Artificial Voices in Human Choices

Abstract:

Today, most recent available voice assistants talk with non-emotional tone. However, with technology becoming more humanoid, this is about to change. From a marketing perspective, this is especially interesting, as the voice assistant’s emotional tone may affect consumers’ emotions which play an important role while shopping. For example, happy consumers tend to seek more variety in product choice and are more likely to engage in impulse buying. Against this background, we explore how the tone of a voice assistant impacts consumers’ shopping behavior.