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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.
How Colorism Impacts Professional Achievement
Melissa J. Williams is associate professor of organization and management at Emory University’s Goizueta Business School. She investigates what happens when social identities collide with workplace hierarchies, and the consequences of putting people in positions of power and leadership. Here she looks at something less documented: the extent to which our appearance is stereotypically Black or white. And what that means for our prospects. Rosa Parks made history on December 1, 1955, when she refused to relinquish her bus seat to a white passenger. Her simple gesture of defiance ignited a city-wide bus boycott in Montgomery, Alabama, and has gone down in the annals as a pivotal moment for the social justice movement in the United States. However, Parks was not the only African American to make a stand against racial segregation. Nor was she the first. In March of the same year in the same city, 15-year-old Claudette Colvin also refused to give up her seat to a white woman on a Montgomery bus. So why isn’t she a household name? In part, Colvin’s age was a factor. The National Association for the Advancement of Colored People and other Black civil rights groups got behind Parks, reasoning that an older woman would be better equipped to withstand the controversy. But as Colvin herself stated, there were other factors at play. There was something about Parks’ appearance that gave her more leverage, reasons Colvin explained in Philip Hoose’s award-winning book on the civil rights movement. She had the “right hair and the right look.” Not only that, but her appearance “was the kind that people associate with the middle class. She fit that profile.” Success isn’t black or white. It’s shades of…white. Colorism has long been documented in the U.S. and elsewhere. Discrimination against human beings on the basis of their facial features, hair, and skin color transcends race—it is prevalent even within groups that share the same ethnic identity, where lighter skin tones are perceived to be more valuable than dark. Research over the years has shed light on the nefarious effects of colorism or shadeism in terms of equity and access to opportunity. But a new landmark study by Associate Professor of Organization & Management Melissa Williams, and Goizueta colleagues, PhD student Tosen Nwadei and Roberto C. Goizueta Chair of Organization & Management Anand Swaminathan, looks at just how Black or white someone appears—and how this shapes the way others see their potential; as well as the kinds of professional outcomes they can expect. What Williams and her co-authors, who also include James B. Wade from George Washington University and C. Keith Harrison and Scott Bukstein of University of Central Florida, find in their studies, is that Black professionals are less likely to be promoted to leadership roles. What’s more, for Black professionals whose physical appearance is more Black-stereotypical, their chances drop from 12 percent to a mere seven percent. For white professionals, on the other hand, having a more white-stereotypical appearance is an advantage for leadership – looking more stereotypical as a white person increased their chances of holding a leadership role from 32 percent to 43 percent. Williams and colleagues ran both an archival study and a lab experiment with volunteers to discover the extent to which degrees of ethnicity in appearance influence perceptions of a person’s potential for leadership and actually predict their likelihood of success in an industry. While the science unequivocally shows that white people enjoy advantages over Black people in opportunity and outcome across the board, Williams et al. were also interested in exploring what she calls the “continuum of race:” the more nuanced racial characteristics and differences that shape how the world sees us. There’s an assumption that everyone within the same ethnic group—Black or white—will experience the same degree of bias and prejudice, or acceptance and success. And we wanted to push back on that idea to really explore how degrees of whiteness or Blackness play out in people’s minds and shape how they read you physically. -Associate Professor of Organization & Management Melissa Williams Previous research shows the link between persisting in STEM-based majors in college and how much students are perceived to look “like their race,” she says. Those who are perceived to look less typically Black tend to make more friends outside their ethnic group—a boundary-crossing behavior that can help drive careers. To test these ideas, Williams and co-authors ran two studies. First, they accessed publicly available data including photographs, professional background, and positions from one large industry within the U.S.: American college football. College football is really rich in data. You can access job titles, photos, leadership, and non-leadership roles; and you can separate individuals out into head coaches and position coaches who have overseeing roles but who are not leaders per se. Separately, Williams et al. recruited a group of volunteers to look at the images of the football coaches: a mix of Black and white head and position coaches. These volunteers were asked to rate how typical they perceived each individual’s appearance to be of European or white Americans, or of Black Americans, ascribing each person a score out of five based on features such as their skin color, hair, eyes, nose, cheeks, and lips. These scores were then regressed—or cross-referenced—with the position held by the individuals in the photos to determine the relationship between their racial stereotypicality and their leadership role. Crunching the numbers, Williams found a direct correlation between the degree of perceived whiteness or Blackness of the coaches and how likely they actually were to be successful leaders. “We do find a kind of consensus in people’s view of what it means to be Black or white straight off,” says Williams. “So we do all seem to agree on the physical attributes of race. But it gets really interesting when you regress the scores that these photos get and compare them with the actual jobs these guys hold.” What we see is that, controlling for their age, attractiveness, and professional experience, the white guys who look less stereotypically white are 32 percent likely to occupy leadership roles. This rises to 43 percent with the men who look more like a stereotypical white guy. For Black professionals, the inverse is true, she notes. The more typically Black an individual looks, the less probability there is that he occupies a leadership job. Specifically, that figure drops from 12 to seven percent. So benchmark leadership probability is not only already lower for Black individuals, but drops even further when people are deemed to look “more typically Black,” says Williams. A follow-up experiment invited volunteer football fans to compare how they saw the potential future success of two same-race college football players—one more stereotypical in appearance than the other. The results confirm what Williams et al. suspect: 70 percent of the time, participants chose the more-typical white individual over the less-typical white individual as having greater leadership potential. In other words, the more white a white person looks, the more they are seen as leadership material. These findings should translate into an imperative, says Williams; and that is to think more broadly about race and how it impacts life outcomes. Because race is not a uniform experience, she says. “Organizations might want to look beyond just ticking the box when it comes to diversity and inclusion, and give deeper thought to who they want to recruit, support and push forward in representation. For white people, paying attention to whiteness—the types of white people who enjoy advantages in leadership—can be useful in reframing certain questions. A good place to start might be for leaders to ask: do I want to support people who look like me? Because the face you choose can ultimately help disrupt, or reinforce, the stereotype.” Interested in learning more or connecting with Melissa J. Williams, associate professor of organization and management at Emory University’s Goizueta Business School? She's available to speak about this subject - Simply click on her icon now to arrange an interview today.
AI-powered cruise control system may pave the way to fuel efficiency and traffic relief
The CIRCLES Consortium, consisting of Vanderbilt University, UC Berkeley, Temple University and Rutgers University-Camden, in coordination with Nissan North America and the Tennessee Department of Transportation, concluded a five-day open-track experiment on Nov. 18. Congestion Impacts Reduction via CAV-in-the-loop Lagrangian Energy Smoothing (CIRCLES) Researchers tested an AI-powered cruise control system designed to increase fuel savings and ease traffic using 100 specially equipped Nissan Rogue vehicles. The experiment—which ran from Nov. 14 through Nov. 18 on a sensor-filled portion of Interstate 24—is based on the results from an earlier, closed-track study where a single smart vehicle smoothed human-caused traffic congestion, leading to significant fuel savings. A single AI-equipped vehicle could influence the speed and driving behavior of up to 20 surrounding cars, causing a kind of positive ripple effect in day-to-day traffic. The CIRCLES Consortium will spend the next several months analyzing data collected on the AI-equipped vehicles and their impact on the flow of traffic over the duration of the experiment. The test was conducted on the recently opened I-24 MOTION testbed, the only real-world automotive testing environment of its kind in the world. Stretching for four miles just southeast of downtown Nashville, the smart highway is equipped with 300 4K digital sensors capable of logging 260,000,000 vehicle-miles of data per year. The CIRCLES Consortium research is supported by the National Science Foundation and the U.S. Departments of Transportation and Energy. Support was also provided by Toyota North America and General Motors. The experiment included Toyota RAV4 and Cadillac XT5 vehicles. Preliminary vehicle and traffic flow detection in the I-24 Mobility Technology Interstate Observation Network (MOTION). “On November 16 alone, the system recorded a total of 143,010 miles driven and 3,780 hours of driving. The I-24 MOTION system, combined with vehicle energy models developed in the CIRCLES project, provided an estimation of the fuel consumption of the whole traffic flow during those hours. The concept we are hoping to demonstrate is that by leveraging this new traffic system to collect data and estimate traffic and applying artificial intelligence technology to existing cruise control systems, we can ease traffic jams and improve fuel economy,” the CIRCLES team said in a joint statement. “Nissan has always been a pioneer in automotive innovation, and with our long-term vision, Nissan Ambition 2030, we know our future is autonomous, connected and electric,” said Liam Pedersen, deputy general manager at the Nissan Alliance Innovation Lab in California’s Silicon Valley. “CIRCLES shares our common goal of building a safer, cleaner world by empowering mobility.” “When it comes to transportation and mobility in Tennessee, we are at a critical juncture,” said Deputy Governor and TDOT Commissioner Butch Eley. “Traffic congestion is now becoming more prominent throughout Tennessee, and not just in urban areas. Addressing these challenges will force us to think critically about solutions, as transportation infrastructure projects traditionally are not identified nor completed before traffic congestion more dramatically affects our quality of life. One of these solutions is greater use of technology to enhance mobility. We are confident that this project and others like it will further strengthen Tennessee’s reputation for being a hub of automotive excellence.” “The I-24 MOTION project is a first-of-its-kind testbed, where we’ll be able to study in real time the impact connected and autonomous vehicles have on traffic in an open road setting,” said Meredith Cebelak, adjunct instructor in civil and environmental engineering at Vanderbilt and Tennessee transportation and transportation systems management and operations department leader at Gresham Smith. “The permanent infrastructure has been designed and installed, meaning the testbed will always be ‘on’ and available to researchers. By unlocking a new understanding of how these vehicles influence traffic, vehicle, infrastructure, and traffic management strategies, design can be optimized to reduce traffic concerns in the future to improve safety, air quality and fuel efficiency.” “Partnership across universities, government and the private sector is the key to pioneering projects like this one,” Vice Provost for Research and Innovation Padma Raghavan said. “From its earliest inception, all the partners in this effort have played vital roles. That trusted collaboration continues as the team analyzes results to seek new insights to address pressing challenges in transportation in Tennessee and beyond.”
