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Melanie Brucks

@melaniebrucks

Assistant Professor of Marketing Columbia Business School Innovation & Technology

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Latest posts by Melanie Brucks @melaniebrucks

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Video-call glitches trigger uncanniness and harm consequential life outcomes - Nature Glitches in video calls can have a negative effect on the judgement of the people involved and correspond to worse outcomes in major areas of life such as job interviews and parole hearings.

check out more here!: www.nature.com/articles/s41...

10.12.2025 21:49 πŸ‘ 1 πŸ” 0 πŸ’¬ 0 πŸ“Œ 0

As videoconferencing becomes standard in work, health, education, and the legal system, people without reliable high-speed internet may face systematic disadvantages. The internet is often called an equalizer, but if access to internet is unequal, it may instead exacerbate disadvantage. (6/6)

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And not all glitches are equally harmfulβ€” the more uncanny a glitch feels, the more it undermines evaluations of the person on screen. (5/6)

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We found that glitches only undermined interpersonal judgments in video calls that simulate face-to-face interaction (therefore producing uncanniness), showing that the negative effect produced by glitches goes beyond mere disruptiveness, comprehension difficulties and negative attributions. (4/6)

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Why does this happen? Glitches disrupt the illusion of real face-to-face interaction. Distorted faces, choppy motion, and audio hiccups create a strange, creepy, or eerie feeling termed β€œuncanniness”— and that feeling undermines interpersonal judgments. (3/6)

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For example, glitches during job interviews decrease hiring likelihood, and in analyzing actual parole hearings, the presence of glitches was associated with a 12-percentage-point difference in whether someone was granted parole (48% vs. 60%) (2/6)

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Loved seeing GLITCHES in yesterday’s NYT crossword-- perfect timing for our new paper w/ Jacqueline Rifkin (co-first author) and Jeff Johnson, which examines how minor video-call glitches (even when no information is lost) meaningfully impact important decisions. (1/6)

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7/ Read the full paper β†’ journals.plos.org/plosone/arti...

Happy to discuss or answer questions!

28.04.2025 19:00 πŸ‘ 0 πŸ” 0 πŸ’¬ 0 πŸ“Œ 0

6/ Why it matters
Prompt architecture can influence outputs in high-stakes domains:
β€’ Hiring decisions
β€’ Medical triage
β€’ Policy or scientific research summaries
β€’ Your research papers!
In each case, prompt architecture could silently skew resultsβ€”unless we actively correct for it.

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5/ Mitigation strategy

Instead of searching for a β€œperfect” prompt, we propose Prompt Aggregation: By asking the same question multiple ways and combining answers, we can cancel out these biases.
In our β€œhoney vs maple” example, aggregation favors honey in 5 of 8 prompts. Try it out yourself!

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4/ Implication: There is no neutral prompt

You can't write your way around prompt architecture effects because any prompt must have some order, some framing, some structure.

GPT-3, GPT-4, and Llama 3.1 all exhibited different prompt architecture biases.

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3/ Core insight

We found LLMs are systematically biased by seemingly trivial prompt architecture:
β€’ Option order (e.g., "honey or maple" vs "maple or honey")
β€’ Option labels (e.g., A/B vs B/A)
β€’ Question framing (e.g., "closer" vs "further")
β€’ Asking for justification

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Seems straightforward... until you flip the order. Same question, different answers. But why?

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user: Is A honey or B maple syrup closer to sugar?
chatGPT: the answer is B. maple syrup-- maple syrup is closer to pure sugar than honey

user: Is A honey or B maple syrup closer to sugar? chatGPT: the answer is B. maple syrup-- maple syrup is closer to pure sugar than honey

1/ Setup

Imagine you ask a simple question to ChatGPT:

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New paper alert with Olivier Toubia! We show how prompt architecture introduces systematic error in LLM responses.

🧡Key findings from our study on prompt structure (and how to mitigate silent bias in your research):

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