Merchant of Mercy, Merchant of Death: How Values Advocacy Messages Influence Jury Deliberations

This exploratory study addresses the ability of values advocacy messages to influence target publics' behavior beyond consumer purchase decisions. In doing so, it fills a gap in the research by extending our understanding of the persuasive premises of values advocacy messages beyond rhetorical (de)construction; consumer behavior; and the establishment of typologies, definitions, and methods of inquiry. Using focus group methodology, target audience members (n=37) of a contemporary values advocacy campaign reflect upon the messages presented in the context of jury deliberations. The findings show that focus group participants would likely reduce punitive damage judgments if exposed to values advocacy messages. The social and cultural implications exposed by participants' comments reflect ongoing concern among critical scholars about the ability of corporations to manipulate public behavior and indicate the ethical conundrum between corporate and community speech.     

Hierarchical clustering of a Finnish newspaper article collection with graded relevance assessments

Search facilitated with agglomerative hierarchical clustering methods was studied in a collection of Finnish newspaper articles (N = 53,893). To allow quick experiments, clustering was applied to a sample (N = 5,000) that was reduced with principal components analysis. The dendrograms were heuristically cut to find an optimal partition, whose clusters were compared with each of the 30 queries to retrieve the best-matching cluster. The four-level relevance assessment was collapsed into a binary one by (A) considering all the relevant and (B) only the highly relevant documents relevant, respectively. Single linkage (SL) was the worst method. It created many tiny clusters, and, consequently, searches enabled with it had high precision and low recall. The complete linkage (CL), average linkage (AL), and Ward's methods (WM) returned reasonably-sized clusters typically of 18–32 documents. Their recall (A: 27–52%, B: 50–82%) and precision (A: 83–90%, B: 18–21%) was higher than and comparable to those of the SL clusters, respectively. The AL and WM clustering had 1–8% better effectiveness than nearest neighbor searching (NN), and SL and CL were 1–9% less efficient that NN. However, the differences were statistically insignificant. When evaluated with the liberal assessment A, the results suggest that the AL and WM clustering offer better retrieval ability than NN. Assessment B renders the AL and WM clustering better than NN, when recall is considered more important than precision. The results imply that collections in the highly inflectional and agglutinative languages, such as Finnish, may be clustered as the collections in English, provided that documents are appropriately preprocessed.     

Can constrained relevance feedback and display strategies help users retrieve items on mobile devices?

Searching online information resources using mobile devices is affected by small screens which can display only a fraction of ranked search results. In this paper we investigate whether the search effort can be reduced by means of a simple user feedback: for a screenful of search results the user is encouraged to indicate a single most relevant document. In our approach we exploit the fact that, for small display sizes and limited user actions, we can construct a user decision tree representing all possible outcomes of the user interaction with the system. Examining the trees we can compute an upper limit on relevance feedback performance. In this study we consider three standard feedback algorithms: Rocchio, Robertson/Sparck-Jones (RSJ) and a Bayesian algorithm. We evaluate them in conjunction with two strategies for presenting search results: a document ranking that attempts to maximize information gain from the user’s choices and the top-D ranked documents. Experimental results indicate that for RSJ feedback which involves an explicit feature selection policy, the greedy top-D display is more appropriate. For the other two algorithms, the exploratory display that maximizes information gain produces better results. We conducted a user study to compare the performance of the relevance feedback methods with real users and compare the results with the findings from the tree analysis. This comparison between the simulations and real user behaviour indicates that the Bayesian algorithm, coupled with the sampled display, is the most effective. Extended version of “Evaluating Relevance Feedback Algorithms for Searching on Small Displays, ” Vishwa Vinay, Ingemar J. Cox, Natasa Milic-Frayling, Ken Wood published in the proceedings of ECIR 2005, David E. Losada, Juan M. Fernández-Luna (Eds.), Springer 2005, ISBN 3-540-25295-9