“Alexa, order me a pizza!”: The mediating role of psychological power in the consumer–voice assistant interaction

By Vito Tassiello, Jack S. Tillotson, A. Rome. Psychology & Marketing, 2021

91 citations recorded by the source corpus.

This article investigates the consumer – voice assistant (VA) interaction in the context of food and beverage purchase choices and the role that psychological power plays in the consumer decision ‐ making process. A series of experimental studies demonstrate that both involvement and the psychological condition of power meditate consumers' willingness to purchase. As a result, we find that consumers are more likely to purchase low involvement than high ‐ involvement products through VA technology, particularly when experiencing high ‐ power states. This study broadens our understanding of the role of VAs and their ability to shape the consumer decision ‐ making process. With an explicit focus on power, this study illustrates how the success of voice commerce may largely rest on the promotion of low ‐ involvement products that enable high ‐ power psychological conditions which drive willingness to purchase.

Subfields: Artificial Intelligence, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/69bd37e0ba5e833a8fae93bbe2b9d068d4a9f615