficaces sur les tâches persuasives, et moins stressant pour leurs utilisateurs . / In the domain of Human-Robot Interaction, and more specifically in the social robotics field, companion robots are more and more part of our daily lives and they have a great potential for helping people in their daily activities, especially in tasks that need one-on-one interaction. This scenario where robots are sharing the same environment with the humans and interact with them can be beneficial but it can also present some negative effects like generating stress on the human users, this is also the case of the social facilitation effect, aborded at the beggining of this work.Having robots helping us with our daily activities leads to the need of endowing them with social capabilities in order to adapt their behavior to their users, environment, and tasks. Nevertheless, how to achieve this adaptation remains a challenge.In order to address these research questions, "How to achieve lifelong learning and adaptation for personalized Human-Robot Interaction?" and "What is the role of personality, memory, and regulatory focus in HRI?",we propose the use of the Big 5 personality traits model in order to adapt the robot's behavior to the profile of the users. Moreover, our system contains an implementation of the OCC Model, and an Episodic-like Memory, in order to generate a natural behavior, being capable of remembering past events and behaving accordingly. We present several experimental studies, where we test our system, and where we analyze the link between the human user's personality traits and robot's behavior. The generated stress on the users was measured by using external sensors such as a thermal camera and a GSR sensor. Our proposed system showed to be effective in generating a robot behavior adapted to users personality. We found some relations between personality, user preferences and task performance, which are detailed in this work. Our studies showed that people with high conscientiousness have greater task performance than people with low conscientiousness. Also, that introverted people were more influenced to perform a task than extroverted people. Also, we observed an increase on user stress, caused by a robot with a machine-like voice.Besides of adapting to the users preferences, we wanted our system to be able to generate robot behaviors capable ofpersuading effectively their users in achieving the tasks they need to do (i.e. taking medication, calling family members, etc). For this reason, we propose the use of the Regulatory Focus theory, which concentrate on the inclinations that people have when taking decisions, and how to increase the motivation on people to achieve an objective. We conducted several experiments in order to validate this theory in the context of human-robot interaction. Our results show that robot behaviors based on the Regulatory Focus Theory, including body gestures and speech speed, are effective in persuading users to accomplish a task. We also found an increase on user stress when the robot did not match the user Chronic Regulatory State.We conclude that the topics aborded on this thesis, that is to say: Personality, Memory and Regulatory Focus, have to be included in the design of robot behaviors, ir order to have more efficient robots on persuasive tasks, and less stressing to their users.
226

Jaiguawa: regalos personalizados para bebes / Jaiguawa: personalized gifts for babies

Arroyo Huere, Sayumi Rosa, Suarez Huaman, Yener Hanley, Vasquez Tong, Rafael Nicolás, Yachas Palomares, Evelyn, Zapana Nina, Yesenia 06 July 2019 (has links)
El crecimiento poblacional es importante para el desarrollo de un país. La mayoría de las familias se organizan para celebrar la llegada del recién nacido, ya sea a lo grande realizando un babyshower o haciendo una pequeña reunión familiar. Para tales acontecimientos, se tiene que elegir un regalo especial que sea útil y detallista. Los invitados o familiares a dichos eventos tienen distintas opciones para elegir el presente a regalar, tales como un conjunto de ropa, coches, pañales o juguetes. Aunque las primeras opciones sea lo más común que se regala en este evento, existe una opción más personalizada para sacar de lo común aquel obsequio y convertirlo en el mejor detalle para regalar en dicha ocasión. “Jaiguawa” nace con la idea de brindar el mejor obsequio para la madre y el recién nacido, un arreglo de ropa de bebé con distintas presentaciones usando diversos accesorios de calidad para su mejor presentación, estos productos pueden llegar a ser de manera personalizada, de esta manera poder crear ese regalo u obsequio que nuestro cliente desee. Las personas que suelen trabajar y no tienen tiempo para encontrar un buen presente, tienden a comprar el regalo a última hora incluso retrasando su llegada al evento. Jaiguawa al ser una tienda online, realiza envíos vía delivery que permite evitar dichos sucesos y dando facilidades a nuestros clientes ahorrándose el tiempo invertido al buscar regalos de manera presencial. / Population growth is important for the development of a country. Most families organize to celebrate the arrival of the newborn, either in a big way by doing a babyshower or making a small family reunion. For such events, you have to choose a special gift that is useful and detailed. The guests or family members to these events have different options to choose the present, such as a set of clothes, cars for baby, diapers or toys. Although the first options are the most common that is given in this event, there is a more personalized option to take that gift out of the ordinary and turn it into the best detail to give on that occasion. "Jaiguawa" was born with the idea of providing the best gift for the mother and the newborn, an arrangement of baby clothes with different presentations using various quality accessories for their best presentation, these products can become personalized, in this way being able to create that gift or gift that our customer wants. People who usually work and don’t have time to find a good present, tend to buy the gift at the last minute even delaying their arrival at the event. Jaiguawa, being an online store, carries out shipments via delivery that allows to avoid such events and giving facilities to our clients saving the time invested when they look for a gift in person. / Trabajo de investigación
227

Patientens upplevelser och erfarenheter vid bedside överrapportering

Holmér, Oskar, Tengwall, Julia January 2022 (has links)
Bakgrund: Överrapportering mellan skiftbyten är en central roll för sjuksköterskan och en viktig del för vårdverksamheten. Dock är den traditionella överrapporteringen identifierad som ett möjligt område för felkommunikation och minskad patientdelaktighet. Bedside överrapportering kan öppna upp för en mer personcentrerad vård och öka delaktigheten för patienten.  Syfte: Att undersöka patientens upplevelser och erfarenheter vid bedside överrapportering. Metod: En litteraturöversikt innehållande tio kvalitativa artiklar. Artiklarna hämtades från PubMed och CINAHL och kvalitetsgranskades med hjälp av SBU:s granskningsmall för bedömning av studier med kvalitativ metodik. Artiklarna analyserades med Graneheim och Lundmans (2004) innehållsanalysmetod.  Resultat: Analysen resulterade i fyra domäner och fyra kategorier där resultatet presenterades. Patientens upplevelser och erfarenheter visade sig till stor del handla om önskan att vara delaktig i sin vård. Vissa patienter uttryckte önskan om delaktighet i större utsträckning än andra och många poängterade fördelar som att kunna korrigera felaktigheter, ställa frågor och tillägga missad information i anslutning till överrapporteringen. Kommunikationen mellan patient och sjuksköterska påpekades vara en viktig del. Förmedlandet av känslig information upplystes som en svårighet och bevarande av patientens integritet ansågs som betydelsefullt.     Slutsats: Patienters upplevelser och erfarenheter av bedside överrapportering visade sig till stor del främja patientdelaktigheten. En del patienter ansåg sig dock vilja vara involverad i en begränsad omfattning. Patienterna ansåg att överlämningen gav en mer personlig relation mellan till sjuksköterskan. Möjligheten att påverka informationsöverföringen ansågs vara positivt. Bevara patientens integritet vid hantering av känslig information ansågs som en svårighet och att patienter ibland ansåg att det var svårt att förstå sjuksköterskornas komplicerade språk. / Introduction: Shift reports between nurses is a central role for the nurses and an important part of health care. The traditional handover has however been identified as a possible source of miscommunication and reduced patient participation. Bedside shift reports can facilitate a more personalized care and increase patient participation. Objective: To examine patient experiences with bedside shift reports. Method: A literary study containing ten qualitative studies. The studies were identified through PubMed and CINAHL and reviewed using SBUs template “assessment of studies with a qualitative method”. The articles were analysed using Graneheim and Lundmans’ (2004) content analysis method. Results: The analysis resulted in four domains and four categories. The results showed that a big part of the patient’s experiences of bedside shift reports was that they wished to participate more in their care. Some patients had a bigger wish to participate than others and a lot of patients emphasized the benefits of bedside shift reports; how they could correct wrong information, ask questions, and add further information. The communication between patients and nurses was another important part of bedside shift reports. The mediation of sensitive information was pointed out as a difficulty, as well as the protection of the patient’s integrity. Conclusion: The patient’s experiences of bedside shift reports has shown increasing patient participation in their care. They said that the handover enabled a more personal relationship between the patient and the nurses, and that this resulted in a feeling of calmness and safety. The opportunity to influence the transfer of information and to correct wrong data or ask questions was a positive aspect of bedside shift reports. The handling of sensitive information was seen as a weakness of bedside shift reports. Patients also had difficulty understanding the nurses' complicated language.
228

PLOD Family: A Novel Biomarker for Prognosis and Personalized Treatment in Soft Tissue Sarcoma

Gong, Siming, Schopow, Nikolas, Duan, Yingjuan, Wu, Changwu, Kallendrusch, Sonja, Osterhoff, Georg 09 June 2023 (has links)
Despite various treatment attempts, the heterogenous group of soft tissue sarcomata (STS) with more than 100 subtypes still shows poor outcomes. Therefore, effective biomarkers for prognosis prediction and personalized treatment are of high importance. The Procollagen-Lysine, 2-Oxoglutarate 5-Dioxygenase (PLOD) gene family, which is related to multiple cancer entities, consists of three members which encode important enzymes for the formation of connective tissue. The relation to STS, however, has not yet been explored. In this study, data from The Cancer Genome Atlas (TCGA) and Genotype-Tissue Expression (GTEx) databases were used to analyze the role of PLOD1–3 in STS. It was found that an overexpression of PLOD family members correlates with poor prognosis, which might be due to an increased infiltration of immune-related cells in the tumor microenvironment. In STS, the expression of PLOD genes could be a novel biomarker for prognosis and a personalized, more aggressive treatment in these patients.
229

Personaliserad marknadsföring inom dagligvaruhandel online i EU : En kvalitativ studie om hur svenska och tyska konsumenter uppfattar personaliserad marknadsföring

Vedin, Emelie, Doderovic, Mina January 2023 (has links)
Personaliserad marknadsföring är betydelsefullt för e-handeln och dess framgång. “Personaliserad marknadsföring definieras som att designa och leverera skräddarsydda produkter och tjänster till enskilda kunder, personaliserad marknadsföring innebär med andra ord differentierade erbjudanden för enskilda kunder” (Chandra, Verma, Marc Lim, Kumar & Donthu 2022, s. 1534).  Denna marknadsföringsstrategi får en ökad betydelse på nätet inom detaljhandel. Det finns bristfällig forskning gällande konsumenternas uppfattning om personaliserad marknadsföring samt bristande forskning kring kulturella aspekter inom personaliserad marknadsföring. Det finns en oro bland konsumenter för hur företag behandlar personliga uppgifter samt säkerheten kring dessa. Samtidigt har hantering av personliga uppgifter blivit ett diskuterat ämne inom EU där lagen om GDPR har tillfört att denna hantering skapat en större kontroll över personliga uppgifter. Denna studie syftar till att öka förståelsen kring personaliserad marknadsföring inom EU utifrån konsumenternas uppfattning samt att undersöka vilka faktorer som påverkar denna uppfattning. Studien avgränsas till EU då länder inom EU regleras av lagen om GDPR. För att undersöka detta har en kvalitativ forskningsstrategi tillämpats, där semistrukturerade intervjuer har genomförts med konsumenter i Sverige och Tyskland.  De teorier som tillämpats behandlar delning av personlig information, konsumentbeteende, integritet, köpintention vid personaliserad marknadsföring och individualism/kollektivism. Empirin har tillsammans med teorierna analyserats och visat på att det finns skillnader i hur svenska och tyska konsumenter uppfattar personaliserad marknadsföring.  Studiens slutsats fastställer en positiv uppfattning om personaliserad marknadsföring bland de svenska konsumenterna i större omfattning i jämförelse med de tyska konsumenterna. Studien påvisar att de svenska konsumenterna inte uppvisar en oro för integritet, en upplevd påträngning av personliga annonser samt en motvilja till att dela personlig information i lika stor utsträckning som de tyska konsumenterna. Studien kan urskilja att de tyska konsumenterna påverkas i större grad av lagen om GDPR och ytterligare en tysk lag som reglerar hantering av personliga uppgifter. Studien påvisar även att konsumenterna påverkas av två faktorer, personliga och sociala, vid val av livsmedelsvaror. Studien kan även konstatera att konsumenterna påvisar ett individualistiskt beteende vid val av livsmedelsvaror. / Personalized marketing is important to e-commerce and its success. “Personalized marketing is defined as designing and delivering tailor-made products and services to individual customers. In other words, personalized marketing involves differentiated offerings for individual customers” (Chandra, Verma, Marc Lim, Kumar & Donthu 2022, s. 1534).  This marketing strategy is gaining increased importance online in retail. There is inadequate research regarding consumers’ perceptions of personalized marketing. In addition, there is inadequate research regarding cultural aspects of personalized marketing. There is a concern among consumers about how companies process personal data and the security regarding this. At the same time, processing of personal data has become a discussed topic within the EU, where GDPR has contributed to a greater control over the processing of personal data. This study aims to increase the understanding of personalized marketing within the EU based on consumers’ perception and to study which factors influence this perception. The study is limited to the EU as countries within the EU are regulated by the law of GDPR. To investigate this, a qualitative research strategy has been applied, where semi-structured interviews have been conducted with consumers in Sweden and Germany.   The theories that are applied to this study deal with the sharing of personal information, consumer behavior, privacy, purchase intention in personalized marketing and individualism/collectivism. The collected data have been analyzed together with the theories and shown that there are differences in how Swedish consumers and German consumers perceive personalized marketing.  The conclusion of this study establishes a positive perspective of personalized marketing among the Swedish consumers to a greater extent in comparison with the German consumers. The study can prove that Swedish consumers do not show a concern for privacy, a perceived intrusion of personal advertisements and an aversion of sharing personal information to the same extent as the German consumers. The study can distinguish that German consumers are affected to a greater extent by the law on GDPR and another German law that regulates the handling of personal data. This study also shows that consumers are influenced by two factors, personal and social, when choosing food products. The study can also establish that consumers demonstrate an individualistic behavior when choosing food products.
230

Privacy for sale! : An exploratory study of personalization privacy paradox in consumers’ response to personalized advertisements on social networking sites

Idberg, Lovisa, Orfanidou, Sofia, Karppinen, Oona January 2021 (has links)
Social networking sites are channels that allow companies to appeal to their target audience through personalized advertising which has become an increasingly common way for companies to reach their target customers. Personalization is possible through the use of customer data which allows designing an advertisement based on individual consumers' preferences benefiting the consumers with more personally appealing advertisements. However, the collection of the data has led to consumers’ experiencing costs from the personalization involving concerns for the safety of personal information. Because of the tension between benefits and costs of personalization, consumers' behavior has become paradoxical. The consumers’ behaviour does not always correspond to their concerns by which the consumers trade off their privacy to receive benefits from the personalization in return. With that said, this study aims to explore how the personalization privacy paradox appears in the consumers’ response to personalized advertisements on social networking sites by assessing their perception of the benefits and costs of personalized advertisements. Semi-structured interviews of eight participants lead to the main findings of this research identifying four factors that have an impact on consumers’ interaction with the advertisement; (1) simplified purchase decisions, (2) personal interest, (3) personal gain, and (4) trustworthiness. In addition, the research revealed additional findings indicating that consumers' concern for data collection could be changing from privacy risks regarding themselves to concerns about the consequence of data collection on a societal level. Furthermore, the findings show an indication for an emerging dilemma of personalized advertising for companies to overcome. Finally, this research provides implications for both academia as well as practitioners.

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