Research
Publications
Cross-Platform Spillover Effects in Consumption of Viral Content: A Quasi-Experimental Analysis Using Synthetic Controls
Haris Krijestorac, Rajiv Garg, and Vijay Mahajan
Published in Information Systems Research (2020)
Available at: https://pubsonline.informs.org/doi/10.1287/isre.2019.0897
Decisions Under the Illusion of Objectivity: Digital Embeddedness and B2B Purchasing
Haris Krijestorac, Rajiv Garg, and Prabhudev Konana
Published in Production and Operations Management (2021)
Available at: https://onlinelibrary.wiley.com/doi/10.1111/poms.13363
Papers Under Review
Voice of the Machine: The Role of Vocal Acoustics in Consumer Decision-Making
Haris Krijestorac, Rajiv Garg, and Vijay Mahajan
Under review at Marketing Science
Abstract:
With the rise of speech-driven digital interfaces, such as Alexa and Siri, voice is increasingly utilized to interact with consumers. While such interfaces typically offer a variety of synthetic voices, there is little evidence to inform the acoustic design of these voices, or to tailor them to users and/or context. In this paper, we analyze voices based on their acoustic properties – such as pitch, volume, and tempo – and examine their effectiveness in stimulating information-seeking and purchase intention for products. First, we empirically identify and label six generalizable voice clusters, using acoustic features extracted from 571 human and AI voices. We then present 355 subjects with AI-generated voice ads for hedonic and utilitarian products, using voices from various clusters. Based on reactions to these ads, we find that “ostentatious” voices tend to be most effective at stimulating purchasing, whereas “seductive” voices are least effective. Additionally, “suave” and “colloquial” voices are more suitable for advertising hedonic products. We find that female voices are better at encouraging information-seeking behaviors, while male consumers are more responsive to voice ads. We discuss implications for voice-enabled devices and voice actors, as well as future directions in voice analytics.
Paper name hidden for anonymity in review process due to journal policy
Reza Alibakhshi, Haris Krijestorac, and Shirish Srivastava
Under review at a top ("A") management journal
Working Papers
Personality-Based Content Engineering for Rich Digital Media
Haris Krijestorac, Rajiv Garg, and Maytal Saar-Tsechansky
Available at: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3366561