Effect of charismatic signaling in social media settings: Evidence from TED and Twitter

A deepfake-based study on facial expressiveness and social outcomes

Artificial intelligence (AI)-generated media is used in entertainment, art, education, and marketing. AI-generated faces or facial expressions using deepfake-based technologies might also contribute to nonverbal behavior studies. As a proof of concept, in this research, we test the replicability of past results regarding the positive effects of facial expressiveness (e.g., gazing, nodding, and smiling) on social outcomes. Because the facial expressions when listening to someone (i.e., nonverbal immediacy) encompass several behaviors that are typically related (i.e., smiling while nodding), the effect of combinations of these behaviors is challenging to study. We thus test the effect of facial expressiveness (gazing, nodding, and smiling vs. none) on first impression judgements in a job interview setting using AI-generated experimental video material. We measure how competent, warm, and favorably independent observers (n = 823) perceive the targets (n = 159) showing AI-generated facial expressions. Our results replicate past research showing that the more targets are facially expressive, the more they are perceived favorably. Apart from supporting evidence of the importance of facial expressiveness for conveying a positive impression, we show the benefits of relying on AI-generated experimental video material for the study of nonverbal behavior.

Combating COVID-19 with charisma: Evidence on governor speeches in the United States

Using field and laboratory data, we show that leader charisma can affect COVID-related mitigating behaviors. We coded a panel of U.S. governor speeches for charisma signaling using a deep neural network algorithm. The model explains variation in stay-at-home behavior of citizens based on their smart phone data movements, showing a robust effect of charisma signaling: stay-at-home behavior increased irrespective of state-level citizen political ideology or governor party allegiance. Republican governors with a particularly high charisma signaling score impacted the outcome more relative to Democratic governors in comparable conditions. Our results also suggest that one standard deviation higher charisma signaling in governor speeches could potentially have saved 5,350 lives during the study period (02/28/2020-05/14/2020). Next, in an incentivized laboratory experiment we found that politically conservative individuals are particularly prone to believe that their co-citizens will follow governor appeals to distance or stay at home when exposed to a speech that is high in charisma; these beliefs in turn drive their preference to engage in those behaviors. These results suggest that political leaders should consider additional "soft-power" levers like charisma-which can be learned-to complement policy interventions for pandemics or other public heath crises, especially with certain populations who may need a "nudge."

Video-based messages to reduce COVID-19 vaccine hesitancy and nudge vaccination intentions

Vaccines are highly effective for curbing the spread of SARS-CoV-2 (COVID-19). Yet, millions of Americans remain hesitant about getting vaccinated, jeopardizing our ability to end the COVID-19 pandemic by fueling the spread and development of new variants. We show that brief video-based messages of encouragement addressing specific COVID-19 vaccine concerns increase vaccination intentions, and that vaccination intentions, in turn, are predictive of future vaccine uptake. Results from our online experiment reveal that willingness to get vaccinated is driven by messages that increase confidence in COVID-19 vaccines and perceived behavioral control to get vaccinated. Importantly, messages were particularly effective among more skeptical populations including people who identify as politically conservative or moderate and those who express low trust in government institutions. Our findings corroborate the real-world behavioral significance of vaccination intentions, and devise how even short, scalable online messages can provide governments and health authorities an inexpensive, yet effective tool for increasing intentions to vaccinate against COVID-19 among populations most reluctant to get them.