Type Of Persona Research Articles

Employee behavior: the psychological gateway for cyberattacks

PurposeCyberattacks have become a major threat to small and medium-sized enterprises. Their prevention efforts often prioritize technical solutions over human factors, despite humans posing the greatest risk. This article highlights the importance of developing tailored behavioral interventions. Through qualitative interviews, we identified three persona types with different psychological biases that increase the risk of cyberattacks. These psychological biases are a basis for creating behavioral interventions to strengthen the human factor and, thus, prevent cyberattacks.Design/methodology/approachWe conducted structured, in-depth interviews with 44 employees, decision makers and IT service providers from small and medium-sized Swiss enterprises to understand insecure cyber behavior.FindingsA thematic analysis revealed that, while knowledge about cyber risks is available, no one assumes responsibility for employees’ and decision makers’ behavior. The interview results suggest three personas for employees and decision makers: experts, deportees and repressors. We have derived corresponding biases from these three persona types that help explain the interviewees’ insecure cyber behavior.Research limitations/implicationsThis study provides evidence that employees differ in their cognitive biases. This implies that tailored interventions are more effective than one-size-fits7-all interventions. It is inherent in the idea of tailored interventions that they depend on multiple factors, such as cultural, organizational or individual factors. However, even if the segments change somewhat, it is still very likely that there are subgroups of employees that differ in terms of their misleading cognitive biases and risk behavior.Practical implicationsThis article discusses behavior directed recommendations for tailored interventions in small and medium-sized enterprises to minimize cyber risks.Originality/valueThe contribution of this study is that it is the first to use personas and cognitive biases to understand insecure cyber behavior, and to explain why small and medium-sized enterprises do not implement behavior-based cybersecurity best practices. The personas and biases provide starting points for future research and interventions in practice.

학교 에듀테크 구매 의사결정 페르소나 및 여정 지도 개발

Objectives This study aims to explore ways to support evidence-based and rational decision-making in EdTech purchases within the context of public education in South Korea. This will be achieved by analyzing the deci-sion-making experiences of teachers involved in EdTech procurement in the field of public education. Methods To understand the educators' experiences related to EdTech purchase decision-making, this study con-ducted in-depth interviews with seven primary and secondary school teachers involved in their schools’ EdTech procurement processes. For the interview, participant selection was carried out using purposeful sampling. Based on the results of the interview, this study developed personas and journey maps, aligning them with the stages of the consumer behavior model proposed by Blackwell, Miniard, and Engel(2006). Additionally, a validity assess-ment was conducted with three experts to validate the developed personas and journey maps. Results This study examined the EdTech purchase decision-making process within the consumer behavior framework, as Blackwell, Miniard, and Engel(2006) proposed. This study identified four distinct educator persona types and created persona-based EdTech purchase decision journey maps. Conclusions According to the research findings, the EdTech purchase decision-making process in school settings can be categorized into bottom-top and top-bottom motivation based on the recognition of need, and it varies even among schools within the same grade level. This result indicates the need for a systematic data-based, or generalized decision-making framework within school environments. Based on these findings, this study dis-cusses the importance of fostering a culture of open EdTech utilization and the necessity of related policies and practical support to promote evidence-based EdTech decision-making.

Creating and validating predictive personas for target marketing

A persona is a widely used tool in the design field to help understand users’ needs, experiences, behaviors, and goals. Quantitatively creating personas is gaining importance for its greater representability, objectivity, and fast creative speed. However, quantitative personas built using traditional statistical methods may not reflect the marketing goals of decision-makers, and they mainly focus on categorizing existing users rather than predicting target customers. To address the research gap, this study proposes a guideline to create a predictive persona by using data-mining algorithms resulting in personas that can be validated. The proposed method aims to improve the accuracy and credibility of personas to effectively predict new customers for target marketing. We demonstrate a step-by-step guideline for creating the proposed predictive persona using real user data, validating its credibility, and comparing its predictive power against traditional quantitative personas. We thoroughly discuss the strengths and weaknesses of qualitative personas, traditional quantitative personas, and predictive personas while portraying suitable scenarios in which each type of persona is appropriate.

추천 및 예약 챗봇의 개인정보 요청 시 적합한 페르소나 유형에 대한 연구

Recent AI advances and the emergence of generative pre-trained transformers (ChatGPTs) have driven interest in chatbots across industries, providing highly personalized services. When chatbots request personal information for customization, sensitivity is crucial. This study explores the best-suited persona types for chatbot recommendations and reservations, based on whether personal information is requested. An online survey was conducted with two scenarios (hospital, real estate) for participants to experience. Results revealed main effects of chatbot persona on trust and intimacy, and personal information requests on trust. Interaction effects were found for trust, intimacy, perceived competence, and usefulness. This study's significance lies in empirically validating chatbot persona types amid diverse contexts.

고령자의 인식과 필요를 고려한 스마트 홈 연구

Korean society is rapidly entering an aging society. The elderly population in Korea is expected to increase to 20.3% in 2025. Therefore, in order to cope with an aging society, research on smart home services from the perspective of users is necessary. Therefore, this study aims to develop various user personas focusing on the characteristics, perception, and necessity of smart homes of the elderly, and to develop a smart home service model suitable for the elderly based on scenario analysis. This study is conducted as a research method of literature research, case study, survey, persona development, and scenario verification analysis. Through prior research and case analysis of smart home services, smart home service items are classified into safety services, indoor environment management services, health services, culture and convenience services, and service support contents are set according to living space. Through the survey, two scenarios were developed: the preliminary elderly and the elderly. Through this, the service model was verified by setting two types of personas, and the model was developed through the selected items. As a result of this study, a smart home service model suitable for various elderly people was selected and presented in 6 spaces, 4 service types, and 18 items.

강의평가 결과 요인을 바탕으로 한 퍼소나 개발 연구

Objectives This study attempted to explore the reasons for university professors with low lecture evaluation results and develop personas based on this. Methods In this study, the following research questions were proposed to suggest methods to improve teaching for professors who received low lecture evaluation scores. First, for what reason do university professors' lecture evaluation scores come out low? Second, what are the common characteristics of subjects that have received low lecture evaluation, and what about the persona developed based on this? In order to extract the characteristics of low-score lecture evaluation, this study conducted interviews with enrolled students, university professors with experience in receiving low lecture evaluation results, and university teaching-learning experts. Based on the results of the interview, persona was developed. Persona development was conducted in three stages, and after persona was developed, a Delphi survey was conducted on 20 experts in education to verify its validity. Results In this study, there are three types of personas of university professors developed based on the characteristics of subjects with low lecture evaluation results. The first-ranked persona is a professor who lacks competence in class design and class management, the second-ranked persona is a professor who does not understand learners. The third-ranked persona is a professor who lacks the willingness to implement classes and motivation for teaching development, and has a huge gap in perception of classes from students. Conclusions The three personas developed based on the results of lecture evaluation show that the low lecture evaluation results can be revealed not only by professors' characteristics, but also by the level of understanding of students, communication knowledge and skills, and willingness to teaching development. In addition, a customized support program was suggested for teaching improvement based on the persona developed in this study.

“Competing personas”: aesthetic labor in the Chinese fitness industry

Given the proliferation of lifestyle consumption, industries such as the fields of fitness, fashion, and beauty and makeup have experienced rapid growth in terms of employment numbers, leading to fundamental challenges to working patterns. Based on ethnographic data concerning two fitness clubs in Shanghai collected over 13 months and 35 in-depth interviews with managers, fitness trainers, and customers, this article draws on the concept of aesthetic labor to examine how a “persona,” a combination of an ideal physique and a desirable personality in line with the aesthetic tastes of socioeconomically diverse clientele, is developed through the labor process of the fitness trainer. The author introduces the term “competing personas” to characterize shopfloor politics in the fitness industry. By understanding the process of packaging and selling their bodily, gendered, and affective resources as a “game,” fitness trainers draw symbolic boundaries to distinguish themselves from each other, thereby justifying their aesthetic competencies and self-identities. This article distinguishes three types of personas: advisor, friend, and idol, and these types are characterized by different corporeal and affective strategies. The article reveals how the exercise of agency by both male and female workers in the process of persona-building fuels the symbolic reproduction of class and gender inequalities by naturalizing the domination of an ostensibly legitimate taste.

A proposal of virtual museum metaverse content for the MZ generation

ABSTRACT This paper presents a marketing study of the metaverse's potential audience, particularly focusing on museums' use of cyberspace and how some of their physical functions can be replicated online. Among digital transformations, the metaverse has become one of the most significant alternatives to offline events, with museum exhibitions highly representative of it. However, existing virtual museums fail to attract the MZ generation despite the opportunities arising from their contactless lifestyle. Therefore, this study aims to create new content suggestions that the MZ generation positively reacts to and becomes involved in. This research was conducted through five methods: a literature review, case studies, survey, persona creation, and in-depth interviews. According to the market segmentation and strategy (MS&S) technique, two types of responses were used to create and target two types of personas of potential users—‘explorative persona' and ‘entertaining persona’. This study thus suggests three future directions and content for metaverse virtual museums to better target the MZ generation: technical development for users of both personas, user creation content to enhance user participation for the users of explorative persona, and more active marketing through various community for the users of entertaining persona.

Animated Personalities: Cartoon Characters and Stardom in American Theatrical Shorts

Animated Personalities: Cartoon Characters and Stardom in American Theatrical Shorts

Developing the persona method to increase the commitment of non-industrial private forest owners in French forest policy priorities

In Europe, 60% of the forest area is privately owned, with a significant proportion of nonindustrial private forest (NIPF) being highly fragmented with, in particular, low intensity forest management. Numerous typologies have therefore been developed to provide detailed guidance to policy makers for the design of policy instruments to involve these owners in forest management approaches. However, these policy instruments fail to involve all categories of owners and there is no method made by and with people locally in charge of policy implementation to increase the commitment of NIPF owners. The main objective of this study is to adapt the persona method, which is a central user-centered design tool, to design typologies of NIPF owners as future users of policy instruments. We have designed our personas in the Vosges territory (France), in the context of the main French forest policy objective of increasing timber harvesting and NIPF sustainable management. Our results designed eight types of personas as well as a six-part composition of the persona sheet. The main interest is to provide a general methodology to forest policy and forest managers based on rigorous concepts of usercentered design processes and co-creation, to implement operational tools for NIFP management. Finally, both future developments and methodological limitations are discussed in a global research perspective.

Older Adult Shopping Persona Types and its Impact on Over-the-Counter Medication Misuse

Older adult selection and use of over-the-counter (OTC) medications is informed by a range of motivations and rationales-forming different older adult personas. Holden et al. (2019) categorized older adults seeking OTC medications into two personas: habit followers and deliberators. The goal of this paper is to 1) operationalize and expand on the persona types proposed by Holden et al. 2) use these definitions to characterize the types of older adult personas and 3) explore the relationship between over the counter medication misuse and persona type. Our preliminary analysis identified 3 persona types with differing rates of misuse: 1) deliberators (m=1.8 (range 0-3) instances of misuse), 2) habit followers- formal source dependent (m=0 instances of misuse), 3) habit followers- informal source dependent (m=2.1 (range 1-3) instances of misuse). Information about safe medication choices, provided by physician or pharmacist recommendation, was seen to be critical in safe decision-making about OTC medication selection and use.

Drug dealers gone digital: using signalling theory to analyse criminal online personas and trust

ABSTRACT Online and digital platforms play a central role in today’s illegal activities and related networks. Communicating through these channels makes creating an online criminal identity crucial to establish oneself as trustworthy and meet the needs of potential buyers, especially when reaching out to strangers in a market. A highly needed skill is balancing the signals of attracting wanted attention and of avoiding possible risks. This article explores how social media drug dealers present themselves in 173 Facebook profiles. The analysis of these online criminal personas is applied in two stages: a) a broader content analysis of the profile content and b) by using signalling theory to understand the overall visual presentation of these online criminal personas. I find that sellers fall into three main persona types: the professional dealer, private dealer, and cultural dealer. These personas signal trust in different ways through their choice of pictures, text, and personal information.

Personal Data Protection Paradox towards the Electronic Platform Engagement

Privacy paradox can be defined as the implication at the high intense interaction as the customers and market demand over the utilization of IT to provide online type of persona as the representative of certain people in the digital life while simultaneously protect their identities against potential threats but at opposite way lead to improper use of the system. Thus, this study want to explore the paradox exist in the process of protection the personal data in utilizing service or features in the electronic platform.

Identifying Personas in Online Shopping Communities

Online shopping communities have emerged amid growing social shopping activities and involve user-centered online platforms that encourage user-generated content and interactions, such as reading and writing reviews, rating products, and sharing shopping experiences. However, similar to other online platforms and communities, online shopping communities face challenges to provide tailored content and support appropriate socialization to engage users and encourage individualized contribution within the communities. To provide unique, personalized support for each individual user, this study developed personas in online shopping communities based on their motivation for participation, as well as reading and posting behaviors. Based on the findings from 20 interviews and focus groups with 24 active online shopping community participants, we developed an online survey on MTurk to investigate the characteristics of the personas and received 194 valid responses. Four persona types emerge after the analysis of both the qualitative and quantitative data—Opportunists, Contributors, Explorers, and Followers.

Constructing Personas: How High-Net-Worth Social Media Influencers Reconcile Ethicality and Living a Luxury Lifestyle

Drawing from a multi-sourced data corpus (in-depth interviews and Instagram posts) gathered from high-net-worth (HNW) social media influencers, this article explores how these individuals reconcile ethicality and living a luxury lifestyle through the enactment of three types of personas on Instagram: (1) Ambassador of ‘True’ Luxury, (2) Altruist, and (3) ‘Good’ Role Model. By applying the concepts of taste regimes and social moral licensing, we find that HNW social media influencers conspicuously enact and display ethicality, thereby retaining legitimacy in the field of luxury consumption. As these individuals are highly influential, they could leave a potentially significant mark on public discourse and, consequently, on their audiences’ construction of ethically responsible luxury consumption. In this vein, this article offers significant managerial insights into professional influencers and discusses ethical managerial practices to ensure ethical collaborations between influencers and managers.

Real-world outcomes in pancreatic adenocarcinoma (PDAC) and persona types with implications for standard of care (SOC) therapy (Tx).

735 Background: Molecular profiling (MP) for PDAC has gained increased acceptance and we previously demonstrated that targeting actionable mutations can improve patient (pt) outcomes. However, the correlations of diverse patterns of molecular alterations with outcomes following SOC Tx are largely unknown. Methods: We analyzed longitudinal outcomes of 1355 PDAC pts who underwent MP and received SOC Tx. “Persona” types were established based on the molecular characteristics of each pt using unsupervised clustering, as well as a supervised review defined by our molecular tumor board, following classifications reported in previous studies. Progression-free survival (PFS) for each type was assessed based on the choice of first-line Tx (i.e. FOLFIRINOX [FFX] vs. gemcitabine + nab-paclitaxel [GA]). Statistical comparisons were made against all other types within a specific Tx group. Results: The prognostic/predictive value of the persona types for 1st-line Tx revealed distinct differences in outcomes (Table). As expected, the DDR deficiency type was associated with a significantly improved PFS for pts treated with FFX but not for GA. In addition, pts in the cell cycle type had a worse PFS compared to other persona types for both FFX and GA. Using this platform, we will further subdivide the persona types into molecular subtypes and associate these with pt outcomes. Conclusions: Our analyses demonstrate that specific molecular persona types exist in PDAC pts and can be linked to Tx outcomes. Ultimately, knowing the persona type/subtype early in a pt’s Tx course may help personalize Tx to improve outcomes. [Table: see text]

Pocket play: Playful persona as an approach to stress-reduction in an elementary school program

Past experiences of trauma can impede children’s learning and success. Playful interactions between skilled counsellors and students can help mitigate the impact of trauma. The author presents case examples of brief drama therapeutic interventions in a school-based program called ALIVE. The article covers the type of persona, qualities and skills cultivated by a counsellor in the ALIVE program, with comparison to medical clowns working in hospitals, pointing out the commonalities, differences and challenges involved.

Visualizing real-world outcomes through the lens of a molecular tumor board: Persona-typing pancreatic cancers for clinical decision support.

e18100 Background: Despite the molecular diversity of pancreatic adenocarcinoma, standard therapy options remain largely molecularly-untailored except in the context of DNA damage response alterations such as BRCA mutations, NTRK fusions, or microsatellite instability. Methods: To broaden the utility of molecular profiling, we analyzed real-world outcomes and established 12 molecularly-driven clusters, or “persona types” (PTs), across a cohort of 1280 pancreatic cancers with CLIA-grade genomic/proteomic data (commercially available NGS/IHC panels). Patients were consented into Perthera’s precision oncology platform via referrals from advocacy programs and hospital partnerships for case review by a molecular tumor board (MTB). Persona types were generated using unsupervised k-means clustering of molecularly-tailored therapy recommendations formulated by the MTB. Progression-free survival was documented across all lines of therapy. Results: Personas based on multi-omic profiles and expert-driven recommendations were representative of molecular phenotypes reported in previous studies (e.g. DNA damage response deficiencies, BRAF mutations, other non-KRAS-drivers, SWI/SNF alterations, squamous-associated genes, cell cycle regulators, etc.). To streamline the exploration of real-world outcomes, we developed an interactive dashboard that enables users to compare PFS survival curves across Personas for various therapies such as gemcitabine/nab-paclitaxel, FOLFIRINOX, other standard regimens, immunotherapy, PARP inhibitors, RAF/MEK/ERK inhibitors, and more. Persona types associated with increased/decreased sensitivity to several classes of agents were identified (e.g. PD-1/L1 inhibitors in a persona enriched for cell cycle dysregulation, PARP inhibitors in a persona enriched for BRCA mutations). Conclusions: Empowering oncologists with personalized insights into real-world outcomes may promote investigator-initiated trials and augment clinical decision support, particularly when choosing between standard of care regimens or when exploring potential clinical trial options.

Best Practices for Besting the Bureaucracy: Avoiding Military Service in Israel

This article considers the evasion of mandatory military service in Israel. Exemption from service is granted on a number of grounds at the discretion of military bureaucrats. Each year, many young people seek to obtain such an exemption for a wide variety of reasons, both ideological and pragmatic. At their disposal is a body of knowledge, collectively assembled by young recruits who have previously encountered the bureaucracy; that is, a best practices guide to navigate the exemption process. This article examines the creation and deployment of this body of knowledge. These best practices include information about legitimate exemptions and evaluation criteria, bureaucratic procedures, a typology of bureaucrats who a young recruit will encounter, advice about the type of persona to present to the military bureaucrats, as well as the key elements of the performance of this persona. Many ethnographic accounts describe the ways the bureaucratic gaze controls, disciplines, and frustrates clients attempting to accomplish their goals. This article considers the ways clients return the gaze of the state through their own surveillance and knowledge production, and in doing so flip the script on bureaucratic control.

Do Demographics Matter?

This study examines individual differences in perceived news media corruption (PNMC), by conducting a face-to-face survey on a representative sample of the Serbian population (N = 544). Extremely high levels of PNMC were found, as well as significant differences in PNMC scores for gender, education level, socioeconomic status, political affiliation, and membership in majority ethnic and religious groups. Corruption perception persona types are created and results are discussed in terms of importance of societal integration for PNMC.