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Affective Computing in Marketing: Practical Implications and Research Opportunities Afforded by Emotionally Intelligent Machines

Author

Listed:
  • Delphine Caruelle

    (Kristiania University College)

  • Poja Shams

    (Karlstad University)

  • Anders Gustafsson

    (BI Norwegian Business School)

  • Line Lervik-Olsen

    (BI Norwegian Business School
    NHH Norwegian School of Economics)

Abstract

After years of using AI to perform cognitive tasks, marketing practitioners can now use it to perform tasks that require emotional intelligence. This advancement is made possible by the rise of affective computing, which develops AI and machines capable of detecting and responding to human emotions. From market research, to customer service, to product innovation, the practice of marketing will likely be transformed by the rise of affective computing, as preliminary evidence from the field suggests. In this Idea Corner, we discuss this transformation and identify the research opportunities that it offers.

Suggested Citation

  • Delphine Caruelle & Poja Shams & Anders Gustafsson & Line Lervik-Olsen, 2022. "Affective Computing in Marketing: Practical Implications and Research Opportunities Afforded by Emotionally Intelligent Machines," Marketing Letters, Springer, vol. 33(1), pages 163-169, March.
    • Handle: RePEc:kap:mktlet:v:33:y:2022:i:1:d:10.1007_s11002-021-09609-0
    DOI: 10.1007/s11002-021-09609-0
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    Cited by:

    1. Vishwakarma, Laxmi Pandit & Singh, Rajesh Kr & Mishra, Ruchi & Demirkol, Denizhan & Daim, Tugrul, 2024. "The adoption of social robots in service operations: A comprehensive review," Technology in Society, Elsevier, vol. 76(C).
    2. Aparna A. Labroo & Natalie Mizik & Russell Winer, 2022. "Sparking conversations: Editors’ Pick with commentaries and thematic article compilations," Marketing Letters, Springer, vol. 33(1), pages 1-4, March.
    3. Mari, Alex & Mandelli, Andreina & Algesheimer, René, 2024. "Empathic voice assistants: Enhancing consumer responses in voice commerce," Journal of Business Research, Elsevier, vol. 175(C).

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