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:

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)

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Papers Under Review

[Paper name hidden for anonymity in review process due to journal policy]

Reza Alibakhshi, Haris Krijestorac, and Shirish Srivastava 

Submitted to 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:

Voice of the Machine: The Role of Vocal Acoustics in Consumer Decision-Making

Haris Krijestorac, Rajiv Garg, and Vijay Mahajan


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 for users to choose from, there is little evidence to inform the design of these voices, or to tailor them to users or context. To uncover such insight, we analyze voices based on a comprehensive set of acoustic properties – such as pitch, volume, and tempo – and examine their effectiveness in a marketing context. To achieve this, we first empirically identify and label six generalizable voice clusters, using acoustic features extracted from 571 voices. We then present 355 subjects with AI-generated voice ads for hedonic and utilitarian products. Based on a survey of reactions to these ads, we find that “ostentatious” voices tend to be more effective, while “seductive” ones are less effective. Meanwhile, “suave” and “colloquial” voices are more effective for hedonic products only. We find that female voices are better at encouraging information seeking, 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.