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Consumer decisions with artificially intelligent voice assistants

Author

Listed:
  • Benedict G. C. Dellaert

    (Erasmus University
    Monash Business School, Monash University)

  • Suzanne B. Shu

    (Dyson School of Applied Economics and Management, Cornell University)

  • Theo A. Arentze

    (Eindhoven University of Technology)

  • Tom Baker

    (University of Pennsylvania Law School, University of Pennsylvania)

  • Kristin Diehl

    (Marshall School of Business, University of Southern California)

  • Bas Donkers

    (Erasmus University)

  • Nathanael J. Fast

    (Marshall School of Business, University of Southern California)

  • Gerald Häubl

    (Alberta School of Business, University of Alberta)

  • Heidi Johnson

    (Financial Health Network)

  • Uma R. Karmarkar

    (UC San Diego)

  • Harmen Oppewal

    (Monash Business School, Monash University)

  • Bernd H. Schmitt

    (Columbia Business School, Columbia University)

  • Juliana Schroeder

    (Haas School of Business, University of California at Berkeley)

  • Stephen A. Spiller

    (Anderson School of Management, UCLA)

  • Mary Steffel

    (D’Amore-McKim School of Business, Northeastern University)

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.

Suggested Citation

  • 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. S, 2020. "Consumer decisions with artificially intelligent voice assistants," Marketing Letters, Springer, vol. 31(4), pages 335-347, December.
    • Handle: RePEc:kap:mktlet:v:31:y:2020:i:4:d:10.1007_s11002-020-09537-5
    DOI: 10.1007/s11002-020-09537-5
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    Cited by:

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    2. Abhijit Guha & Timna Bressgott & Dhruv Grewal & Dominik Mahr & Martin Wetzels & Elisa Schweiger, 2023. "How artificiality and intelligence affect voice assistant evaluations," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 843-866, July.
    3. Erik Hermann, 2022. "Leveraging Artificial Intelligence in Marketing for Social Good—An Ethical Perspective," Journal of Business Ethics, Springer, vol. 179(1), pages 43-61, August.
    4. Poushneh, Atieh & Vasquez-Parraga, Arturo & Gearhart, Richard S., 2024. "The effect of empathetic response and consumers’ narcissism in voice-based artificial intelligence," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    5. Margarita Leib & Nils Kobis & Rainer Michael Rilke & Marloes Hagens & Bernd Irlenbusch, 2023. "Corrupted by Algorithms? How AI-generated and Human-written Advice Shape (Dis)honesty," Papers 2301.01954, arXiv.org.
    6. Vlačić, Božidar & Corbo, Leonardo & Costa e Silva, Susana & Dabić, Marina, 2021. "The evolving role of artificial intelligence in marketing: A review and research agenda," Journal of Business Research, Elsevier, vol. 128(C), pages 187-203.
    7. Simón, Cristina & Revilla, Elena & Jesús Sáenz, Maria, 2024. "Integrating AI in organizations for value creation through Human-AI teaming: A dynamic-capabilities approach," Journal of Business Research, Elsevier, vol. 182(C).
    8. Mari, Alex & Mandelli, Andreina & Algesheimer, René, 2024. "Empathic voice assistants: Enhancing consumer responses in voice commerce," Journal of Business Research, Elsevier, vol. 175(C).
    9. Blut, Markus & Wünderlich, Nancy V. & Brock, Christian, 2024. "Facilitating retail customers’ use of AI-based virtual assistants: A meta-analysis," Journal of Retailing, Elsevier, vol. 100(2), pages 293-315.
    10. Hu, Peng & Gong, Yeming & Lu, Yaobin & Ding, Amy Wenxuan, 2023. "Speaking vs. listening? Balance conversation attributes of voice assistants for better voice marketing," International Journal of Research in Marketing, Elsevier, vol. 40(1), pages 109-127.
    11. Beeler, Lisa & Zablah, Alex R. & Rapp, Adam, 2022. "Ability is in the eye of the beholder: How context and individual factors shape consumer perceptions of digital assistant ability," Journal of Business Research, Elsevier, vol. 148(C), pages 33-46.
    12. Halbauer, Ingo & Jacob, Saskia & Klarmann, Martin, 2022. "Brand presentation order in voice shopping: Understanding the effects of sequential product presentation," Journal of Retailing, Elsevier, vol. 98(4), pages 759-778.
    13. Kang, Weiyao & Shao, Bingjia, 2023. "The impact of voice assistants’ intelligent attributes on consumer well-being: Findings from PLS-SEM and fsQCA," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    14. Pei Li & Chunmao Wu & Charles Spence, 2023. "Comparing the influence of visual information and the perceived intelligence of voice assistants when shopping for sustainable clothing online," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    15. Badghish, Saeed & Shaik, Aqueeb Sohail & Sahore, Nidhi & Srivastava, Shalini & Masood, Ayesha, 2024. "Can transactional use of AI-controlled voice assistants for service delivery pickup pace in the near future? A social learning theory (SLT) perspective," Technological Forecasting and Social Change, Elsevier, vol. 198(C).

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