RESEARCH INSTITUTE

To Listen or to Read? Investigating the Impact of Language Modality on Decision Making

Project Title: To Listen or to Read? Investigating the Impact of Language Modality on Decision Making
PI: Boaz Keysar
Award Type: 3-Year IIRP-Based
Department: Psychology
Division/School: Social Sciences
Start Year: 2024
Description:

We “consume” around 100,000 words daily and we can often choose to either hear or read this information. We will investigate the consequences of this choice of modality for decision making. About 97% of smartphone owners use voice assistants to receive information. Despite such technological advancements, our understanding of the psychology of decision-making relies on research using text. Our preliminary research demonstrates that language modality is consequential: People engage intuition more when they hear and analytic thought when they read. This project will investigate how listening, compared to reading information influences decision biases. Because intuitive thinking often leads to decision biases, our theory predicts that hearing information will increase such biases, while reading information will reduce them. Importantly, decision research typically uses English and assumes it generalizes. We will challenge this assumption and conduct the same experiment in several languages, to explore whether the impact of modality generalizes across languages. The findings will provide theoretical insights and inform policymakers on how to conduct effective communication in domains such as health, finance, and politics. Our international team will use this project to promote the new Paris center both locally and for European researchers, by conducting symposia and public lectures on site.