Hetvi Parekh - Academia.edu (original) (raw)
Papers by Hetvi Parekh
Nudge theory is a concept that proposes adaptive designs in order to shape the environment—also k... more Nudge theory is a concept that proposes adaptive designs in order to shape the environment—also known as choice architecture—as a way to influence the behaviour and decision-making of groups or individuals. This leads to an increase in the intended behaviour. This paper reviews the literature on the existing applications of this theory in public settings. Also, throws light on its use in policy-making. It provides the pros and cons of its usage and also attempts to provide appropriate recommendations to increase its effectiveness.
Emotion has an effect on attention. The study investigated whether emotion enhances or disrupts t... more Emotion has an effect on attention. The study investigated whether emotion enhances or disrupts the attentive behaviour. Also, which among the emotional valence-positive, negative or neutral enables least response time on the orientation discrimination task. Emotional valence was manipulated as cueing effect preceding a target stimulus on which the task was to be performed. The study provides the evidence that neutral stimulus can allocate attention to the target stimulus, but, the negatively and positively valenced stimuli fail to allocate attention on the target stimulus at the periphery and rather act as distractors.
Artificial intelligence (AI) has been rapidly spreading over the human world like the spread of a... more Artificial intelligence (AI) has been rapidly spreading over the human world like the spread of any virus. Artificial intelligence plays its game from making a simple web search - to driving a car - to making a machine acting like a human (robot) - to launching a shuttle into the space. In such scenario, the question arises that whether artificial intelligence is completely duplication of human intelligence. To answer this question, philosophy highlights an important aspect of ‘consciousness’, which artificial intelligence is deprived of. Also, artificial intelligence and pre-programmed machines somewhere neglect the virtues and morals that are imbibed within the humans. To fill up such voids in the working conditions, human intervention becomes undeniable. Various philosophical arguments, ethical problem theories and scientific, technological and fictional experiments blend in as evidences to draw the superiority among the human intelligence and artificial intelligence.
Touch is the first sense that develops at the infancy stage. Hence, it is said to be the primary ... more Touch is the first sense that develops at the infancy stage. Hence, it is said to be the primary sense among human beings. E-commerce space is expanding at an exponential rate. However, the product listings are done on e-commerce websites and digital platforms satisfy only two senses, i.e. vision and audition. The reliance is only on these two stimuli. The lack of physical inspection has remained a huge barrier in this space. Here, a simple solution has been proposed for the somatosensory receptors for enabling touch in e-commerce.
In the digital era, rate of social media influence is increasing at a lightening speed. There are... more In the digital era, rate of social media influence is increasing at a lightening speed. There are a couple of social networking sites and social media platforms that enable the users to engage with the world and actually gives the power to scroll through the world with their fingertips. But, it does not end at scrolling and consuming content, that consumption of the content influences the users in certain ways. From the number of options available today to the user, let us take Instagram to analyse the mechanism of ‘social influence’ through the platform and analyse ways in which conformity, compliance and obedience are enabled in these platforms.
Luxury and its value are perceived differently worldwide. Various dimensions have been proposed b... more Luxury and its value are perceived differently worldwide. Various dimensions have been proposed by experts to interpret it using differ facets to measure to put light on the cultural differences that exist. The common contrast has been drawn between the Asian and the European regions’ luxury customers with a spotlight on Indian in comparison with the British luxury customers. The major dimension used for this cross-cultural comparison is individualism-collectivism, proposed by Hofstede. Different brand websites have been compared to draw a contrast in the presentation and positing to attract different cultural segments. Studies show that luxury consumers in individualistic cultures perceive the value of luxury with respect to their own self, whereas luxury consumers in collectivistic cultures perceive the value of luxury with respect to context and others. It is important for brands to understand this disparity for focused marketing efforts. However, wide scope of research exists in...
A daunting question. One that we begin answering right off our preschool essay, listing our name,... more A daunting question. One that we begin answering right off our preschool essay, listing our name, age, gender, possessions, abilities and other obvious descriptive traits. One that we build upon as we start developing a concrete sense of self during adolescence. One that we carry into adulthood and spend a lifetime articulating to fit our individual best. Conceptually, identity is said to comprise a stable sense of one's goals, beliefs, values, and life roles (Erikson, 1950; Marcia, 1987). The development of an identity is a dynamic process that includes assessment and exploration of one's identity, and making commitments to an integrated set of identity elements (Marcia, 1987). The initial theories of identity formation approached it as a central task of one's adolescence (Erikson, 1950), but more recently, this concept has been theorised to apply throughout one's lifespan (Kroger & Marcia, 2011). Identity is a word that encompasses multiple facets of our being, namely, gender, ethnicity, race and so forth. One of these important facets is our sexuality. Our sexuality, very much like human development overall, is multifaceted, complicated, and variable. It is one of the fundamental drives behind our feelings, thoughts, behaviours; and is hence pivotal to our psychological and sociological representations of self (Lucas, D. & Fox, J., 2021). This aspect of our identity is generally referred to as our sexual identity. Very simply put, "sexual identity is how one thinks of oneself in terms of to whom one is romantically or sexually attracted" (Reiter L., 1989). More often than not, this directly translates to what sexual identity label (like lesbian, gay, bisexual, heterosexual, etc.) one identifies with. In the past few decades, a number of theoretical and empirical advances have been made in an attempt to understand and map the process of sexual identity development for queer and
Nudge theory is a concept that proposes adaptive designs in order to shape the environment—also k... more Nudge theory is a concept that proposes adaptive designs in order to shape the environment—also known as choice architecture—as a way to influence the behaviour and decision-making of groups or individuals. This leads to an increase in the intended behaviour. This paper reviews the literature on the existing applications of this theory in public settings. Also, throws light on its use in policy-making. It provides the pros and cons of its usage and also attempts to provide appropriate recommendations to increase its effectiveness.
Emotion has an effect on attention. The study investigated whether emotion enhances or disrupts t... more Emotion has an effect on attention. The study investigated whether emotion enhances or disrupts the attentive behaviour. Also, which among the emotional valence-positive, negative or neutral enables least response time on the orientation discrimination task. Emotional valence was manipulated as cueing effect preceding a target stimulus on which the task was to be performed. The study provides the evidence that neutral stimulus can allocate attention to the target stimulus, but, the negatively and positively valenced stimuli fail to allocate attention on the target stimulus at the periphery and rather act as distractors.
Artificial intelligence (AI) has been rapidly spreading over the human world like the spread of a... more Artificial intelligence (AI) has been rapidly spreading over the human world like the spread of any virus. Artificial intelligence plays its game from making a simple web search - to driving a car - to making a machine acting like a human (robot) - to launching a shuttle into the space. In such scenario, the question arises that whether artificial intelligence is completely duplication of human intelligence. To answer this question, philosophy highlights an important aspect of ‘consciousness’, which artificial intelligence is deprived of. Also, artificial intelligence and pre-programmed machines somewhere neglect the virtues and morals that are imbibed within the humans. To fill up such voids in the working conditions, human intervention becomes undeniable. Various philosophical arguments, ethical problem theories and scientific, technological and fictional experiments blend in as evidences to draw the superiority among the human intelligence and artificial intelligence.
Touch is the first sense that develops at the infancy stage. Hence, it is said to be the primary ... more Touch is the first sense that develops at the infancy stage. Hence, it is said to be the primary sense among human beings. E-commerce space is expanding at an exponential rate. However, the product listings are done on e-commerce websites and digital platforms satisfy only two senses, i.e. vision and audition. The reliance is only on these two stimuli. The lack of physical inspection has remained a huge barrier in this space. Here, a simple solution has been proposed for the somatosensory receptors for enabling touch in e-commerce.
In the digital era, rate of social media influence is increasing at a lightening speed. There are... more In the digital era, rate of social media influence is increasing at a lightening speed. There are a couple of social networking sites and social media platforms that enable the users to engage with the world and actually gives the power to scroll through the world with their fingertips. But, it does not end at scrolling and consuming content, that consumption of the content influences the users in certain ways. From the number of options available today to the user, let us take Instagram to analyse the mechanism of ‘social influence’ through the platform and analyse ways in which conformity, compliance and obedience are enabled in these platforms.
Luxury and its value are perceived differently worldwide. Various dimensions have been proposed b... more Luxury and its value are perceived differently worldwide. Various dimensions have been proposed by experts to interpret it using differ facets to measure to put light on the cultural differences that exist. The common contrast has been drawn between the Asian and the European regions’ luxury customers with a spotlight on Indian in comparison with the British luxury customers. The major dimension used for this cross-cultural comparison is individualism-collectivism, proposed by Hofstede. Different brand websites have been compared to draw a contrast in the presentation and positing to attract different cultural segments. Studies show that luxury consumers in individualistic cultures perceive the value of luxury with respect to their own self, whereas luxury consumers in collectivistic cultures perceive the value of luxury with respect to context and others. It is important for brands to understand this disparity for focused marketing efforts. However, wide scope of research exists in...
A daunting question. One that we begin answering right off our preschool essay, listing our name,... more A daunting question. One that we begin answering right off our preschool essay, listing our name, age, gender, possessions, abilities and other obvious descriptive traits. One that we build upon as we start developing a concrete sense of self during adolescence. One that we carry into adulthood and spend a lifetime articulating to fit our individual best. Conceptually, identity is said to comprise a stable sense of one's goals, beliefs, values, and life roles (Erikson, 1950; Marcia, 1987). The development of an identity is a dynamic process that includes assessment and exploration of one's identity, and making commitments to an integrated set of identity elements (Marcia, 1987). The initial theories of identity formation approached it as a central task of one's adolescence (Erikson, 1950), but more recently, this concept has been theorised to apply throughout one's lifespan (Kroger & Marcia, 2011). Identity is a word that encompasses multiple facets of our being, namely, gender, ethnicity, race and so forth. One of these important facets is our sexuality. Our sexuality, very much like human development overall, is multifaceted, complicated, and variable. It is one of the fundamental drives behind our feelings, thoughts, behaviours; and is hence pivotal to our psychological and sociological representations of self (Lucas, D. & Fox, J., 2021). This aspect of our identity is generally referred to as our sexual identity. Very simply put, "sexual identity is how one thinks of oneself in terms of to whom one is romantically or sexually attracted" (Reiter L., 1989). More often than not, this directly translates to what sexual identity label (like lesbian, gay, bisexual, heterosexual, etc.) one identifies with. In the past few decades, a number of theoretical and empirical advances have been made in an attempt to understand and map the process of sexual identity development for queer and