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Three strategies for dealing with toxic positivity in the workplace
Every workplace needs its cheerleaders who work lift their teammates up when the chips are down. But sometimes things really are that bad, and according to UD career expert Jill Gugino Panté, if that’s not acknowledged and dealt with, the situation will go further south. Panté, director of the Lerner Career Services Center at the University of Delaware, offered three tips for dealing with what is known as “toxic positivity.” Don’t force it. One example of toxic positivity in the workplace is always having to display and present positive emotions even when you might be feeling the opposite. So, feelings of frustration, anger or sadness are not acceptable on any given day. Forcing this type of toxic positivity can actually do the opposite and create feelings of resentment and burnout. Share with your supervisor. As an employee in this environment where toxic positivity runs rampant, you may want to have a one-on-one conversation with your supervisor to discuss the culture and ramifications of not being able to display authentic emotions. Perhaps letting your supervisor know that there are negative feelings festering under the “positive outside” that should be addressed. If you don’t feel comfortable going to your supervisor, find an advocate within the organization. And if you feel brave enough, try playing devil’s advocate in a meeting and state that discussing all angles could be helpful in problem solving. Be proactive with direct reports. Another example of toxic positivity is that everything, no matter the situation, is going to be alright. Sometimes situations are not going to turn out for the better. Sometimes situations are awful and horrible and people need to be allowed to feel that way. This constant “look on the bright side” can diminish a person’s experiences and feelings. It silences those who want to be able to express outrage, anger or sadness and doesn’t provide a supportive workplace. Eliminating this behavior starts at the top with creating an environment where people feel safe to express dissenting opinions or feelings. Panté is available for interviews. To set one up, simply click on her profile.
'Shake it Off' - Do Grammy-Winning Pop Artists Take More Creative Risks Than Their Runners-Up?
Taylor Swift has had a career marked by an evolution in sound and style. Swift emerged into the industry a country star and was later rebranded a pop icon. She’s gone on to explore alternative rock and indie folk sounds. Research by Giacomo Negro, professor of Organization & Management and professor of Sociology (by courtesy), suggests Grammy award wins may be credited as the catalyst for these changes. Swift, who holds 11 Grammy awards, won her first in 2010, taking home Album of the Year for country album “Fearless,” then again for her first exclusively pop album “1989” and again in 2021 for her indie folk album “Folklore.” Each time she earned another Grammy, she tried something new. Swift is not the only one. After winning Album of the Year in 1988 for classic arena rock album “The Joshua Tree,” U2 released “Achtung Baby,” an album that dabbled with kraut rock and electronic music. Similarly, Fleetwood Mac’s “Rumours” won them Album of the Year in 1978, after which, they released their double album “Tusk,” an experimental record that incorporated punk-rock. Does Missing out on a Grammy Win Make Artists Timid? Negro’s research shows Grammy award winners tend to release albums that are more distinct from the work of other artists, whereas Grammy nominees who do not win create music that is more similar to other artists than they had prior to their nomination. Negro co-authored the research with Balázs Kovács from Yale University and Glenn Carroll from Stanford University–a culmination of more than five years of work. Negro says he has always been interested in cultural production, and he set out to study the patterns of differentiation in the music market. He chose the Grammys because these symbolic awards provide a situation similar to a natural experiment that is hard to find in real life or without a controlled environment. The Grammys are also unique because they share the names of both the award winners and the nominees, presenting a comparison among candidates of similar quality. To explore this question, Negro obtained data from four main sources: Grammy Awards Academy, online music database AllMusic, Spotify, and Billboard. From the academy information, he collected data for the Grammy nominated artists and winners from 1959 to 2018 in four “general” categories: Album of the Year, Record of the Year, Song of the Year,and Best New Artist. From AllMusic, they collected data based on the Grammy information that included artist name, recording name, year of release, record labels the artists released the music with, the production team they worked with, and the stylistic tags attached to each recording. Spotify holds a repository of popular songs; from here, they sourced data on the songs’ sonic features, which are the objective parameters of the music that qualify how the music sounds and is measured by algorithms, including tempo, genre, and key. Looking at the Billboard charts for the 2000s, they found the most albums that sold the most copies. “We combined all of this information coming from different sources, which was a challenge and an endeavor by itself, to attach information related to styles, sonic features, performance on the chart, and performance with the awards,” Negro says. They compared albums of Grammy winners with the albums of the nominees, then compared these with albums from a group of artists in the general market matched on a series of characteristics (such as genre and length of recording career). The researchers found that after artists win a Grammy, they become more experimental with their work, whereas the runners-up make music that is stylistically more conventional. This latter result was unexpected. Negro argues that there is value to be seen in the Grammys–even though it may be criticized for being too commercial or questioned for its relevance–because it has an impact on the music market and the careers of artists who are nominated and awarded. “These prizes celebrate creativity and innovation but may have unintended consequences in terms of their artists’ behavior,” he adds. “If more people become more conventional because of not receiving an award, one implication for cultural production is that awards have mixed impact. They benefit winners because they afford them more autonomy and, perhaps, confidence to explore new ideas, but they don’t necessarily benefit innovation in the field overall because more artists are just becoming more conventional.” He offers that, conversely, there may be a positive impact for artists who were not nominated at all. These artists may try to imitate the winners and try different things in the future. From this, it is clear that there is a benefit to mention who wins an award, but he says it is inconclusive whether there is a benefit to sharing the names of shortlisted candidates. What are the Greater Cultural Implications? “It’s interesting to observe how cultural production is sensitive to symbolic awards,” Negro says. “We tend to think that artists mainly follow their muse or their inspiration, but they respond to the stimuli around them.” Negro speculates that the results found in this study might apply to other industries in which producers or artists can combine different elements of styles to create their products, such as book publishing, visual arts, film, or television. He adds, these results may apply more generally to other markets and professional settings, in which employers create programs of rewards for employees. A bestowal of such awards may empower winners to continue with their behaviors, while discouraging those who were not recognized for their efforts, leading them to return to more typical behaviors. Negro is interested in following up this research by looking at the general impact of all Grammy Awards–not just the general ones–to see if specialized awards have a similar impact. He is also curious to investigate the patterns of collaboration between artists, and if stylistic changes are related to changes in the people artists work with. When Business Meets Research, What Can Students Take Away? Negro says this research also yielded findings that his team did not expect, as in the difference between winners and non-winning nominees. Where they thought they may see similarities, they, instead, saw differences, reiterating the importance of questioning how industries operate. To inquisitive students he advises, “Keep your eyes open and be curious about understanding why or how things work the way they do. Then, be persistent because it can take a long time to bring your idea to fruition.” Interested in knowing more or connecting with Giacomo Negro - simply click on his icon now to arrange an interview or time today.
The Role of Artificial Intelligence in Customer Experience
Gaurav Jain, assistant professor of marketing at the Rensselaer Lally School of Management, examines how individuals make judgments, estimates, and decisions in the absence of complete information. Previously, Jain served as the chief marketing advisor at multiple firms. Below are his thoughts on the impact of artificial intelligence (AI) on customer experience. Voice of the Customer In today's hyper-connected world, the voice of the customer (VoC) is louder and clearer than ever. But how do we sift through this cacophony to understand what our customers are really saying? Enter AI. It's revolutionizing the way customer experience teams handle VoC programs, and as a marketing leader, I find this incredibly exciting. Take direct customer feedback, for example. We're no longer just collecting survey responses and storing them in a database for quarterly review. AI algorithms, particularly those using natural language processing, are helping us instantly categorize and prioritize this feedback. Imagine an e-commerce platform that can immediately flag a customer's mention of "late delivery" in a post-purchase survey. That's not just efficient; it's customer-centric. But what about the things customers are saying when they're not directly talking to us? That's where AI-driven sentiment analysis comes in. These tools can scan social media, forums, and review sites to gauge the sentiment behind a customer's words. I've seen hotel chains use this technology to monitor travel forums and review sites. If a guest mentions "noisy rooms," even without lodging a direct complaint, the brand can proactively look into soundproofing solutions. Then there's inferred feedback, the kind you get by reading between the lines. AI can analyze customer behavior, like frequent page visits without conversion or cart abandonment, to suggest what might be going wrong. For instance, an online fashion retailer could use AI to figure out why a particular dress gets a lot of views but few purchases. Maybe it's the sizing, maybe it's the price, but the point is, you get to know without having to ask. And it doesn't stop at gathering feedback. AI is helping us turn this raw data into actionable insights. We can predict future behavior, like churn rates, based on past feedback. This allows us to be proactive rather than reactive, which is a game-changer in customer experience management. Finally, let's talk about what happens after we've gathered all this feedback. AI is ensuring that every customer who takes the time to share their thoughts receives an immediate and appropriate response. Chatbots can handle common queries or concerns, making the customer feel heard and valued right away. So, from the perspective of a marketing leader, it's not just about the efficiency that AI brings to VoC programs. It's about the opportunity to deepen our connection with customers. By truly understanding their words, their sentiments, and even their behaviors, we can craft experiences that resonate on a human level. And in a world that's increasingly digital, that human touch is what sets a brand apart. Customer Service It's truly intriguing to observe how AI is weaving its way into the customers’ experience. Online, chatbots are making waves. Chatbots are not just digital tools; they're our first point of contact, bridging the gap between brands and consumers. However, there was always the question of accuracy versus efficiency while managing these chatbots – AI has answered that question. AI chatbots provide real-time yet accurate assistance, making the digital shopping journey feel more interactive. Companies can reduce customer dropout while avoiding the expense of managing a large human customer service team. AI is revolutionizing phone-based customer service as well. Voice recognition allows natural language processing for easier navigation, while predictive analysis anticipates caller needs based on their history. Enhanced personalization means customers no longer repetitively provide account details, and emotion detection aids in gauging caller mood. The result? Reduced wait times, more efficient interactions, and a significantly improved telephonic customer experience. In essence, AI is bridging the gap between technology and human touch in the retail world, making our interactions with brands more meaningful and personalized. Again, companies can do this in a cost-effective manner. Jain is available to speak with media - - simply click on his icon now to arrange an interview today.
The power of streaks: How apps like Snapchat and Wordle keep users hooked
There's a reason why kids and adults alike become hooked on apps like Snapchat and Wordle: The irresistible pull of the streak. There's also a reason why so many apps are successful in hooking users: According to recent research co-authored by Jackie Silverman, assistant professor of marketing at the University of Delaware, the streak is as important as the app or activity itself. In her collection of studies, "On or Off Track: How (Broken) Streaks Affect Consumer Decisions," published in April in the Journal of Consumer Research, Silverman found that: Companies now can track consumers' behaviors on their platforms, and in turn tell consumers about their past behaviors. I study how one apparent pattern shown through such tracking - a streak, or 3+ consecutive behaviors - affects consumer decisions. Highlighting streaks can create a new source of motivation; people are more likely to continue a behavior when they are told they have a streak, versus not. On the flip side, highlighted broken streaks are especially demotivating and decrease engagement in the behavior. These effects occur because consumers have a goal of keeping their streaks (as highlighted on these platforms) alive. To help mitigate the negative effects of broken streaks, companies can de-emphasize broken streaks or allow for consumers to do an action to repair their streaks. To quickly arrange an interview to speak with Silverman, simply click on the "contact" button on her profile.
Imposter Syndrome: Am I Good Enough? Am I Smart Enough?
Have you ever asked yourself any of the following questions: “Can I do this?” “Do I deserve this?” “What happens when others find out I don’t know what I’m doing?” If so, you’re not alone. More than 70% of people (including many great leaders!) have feelings of imposter syndrome. Alex Dunn, who teaches principles of management, organizational behavior, human resources, and life and career development at UMW, shows others how to recognize, redirect and overcome feelings of imposter syndrome to achieve success. Her recent workshop – “Do I Deserve This? Recognizing and Using Imposter Syndrome as Fuel for Your Future” – aimed to help participants rise above feelings of inadequacy when applying for, and carrying out, jobs and other opportunities. Looking to know more? Our experts can help. Alexandra Dunn is available to speak with media about imposter syndrome - simply click on her icon now to arrange an interview today.
Artificial intelligence has been hogging headlines around the world in recent months. In late March 2023, an unprecedented coalition of tech CEOs signed an open letter calling for a moratorium on AI training. The race to empower powerful artificial minds should be paused, argued signatories (including Elon Musk) to give humanity time to review and reassess the potential risks of developing “human-competitive intelligence”–intelligence that “no one–not even their creators–can understand, predict, or reliably control.” Concerns about the unchecked rise of AI are not new, and global media is increasingly sounding the alarm, citing concerns that range from invasion of privacy to an existential threat to human existence. Weighing in on this with compelling new evidence around the “unintended consequences” of AI is research by Goizueta’s Ramnath Chellappa and Information Systems PhD candidate, Jonathan Gomez Martinez. Uncovering the Threat Their paper, Content Moderation and AI: Impact on Minority Communities, takes a hard look at how the use of AI in social media could disadvantage LGBTQ+ users. And what they find is worrying. Chellappa, who is Goizueta Foundation Term Professor of Information Systems & Operations Management, explains that he and Gomez Martinez homed in on Twitter to explore how unchecked artificial language moderation might (mistakenly) censor the use of “otherwise toxic” language by failing to understand the context or nuanced use of the LGBTQ+ lexicon. Examples of this include “reclaimed language”—verbiage that would be a slur in other contexts—but is reclaimed and prosocial if used by the originally targeted community. Their paper, Content Moderation and AI: Impact on Minority Communities, takes a hard look at how the use of AI in social media could disadvantage LGBTQ+ users. And what they find is worrying. Chellappa, who is Goizueta Foundation Term Professor of Information Systems & Operations Management, explains that he and Gomez Martinez homed in on Twitter to explore how unchecked artificial language moderation might (mistakenly) censor the use of “otherwise toxic” language by failing to understand the context or nuanced use of the LGBTQ+ lexicon. Examples of this include “reclaimed language”—verbiage that would be a slur in other contexts—but is reclaimed and prosocial if used by the originally targeted community. “This is a community that has ‘reclaimed’ certain words and expressions that might be considered offensive in other contexts. Terms like ‘queer’ are used within the community both in jest and as a marker of identity and belonging. But if used by those outside the community, this kind of language could be deemed inflammatory or offensive.” Gomez Martinez adds: “We wanted to measure the extent to which AI’s lack of a nuanced understanding of what is ‘acceptable’ affects minority users’ online interactions. As humans, we understand that marginalized communities have long used ‘reclaimed words’ both in jest and as a kind of rallying cry. Our intuition was that the machine simply wouldn’t understand this without context—context that is more immediately apparent to people.” Determining the Impact of AI-Based Moderation To test this, he and Chellappa looked at data from social media behemoth, Twitter. During the pandemic in 2020, the platform made a significant shift to AI-based content moderation to accommodate stay-at-home measures. Data from Twitter’s proprietary Academic Research API afforded Gomez Martinez and Chellappa access to a complete listing of historical tweets and replies before, during and after this period. Together they analyzed a total of 3.8 million interactions (1.8 million tweets and 2.0 million replies) from a panel of 2,751 users, of which 1,224 self-identified as LGBTQ+ in their Twitter bios. Their study ran over four months, from January to May 2020, before, during and after the switch to machine-based moderation. Using the same tools that Twitter moderators deploy to moderate interactions, Gomez Martinez and Chellappa were able to measure any increase or decrease in pro-social, in-group teasing and toxic language among LGBTQ+ users: terms such as “bitch” or “queer,” which research shows to be a form of ritualized insults—dubbed “reading” by the community—which can appear inappropriate or incoherent to outsiders, says Chellappa. “Analyzing the language, we find a notable reduction in the use of terms that could be considered toxic. When the AI moderation is in effect, you see these users’ language become more vanilla,” he adds. Quantifiably so, in fact. Chellappa and Martinez find a 27 percent reduction in the use of reclaimed language among LGBTQ+ users. And while that doesn’t sound like much, it’s significant for the community, says Gomez Martinez. Using in-language and reading each other is one way for this marginalized group to create a sense of community and social status. Not just that, we know from research that LGBTQ+ people use slurs and insults as a way of preparing themselves emotionally and psychologically for hostile interaction with heterosexual individuals. This kind of teasing and playing helps build resilience, so any reduction in it is significant.” Jonathan Gomez Martinez Good Intentions May Breed Unexpected Consequences So what does this mean for social media, for the LGBTQ+ community or any marginalized group for that matter, that might be prone to automated censorship? And how does any of this play out in the context of broader concerns around AI? For Chellappa and Gomez Martinez, there is a major hazard in granting technology any degree of control over how human beings interact. And it’s rooted in the mismatch between good intentions and unexpected consequences. Their paper, one of the first to dig into the impact of AI on actual business and society, lays bare some of the real-world impact AI has already had on marginalized people. While this study looks at the LGBTQ+ community, it could equally apply to any group that is prone to bias or exclusion—racial minorities or any other underrepresented demographic. “Wherever you have user-generated content, you are likely to find communities with their own, unique way of interacting. We looked at LGBTQ+ Twitter users, but you could also look at the African American community, for instance.” Ramnath K. Chellapa At a time when social media platforms have become almost newslike in their influence, this is a concern. On the one hand, censoring certain demographics might earn Twitter et al an unwanted reputation for being anti-LGBTQ+ or racist, he adds. But there are even bigger stakes here than bad publicity. “Twitter has long aspired to be a kind of global town square,” says Gomez Martinez. “But you end up pretty far from that scenario if only some voices are truly heard, or if you start reinforcing biases because you are using a time-saving technology that is not equipped yet to understand the complexity and nuance of human interaction.” AI isn’t there yet, say Chellappa and Gomez Martinez. And they caution against using AI indiscriminately to expedite or streamline processes that impact human communication and interchange. If we don’t keep track of it, their research shows that AI has the potential to start dictating and moving people into normative behavior—effectively homogenizing us. And that’s a problem. Looking to know more? Ramnath Chellappa is available to speak with media. Simply click on his icon now to arrange an interview today.
Baylor Researcher Seeks to Understand the Drive for the Perfect Tan
Despite being one of the most preventable cancers, the desirability of tanning is often stronger than the dangers of harmful UV exposure. Getty Images With summer on the horizon, the quest for the perfect tan has begun. However, there is no such thing as a healthy tan. Despite being one of the most preventable cancers, skin cancer is the most common cancer in the United States, with more than 5 million cases of skin cancer diagnosed each year, according to the Skin Cancer Foundation. Baylor University researcher Jay Yoo, Ph.D., associate professor of apparel merchandising in Baylor’s Robbins College of Health and Human Sciences, found that the social and cultural influences on the desirability of tanning – which has been associated with good health and an active lifestyle since the 1920s – is often stronger than the dangers of harmful UV exposure. “The appeal of a tan is so strong in U.S. culture, it may be difficult for some people to stop or even reduce the amount of tanning,” Yoo said. In his 2019 study, “Identifying factors that influence individuals’ intentions to quit body tanning: A sociocultural perspective,”, published in the international journal Social Behavior and Personality, Yoo identified what motivates people to seek the “perfect” tan. Yoo surveyed 385 college students to understand how society effects their tanning behaviors and intention to quit tanning. His research found that the greatest influence on reducing risky tanning behavior was the perceived attractiveness from tanning, whereas skin-aging concerns positively influence their intention to quit tanning. FINDINGS Yoo’s findings provide important implications for skin cancer prevention campaigns. Instead of promoting the message of body tanning as an unhealthy behavior, focusing instead on untanned healthy bodies as a positive image can serve as an effective approach to decreasing skin cancer incidence. Using messages that accentuate a healthy body without tanned skin should be promoted to boost a positive body image and to reduce the likelihood of engaging in risky tanning behaviors. ACTIONS To protect yourself and look great, the Skin Cancer Foundation recommends: Avoid tanning entirely: It’s the best way to safeguard against unhealthy, unsightly skin damage. Fake, don’t bake: If you want a golden glow, consider sunless tanning products. There are many options, but remember, when in the sun, you still need sun protection. Tone, don’t tan: Get radiant skin through exercise. Working out feels good and boosts your mood. Hydrate and eat great: Drink lots of water and choose whole, unprocessed foods. You don’t need to tan to look slim and your skin will thank you.
Georgia Southern University biology professor and researcher Christine Bedore, Ph.D., is helping National Geographic explore the mysteries of shark attacks by sharing her expertise and years of fieldwork as part of the six-part series, “When Sharks Attack 360,” this month. The series, which kicked off July 3, is part of National Geographic’s SharkFest, which will run all month on National Geographic TV, Disney+ and Nat Geo WILD, with new episodes each night through July 11. All episodes are currently available for streaming on Hulu. In episodes 3 and 6, Bedore, an assistant professor in the College of Science and Mathematics who conducts research on sensory systems in sharks, discusses how shark senses may lead to bites by sharks on humans. While filming, she marveled at the channel’s cutting-edge VFX lab and their approach to educating viewers. “Working with National Geographic and the production team on this series was exciting because of the level of experience and creativity of the production team,” said Bedore. “It’s one of the most unique experiences I’ve had filming a documentary so far since it was done in a studio with a green screen, rather than in the field like we typically do. Using the virtual graphics in this series allows us to see these animals from a completely different angle. Although it was challenging to point at a shark that I couldn’t see at the time, we wouldn’t be able to see the detail of the animal at this level filming in the field.” Sharks have long captured the attention of both scientists and the public, and are fascinating animals for many reasons, according to Bedore, who has offered her expertise for previous episodes on Nat Geo WILD, The History Channel and BBC. They’re a species of immense size and diversity, and offer unique behaviors and interactions with other creatures, she noted. Understanding the behavior and physiology of sharks is critical to their survival, as they experience population declines due to overfishing and habitat changes. “In order to combat these changes and ensure the persistence of sharks in our oceans across the world, we first need to understand why they behave the way that they do,” Bedore said. “This series helps us do exactly that. For example, in episode 3 we discuss whether or not sharks can see in color. As a scientist that studies shark color vision, I’m often approached with the question, ‘who cares if sharks can see color?’ As you’ll see, the ability to see color could help sharks identify prey, predators or other objects.” In episode 6, Bedore helps viewers understand that visual acuity, or how clear an image is, may be more important than color when we think about why sharks sometimes have negative interactions with humans. “Being able to discuss my work in these areas through National Geographic’s shark month has been a rewarding experience in helping people understand why these events sometimes happen,” she said. “It’s exciting to study such charismatic animals and have the chance to share your enthusiasm for your research and the sharks with people across the world.” For more information on National Geographic’s “When Sharks Attack 360” visit here. The series can be seen on Hulu, Disney+ and Nat Geo WILD throughout July. To connect with Georgia Southern University biology professor and researcher Christine Bedore to learn more about this fascinating topic - simply contact Georgia Southern's Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.
Expert Insight: The Voice of Alexa: How Speech Characteristics Impact Consumer Decisions
In the 2020 film “Superintelligence,” an all-powerful artificial intelligence attempts to take over the world, and it studies an average person, played by Melissa McCarthy, to decide if humanity is worth saving. The AI is voiced by James Corden—a voice it chooses because it knows it’s one McCarthy’s character will engage with. Rajiv Garg, associate professor of Information Systems & Operations Management at Emory’s Goizueta Business School, shows the “Superintelligence” trailer before his research presentations to set the tone. Garg conducts research that explores the impact of artificial intelligence voices on consumer behavior and purchase intent, along with Haris Krijestorac, a professor at HEC Paris, and Vijay Mahajan, a professor from The University of Texas at Austin. Garg’s research began when Amazon launched celebrity voices for its Alexa device in 2019. From Samuel L. Jackson to Shaquille O’Neal, users can now get their news and entertainment, while interacting with their favorite superstars. “I questioned if certain voices could get more engagement or more purchases from consumers,” Garg says. If Alexa starts talking to you in Samuel L. Jackson’s voice, will you continue the conversation? What could Samuel L. Jackson’s voice sell you that you would buy? Garg and his team began their research by collecting more than 300 celebrity voice samples, which they analyzed based on their sound characteristics, such as amplitude, frequency, and entropy. They looked at 20 sound characteristics and identified that all the voices could be segmented into six clusters: ostentatious, colloquial, friendly, authoritative, seductive, and suave. The team then created advertisements for select products using computer generated voices for each of the six clusters, opting for artificial intelligence-created speech instead of celebrity deep fakes due to permission legalities. They chose a shoe and an office chair as their products, and created two different advertisements for each product. One ad was simple, denoting the shoe as comfortable for all-day wear and the office chair as comfortable for sitting in for extended time periods. The other ad was hedonic, denoting the shoe as crafted with Italian leather and the office chair equipped with several massage features. They recorded the four advertisements using both a female and male voice for all six voice clusters. Study participants listened to each of the four advertisements in one of the 12 voices, which was randomly selected. After the advertisement was played, participants were asked if they wanted more information, and later, if they wanted to buy the product (omitting the price as to not add another factor to their decision making). Influencing Consumer Behavior For simple, utilitarian products, they found no significant effect of voice on information seeking behavior. Garg says once participants hear this type of advertisement, they simply decide to purchase or move on. Participants do, however, engage more in information seeking behavior for hedonic products when the voice is ostentatious, seductive, or authoritative. The team also found men were more likely than women to engage with ostentatious or seductive voices, and women were more likely to engage with friendly or colloquial voices. Overall, they found participants did not seek information with male voices. For information seeking, men and women only engage if the voices are female, which is somewhat intuitive. The industry is doing this—Alexa, Google, and Siri all have a female voice. In terms of purchase intention, they found ostentatious voices have higher yields for utilitarian products. Men, especially, were more likely than women to purchase a utilitarian product advertised in an ostentatious voice. Think about advertising a stapler. It’s a stapler—it staples paper—but you advertise it in a French accent to make it sound interesting. Conversely, for hedonic products, an ostentatious voice has a negative effect on purchase intent because Garg says it can make the product sound gimmicky. Their research shows colloquial voices do the best here because people focus more on the advertisement’s content. Across the board, they found seductive voices have a negative effect on purchase intent, but more so on utilitarian products compared to hedonic ones. Men were more likely than women to respond positively to seductive and suave voices. Applying the results Voices are another way smart device companies can personalize their customers’ experiences. Garg says these companies should be aware that there may be a certain voice that will garner the best engagement. Their findings are not isolated to business, but may apply to other industries, such as the media. Garg says, for example, if publications intend to increase reader curiosity and engagement, they should use a female colloquial voice on “click to listen” features. Although not yet tested, Garg says he wouldn’t be surprised if their results extend to real-world settings with real human voices as well. During their research, Garg’s team asked participants if they had heard the advertisement voices before, and about 15 percent of respondents says they had. "These were voices we’d created for the first time,” Garg says. “If they say they’ve heard the voice before, that means they were thinking of them as human voices. Although we didn’t study it that way, I do believe what we’re seeing will be relevant for actual human being’s voices and interactions.” Having researched this for years, Garg says every time he listens to a voice, whether a customer service representative or podcast host, he questions whether or not it is impacting his behavior. A lot of times when I’m making a decision, I know that I’m making that decision passively because of the voice. “I’m acting 50 percent based on the rational information in the voice, but the other 50 percent I just want to listen more. There is an inherent desire for a certain voice.” Garg says his favorite part of the research are those “aha moments,” whether they be the influence of voice in his own life or in the industry—such as large companies using female voices in their products to draw engagement. He says he hopes to continue doing this kind of research to help startups and other companies perform better, as AI-powered voices continue to change the way people interact with technology and consume information. “We’re finding these interesting phenomena that can help create new products that are more effective,” Garg says. “I am trying to increase the economic surplus, in some ways to improve society, and this technology presents numerous opportunities.” Looking to know more? Rajiv Garg from Emory’s Goizueta Business School is available to speak with media – simply click on his icon now to arrange an interview today.
King Charles and the Power of Pomp
With the approach of the first coronation of a British monarch in 70 years, the world is watching, dissecting, and analyzing every element involved in the Coronation of King Charles III and his wife, Camilla, the Queen Consort. Cameras, photographers and journalists from across the globe are working overtime on this historic event, as are observers and scholars, including UConn anthropologist Dimitris Xygalatas, who penned a piece for the BBC where he explains the power behind the pomp and ceremony around the crowing of Britain's new king: On 6 May, 2023, one of the most spectacular rituals in the world will take place: the Coronation of King Charles III and his wife, Camilla, the Queen Consort. Shrouded in spectacle and adorned with priceless regalia, the ceremony will be officiated by the Archbishop of Canterbury at Westminster Abbey and attended by a host of foreign royals and heads of state. The whole event will be broadcast around the world, with hundreds of millions of people expected to tune in. Once crowned, the royal couple will return to Buckingham Palace in the Gold State Coach, a carriage so loaded with gold that it needs eight horses to pull it. They will be escorted by thousands of troops from all branches of the armed forces, making up the largest military display in three generations. The festivities will last all weekend – and a long weekend at that, as Monday has been proclaimed a public holiday nationwide. Events include colourful parades, public concerts, spectacular light shows, and thousands of street parties across the UK and the Commonwealth. The scale of this undertaking might seem exuberant. After all, King Charles may have dominion over all swans, dolphins, whales and sturgeons in the UK's waters but he will wield little political power beyond a largely ceremonial role. What is more, a coronation is not even necessary to become king. In fact, Edward VIII reigned as sovereign without ever being crowned. As heir apparent, King Charles III's accession to the throne occurred automatically the moment Queen Elizabeth II died, on 8 September 2022. ... The effects of ceremonial opulence may extend well beyond the Kings’ subjects. To the world at large, they act as status symbols – what anthropologists call “credibility-enhancing displays”. Our minds intuitively link effort with value. A ceremony that requires such enormous cost and effort to organise provides tangible evidence of the importance of the institution it celebrates and people’s commitment to that institution. At a time of political instability, with an increase in Russian aggression, the UK emerging from Brexit and a global pandemic, the British state could use some of that social glue. And above all, so could the royal family. The last few years have been rough on the royals, to say the least. Prince Andrew lost his military titles and royal patronages as he faced allegations of sexual assault that he has consistently denied. Internationally, as the world grapples with the legacy of colonialism, more and more countries seem inclined to cut their ties to the Crown. All the while, Prince Harry and his wife Meghan, the Duchess of Sussex, have had a very public exit from the centre of royal life and their media presence has been rubbing salt to these wounds. In light of these developments, the Coronation may play a crucial role in the Royal Family’s struggle to stay relevant. Indeed, as public support for the monarchy has been steadily declining, two recent grand ceremonies, the Queen’s Platinum Jubilee and funeral, have been accompanied by boosts to British attitudes towards the institution. King Charles III's Coronation will be one of the most grandiose royal celebrations of this century. It remains to be seen whether it can help convince his subjects that he still has a role to play in British society. Dimitris Xygalatas is an associate professor of anthropology and psychological sciences, and head of UConn's Experimental Anthropology Lab, which develops interdisciplinary methods and technologies for studying behavior in real-life settings. He is available to speak with media, answering all your questions about coronations and their rituals and purpose. Click on his icon to arrange an interview today.
