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The purpose of this study is twofold: first to demonstrate the application of an algorithm using contextual data to ascertain consumer personality traits; and second to explore the factors impacting the relationship between personality traits and advertisement persuasiveness.

A mixed-method approach that comprises two distinct yet complementary studies. The first uses quantitative methods and is based on a sample of 35,264 retail banking customers. Study 2 explores the findings that emerge from Study 1 using qualitative methods.

This paper finds that matching consumer personality with congruent advertising messages can lead to more effective consumer persuasion for most personality types. For consumers who exhibit neurotic personality traits, ameliorating perceived risks during purchasing and providing cues for social acceptance and goal attainment are important factors for advertising effectiveness. These factors also had a positive impact on the purchasing behaviour of extroverted consumers.

This research focusses on understanding purchasing behaviour based on the most dominant personality trait. However, people are likely to exhibit a combination of most or even all of the Big Five personality traits.

Building on advances in natural language processing, enabling the identification of personality from language, this study demonstrates the possibility of influencing consumer behaviour by matching machine inferred personality to congruent persuasive advertising. It is one of the few studies to use contextual instead of social media data to capture individual personality. Such data serves to capture an authentic rather than contrived persona. Further, the study identifies the factors that may moderate this relationship and thereby provides an explanation of why some personality traits exhibit differences in purchasing behaviour from those that are anticipated by existing theory.

Although the idea that people are more likely to be responsive to advertising messages that are congruent with their personality type has already been successfully applied by advertising practitioners and documented by advertising scholars, this study extends existing research by identifying the factors that may moderate this relationship and thereby provides an explanation why some personality traits may exhibit differences in purchasing behaviour from those that are anticipated by existing theory.

Researchers have conducted numerous studies on workplace bullying (Björkqvist, Österman, & Hjelt-Bäck, 1994; Branch, Ramsay, & Barker, 2013; Cowan, 2012; Duffy & Sperry, 2007; Fritz, 2014; Harvey, et al., 2006; Liefooghe, 2010; Matthiesen & Einarsen, 2007; Yamada, 2000; Zabrodska & Kveton, 2013). Other studies specifically examined the corporate sector, European trends, and the impact on health and wellness for staff facing workplace bullying (Constanti & Gibbs, 2004; Djurkovic, McCormack, & Casimir, 2008; Query & Hanely, 2010; Thomas, 2005); yet, few studies considered the impact of workplace bullying on American higher education. More specifically, no empirical studies considered the impact of workplace bullying in America’s community colleges. Consequently, Hollis has replicated her study of four-year colleges and universities (2015) and applied the procedures to the community college setting. Consistent with the findings from respondents at four-year colleges and universities (n = 401), this data set revealed that community college respondents (n = 200) proportionally face workplace bullying as well. Sixty-two percent of respondents of four-year colleges and universities reported being affected by workplace bullying, while 64% of community colleges participants reported being affected by workplace bullying. Arguably, the impact on the community college and the first-generation students who pursue a community college education might be more severe as community colleges have fewer resources than four-year colleges and universities to spend on employee disengagement.

Alice Rangel de Paiva Abreu is Director of the Office of Science and Technology of the Organization of American States in Washington DC, and Professor of Sociology at the Federal University of Rio de Janeiro, Brazil. For three years she was Vice President of the National Council for Scientific and Technological Development (CNPq). She is also a member of the Executive Committee of the International Sociological Association and President of RC30 Sociology of Work. Her research interests include industrial restructuring and gender and work. alice.abreu@br.inter.net Graciela Bensusán is a professor/researcher at the Universidad Autónoma Metropolitana-Xochimilco, and is also affiliated with FLACSO in Mexico City. She is the author of numerous books and articles on comparative labor policy, organizations, and institutions, including Trabajo y Trabajadores en el México Contemporáneo (co-editor, 2000), which received the Latin American Studies Association Labor Studies Section award for best book. bensusan@servidor.unam.mx Leni Beukema is Assistant Professor of Labor Studies in the Department of General Social Sciences at the University of Utrecht. Her research activities and publications have – beside matters concerning labor movements – focussed on quality and organization of work, network-organizations and time management, and globalization/localization at work. l.beukema@fss.uu.nl Bob Carter is Senior Lecturer in the Sociology Department, the University of Leicester, UK. His original interests were focused on the class position of white-collar workers and the nature of their organizations. He has taught trade unionists, has written on labor process theory and the distinctiveness of public sector employment, and is currently developing research on comparative US/UK union strategies. bc20@leicester.ac.uk Harry Coenen is a Professor of Social Sciences (labor studies) in the Department of General Social Sciences at the University of Utrecht. His research activities and publications include among others the theories of structuration and the risk-society, citizenship and social participation, union movements and labor relations and the research methodology of action research. h.coenen@fss.uu.nl Maria Lorena Cook is associate professor in the School of Industrial and Labor Relations, Cornell University. A political scientist, she has published widely on Mexican labor politics, labor reform, regional integration, and transnational movements. Professor Cook is writing a book on labor law reform and union responses in Latin America. MLC13@cornell.edu Rae Cooper teaches industrial relations in Work and Organisational Studies at the University of Sydney. Rae’s research addresses organising and membership renewal strategies of Australian unions. In 2002, she edited a special edition of Labour History on union organising and mobilisation in Australia and New Zealand. Rae is an active union member and the Chair of the New South Wales Working Women’s Centre. r.cooper@econ.usyd.edu.au Daniel B. Cornfield is Professor of Sociology at Vanderbilt University and Editor of Work and Occupations. His research has addressed the growth, decline and revitalization of labor movements, the wellbeing of immigrants, changing workplace social organization, the employment relationship, and work & family. Among his recent publications is his volume co-edited with Randy Hodson, Worlds of Work: Building an International Sociology of Work (Kluwer/Plenum, 2002). daniel.b.cornfield@vanderbilt.edu Rick Delbridge is Professor in Organizational Analysis at Cardiff Business School. His research interests include the changing nature of work and organizational innovation. He is author of Life on the Line in Contemporary Manufacturing (Oxford University Press) and co-editor of Manufacturing in Transition (Routledge). Peter Fairbrother is a Professorial Fellow in the School of Social Sciences at Cardiff University, Wales. He researches in the area of trade union and labour studies. This work includes work on changes in public services, international trade unionism and labour rights and the impact of globalisation and de-industrialisation on labour. He has published broadly in these areas and has made a major contribution to debates about trade union renewal. FairbrotherPD@cardiff.ac.uk Enrique de la Garza Toledo is former Visiting Professor at the University of California, Berkeley, Professor in the Graduate Program in Labor Studies at the Metropolitan University of Mexico, and Editor of the journal Trabajo. A prolific writer on labor and work in Latin America, he was recently awarded the National Prize for Labor Research for his work on productive restructuring, firms, and workers in México in the beginning of the 21st century. egt@xanum.uam.mx Edmund Heery is Professor of Human Resource Management at Cardiff Business School. His main research interests are trends in union organising and union representation of workers with non-standard contracts. Professor Heery is an editor of the British Journal of Industrial Relations and an academic advisor to the New Unionism Task Group of the Trades Union Congress. Russell D. Lansbury is Professor of Work and Organisational Studies and Associate Dean (Research) at the University of Sydney. A Fellow of the Australian Academy of Social Sciences, his recent publications include After Lean Production: Evolving Employment Practices in the World Auto Industry, with T. A. Kochan and J. P. McDuffie (Cornell University Press, 1997) and Working Futures: The Changing Nature of Work and Employment Relations in Australia, with R. Callus (Federation Press 2002). He is joint editor of the Journal of Industrial Relations. r.lansbury@econ.usyd.edu.au Héctor Lucena is Professor of Labor Relations and Coordinator of the Doctoral Program in Social Science at the Universidad de Carabobo, Valencia, Venezuela. He has written widely on processes, institutions, and transformations in labor relations in Venezuela and Latin America. hlucena@postgrado.uc.edu.ve Holly McCammon is Associate Professor of Sociology at Vanderbilt University. Recently she has studied the changing strategies of the U.S. labor movement, particularly its shift from strike activity to legal mobilization. Her interest in collective strategies has also led her to study the U.S. women’s suffrage movement and its use of various tactics and arguments. José Ricardo Ramalho is professor of sociology in the Graduate Program of Sociology and Anthropology of the Federal University of Rio de Janeiro, Brazil. His main research interests have been related to the sociology of work, trade union and working class movements, and development studies. jramalho@ifcs.ufrj.br John Salmon lectures in industrial relations and Japanese management at Cardiff Business School. He is Joint Coordinator of the Asian Pacific Research Unit at Cardiff. His research interests have been largely associated with workplace relations. Currently, he is involved with empirical research of union organising campaigns in both Britain and Japan. Rachel Sherman is Assistant Professor of Sociology at Yale University. Her dissertation, “Class Acts: Producing and Consuming Luxury Service in Hotels,” is an ethnographic investigation of inequality in interactive service work. Melanie Simms is a lecturer in industrial relations and human resource management at Canterbury Business School, which is part of the University of Kent. Her research interests focus on trade union renewal, specifically attempts to organize groups of workers who are under-represented in the trade union movement. M.Simms@ukc.ac.uk David H. Simpson is a Lecturer in Industrial Relations and Director of the Trade Union Research Unit at Cardiff Business School, Cardiff University. His main interests centre on trade unions, particularly in South Wales, and has conducted research projects for the GMB, GPMU, UNISON, UNIFI and NAHT amongst others. He is currently a member of the ACAS Single Panel of Arbitrators. Doowon Suh is an assistant professor at the Graduate School of International Studies of Korea University in Korea. His research areas of interest cover social movements, historical sociology, sociology of work, and modern Korean society. His current research project addresses the issue of how social movements influence democratic transition and consolidation in the Third World. dwsuh@korea.ac.kr Lowell Turner is professor of international and comparative labor at Cornell University, in the School of Industrial and Labor Relations. Among his books are Democracy at Work: Changing World Markets and the Future of Labor Unions (1991) and Fighting for Partnership: Labor and Politics in Unified Germany (1998), along with several edited volumes including Rekindling the Movement: Labor’s Quest for Relevance in the 21st Century (2001). Kim Voss is Associate Professor of Sociology at the University of California, Berkeley. She is the author of The Making of American Exceptionalism: The Knights of Labor and Class Formation in the Nineteenth Century and is co-author of Inequality By Design, Des Syndicats Domestiques, and the forthcoming Hard Work: Remaking the American Labor Movement. Her current research is focused on social movement unionism in the U.S. and elsewhere, on the life history of labor activists, and on the impact of participatory democracy on civil society. Mark Westcott is a lecturer in the School of Business at the University of Sydney. His research interests include union structure and activity within workplaces as well as the effects of corporate structure and strategy upon the management of labor.

Workplace bullying is an emerging topic for researchers considering the impact of abusive behavior on employees (Björkqvist, Österman, & Hjelt-Bäck, 1994; Branch, Ramsay, & Barker, 2007; Cowan, 2012; Duffy & Sperry, 2007; Fritz, 2014; Harvey, Heames, Richey, & Leonard, 2006; Liefooghe & Mackenzie, 2010; Matthiesen & Einarsen, 2007; Yamada, 2000; Zabrodska & Kveton, 2013). European trends, corporate cultures, and the target’s wellness have also been the focus of other studies on workplace bullying (Constanti & Gibbs, 2004; Djurkovic, McCormack, & Casimir, 2008; Query & Hanely, 2010; Thomas, 2005); yet as was stated in the initial chapter, few studies considered the impact of workplace bullying on American higher education. More specifically, no empirical studies considered the impact of workplace bullying in America’s community colleges or the people of color who work at community colleges. Consequently, Hollis has replicated her study of four-year colleges and universities (2015) and applied the procedures to the community college sector. This analysis specifically reflecting on people of color at community colleges utilizes the data set, which was the subject of analysis in Chapter 1. Within the community college sample, 26% were people of color. Further, 73% of the respondents of color reported being affected by workplace bullying. Therefore, this study may be of interest to diversity officers or any personnel interested in creating and maintaining a healthy work environment for all community college staff, regardless of color.

The information superhighway has also been a vehicle for bullies to harass targets in K-12, college, corporate sectors, and higher education (Long, 2008; Tu, 2002). While technology is useful, the public shaming component makes cyberbullying an indelible emotional assault that remains on the Internet years after the initial aggression. By reflecting on theoretical elements of public shaming discussed by Gilbert and Proctor (2006), and Dzurec et al. (2014), this conceptual essay will use descriptive statistics in a secondary analysis to document occurrences of cyberbullying in community colleges and reveal that people of color (56%) are more likely to be the target of cyberbullying than their white counterparts (41%). The contents of this chapter might be of interest to diversity officers and personnel considering acceptable use policies for technology on their respective campuses.

Labor movements have played a central role in promoting democracy, the expansion of welfare states, and improvements in working conditions in many regions of the world during the last century (Jose, 2002). Despite the central social, political and economic role of labor movements, labor union memberships have declined in many world regions during the last quarter-century. Labor union memberships have declined with increasing global economic competition and capital mobility, the advent of neo-liberal macroeconomic policies, privatization of public services, changes in production technology, the substitution of casual, flexible and contingent employment arrangements for formal, bureaucratic internal labor markets, the restructuring of national economies from manufacturing to services, and mounting employer resistance to unionization (Clawson & Clawson, 1999; Cornfield & Fletcher, 2001; Griffin et al., 1990; Jose, 2002; Olney, 1996; Western, 1997, 1998).

During the latter-half of the twentieth century, researchers argued that the notion of universities being communities of scholars that were governed by scholars had been replaced by a mass-market higher education system. The new system is shaped by competition for students, a need to be budget conscious and, ultimately, a requirement for university leaders to be able to approach their work with a certain level of business acumen. This chapter examines what these pressures mean for those working at the middle level of university leadership, when they are increasingly appointed on managerial expertise but make decisions about academics and their work. Using Bourdieu's notions of fields to dissect these relationships, the chapter uses semi-structured interviews with faculty deans to examine how their work is guided by managerialist targets but impacts on their relationships with academics. The chapter highlights that, while the sector has acknowledged that successful leaders do not always need research profiles in the modern university, this often has a negative impact on leaders' relationships with academics.

Interconnection Systems Ltd, one of the largest printed circuit board manufacturers in the UK, is strengthening its sales and marketing team with the recent appointments of Neil French and Brian McBride. Both formerly employed by Cityprint, they have extensive experience in the printed circuit industry.