Home Career How voice technology is affecting what we reveal about ourselves – ScienceDaily

How voice technology is affecting what we reveal about ourselves – ScienceDaily

37
0

Researchers from the University of Miami and New York University have published a new Journal of Marketing article that examines how voice technology may affect what consumers reveal about themselves.

Research to be in Journal of Marketing, called Disclosure in the Age of Voice, by Johann Meltzner, Andrea Bonesi, and Tom Mavis.

We live in an age where consumers are constantly interacting with technological devices connected to the Internet. Whenever consumers search for information online, make purchases, or view videos, music, and other content, they are revealing information about themselves. This disclosure allowed technology companies to collect consumer information on an unprecedented scale, which they in turn monetized directly, mined to identify unmet needs, or used to optimize marketing efforts such as segmentation, targeting, and pricing.

Until recently, consumers interacted with technology primarily through manual communication, which involved inputting or selecting parameters with the click of a mouse or touch. Voice technology (powered by artificial intelligence) has enabled interaction to also happen through spoken communication, and consumers are increasingly using their phones, tables and other devices using their voice.

Meltzner explains that “the rapid adoption of voice technology raises a vital question: Are consumers revealing more or less information about themselves when they interact with technology verbally rather than manually? To answer this question, one must consider that consumers can reveal information about oneself both verbally, i.e. by voluntarily providing information through language, and non-verbally, i.e. involuntarily revealing information through vocal paralanguage and ambient sound.”

Verbal disclosure

Researchers also identify mechanisms that arise from fundamental differences between oral and manual communication. They integrate these mechanisms into a verbal framework for disclosure decisions, illustrating the complex ways in which communication modes can influence consumers’ likelihood of disclosure. This modality-dependent framework not only provides impetus for future research, but can be used by marketers as a tool to determine when and how verbal versus manual communication may increase or decrease consumers’ likelihood of verbal disclosure.

Nonverbal disclosure

Spoken communication with connected technologies allows information to be captured outside of language in the form of nonverbal disclosures that are largely absent from manual communication. When consumers talk to connected devices, vocal speech (such as the sound of their voice or how something is said) and ambient sounds (such as sounds in the current environment and from activities) are inherently captured and reveal information about consumers. The article provides an overview of relevant marketing information about consumer states (eg, emotions, health, current activities) and traits (habits, ethnicity, personality, identity) that can be inferred from such auditory nonverbal disclosures. In addition, it provides an overview of industry patents that demonstrate both the wide range of consumer information that can be extracted from audio data and the industry’s interest in using such data.

Practical implications

Interesting for marketers:

  • Practical suggestions for marketers to help them counter the processes that make consumers less likely to disclose information verbally when talking to connected devices.
  • How vocal paraspeech and ambient sound can be used as new sources of information in spoken interactions with connected devices to improve targeting efficiency, specificity and context awareness.

Interest for politicians:

  • Proposals for measures to protect consumers from mechanisms that may mislead consumers to increase the likelihood of verbal disclosure when talking to connected devices.
  • Privacy Issues in the Collection and Use of Information Derived from Vocal Paraspeech and Ambient Sound Inherent in Verbal Interaction with Technology in Light of US and European Privacy Laws.

“Our analysis shows that voice technology can not only increase, but also reduce information disclosure. Through our research, policymakers can gain a better understanding of how to regulate the collection and use of information disclosed by voice technology in the interests of consumer welfare. In particular , our analysis calls for higher privacy protections for information disclosed during verbal interactions with technology,” says Bonesi.

Story source:

Materials is provided American Marketing Association. Note: Content can be edited for style and length.

Source link

Previous articleThe British Council announces the launch of the UK Alumni Network
Next article10 higher education associations try again to tackle confusing financial aid offers