Management Research Seminar Series: "The Prosthetic Generation is all Around us: Feelings and Emotions About Knee Replacement Surgery and their Impact on Overall Sentiment"

Friday, February 10, 2017, 10:00 a.m. to 12:00 p.m.

Since the first knee replacement surgery was carried out in 1968, total knee replacements have become not only one of the most common, but also most successful procedures in all of medicine. Improvements in surgical materials and techniques have greatly increased the procedure’s effectiveness, and according to the Agency for Healthcare Research and Quality, more than 600,000 knee replacements are performed each year in the United States alone. While the procedure is generally effective from a scientific and medical perspective, less scholarly attention has been given to how the consumer, or patient feels about it. Regardless of the outcome or the skills of the orthopedic surgeon, knee replacement surgery is a painful procedure, followed by a further period of intense, and again painful, rehabilitation. While some patients proclaim that a knee replacement has given them their lives back again, others wish that they had never had it done.

The exploratory research presented here considers the emotions expressed by knee replacement patients in open ended online reviews of their surgery, and how these impact their overall sentiment. The reviews of their surgery by 104 knee replacement patients were subjected to content analysis using IBM’s Watson Alchemy Emotion and Sentiment Analysis platform. This enabled the identification of the extent to which each of Ekman’s (1992) five fundamental emotions (anger, fear, disgust, joy and sadness) were expressed in each review, as well as proving an indication of the overall sentiment. The work explores the use of natural language processing tools such as Watson, and how these can give detailed quantitative insight into what has traditionally been viewed as qualitative data.

Friday, February 10, 2017
10:00 a.m. to 12:00 p.m.
Telfer School of Management
Desmarais Building
DMS 4165
55 Laurier Avenue East
Ottawa, Ontario K1N 6N5
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About the speaker

Leyland F. Pitt, MCom, MBA, PhD, PhD, is Professor of Marketing and the Dennis F. Culver EMBA Alumni Chair of Business, Beedie School of Business, Simon Fraser University, Vancouver, Canada, and affiliate Professor of Marketing at the Royal Institute of Technology (KTH), Stockholm, Sweden. He has also taught on executive and MBA programs at major international business schools such as the Graham School of Continuing Studies at the University of Chicago, the Graduate School of Business of Columbia University, London Business School, and the Wirtschafts Universitat Vienna/ Carlsson School of Management, University of Minnesota.

The focus of his research is on the interface between marketing and technology, with particular emphasis on technology’s role in shaping and creating customers. The author of over 300 papers in peer-reviewed journals, his work has been accepted for publication in Journal of Advertising Research, Journal of Advertising, Information Systems Research, Journal of the Academy of Marketing Science, Sloan Management Review, California Management Review, and MIS Quarterly (which he also served as Associate Editor), amongst others. In 2000 he was the recipient of the Tamer Cavusgil Award of the American Marketing Association for the best article in the Journal of International Marketing; and in 2010 winner of the Elsevier award for the best article in Business Horizons.

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