Citation

Tailoring By “Cloning”: A User-Based Collaborative Filtering Approach to Recommend Effective Antismoking PSAs

Abstract | Word Stems | Keywords | Association | Citation | Similar Titles



Abstract:

Theoretical and empirical approaches to the design of effective messages to increase healthy and reduce risky behavior have shown only incremental progress. Recommendation systems as employed by companies like Amazon and Netflix, utilize user-based collaborative filtering (UBCF) which holds the potential to leapfrog conventional models of message research and achieve individual-specific tailoring at scale. This paper reports the effectiveness of statistical “cloning” and “contra-cloning”, an innovative test of the applicability of UBCF, in the context of anti-smoking PSAs. With a nationally representative sample of current smokers and an archive of professionally produced PSAs, “clones”/“contra-clones”—other participants sharing “similar”/“dissimilar” rating patterns with the target individual—were found to positively/negatively predict the target individual’s evaluation of a PSA unseen, even after controlling for individual characteristics and the confounding of mere aggregation. The UBCF approach, and recommendation systems broadly, have important implications for health communication research in general and message tailoring in specific.
Most Common Document Word Stems:

0 (1),
Convention
All Academic Convention is the premier solution for your association's abstract management solutions needs.
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

Association:
Name: International Communication Association 65th Annual Conference
URL:
http://www.icahdq.org


Citation:
URL: http://citation.allacademic.com/meta/p983533_index.html
Direct Link:
HTML Code:

MLA Citation:

Yang, Sijia., Oh, Poong., Kim, Hyun Suk., Kim, Minji. and Cappella, Joseph. "Tailoring By “Cloning”: A User-Based Collaborative Filtering Approach to Recommend Effective Antismoking PSAs" Paper presented at the annual meeting of the International Communication Association 65th Annual Conference, Caribe Hilton, San Juan, Puerto Rico, May 21, 2015 <Not Available>. 2015-12-02 <http://citation.allacademic.com/meta/p983533_index.html>

APA Citation:

Yang, S. , Oh, P. , Kim, H. , Kim, M. and Cappella, J. N. , 2015-05-21 "Tailoring By “Cloning”: A User-Based Collaborative Filtering Approach to Recommend Effective Antismoking PSAs" Paper presented at the annual meeting of the International Communication Association 65th Annual Conference, Caribe Hilton, San Juan, Puerto Rico Online <APPLICATION/PDF>. 2015-12-02 from http://citation.allacademic.com/meta/p983533_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Theoretical and empirical approaches to the design of effective messages to increase healthy and reduce risky behavior have shown only incremental progress. Recommendation systems as employed by companies like Amazon and Netflix, utilize user-based collaborative filtering (UBCF) which holds the potential to leapfrog conventional models of message research and achieve individual-specific tailoring at scale. This paper reports the effectiveness of statistical “cloning” and “contra-cloning”, an innovative test of the applicability of UBCF, in the context of anti-smoking PSAs. With a nationally representative sample of current smokers and an archive of professionally produced PSAs, “clones”/“contra-clones”—other participants sharing “similar”/“dissimilar” rating patterns with the target individual—were found to positively/negatively predict the target individual’s evaluation of a PSA unseen, even after controlling for individual characteristics and the confounding of mere aggregation. The UBCF approach, and recommendation systems broadly, have important implications for health communication research in general and message tailoring in specific.


Similar Titles:
Community-based Participatory Research: An Effective Approach to Bring About Change

The Effectiveness of School-based Anti-bullying Programs: Theory, Evaluation and Recommendations

22B-f: The Effects of Incorporating a Social Networking Site into Project-Based Instruction on Student Participation and Collaboration (D&D)

Effective approaches to early phonics instruction using technology-based digital text

Suggestions for Tailored Interventions for Healthy Dietary Behaviors Based on Interaction Effects of Socioeconomic Status and Health Locus of Control Beliefs


 
All Academic, Inc. is your premier source for research and conference management. Visit our website, www.allacademic.com, to see how we can help you today.