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Consumer decisions with artificially intelligent voice assistants

  • Author(s): Dellaert, Benedict GC
  • Shu, Suzanne B
  • Arentze, Theo A
  • Baker, Tom
  • Diehl, Kristin
  • Donkers, Bas
  • Fast, Nathanael J
  • Haubl, Gerald
  • Johnson, Heidi
  • Karmarkar, Uma R
  • Oppewal, Harmen
  • Schmitt, Bernd H
  • Schroeder, Juliana
  • Spiller, Stephen A
  • Steffel, Mary
  • et al.

Published Web Location

https://link.springer.com/content/pdf/10.1007/s11002-020-09537-5.pdf
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Abstract

AbstractConsumers are widely adopting Artificially Intelligent Voice Assistants (AIVAs). AIVAs now handle many different everyday tasks and are also increasingly assisting consumers with purchasing decisions, making AIVAs a rich topic for marketing researchers. We develop a series of propositions regarding how consumer decision-making processes may change when moved from traditional online purchase environments to AI-powered voice-based dialogs, in the hopes of encouraging further academic thinking and research in this rapidly developing, high impact area of consumer-firm interaction. We also provide suggestions for marketing managers and policymakers on points to pay attention to when they respond to the proposed effects of AIVAs on consumer decisions.

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