Sales Marketing

Drs. Maurits Clemens Kaptein

Maurits Clemens Kaptein

C ONTACT Mobile: +31-06-212*****

PhD. / Postdoctoral Researcher

I NFORMATION E-mail:

Groesbeekseweg 124 *******@**************.***

6524 DM Nijmegen WWW: www.mauritskaptein.com

the Netherlands

Research Methods, Personalized Persuasion & Persuasion Pro les

R ESEARCH

I NTERESTS Persuasion, In uence, Communication, Persuasion Pro les, Persuasive Technologies,

Marketing, Decision Making, Consumer Behavior, e-selling, Research Methods,

Bayesian Statistics, Nonparametric Statistics, Stochastic Difference Models.

Postdoctoral Researcher September 2011 to present

ACADEMIC

A PPOINTMENTS Aalto School of Economics, Marketing Department, Helsinki, Finland.

Supervised by Prof. Petri Parvinen.

Dynamic Optimization of Pro t Maximizing Sales Prices, work on Bayesian

sequential learning of pro t maximizing sales prices.

Adaptive e-selling, project focussing on the real-time adaptation of persuasive

product advertisements online.

Distinguished MediaX Visiting Scholar 2009-2011, 4-5 months a year

Stanford University, Department of Communication, Stanford, CA, USA.

Collaboration with Prof. Clifford Nass.

Persuasion Pro ling, several empirical studies on human responses to in uence

strategies and persuasive communication. Work on the concept of persuasion

pro ling.

Similarity and Persuasion in Social Networks, research project on the effects

of similarity and familiarity with nodes in ones social network on compliance to

persuasive communication.

PhD Student September 2008 to present

Department of Industrial Design, Eindhoven University of Technology.

Promotor: Prof. Emile Aarts.

Co-promotors: Prof. Panos Markopoulos & Dr. Boris de Ruyter.

Personalized Persuasion in Ambient Intelligence, PhD. thesis on on the effects

of personalizing the choice of in uence strategy in persuasive technologies. The

project combines both experimental studies as well as several eld deployments

of a adaptive persuasive systems.

Defense scheduled on the 29th of March 2012.

Persuasion Pro ling featured in Wired US.

See: www.wired.com/magazine/2011/04/st essay persuasion pro ling/

Stanford University, Stanford, CA, USA.

E DUCATION

Coursework, September 2009 to April 2011.

During my stay as a distinguished MediaX visiting scholar at Stanford University I

have attended numerous graduate level methods and statistics courses (e.g.): Bayesian

Statistics, Time Series Analysis, Multi-level and Hierarchical Models.

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Eindhoven University of Technology, Eindhoven, the Netherlands

PhD., Industrial Design, March 2012.

Thesis Topic: Personalized Persuasion in Ambient Intelligence .

Promotor: Prof. Emile Aarts.

Co-promotors: Prof. Panos Markopoulos & Dr. Boris de Ruyter

Area of Study: Personalized persuasive communication.

PdEng., User System Interaction, September 2007.

Thesis Topic: The digital workbook: Methods and applications of online contextmapping .

Adviser: Prof. Panos Markopoulos.

Area of Study: Usage of the contextmapping procedure a participatory design

method in online environments.

University of Tilburg, Eindhoven, the Netherlands

MS., Economic Psychology, June 2005.

Thesis Topic: An Exploration of Fad Products and Explanations for their Unusually

high Adoption Rates.

Adviser: Prof. Fred van Raaij

Area of Study: The emergence of Fads and Hypes. Quantitative analysis of factors

relating to product adoption.

BS., Economic Psychology, August 2004.

Adviser: Prof. Fred van Raaij

Area of Study: Economic Psychology. General Psychology introduction, marketing

communication, decision making.

University of Nijmegen, Nijmegen, the Netherlands

Minor Communication Science, September 2004.

Area of Study: Additional Minor in Communication Science. Main focus on persuasive

communication and marketing communication.

R EFEREED [1] Kaptein, M. C., & van Halteren, A. (2012). Adaptive Persuasive Messaging to Increase

J OURNAL Service Retention. Journal of Personal and Ubiquitous Computing, IN PRESS.

P UBLICATIONS

[2] Kaptein, M. C., Fernandez, N., Castaneda, D., & Nass, C. (2012). Extending the

Similarity-Attraction Effect: The Effects of When-Similarity in Mediated Communication.

Journal of Computer-Mediated Communication, IN PRESS.

[3] Kaptein, M. C., & Eckles, D. (2012). Heterogeneity in the Effects of Online Persuasion.

Journal of Interactive Marketing, IN PRESS.

[4] Kaptein, M. C., de Ruyter, B., Markopoulos, P., & Aarts, E. (2012). Tailored Persuasive

Text Messages to Reduce Snacking. Transactions on Interactive Intelligent Systems,

IN PRESS.

[5] Kaptein, M. C., Eckles, D., & Davis, J. (2011). Envisioning Persuasion Pro les:

Challenges for Public Policy and Ethical Practice. ACM Interactions, 18(5), 66-

69.

[6] Kaptein, M. C., Markopoulos, P., Ruyter, B., & Aarts, E. (2010). Two acts of social

intelligence: the effects of mimicry and social praise on the evaluation of an arti cial

agent. AI & SOCIETY, 26(3), 261-273.

[7] Kaptein, M. C., Markopoulos, P., Ruyter, B., & Aarts, E. (2009). Persuasion in

ambient intelligence. Journal of Ambient Intelligence and Humanized Computing,

1(1), 43-56.

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[8] Kaptein, M. C., Weisscher, A., Terken, J. M. B., & Nelissen, H. (2009). Online

contextmapping; using the opportunities of Web 2.0 for the contextmapping procedure.

CoDesign, 5(4), 213-228.

C ONFERENCE [9] Kaptein, M.C. & Parvinen, P. (2012). Dynamically Adapting Sales In uence Tactics in

P UBLICATIONS E-Commerce 2012 Academy of Marketing Science Annual Conference . IN PRESS.

[10] Kaptein, M.C. & Parvinen, P. (2012). Sequential Learning of Optimal Sales Prices

2012 Academy of Marketing Science Annual Conference . IN PRESS.

[11] Lindholm, J., Kaptein, M.C. & Parvinen, P. (2012). The Price of Customer Engagement:

How Substitution in Online Services Leads to Decreasing Revenues 2012 Academy

of Marketing Science Annual Conference . IN PRESS.

[12] Kaptein, M. C., & Robertson, J. (2012). Rethinking Statistical Methods for HCI. In

Proceedings of the 2011 annual conference on Human factors in computing systems,

CHI 212. IN PRESS.

[13] Sakai, R., Peteghem, S. van, Sande, L. van de, Banach, P., & Kaptein, M. C. (2011).

Personalized Persuasion in Ambient Intelligence: the APStairs System. In Proceedings

of Ambient Intelligence (AmI) 2011. Amsterdam.

[14] Lindholm, J., Kaptein, M. C., & Parvinen, P. (2012). The Trade-off between Online

Community Activity and Consumption. In Proceedings of HICSS 2012. Hawaii.

[15] Kaptein, M. C. (2011). Adaptive Persuasive Messages in an E-commerce Setting: The

use of Persuasion Pro les. In Proceedings of ECIS 2011. Helsinki.

[16] Kaptein, M. C., & Eckles, D. (2011). Magnitude and Structure of Heterogeneity in

the Effects of In uence Strategies. In Proceedings of Persuasive Technology 2011.

Ohio.

[17] Kaptein, M. C., Duplinsky, S., & Markopoulos, P. (2011). Means based adaptive

persuasive systems. In Proceedings of the 2011 annual conference on Human

factors in computing systems (pp. 335-344). New York, NY, USA: ACM.

[18] Kaptein, M. C., Lacroix, J., & Saini, P. (2010). Individual Differences in Persuadability

in the Health Promotion Domain. In T. Ploug, P. Hasle, & H. Oinas-Kukkonen

(Eds.), Persuasive Technology (pp. 94-105). Springer Berlin / Heidelberg.

[19] Kaptein, M. C., & Eckles, D. (2010). Selecting Effective Means to Any End: Futures

and Ethics of Persuasion Pro ling. In T. Ploug, P. Hasle, & H. Oinas-Kukkonen

(Eds.), Persuasive Technology (pp. 82-93). Springer Berlin / Heidelberg.

[20] Scherini, T., Melo, P., van Craenendonck, T., Zou, W., & Kaptein, M. C. (2010).

Enhancing the sleeping quality of partners living apart. In Proceedings of the 8th

ACM Conference on Designing Interactive Systems - DIS 2010 (pp. 171-179). New

York, New York, USA: ACM Press.

[21] Kaptein, M. C., Nass, C., & Markopoulos, P. (2010). Powerful and consistent analysis

of likert-type ratingscales. In Proceedings of the 28th international conference on

Human factors in computing systems - CHI 2010 (pp. 2391-2401). New York, New

York, USA: ACM Press.

[22] Kaptein, M. C., de Ruyter, B., Markopoulos, P., & Aarts, E. H. L. (2009). Simple

Ways to Make Friends. In Proceedings of the 8th International Workshop on Social

Intelligence.

[23] Kaptein, M. C., de Ruyter, B., Markopoulos, P., & Aarts, E. (2009). Measuring the

Subjective User Experience. In Proceedings of the 12th IFIP TC 13 International

Conference - INTERACT (pp. 944-945).

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[24] Kaptein, M. C., de Ruyter, B., Markopoulos, P., & Aarts, E. (2009). Persuading you:

Individual differences in susceptibility to persuasion. In Proceedings of the 12th

IFIP TC 13 International Conference - INTERACT (pp. 24-28). Uppsala, Sweden:

ACM Press.

[25] Soute, I., Kaptein, M. C., & Markopoulos, P. (2009). Evaluating outdoor play for

children. In In Proceedings of the Proceedings of the 8th International Conference

on Interaction Design and Children - IDC 2009 (p. 250). New York, New York,

USA: ACM Press.

[26] Kaptein, M. C., Slegers, K., Nelissen, H., Weisscher, A., & Terken, J. M. B. (2007).

The Digital Workbook: Using Web 2.0 for Generative Research Purposes. In Proceedings

of MobileHCI 2007.

[27] Al Mahmud, A., Kaptein, M. C., Moran, O., Van De Garde-Perik, E., & Markopoulos,

P. (2007). Understanding Compliance to Privacy Guidelines Using Text-and Video-

Based Scenarios. In Proceedings of HumanComputer Interaction INTERACT 2007

(pp. 156-168). Springer Berlin / Heidelberg.

[28] Romero, N., Sz stek, A. M., Kaptein, M. C., & Markopoulos, P. (2007). Behaviours

o

and Preferences when Coordinating Mediated Interruptions : Social and System

in uence. In Proceedings of CSCW 2007 (pp. 123-132). Kluwer Press.

S UBMITTED [29] Kaptein, M. C., Duplinsky, S., & Go, E. M. (2012). Combining Multiple In uence

J OURNAL Strategies to Increase Consumer Compliance. Submitted to: International Journal

P UBLICATIONS of Internet Marketing and Advertising.

[30] Kaptein, M. C., & Nass, C. (2012). Nice to Know you: Familiarity and In uence in

Social Networks. Submitted to: Interacting with Computers.

[31] Kaptein, M. C., & Markopoulos, P. (2012). On the Design of Adaptive Persuasive

Systems. Submitted to: ToCHI.

[32] Kaptein, M. C., & Parvinen, P. (2012). Sequential Learning of Pro t Maximizing

Sales Prices. Submitted to: Marketing Science.

[33] Lindholm, J., Parvinen, P., & Kaptein, M. C. (2012). The Dangers of Engagement:

How Substitution in Online Services Leads to Decreasing Revenues. Submitted to:

Journal of the Academy of Marketing Science.

OTHER [34] Kaptein, M.C. (2012). Personalized Persuasion in Ambient Intelligence. PhD. thesis

P UBLICATIONS at the Eindhoven University of Technology.

[35] Kaptein, M.C. (2007). The Digital Workbook: Methods and Applications of Online

Contextmapping. PdEng. thesis at the Eindhoven University of Technology

[36] Kaptein, M.C. (2005). An Exploration of Fad Products and Explanations for their

Unusually high Adoption Rates. Master Thesis at the University of Tilburg.

[37] Kaptein, M. C. (2011). Building Persuasion Pro les in the Wild: Using Mobile

Devices as Identi ers Maurits Kaptein. (CHI 2011 PINC workshop). Vancouver,

British Columbia, Canada.

[38] Kaptein, M. C., Markopoulos, P., de Ruyter, B., & Aarts, E. H. L. (2010). Social

Connectedness and Compliance (CHI 2010 Workshop on Social Connectedness).

Atlanta, USA.

B OOKS IN [39] Kaptein, M.C. (2012) Online invloed. Forthcoming at Business Contact publishers,

P REPARATION Amsterdam, the Netherlands.

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Aalto visiting Scholar Travel Grant

G RANTS

Excellent visitors grant, February 2012.

Visit to Aalto University school of Economics to lecture on the topic of persuasion

pro ling.

Aalto School of Economics, Helsinki, Finland.

T EACHING

E XPERIENCE

October 2011 to present

Lecturer

Instructor for 23E52000: Sales Management .

Lectures on e-selling and the use of persuasion in e-commerce.

Student essay assignment on the differences between face-to-face persuasion and

human-computer persuaison.

Eindhoven University of Technology, Eindhoven, the Netherlands

April 2007 to August 2010

Lecturer

Instructor for Quantitative Analysis Methods .

Lectures on parametric statistics and the use of analysis software (SPSS).

Final analysis project concerned a re-analysis of a large usability study.

Univesity of Tilburg, Tilburg, the Netherlands

August 2003 to August 2005

Student Assistent

Student Assistant on Several Research Method courses.

Supervision of SPSS assignements.

Small-scale lectures on research methods and parametric statistics.

Tess Speelpenning,

S TUDENT

A DVISING Master Student Human Technology Interaction. Supervision of Master Thesis project

(S ELECTION ) Your menu Choice: Exploring how tailored persuasive messaging in uences the healthiness

of menu choices . Graduated cum-laude. (Eindhoven University of Technology)

Mendel Broekhuizen,

Master Student Industrial Design. Supervision of Master level research project Protect

your ears . Study on the effects of persuasive communication on compliance to a healthy

audio level for headphones. (Eindhoven University of Technology)

Deonne Casteneda,

Bachelor Student Computer Science and Engineering. Supervisor of Bachelor project

Extending the Similarity-Attraction Effect: The Effects of When-Similarity in Computer-

Mediated Communication . (Stanford University)

Referee Service

P ROFESSIONAL

International Conference on Human Computer Interaction (CHI)

S ERVICE

2010, 2011, 2012

International Conference on Persuasive Technology (Persuasive)

2010, 2011

Transaction on Interactive Intelligent Systems

Personal and Ubiquitous Computing

PersuasionAPI, Amsterdam, the Netherlands

P ROFESSIONAL

E XPERIENCE

October 2011 to present

Co-founder and Chief Scientist

Co-founder of a startup together with Arjan Haring, Jay de Groot, and Dimitra

Retsina

Provides an API for a set of machine learning algorithms to dynamically adapt

in uence strategy selection to individual customers

Clients (e.g.): UPC, Booking.com, Rovio

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Philips Research, Eindhoven, the Netherlands

September 2008 to present

Research Scientist

Member of the Brain Body and Behavior Group

Research projects in collaboration with Philips DirectLife aimed at improving the

performance of their persuasive technology (the Philips Activity Monitor

Supervisor: Dr. Boris de Ruyter

De Vos en Jansen Marktonderzoek, Nijmegen, the Netherlands

September 2007 to September 2008

Research Development Manager

Responsible for the development of new standardized research methods.

Software engineer writing the online analysis software of the company. Implementing

(e.g.) linear regression and analysis of variance in PHP.

Supervisor: Drs. Ronald Jansen

Vodafone Group R&D, Maastricht, the Netherlands

January 2007 to September 2007

Customer Insight Specialist

Member of the Customer Insight Group

Development and implementation of digital research tools

Member of the ACM

P ROFESSIONAL

M EMBERSHIPS Association for Computing Machinery.

Chairman of the board of the Stichting Skateboarding Nijmegen

S ERVICE

Chairman and end-responsible for a non-pro t that runs an indoor skateboard park and

youth center called Waalhalla Centrum in the city of Nijmegen, the Netherlands.

Turn-over of Waalhalla Centrum is around e 300.000, with ve full time employees.

Active contributor to [R] packages

nParLD package for non-parametric statistics. Provided an online interface to the

package.

lme4 released several additional functions to lme4 to predict values of models with

several crossed random effects. (Not yet formally released)

P UBLIC S PEAKING Active presenter at several academic and commercial conferences

Academic (e.g.): Persuasive 2009, 2010, CHI 2010, 2011, 2012, Interact 2009.

(S ELECTION )

Commercail (e.g.): Philips MediaX Summer Sessions 2010, TEDxHU 2011, Design for

Conversion 2011, Digital Marketing Life 2012.

S OFTWARE S KILLS Computer Programming:

Java, JavaScript, Perl, PHP, Phyton, UNIX shell scripting, SQL, MySQL, [R], ActionScript,

SPSS scripting, MongoDB.

Statistics / statistical computing:

[R]: Large scale experience with usage of R for analysis. Experience programming

own function. Experience with lattice for graphing and lme4 and nlme for model

tting.

JAGS: Experience building Bayesian hierarchical models using [R] and JAGS.

SPSS: Very experienced SPSS user. Ability to write SPSS syntax, scripts, and connections

to MS Of ce applications using Basic.

Productivity Applications:

TEX (LTEX, BIBTEX), most common productivity packages (for Windows, OS X, and

A

Linux platforms)

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Persuasion / In uence:

E XPERTISE

Persuasion, Persuasive Technology, In uence, Similarity effect, (Social) In uence Strategies,

Computer-tailored education, Persuasion Pro les.

Research methods & Statistics:

Experimental Methods, Correlational Methods, Model Fitting, Non-parametric Statistics,

Bayesian Statistics, Machine Learning.

Best Paper Award Persuasive 2010

AWARDS

Best paper award for the paper entitled: Individual Differences in Persuadability in the

Health Promotion Domain

Unilever Research Prize 2005

Best master thesis 2005 for the thesis An Exploration of Fad Products and Explanations

for their Unusually high Adoption Rates.

Prof.Dr. Clifford Nass (e-mail: ****@********.***; phone: +1-650-***-****)

R EFERENCES

Thomas M. Storke Professor, Stanford University

AVAILABLE TO

C ONTACT Department of Communication

Room 300E, McClatchy Hall,

Stanford, CA. 94305-2050, USA.

Prof.Dr. Petri Parvinen (e-mail: petri.parvinen@aalto. ; phone: +35-850-*******)

Professor of Sales Management

Aalto University School of Economics (Marketing Department)

P.O. Box 21230, FI-00076,

Aalto, Finland.

Prof.Dr. Panos Markopoulos (e-mail: *.***********@***.**; phone: +31-40-247-****)

Professor User Centred Engineering Group

Technische Universiteit Eindhoven

P.O. Box 513, Den Dolech 2,

5600 MB Eindhoven, The Netherlands.

Dr. Boris de Ruyter (e-mail: *****.**.******@*******.***; phone: +31-40-274****)

Principal Scientist

Philips Research

High Tech Campus 34 -WB-4.053,

5656 AE Eindhoven, The Netherlands.

M ORE For more information please contact Drs. Maurits Kaptein, (e-mail: *******@**************.***;

phone: +31-6 21262211)

INFORMATION

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