Consumer decisions with artificially intelligent voice assistants

Benedict G.C. Dellaert; Suzanne B. Shu; Theo A. Arentze; Tom Baker; Kristin Diehl; Bas Donkers; Nathanael J. Fast; Gerald Häubl; Heidi Johnson; Uma R. Karmarkar; Harmen Oppewal; Bernd H. Schmitt; Juliana Schroeder; Stephen A. Spiller; Mary Steffel

doi:10.1007/s11002-020-09537-5

Consumer decisions with artificially intelligent voice assistants

Benedict G.C. Dellaert (Corresponding author), Suzanne B. Shu, Theo A. Arentze, Tom Baker, Kristin Diehl, Bas Donkers, Nathanael J. Fast, Gerald Häubl, Heidi Johnson, Uma R. Karmarkar, Harmen Oppewal, Bernd H. Schmitt, Juliana Schroeder, Stephen A. Spiller, Mary Steffel

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Abstract

Consumers 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.

Original language	English
Pages (from-to)	335-347
Number of pages	13
Journal	Marketing Letters
Volume	31
Issue number	4
DOIs	https://doi.org/10.1007/s11002-020-09537-5
Publication status	Published - Dec 2020

Bibliographical note

Publisher Copyright:
© 2020, The Author(s).

Keywords

Artificial intelligence
Consumer decision-making
Consumer dialogs
Consumer models
Digital marketing
Voice assistants

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10.1007/s11002-020-09537-5

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abstract = "Consumers 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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AU - Dellaert, Benedict G.C.

AU - Shu, Suzanne B.

AU - Arentze, Theo A.

AU - Baker, Tom

AU - Diehl, Kristin

AU - Donkers, Bas

AU - Fast, Nathanael J.

AU - Häubl, Gerald

AU - Johnson, Heidi

AU - Karmarkar, Uma R.

AU - Oppewal, Harmen

AU - Schmitt, Bernd H.

AU - Schroeder, Juliana

AU - Spiller, Stephen A.

AU - Steffel, Mary

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AB - Consumers 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.

KW - Artificial intelligence

KW - Consumer decision-making

KW - Consumer dialogs

KW - Consumer models

KW - Digital marketing

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Consumer decisions with artificially intelligent voice assistants

Abstract

Bibliographical note

Keywords

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