Featured Post from University of Florida

Smartphones push consumers to prefer a customizable purchasing experience

Jul 5, 2023

2 min

In a world where purchasing is only a click away, studies have shown that smartphones complicate the most preferred items.

Aner Sela, a professor in UF’s Warrington College of Business conducted a new study that discovered consumers who are captivated by their phones gravitate towards specialized, custom products.

Compared to large computers or borrowing someone’s phone, an individual’s phone sparks privatized feelings that allow stronger self-expression and strengthens our unconscious preference for a customized consumer journey.

Working alongside Camilla Song, an assistant professor at City University of Hong Kong, Sela published their findings in the Journal of Marketing Research in early August.

“When you use your phone, your authentic self is being expressed to a greater extent. That affects the options you seek and the attitudes you express,” said Sela, one of the authors of the study.

The researchers suspected that smartphones encourage people to reflect on their inner identity, calling on the psychological state of private self-focus that affects all kinds of behaviors.

“People with high levels of private self-focus tend to be more independent in the attitudes that they express. They conform less,” the UF professor said. “When they make choices, they tend to choose based on privately or deeply held beliefs, preferences or tastes, and they’re less influenced by social contexts.”

Sela and Song chose to test if smartphones have the capability to promote enough private self-focus that it changes behavioral patterns, so they performed five experiments with undergraduates and online respondents.

The study found that smartphone users were more likely to choose unique, tailored products rather than large ones than if the user hopped on a large computer.

These results vanished if the user was given another phone from the same brand, suggesting that companies should alter their consumer suggestions based on the device they are using.

The professor and her former doctoral student found the self-expression mindset likely to cause behavioral changes can be activated by the use of a smartphone.

“With a borrowed phone, it doesn’t feel like you’re in your own little bubble. What we find is the use of smartphones and its activation of private self-focus is really unique to a personal device,” Sela said.

By Halle Burton

Connect with:

Aner Sela

Professor

Aner Sela is an expert on how people make choices and form preferences.

Value PerceptionTechnology and Consumer ChoiceChoice DifficultyInferences and AttributionsDecision Making

Find Experts

Apr 7, 2026

2 min

Using AI tools empowers and burdens users in online Q&A communities

Whether you’ve searched for cooking tips on Reddit, troubleshooted tech problems on community forums or asked questions on platforms like Quora, you’ve benefited from online help communities. These digital spaces rely on people across the world to contribute their knowledge for free, and have become an essential tool for solving problems and learning new skills. New research reveals that generative artificial intelligence tools like ChatGPT are creating a double-edge effect on users in these communities, simultaneously making them more helpful while potentially overwhelming them to the point of decreasing their responses. “On the positive side, AI helps users learn to write more organized and readable answers, leading to a noticeable increase in the number of responses,” explained Liangfei Qiu, Ph.D., study coauthor and PricewaterhouseCoopers Professor at the University of Florida Warrington College of Business. “However, when users rely too heavily on AI, the mental effort required to process and refine AI outputs can actually reduce participation. In other words, AI both empowers and burdens contributors: it enables more engagement and better readability, but too much reliance can slow people down.” The study examined Stack Overflow, one of the world’s largest question-and-answer coding platforms for computer programmers, to investigate the impact of generative AI on both the quality and quantity of user contributions. Qiu and his coauthor Guohou Shan of Northeastern University’s D’Amore-McKim School of Business measured the impact of AI on users’ number of answers generated per day, answer length and readability. Specifically, they found that users who used AI tools to generate their responses contributed almost 17% more answers per day compared to those who didn’t use AI. The answers generated with AI were both shorter by about 23% and easier to read. However, when people relied too heavily on AI tools, their participation decreased. Qiu and Shan noted that the additional cognitive burden associated with heavier AI usage negatively affected the impact on a user’s answer quality. For online help communities grappling with AI policies, this research provides valuable insight into how these policies can be updated in the current AI environment. While some communities, like Stack Overflow, have banned AI tools, this research suggests that a more nuanced approach could be a better solution. Instead of banning AI entirely, the researchers suggest striking a balance between allowing AI usage while promoting responsible and moderated use. This approach, they argue, would enable users to benefit from efficiency and learning opportunities, while not compromising quality content and user cognition. “For platform leaders, the takeaway is clear: AI can boost participation if thoughtfully integrated, but its cognitive demands must be managed to sustain long-term user contributions,” Qiu said.

Apr 4, 2026

2 min

CEOs 5 times more likely to survive fraud than a personal scandal

If the CEO of Astronomer had overseen tax fraud instead of being caught on a kiss cam cuddling his HR chief in an extramarital affair, he might still have a job. That’s because, according to a new study, CEOs are five times more likely to be fired for personal misconduct than for overseeing financial fraud. “For financial fraud, the CEO can easily say, ‘Hey, it wasn’t me,’” said Aaron Hill, Ph.D., an associate professor in the University of Florida Warrington College of Business who led the study. “With personal misconduct, there’s no excuse.” The research, forthcoming in Strategic Organization, examined 59 cases of personal misconduct and compared them with more than 300 financial scandals at publicly traded companies between 1997 and 2020. The personal cases included inappropriate relationships, drug or alcohol incidents, domestic violence, falsifying credentials and derogatory speech. Hill and his colleagues found that boards move decisively when a CEO’s private behavior becomes public. By contrast, financial misconduct — such as accounting restatements that can wipe out billions in shareholder value — often leaves room for a chief executive to deflect blame onto others in the organization. Recent company performance influenced how boards responded, to a point. A CEO whose company was thriving could often survive a financial scandal because directors had both plausible deniability and a strong incentive not to disrupt success. But good numbers offered little protection when the problem was personal behavior. For example, McDonald’s ousted Steve Easterbrook in 2019 over a consensual relationship with a subordinate, even though the company’s stock price had doubled under his leadership. Hewlett-Packard similarly dismissed CEO Mark Hurd after harassment allegations despite his reputation for turning the firm around. “Even strong performance can’t erase certain kinds of misconduct,” Hill said. “There are some things you just can’t excuse.” The study also uncovered how scandals influenced succession decisions. When personal misconduct led to a firing, boards were more likely to promote an insider, signaling that the problem lay with one person rather than the culture of the company. Financial scandals, on the other hand, often prompted boards to recruit outsiders as a way of reassuring markets that the firm was serious about change. “It’s a signaling move,” Hill said. “Bring in an outsider after fraud, and the market reacts positively. Stick with an insider after a personal scandal, and it says the organization itself is sound.” The researchers argue that these choices reveal how boards balance their fiduciary duty with the reputational risks of scandal. While dismissing a CEO can serve as a public relations reset, Hill emphasized that it is almost always a financially motivated calculation. “Boards are supposed to look out for the company and its shareholders,” he said. “But when they decide to keep a CEO after misconduct, I think it sends the wrong message — to employees, to investors and to the public.”

Apr 1, 2026

3 min

UF develops breakthrough magnet that could transform metal production

Imagine if producing steel parts for agricultural equipment or even aluminum soda cans required only a fraction of the energy it does today. A University of Florida-led innovation may soon make this a reality. In a groundbreaking collaboration backed by a nearly $11 million federal grant, UF researchers have developed a first-of-its kind superconducting magnet that could advance metal production and position the United States as a global leader in alloy production.   “This revolutionary technology has the potential to substantially reduce the cost and energy use of heat treatments in the steel industry, and we are excited to help pave the way for its adoption in industry.” —Michael Tonks, Ph.D., UF’s interim chair of Materials Science and Engineering Funded by the U.S. Department of Energy’s Advanced Manufacturing Office, the project uses Induction-Coupled Thermomagnetic Processing, or ITMP, an advanced manufacturing method that integrates magnetic fields with high-temperature thermal processing. The national consortium of industry, academic and national laboratory partners is now led by Michael Tonks, Ph.D., UF’s interim chair of Materials Science and Engineering, who succeeded Michele Manuel, Ph.D., the project’s long-time leader. “This revolutionary technology has the potential to substantially reduce the cost and energy use of heat treatments in the steel industry, and we are excited to help pave the way for its adoption in industry,” said Tonks. It’s not just any piece of equipment; it’s a custom-built superconducting magnet with a unique ability to combine magnetic fields with high-temperature thermal processing. In partnership with the UF physics department, Oak Ridge National Laboratory, or ORNL, and six companies interested in the technology, the magnet and cylinder induction furnace now sit atop a 6-foot-high platform. The prototype, which costs more than $6 million to purchase and install, is capable of processing steel samples up to 5 inches in diameter making it a rare asset for academic research. Yang Yang, Ph.D., UF materials science research faculty member, estimated ITMP could reduce steel processing time by as much as 80 percent, cutting energy use and operational costs. “Thermomagnetic processing changes a material’s phase stability and kinetic properties, accelerating carbon diffusion in steel, said Yang. “Traditional furnaces cannot achieve these advanced material properties.” The system works by modifying the driving forces for important steel phase changes, which shortens heat treatment. “What normally takes eight hours can be done in just a few minutes.” Yang explained. “The magnetic field acts as an external driving force to make atoms diffuse faster.” Unlike conventional energy sources like electricity or natural gas, the ITMP process uses volumetric induction heating along with high-static magnetic fields to lower energy consumption. The project is still in a pilot phase and requires additional research and testing. At ORNL, researchers emphasized the rarity of UF’s prototype, citing its unprecedented combination of magnetic field strength and ability to process large samples and components. “This could significantly advance U.S. manufacturing and process efficiency for heat treatment of materials such as metal alloys of steel or aluminum,” said Michael Kesler, Ph.D., ORNL research scientist and lead collaborator. Kesler noted successful implementation of this technology could contribute to a reliable energy grid and more efficient industrial electrification. UF researchers contend it could also reduce carbon emissions, supporting cleaner, more sustainable manufacturing processes. The tall, two-level magnet now resides in the Powell Family Structures and Materials Laboratory on UF's East Campus. MSE plans to officially unveil it in December, inviting representatives from national labs, industry and academia. While Engineering students will have future opportunities to use it for research and experiential learning, UF researchers are optimistic about potential industry adoption for industrial manufacturing in the next five to 10 years. The award is part of a $187 million DOE initiative to strengthen competitiveness in U.S. manufacturing. If successful, the innovation could redefine how the world shapes the materials of tomorrow.