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Why does Alabama have more gun deaths than New York? UConn expert explains.
Only five million people live in Alabama, but the state has the fourth highest firearms death rate in the country. In 2021, the state had 26.4 firearm deaths per 100,000 people, according to the Centers for Disease Control and Prevention. Compared to New York -- a state with about 20 million people and a rate of 5.4 gun deaths per 100,000 in 2021 -- the question becomes: Why does such a small state rank so high for gun violence? UConn expert Kerri Raissian offered perspective and insight on the causes and reasons why these tragic incidents occur in specific regions and states more often across America in an interview with the Alabama Reflector: A 2019 brief published by the Rockefeller Institute of Government, a nonprofit research center for the State University of New York (SUNY) system, said universal background checks, concealed carry permits and laws prohibiting people who have committed violent misdemeanors reduce gun homicides. “One policy that has come up against legal challenges recently has been not allowing people under the age of 21 years old to have certain guns or types of weapons,” Raissian said. “It is helpful. That age group has the highest risk of perpetuating homicides of any age group in the U.S.” Social policies can also deter gun violence. “It is laws, it is access to guns, it is also poverty,” Raissian said. “We have a lot of evidence that laws that you wouldn’t think have anything to do with gun violence, like Medicaid access, summer school for kids, employment opportunities for kids, are really good at reducing gun violence.” Raissian cited a randomized controlled trial of a youth summer employment program that was established in Chicago that had reduced incidents of gun violence compared to a control group. “It is not just about keeping them busy because these differences persist,” Raissian said. “It is also learning conflict resolution. It is also learning communication skills — all those things that come from employment and positive interactions tend to reduce violence of any form.” But Raissian and Grant Reeher, a professor of political science at Syracuse University, both said no single law will solve the issues of gun violence. The full article is attached above, and well worth the read. Kerri Raissian is an associate professor in the School of Public Policy at the University of Connecticut, director of the University of Connecticut's UConn’s Center for Advancing Research, Methods, and Scholarship (ARMS) in Gun Violence Prevention, and co-director of the Institute for Collaboration on Health, Intervention, and Policy (InCHIP) Gun Violence Prevention Research Interest Group. She is available to speak to media about this important topic - simply click on her icon now to arrange an interview today.
Aston University accounting students recognised by software developers
Students received a certificate and micro-credential from Tim O’Reilly Tim has pioneered the creation of the first auto-marked digital cloud financial skills (DCFS) 50 students voluntarily did the online course and took the final test. Accounting students at Aston University have received prizes from the leader in cloud accounting and financial management software. Tim O’Reilly, accountants partnership manager at Sage, visited the Accounting Department on Tuesday 25 April to meet with them. Tim has pioneered the creation of the first auto-marked digital cloud financial skills (DCFS) course supported jointly by Sage and the Association of Chartered Certified Accountants (ACCA). It gives successful students a certificate and micro-credential. Aston University accounting students used it for the first time in 2022/23 guided by senior teaching fellow, Jonathan Mills. 50 students voluntarily did the online course and took the final test. Professor Andy Lymer, head of the Accounting department at Aston University, said: “Tim was really impressed with the set of results and gave prizes to the three students that performed best overall in the DCFS course and the Accounting in Practice module. “I am really pleased with the success of the first run of this digital skills course and I look forward to inviting Sage representatives to return in the summer to strategise on expanding our work together to enhance employability and digital skills.”
Aston University appoints new Deputy Vice-Chancellor Academic
Professor Osama Khan has nearly 20 years’ experience as an academic leader and innovator He will lead academic strategy, new educational model and student experience strategy in line with Aston 2030 Strategy Osama will join Aston University in October 2023. Aston University has appointed Professor Osama Khan as its new Deputy Vice-Chancellor Academic. With a successful career in higher education for nearly 20 years, Professor Khan will be joining Aston University from the University of Surrey where he is currently Pro-Vice-Chancellor Academic, leading on education strategy, teaching excellence and student learning experience. In his new role, he will play a central part in the development of Aston University’s academic strategy in line with the University 2030 Strategy. Responsibilities will include leading the University's academic portfolio incorporating education, curriculum, digital offerings, careers and placements, library and information services, student experience and services. Educated at Independent University, Bangladesh, University of Surrey and University of Cambridge, Osama began his academic career as a lecturer (and then senior teaching fellow) at University of Surrey in 2004. He moved to Solent University in 2012, where he held a variety of roles including director of learning and teaching at Solent Learning and Teaching Institute. He was appointed the first Pro Vice-Chancellor, Students and Teaching at Solent University leading on curriculum, digital services, learning space transformation. He was appointed as Vice-Provost, Education at University of Surrey in 2019. Subsequently his remit extended to form the Pro Vice-Chancellor, Academic portfolio with responsibility for education, curriculum, student services, digital transformation, and learning spaces. He has 25 years of teaching experience in corporate finance at various renowned universities. Professor Aleks Subic, Vice-Chancellor and Chief Executive of Aston University, said: “I am delighted to welcome Osama to Aston University and the executive team at a crucial time when we are shaping our bold strategy for 2030 and beyond. “Osama is a proven academic leader and innovator, who has who has achieved sector leading outcomes in student experience and educational quality. His strong commitment to values-based leadership is aligned well with our approach to working with our people and the diverse communities we serve. “I look forward to working with Osama to position Aston University as the leading university in the United Kingdom for student experience, employability and social mobility.” Professor Osama Khan said: “Aston University's unwavering commitment to academic excellence, coupled with its dedication to equality, diversity and inclusion, resonates deeply with me. Moreover, I commend Aston University's efforts in narrowing the awarding gaps, striving for equity in education and promoting fairness in the academic journey, for it is through education that we empower generations and create lasting impact. “I am honoured to join this creative institution as its next Deputy Vice-Chancellor Academic, where we will prioritise inclusive education and foster an environment where every individual can thrive and succeed. “I eagerly look forward to working with our exceptional faculty, dedicated staff, and talented students to shape the next chapter of excellence through the new Aston University 2030 strategy. Together, we will transform lives, foster innovation and forge a path towards a brighter tomorrow." Professor Khan will be taking up his post in October 2023.
The memorandum of understanding (MoU) will strengthen existing partnership and form basis for future collaborations Official signing took place during an official visit by delegation from NEFU and AEMG on 22 May Delegation met senior staff from College of Engineering and Physical Sciences as well as NEFU students studying at Aston University. Aston University in Birmingham, UK and Northeast Forestry University (NEFU) in Harbin City in Heilongjiang Province, China have signed a memorandum of Understanding (MoU) to develop their strategic partnership. The MoU will see the universities renew and strengthen their existing partnership and explore future collaborations in the areas of both teaching and research. The partnership is facilitated by AEMG Education, who have over 20 years of experience in brokering strategic relationships with Chinese universities. The official signing by Professor Aleks Subic, Vice-Chancellor and Chief Executive of Aston University, Professor Li Shunlong, Vice President of Northeast Forestry University and Mr Stephen Connelly, Vice President of AEMG Education, took place on 22 May during a visit to Aston University by a senior delegation from NEFU and AEMG Education. The delegation from NEFU also included Professor Liu Zhiming, Dean of Aulin College, Mr Sun Zhiping, Director of the International Cooperation Office and Professor Li Hongfen, Associate Professor of the College of Civil Engineering. AEMG Education was represented by Mr Stephen Connelly, Vice President of Business Development and Engagement, Dr Jacko Feng, Director of Research and Partnerships and Ms Sarah Armstrong, Director of Business Development, UK & Europe. During the visit, the delegation met with senior staff from the Department of Civil Engineering and the College of Engineering and Physical Sciences, including Executive Dean, Professor Stephen Garrett. They also had the opportunity to meet with the NEFU students studying at Aston University who have just completed their final year examinations. The Aston University/NEFU partnership was established around the development of a joint programme in BSc Construction Project Management which was approved by the Chinese Ministry of Education (MoE) in January 2018, under which students from NEFU are able to transfer into the final year of the programme at Aston University. In 2021/22, the first cohort of 21 students successfully finished their studies,10 of whom achieved first class degrees. Professor Aleks Subic, Vice-Chancellor and Chief Executive of Aston University, commented: “I am delighted to welcome visitors from NEFU and AEMG to Aston University and to sign the Memorandum of Understanding with NEFU. “This represents an important milestone in taking forward our collaboration. We are committed to continuing to strengthen our strategic relationship with NEFU and look forward to welcoming more students in the future.”
Aston University staff to take on zip wire challenge in aid of the Midland Met Appeal
Four University staff will take on the 160ft high zip wire challenge on 1 July 2023 The event is set to take place at the Midland Metropolitan University Hospital in Smethwick The event aims to raise awareness and funds for the Midland Met Appeal. Four Aston University staff members are set to take on a 160ft high zip wire challenge on Saturday 1 July to raise money for the Midland Met Appeal. The event is run by Your Trust Charity, the Sandwell and West Birmingham NHS Trust's registered charity will take place at the Midland Metropolitan University Hospital in Smethwick. The zip wire challenge will take place from the top of a crane positioned on-site, with a length of 220 metres and speeds of up to 35mph. The challenge will see colleagues Rosa Amato, Sarah Collins, Matilda Blackwell and Adam Basdogan taking the plunge. The event aims to raise awareness and funds for the Midland Met Appeal, a campaign to raise £2 million to fund healthcare and facilities in the new hospital. All money raised from the challenge will go directly to the appeal. Rosa said: “We are thrilled to be taking on this exciting challenge in support of the Midland Met Appeal. “It's a great opportunity for us to raise funds for a cause we are passionate about while having a lot of fun in the process. “Members of the public can show their support for the Aston University team and the Midland Met Appeal by making a donation to the Your Trust Charity's JustGiving page. “Every donation counts, and together, we can make a real difference in improving healthcare for patients in the Midlands.” For more information and to make a donation, click here.
Experts from the Centre for Personal Financial Wellbeing will examine the daily financial struggles of low to moderate income UK households The Real Accounts project will capture day-to-day financial fluctuations, understanding household money management strategies It is hoped the results will help inform policy and market innovation and debate. New research by the Centre for Personal Financial Wellbeing at Aston University will shine a light on the real day-to-day experience of financial uncertainty among UK households and help inform policy and market innovation and debate. The Real Accounts project will build an in-depth understanding of the lived experience of financial uncertainty among low to moderate income households across the country. Believed to be the first of its kind in the UK and in contrast with the snapshot data achieved by annual surveys, this long-term study will provide a fully joined-up view of household finances, capturing the day-to-day, week-to-week ups and downs, working with households to understand the situations they face and the strategies they use to manage their money. The project will be a collaboration with Nest Insight and the Yunus Centre for Social Business and Health at Glasgow Caledonian University. Experts will use a research data collection app that has been custom designed by Moneyhub to capture real-time income and expenditure transaction data over six months for a sample of around 50 low to moderate income households, combined with monthly interviewing. Professor Andy Lymer, director of the Centre for Personal Financial Wellbeing at Aston University, said: “We are really pleased to be part of this innovative project, directly focusing on real experiences of managing financial volatility and the impact that has on broader aspects of wellbeing. Too little is currently known about the scope and scale of income and expense volatility experienced by UK households. This research is really timely given people are currently facing the very significant impact of the cost-of-living crisis and often enormous uncertainty about both their incomes and their expenditures. The outcomes of this work will generate deeper understanding of what it means to experience financial challenges in reality and over sustained periods of time. It will contribute to finding better ways to help people in their everyday lives and is a perfect fit for the focus of our Centre that seeks to deepen our understanding of what matters in creating personal financial wellbeing.” Sope Otulana, head of research at Nest Insight, said: “As the rising cost of living continues to impact households across the country, and levels of household debt climb, this research is more crucial than ever. The project aims to shine a light on exactly what it is like for households today managing volatile income and expenditure, sharing their first-hand stories. While large income and expenditure datasets track individuals and their behaviour out in the world, this research puts individuals back into the contexts where their financial lives play out, focussing on the overall household – partners, parents, siblings, friends and other social connections. It will look beyond the balance sheet to also analyse social, environmental, and health factors, as well as other dynamics that can come into play and affect household finances. The research will identify trends but also capture the variation within households, recognising that there is no ‘average’ household circumstance or experience.” Alex Christopoulos, Aviva Foundation lead and senior strategic adviser and consultant, said: “Millions in the UK are struggling and worried about money. The Real Accounts research provides us with an opportunity to understand how these households are managing to get by day-to-day; the choices they make, the strategies they take and the knock-on effects this has on other areas of their life. In uncertain times, we need to better understand how people deal with fluctuations in their incomings and outgoings – and what kinds of financial support and services might enable them to build a buffer, and a plan, to deal with today’s pressures, as well as what tomorrow may bring. The Aviva Foundation is proud to be supporting Nest Insight and its partners to deliver to the Real Accounts research.” Samantha Seaton, CEO of Moneyhub, said: “It is only when we have in-depth and holistic data on a person's or household’s finances that we can truly know and begin to understand the impact of the rising cost of living. This can only be successfully achieved by bringing all of an individual's or household’s financial data together in one place, from every-day spending to long-term projects such as buying a property and saving for retirement. At Moneyhub, we’re absolutely delighted to be providing our cutting-edge technology to enable Nest Insight and its partners to collect and analyse this crucial data. We know from our own users the pressure that the current economic situation is placing on them, with many unable to save resorting to borrowing to get by each month. Having thorough data and insight will enable any solution to be highly personalised in its approach and have a much more positive impact on those that require it most. Ultimately the more real-time financial data points, the more informed the decisions can be. It has always been our purpose at Moneyhub to improve financial wellness, and this project is just one example of how we’re using Open Finance to do exactly that.” You can find out more about the project here.
The management Knowledge Transfer Partnership (mKTP) with Beever and Struthers will help drive the firm’s digital transformation The 30-month programme will specifically aim to develop, embed and exploit smart data driven technologies It will enable the business to increase quality, productivity and capacity. Aston University has begun a management Knowledge Transfer Partnership (mKTP) with nationwide accountants and business advisors Beever and Struthers to help drive the firm’s digital transformation. A management Knowledge Transfer Partnership is built around identifying strategic management-based initiatives to increase business effectiveness and improve management practices. As part of the mKTP, led by Aston University in collaboration with Professor Brian Nicholson and Dr Sung Hwan Chai (Alliance Manchester Business School), Dr George Moyenda Salijeni (Aston Business School) and the team will conduct a comprehensive evaluation of Beever and Struthers' existing data systems. Following the assessment, specific methodologies will be proposed to ensure alignment between the mKTP and the firm's ongoing data systems. The 30-month programme will aim to develop, embed and exploit smart data driven technologies within the audit function, enabling the business to increase the quality, productivity and capacity to deliver additional insight and value to clients. Dr George Salijeni, a lecturer in accounting at Aston Business School and an expert in data analytics tools used in external audits and knowledge base supervisor in the mKTP, said: “This mKTP offers an opportunity to share and utilise knowledge and technical exposure which academics at Aston University and Alliance Manchester Business School have gained and generated over the years through undertaking multi-disciplinary research and engagements with practitioners and audit regulators on data driven technologies which include artificial intelligence. Potentially, this project generates insights, workflows which could impact and transform the way audits are performed by leveraging data driven analytics tools and models.” Michael Tourville, partner at Beever and Struthers, said: “Given that the business has been around for up to 125 years it is quite traditional in its approach, but we are now keen to embrace the opportunities that a truly digital transformation could offer. Although we are a firm with a long history, we are also an entrepreneurial business and are keen to grasp opportunities when we see them. This mKTP is all about giving our clients more insight and helping us navigate data far better too. The main improvements for us will come from increased efficiency and insight, but we will also be able to further improve the quality of the service we offer.” Professor Andy Lymer, head of the Accounting Department at Aston University, said: “Digital approaches to accounting are increasingly at the heart of how the accounting industry works – and therefore increasingly at the heart of what we teach and research related to this industry and its practices. This extremely innovative project will enable us to work with the partners in this programme to go in depth into an organisation exploring how the use of the latest developments in the use of digital tools such as advanced data analytics can further enhance the processes of audit. The experience and knowledge gained in this work will be brought back into the classroom for our students to benefit from also.”
Aston University student and graduate business startup support programme marks 10th year
BSEEN is a collaboration of four Birmingham universities, led by Aston University It has helped over 800 new businesses to launch through intensive startup bootcamps and a network of business mentors An awards dinner was held on 4 May to celebrate a decade in operation. An Aston University student and graduate business startup support programme has celebrated its 10th year in operation. BSEEN, a collaboration of four Birmingham universities led by Aston University, marked a decade of supporting student and graduate entrepreneurs with an awards dinner on 4 May 2023. Mike Bander, an Aston University alumnus and recipient of an honorary doctorate, was guest speaker and gave a keynote speech. The programme has helped over 800 new businesses to launch through 31 intensive startup bootcamps and a network of 85 business mentors. The awards night at Fazeley Studios in Birmingham showcased the student and graduate entrepreneurs supported by BSEEN and the mentors and professional services organisations who have worked to help startups through surgeries, drop-ins and round table discussions. Mike Bandar, international business trainer and speaker and founding partner of Turn Partners, said: “The power of the collective community has changed “I” into “us”. Personal ambition is essential, but the true spirit of entrepreneurship is to unite, collaborate and transform. Diversity gives us strength by not seeing competitors as rivals, but partners.” Professor Zoe Radnor, pro-vice chancellor and executive dean of the College of Business and Social Sciences at Aston University, said: “I have heard so much about BSEEN that was amazing and I am looking forward to supporting young people to achieve their goals despite European funding for the scheme coming to an end.” Paula Whitehouse, deputy dean for enterprise and engagement at Aston University, said: “The programme has delivered a big social and economic impact with businesses ranging from hand-crafted paper goods to medical devices.” Carolyn Keenan, BSEEN project manager, said: “It has been a privilege to be involved with the programme from the beginning.” The eight awards presented during the event went to the following: BSEEN Rising Star Winner: Ruth Mestel and Charis McRoberts, Calathea Arts Highly Commended: Denise Amory-Reid, Amory R Management BSEEN Champion Award Winner: Ben Brophy, Ad Valorem Accountants Highly Commended: Richard Freeman and Jamie Partington, Higgs LLP Award for Technology Winner: Alliyah and Amirah Khan, Our Tied Camel Highly Commended: Safe Queen Team Award for Creative Industries Winner: Morgan Grice, Odd Orange Highly Commended: Andrea Craciun, Sweetest Mango Illustration Award for Innovation Winner: David Akraka, Akreon Technology Highly Commended: Hardeep Randhawa, ProLimbs Award for Social Impact Winner: Cleo Morris, Mission Diverse Highly Commended: Jamaal O’Driscoll, O’D Collective BSEEN Community Award Winner: Shovon Wiggan, Inspire-a-Doll Highly Commended: Janani Prasad, Supabite.com Award for Small Business Growth Winner: Bobby Bradstock, Serenity Psychotherapy Highly Commended: Joseph Housley and Connor Watt, Narce Media and Ben Curtis, Hobby Store Group. To find out more about the BSEEN programme, click here.
Ask an Expert: Can a Recession Boost Employee Job Satisfaction?
Will the United States tip into recession in 2023? The jury for many remains out, though there are enough clouds forming on the horizon to cause consternation for firms eyeing the next financial quarter. But while recessions invariably spell belt-tightening, are they always plain bad for business? Could there be some kind of silver lining to hard times? New research led by Goizueta Business School’s Emily Bianchi suggests there is in fact an upside to economic downturns: higher employee job satisfaction. Bianchi and colleagues from Oglethorpe and Hong Kong Polytechnic Universities have found that in times of increased financial uncertainty, people tend to think less about other opportunities or openings, and focus more on the jobs they actually have. This in turn makes us see our jobs and workplace more favorably, says Bianchi. “It might feel counter-intuitive because there’s reason to think that tumultuous times make the workplace and workplace relations more tense or challenging. But we wanted to explore whether the security of having a job in an economic slump might positively impact the way people think about their roles and employers,” Bianchi says. Our hunch was that fewer available jobs outside the organization may translate into greater satisfaction with the jobs we have in hand when there’s a recession. To test this possibility, Bianchi and co-authors ran three studies. The first looked at almost 50 years of data from the U.S. General Social Survey, a cross-sectional barometer of people’s attitudes and opinions, including their assessment of the economy and satisfaction with the work they do. Through analyses of respondents’ answers between 1974 and 2016, Bianchi et al. found compelling evidence to support their hypothesis: at both the national and state level, job satisfaction rose during recessions and fell off again when the economy did better. A second study analyzed data from the U.K. where recessions tend to hit at the same time as the United States, but can be more or less severe. Two surveys conducted by the University of Essex followed the same respondents between 1991 and 2013, allowing Bianchi et al. to measure how individual job satisfaction fluctuated with macro-economic changes. Limiting their analysis to those people who remained employed over the time period and controlling for things like age, gender and income, the researchers were able to isolate the impact of recession based on the way that a group of just over 8,500,000 employees felt about their jobs. They found the same pattern. “By looking at the same individuals over time, we’re able to eliminate any impact coming from changes in the composition of the workforce across economic cycles,” says Bianchi. The same pattern emerged: during bad economic times, people reported greater job satisfaction even within the same group. Unlocking the Upside of Downturns To dig deeper into the psychological mechanisms undergirding these patterns, Bianchi et al. ran an experiment. One group was shown “bad news” about the economy, while the other read a report on economic growth and “plentiful jobs.” Both groups were then asked to self-report on job satisfaction. Those who had read the news article on recession and unemployment reported greater contentment with their current jobs. Moreover, when reminded of recessions, they reported that alternative jobs became less salient, which in turn led to greater job satisfaction. In other words, their own jobs were “more satisfying.” One implication of these findings is that they challenge the notion that job satisfaction is exclusively dictated by what happens inside the organization. We tend to think of businesses as bubbles that are somehow impervious to the outside world. But these studies show broader societal events can affect us in surprising ways. A Silver Lining for Employers Recessions are rarely welcome news. And for employers, they can engender feelings of hopelessness, says Bianchi. The insights shared in her paper should provide some reassurance, nonetheless, that even when the chips are down, they might have one less thing to worry about. But there’s a caveat. Our findings suggest that there might actually be a bright side to recessions for employers; that greater job satisfaction during these difficult times might help people psychologically weather an otherwise challenging situation. “Of course, this does not mean that employers should take advantage of this surprising goodwill by asking more of their employees. Rather, while employers likely believe that there is little they can do to bolster job satisfaction during tough times, our research suggests that satisfaction-boosting efforts may be even more effective. Moreover, our findings suggest that employers should be more attuned to bolstering satisfaction when times are good and employees are particularly apt to be looking at other opportunities.” Interested in learning more about how a recession may impact the workplace? Then let us help with your coverage and questions. Goizueta Business School’s Emily Bianchi is available to speak regarding this important topic - simply click on her icon now 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.
