KM-Master Course, 2004
Module: Communautés virtuelles,
Agents intelligents
C2: People differences.
Theories and consequences
Thierry NABETH
INSEAD CALT – The Centre for Advanced Learning Technologies,
Fontainebleau, France
«MASTER MANAGEMENT ET INGENIERIE ECONOMIQUE»
Spécialité: Projet innovation conception, option gestion de la connaissance
Module: Communautés virtuelles, Agents intelligents
Thierry Nabeth, 2004
People difference & implication
People are different:
– personality, motives, competence, cognitive style (learning
style, working style), etc.
• Implications (individual perspective)
– How people fulfil Roles and responsibilities, how they are
motivated the individuals, dysfunction, etc..
• Implications on groups & communities
– Group dynamics (competitive or collaborative)
– diffusion of knowledge, ideas and beliefs
• How to integrate people specificity in social digital
environments?
«MASTER MANAGEMENT ET INGENIERIE ECONOMIQUE»
Spécialité: Projet innovation conception, option gestion de la connaissance
Module: Communautés virtuelles, Agents intelligents
Thierry Nabeth, 2004
Some theories taking into account this difference
• Psychological theories
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Personality
Motivation
Age & experience
Cognitive styles
Gender
Etc.
• Theories about groups, communities & society
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teams work
innovation diffusion
social epidemics
Etc.
«MASTER MANAGEMENT ET INGENIERIE ECONOMIQUE»
Spécialité: Projet innovation conception, option gestion de la connaissance
Module: Communautés virtuelles, Agents intelligents
Thierry Nabeth, 2004
Psychological theories
• An individual perspective.
– How people behave individually
– Has implication on the interaction with others
Note: do people change over the time (biological or not?)?
• Some theories:
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Personality theories (Big five, etc.)
Motivation theories (16 basic factors, by Reiss)
Age & Experience (Andragogy by Malcolm Knowles)
Learning styles (Learning Orientations Model, etc.)
Etc.
«MASTER MANAGEMENT ET INGENIERIE ECONOMIQUE»
Spécialité: Projet innovation conception, option gestion de la connaissance
Module: Communautés virtuelles, Agents intelligents
Thierry Nabeth, 2004
Personality: Big Five
• Description
– Proposed by Costa & McCrae
– People behaviours depends on the value of 5
independent traits.
Note: The traits are behavioural orientation since the context is
also used when people act
• The 5 traits:
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Extroversion (Sociable / Reserved)
Conscientiousness (Self-disciplined / Impulsive)
Emotional Stability (Self-Confident / Insecure)
Agreeableness (Sympathetic / Cold)
– Openness to Experience (Curious / Unimaginative)
«MASTER MANAGEMENT ET INGENIERIE ECONOMIQUE»
Spécialité: Projet innovation conception, option gestion de la connaissance
Module: Communautés virtuelles, Agents intelligents
Thierry Nabeth, 2004
Motivation: 16 basic desires
• Description
– Proposed by Stephen Reiss (from statistical analysis)
– People are motivated by 16 independent basic*
desires.
Note: * Basic means they do represent self satisfying desires
• The 16 desires:
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Power, Independence, Curiosity, Acceptance
Order, Saving, Honour, Idealism
Social contact, Family, Status, Vengeance
Romance, Eating, Physical exercise, Tranquillity
«MASTER MANAGEMENT ET INGENIERIE ECONOMIQUE»
Spécialité: Projet innovation conception, option gestion de la connaissance
Module: Communautés virtuelles, Agents intelligents
Thierry Nabeth, 2004
Age & experience: Andragogy & adult learning
• Description
– Proposed by Malcolm Knowles
– For Knowles, andragogy is premised on at least four (+1) crucial
assumptions about the characteristics of adult learners that are
different from the assumptions about child learners.
• The 5 assumptions:
– Self-concept: more self-directed human being
– Experience: accumulation a growing reservoir of experience that
becomes an increasing resource for learning.
– Readiness to learn. The readiness to learn becomes oriented
increasingly to the developmental tasks of his social roles.
– Orientation to learning. immediacy of application and problem
centred (versus subject-centred).
– Motivation to learn: the motivation to learn becomes internal
«MASTER MANAGEMENT ET INGENIERIE ECONOMIQUE»
Spécialité: Projet innovation conception, option gestion de la connaissance
Module: Communautés virtuelles, Agents intelligents
Thierry Nabeth, 2004
Learning style: Learning orientation model
• Description
– Proposed by several researcher and has its roots in
Neurosciences.
– The Learning Orientation Model highlights the whole-person
perspective as it presents ranges for four learning orientations
– It is based on a three-factor construct:
• Conative/Affective Aspects
• Strategic Planning and Committed Effort
• Learning Autonomy
• The four learning orientations:
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Transforming Learners
Performing Learners
http://www.trainingplace.com/source/research/lomatrix.htm
Conforming Learners
Resistant Learners
«MASTER MANAGEMENT ET INGENIERIE ECONOMIQUE»
Spécialité: Projet innovation conception, option gestion de la connaissance
Module: Communautés virtuelles, Agents intelligents
Thierry Nabeth, 2004
Sociological, group theories
• A social & group perspective.
– How people behave with others (role, leadership,
etc.)
– Implication on work, social network, etc.
• Some theories:
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Forming performing teams (Belbin)
Innovation diffusion (Everett Rogers)
Social Epidemics (Malcolm Gladwell)
Etc.
«MASTER MANAGEMENT ET INGENIERIE ECONOMIQUE»
Spécialité: Projet innovation conception, option gestion de la connaissance
Module: Communautés virtuelles, Agents intelligents
Thierry Nabeth, 2004
Team role: Belbin theory
• Description
– Proposed by Meredith Belbin
– A team role is defined as:
“A tendency to behave, contribute and interrelate with others in a
particular way.“
• The eight roles individuals play in a team:
–Plant (PL).
–Resource investigator (RI).
–Co-ordinator (CO)
http://www.belbin.com/belbin-team-roles.htm
–Shaper (SH).
–Monitor evaluator (ME).
–Teamworker (TW).
–Implementer (IM).
–Completer (CP).
«MASTER MANAGEMENT ET INGENIERIE ECONOMIQUE»
Spécialité: Projet innovation conception, option gestion de la connaissance
Module: Communautés virtuelles, Agents intelligents
Thierry Nabeth, 2004
Innovation diffusion: Everett Rogers theory
• Description
– Proposed by Everett Rogers (originate from statistics)
– People are different related to their readyness to adopt
innovation. Important related to social networking.
• The level of innovation:
– Innovators (2.5%): venturesome, cosmopolite, networked with other
innovators, financial resources, cope with uncertainty, ….
– Early Adopters (13.5%): respectable, more local than innovators, strong
opinion leadership.
– Early Majority (34%): interact frequently with peers, rarely opinion
leadership, long period of deliberation.
– Late Majority (34%): adoption might result from economic/social
necessity due to the diffusion effect, skeptical and cautious, ….
– Laggards (16%): most localite, point of reference is the past, suspicious
of change agents and innovations, few resources.
«MASTER MANAGEMENT ET INGENIERIE ECONOMIQUE»
Spécialité: Projet innovation conception, option gestion de la connaissance
Module: Communautés virtuelles, Agents intelligents
Thierry Nabeth, 2004
Social epidemics: Malcolm Gladwell
• Description
– Proposed by Malcolm Gladwell (the tipping point)
– Gladwell explains that the power to start idea
epidemics rests with the few, influential beyond their
meager numbers, who are connectors, mavens and
salesmen.
• The influential people in spreading of ideas:
– The Connector is someone who traffics in people, who has extraordinary
social connections.
– The Maven is someone who traffics in information.
– The Salesman is someone who can win over those who are on the
sidelines.
http://carquinezreview.com/Columns/Articles/connectors_%20mavens_salesmen.htm
«MASTER MANAGEMENT ET INGENIERIE ECONOMIQUE»
Spécialité: Projet innovation conception, option gestion de la connaissance
Module: Communautés virtuelles, Agents intelligents
Thierry Nabeth, 2004
Integrating people specificity in
social digital environments
• Elements.
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Motivation, Autonomy,
Roles,
Translucence, (trust and reputation)
Personalization,
etc.
• Applications
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Blogging,
virtual communities
wikis,
Forum,
Recommanders systems,
Class discussion
«MASTER MANAGEMENT ET INGENIERIE ECONOMIQUE»
Spécialité: Projet innovation conception, option gestion de la connaissance
Module: Communautés virtuelles, Agents intelligents
Thierry Nabeth, 2004
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