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)

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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

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


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

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