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Article
Publication date: 12 November 2024

Stephen J. Lind

This study aims to investigate the effectiveness of widely adopted but under-studied synthetic humanlike spokespersons (SHS) compared to organic human spokespersons in workplace…

Abstract

Purpose

This study aims to investigate the effectiveness of widely adopted but under-studied synthetic humanlike spokespersons (SHS) compared to organic human spokespersons in workplace training videos. The primary aim is to evaluate whether employees will rate training videos more negatively when they perceive their trainer to be synthetic such as those videos made with the AI-powered tools Synthesia or HeyGen. Results suggest that while ratings are more negative when the viewer perceives syntheticness, the change is only mild across most measures deployed here. When measures were calculated by using actual modality and not perceived modality, no significant change in rating was found. This study deployed three measures: actual knowledge transfer, perceived effectiveness and brand impression. It is guided by a convergence of AI Literacy Theory, the Technology Acceptance Model and the Theory of Reasoned Action.

Design/methodology/approach

Over 250 professionals assessed the effectiveness of training videos in a 2 × 2 trial design. Participants were randomly assigned to view one of four training videos featuring either a synthetic or organic spokesperson for a fictional business. After watching the video, participants answered Likert-scale survey questions and multiple-choice quiz-style questions to provide comparative measurements of actual knowledge transfer effectiveness, perceived effectiveness, brand impression and the effectiveness of the synthetic deception. The study used both ANOVA and multiple regression analyses to control for potential confounding variables and ensure the robustness of the findings.

Findings

The results indicate no significant differences between SHS and organic human spokespersons in terms of actual effectiveness (quiz scores), perceived effectiveness or brand impression, based on actual modality comparisons. However, when respondents perceived syntheticness, the avatar triggered the negative uncanny valley phenomenon and slightly decreased overall scores in perceived effectiveness and brand impression. Notably, more than half of respondents did not detect that the SHS was synthetic. Demographic variables such as gender, age or household income had no significant impact on the results.

Practical implications

Organizations can justifiably consider incorporating SHS into their training programs, leveraging these synthetic agents to deliver cost-effective and scalable learning solutions. The findings suggest that SHS can be used effectively for goals such as actual knowledge transfer without compromising training quality, and that other perceptual goals may be within reach as well. This may offer a viable alternative to traditional, organic human spokespersons, opening up new opportunities for enhancing training efficiency and accessibility across various industries.

Originality/value

Synthetic avatars, as outlined here, are a demonstrably effective new option in the array of available learning technologies. They are being adopted en masse but without significant study of their effectiveness. This research provides foundational quantitative assessments designed to address that gap in the literature and practice. The data presented here is highly valuable for practitioners and scholars interested in cutting-edge learning tools. Given the rapid advancement of technology, this study provides an important benchmark for evaluating future improvements in these tools. Furthermore, it offers actionable recommendations for integrating AI-powered avatars into professional development, enhancing understanding of the roles advanced technologies play in educational and training programs.

Abstract

Details

Public Policy and Governance Frontiers in New Zealand
Type: Book
ISBN: 978-1-83867-455-7

Book part
Publication date: 25 May 2017

Michael J. Leiber and Maude Beaudry-Cyr

Framed by the intersectionality perspective and results from prior research, we examined the effects of race/ethnicity, gender, probation violations, and type of violation on…

Abstract

Purpose

Framed by the intersectionality perspective and results from prior research, we examined the effects of race/ethnicity, gender, probation violations, and type of violation on juvenile justice case outcomes in a Mid-Atlantic state.

Methodology/approach

Bivariate and multivariate analyses in the form of logistic regression were used to assess the extent race and ethnicity, gender, probation violations, and the type of violation, individually and in combination, impact case outcomes.

Findings

The findings indicate that the race/ethnicity of the youth, his or her gender, and whether involved in a probation violation and to some degree the type of violation, individually and in some cases, jointly, effect juvenile justice decision making. These relationships often involve receiving both harsh and lenient outcomes. We interpret the results as evidence that stereotyping plays out differently when race/ethnicity and gender intersect.

Originality/value

The study contributes to the general literature by (1) examining the neglected combination effects of race/ethnicity and gender with increased social control within juvenile justice proceedings; (2) including Hispanic youth; and (3) looking at the interrelationships among race/ethnicity and gender with the treatment of probation violators.

Details

Race, Ethnicity and Law
Type: Book
ISBN: 978-1-78714-604-4

Keywords

Article
Publication date: 1 February 1999

Carroll Underwood Stephens and Anthony T. Cobb

Organizational development has begun to incorporate research findings from organizational justice into its own intervention technology. Because perceptions of fairness can…

1539

Abstract

Organizational development has begun to incorporate research findings from organizational justice into its own intervention technology. Because perceptions of fairness can facilitate change success, it is quite natural to do so. Business ethicists are concerned, however, that such technology is aimed more at making change “look fair” than being fair. We label these two perspectives the “technical” and “philosophical” perspectives respectively. Proponents of the technical perspective argue that achieving justice will always be a struggle in the concrete world of organizational change. Critical ethicists question whether a technical approach to justice in change can ever really achieve it. The article presents these two positions more fully and goes on to develop a synthesis of them. Relying on Habermas and others, it presents how technical and philosophical perspectives can complement one another to achieve justice in organizational change.

Details

Journal of Organizational Change Management, vol. 12 no. 1
Type: Research Article
ISSN: 0953-4814

Keywords

Article
Publication date: 1 May 1983

In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This wealth of…

16756

Abstract

In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This wealth of material poses problems for the researcher in management studies — and, of course, for the librarian: uncovering what has been written in any one area is not an easy task. This volume aims to help the librarian and the researcher overcome some of the immediate problems of identification of material. It is an annotated bibliography of management, drawing on the wide variety of literature produced by MCB University Press. Over the last four years, MCB University Press has produced an extensive range of books and serial publications covering most of the established and many of the developing areas of management. This volume, in conjunction with Volume I, provides a guide to all the material published so far.

Details

Management Decision, vol. 21 no. 5
Type: Research Article
ISSN: 0025-1747

Keywords

Content available
Book part
Publication date: 3 September 2020

Abstract

Details

Cultural Competence in Higher Education
Type: Book
ISBN: 978-1-78769-772-0

Book part
Publication date: 22 May 2017

Brenda Jones Harden, Brandee Feola, Colleen Morrison, Shelby Brown, Laura Jimenez Parra and Andrea Buhler Wassman

Children experience toxic stress if there is pronounced activation of their stress-response systems, in situations in which they do not have stable caregiving. Due to their…

Abstract

Children experience toxic stress if there is pronounced activation of their stress-response systems, in situations in which they do not have stable caregiving. Due to their exposure to multiple poverty-related risks, African American children may be more susceptible to exposure to toxic stress. Toxic stress affects young children’s brain and neurophysiologic functioning, which leads to a wide range of deleterious health, developmental, and mental health outcomes. Given the benefits of early care and education (ECE) for African American young children, ECE may represent a compensating experience for this group of children, and promote their positive development.

Details

African American Children in Early Childhood Education
Type: Book
ISBN: 978-1-78714-258-9

Keywords

Book part
Publication date: 9 September 2020

Fahad Ahmad

Purpose – This chapter highlights how counter-radicalization, as a manifestation of diffuse securitizing, impacts the work of Muslim civil society organizations (CSOs) in Canada…

Abstract

Purpose – This chapter highlights how counter-radicalization, as a manifestation of diffuse securitizing, impacts the work of Muslim civil society organizations (CSOs) in Canada.

Methodology – The author presents how Muslim communities and their civil society representatives experience and adapt to the pressures from counter-radicalization policies. Data for the analysis are drawn from 16 semi-structured, anonymized interviews with managers and board members of prominent Muslim CSOs that are based in urban centers in Canada with high density of Muslim populations.

Findings – Though counter-radicalization policies are advanced under the rubric of community-orientedness and risk governance, security discourse and practice constructs radicalization as a problem within Muslim communities treating them as suspects who are “potentially radical.” Despite this framing, Muslim CSOs are cooperating with state security agencies in counter-radicalization efforts but are doing so cognizant of the immense power the state exerts over them in such “partnerships.” CSOs are raising questions about the selective nature of security practice which views Muslims as dangerous and violent but fails to fully acknowledge their reality as victims of Islamophobic violence. CSOs are using anti-racism, anti-oppression, and rights-based frames to call out the discriminatory treatment of Muslims under national security.

Originality/Value – The author’s study contributes to a community perspective in counterterrorism and counter-radicalization research that is dominated by analyses from “above.” By sharing the experiences of Canadian Muslim CSOs under counter-radicalization, the author illustrates the practice of “diffuse securitizing” and how it limits the work of civil society in liberal democracies.

Details

Radicalization and Counter-Radicalization
Type: Book
ISBN: 978-1-83982-988-8

Keywords

Book part
Publication date: 13 May 2021

Muruganantham Ganesan and Ridhuja Athimuthu

Tourism is one of the fastest growing sectors and plays a key role for the economy of various countries. Tourism sector provides lot of opportunities and challenges to its…

Abstract

Tourism is one of the fastest growing sectors and plays a key role for the economy of various countries. Tourism sector provides lot of opportunities and challenges to its stakeholders. Tourist's safety and security plays a vital role to increase the tourists to a location. Tourism policing plays an essential role to build destination image. Governments are making many efforts through tourism policing to protect the safety and security of the domestic and foreign tourist and also to handle overtourism and enhance responsible tourism. This paper analyses the importance of tourism policing to attract more tourists and its impact on tourist destination image building.

Details

Overtourism as Destination Risk
Type: Book
ISBN: 978-1-83909-707-2

Keywords

Book part
Publication date: 14 March 2023

E. Patrick McDermott and Ruth Obar

The pandemic forced the Equal Employment Opportunity Commission (EEOC) to transition to online video mediation (OVM) in place of its existing in-person mediation (IPM) model…

Abstract

The pandemic forced the Equal Employment Opportunity Commission (EEOC) to transition to online video mediation (OVM) in place of its existing in-person mediation (IPM) model. Using measurements from their 2000 evaluation of EEOC IPM, plus new measures related to the elements of OVM, the authors surveyed 2,387 EEOC mediation participants during the pandemic, obtaining responses from 1,234 (53%).

OVM performed as well or better on the four measures of procedural fairness, overall mediation fairness, satisfaction with the results, and willingness to use the process again. Sixty-seven percent of the parties favored OVM over IPM. Responses to a closed-end survey that provided for additional open-end responses indicate that OVM is seen by the parties as having a more convenient location, lower costs, and greater flexibility. The results establish that OVM provides greater access to justice due to safe space and to the willingness of additional employers to engage in OVM.

Details

Advances in Industrial and Labor Relations
Type: Book
ISBN: 978-1-80455-922-2

Keywords

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